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Many casinos today are focusing on measuring and analyzing customer behavior through guest service surveys. Casinos use these surveys to garner the necessary feedback to help the property create and maintain an environment that appeals to its guests. "Guest surveys can be effective in designing a moments of truth cycle for casino play," said William Thompson, a UNLV professor and author of several gaming books. Thompson says that casinos invest heavily in guest satisfaction, but there are still flaws in the system. The typical guest survey tends to highlight whether a gaming facility is meeting the expectations of its guests, what improvements are necessary and how it compares to the competition.
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