Change management: Antecedents and consequences in casino CRM

Date of this Version


Document Type

Journal Article

Publication Details

Interim status: Citation only.

Kale, S. H. (2005). Change management: Antecedents and consequences in casino CRM. UNLV gaming research & review journal, 9(2), 55-67.

Access the publisher's website.

2005 HERDC submission.

© Copyright University of Nevada, Las Vegas, 2005


Customer Relationship Management (CRM) continues to attract increasing attention within the casino industry. While the vital role of change management in making CRM projects successful has been acknowledged for quite some time, there is little in extant literature to explain the nature and conduct of change management in the CRM context. This article posits that relevant change management is a prerequisite for successful implementation of a casino's CRM. Change management involves five key initiatives: selling change internally, creating an appropriate infrastructure for change management, CRM-relevant training, a reconfiguration of the organization structure and performance assessment measures, and recasting existing incentive systems. The role of the HR department in facilitating change can never be overestimated.

This document is currently not available here.



This document has been peer reviewed.