Not so long ago one of the largest universities in the UK made a study, with the aim to identify the most important factor influencing on the confidence of players to online casinos and slots. How did the players make the choice of whether to trust the online casino or not?
In recent years, the online casino industry is really booming. At the same time, online entertainment has rather a questionable reputation among ordinary citizens. Compared to bookmakers, where all is transparent enough, a person bets on the outcome of events that show on TV live. But in the online casino, the random number generator controls the outcome of our game. And no one sees the process. This forces players to rely on the credibility of the online casino, and believe that the gambling house has a fair game, as in ordinary land-based casinos. So how do the players evaluate the credibility of a particular online casino?
The above-mentioned study defined the mathematical model, which was used to determine the degree of consumer confidence in suppliers of electronic services.
This model is quite flexible, so it can be used for online casinos. In this case, the model identifies four key factors that measure the degree of confidence of the players for different online casinos.
The first step is to analyze and interface qualities: branding, how convenient to use the services offered, etc.
An informative content: the availability of information about the company offered online, products and services, the credibility of this information, the terms of the company's operations, safety and security of personal customer information.
And finally, the customer relationship management: the quality of communications services before and after (the services in the online casino), the functioning of the technical support service, individual approach to the players, and the overall level of service.
The aim of this study was to determine the factors which more than any other effect on decision-making customers if they can believe this online casino or not. In the end, the deciding factor for the players was named the content.