A critical assessment of the nature and role of gratitude in: MGM’s Las Vegas Loyalty programme ‘M life’

Abstract

An upsurge in cognitive approaches to emotions has provoked deeper

enquiries into gratitude’s emotional components. Critically, whilst the

literature explores gratitude’s values, scholars from vastly different

epistemological backgrounds have hypothesized gratitude varyingly as a

response, a debt to be paid, a virtue, an emotion and a coping

mechanism. This paper critically analyses the key literature on gratitude

and explores the role of gratitude in the MGM ‘M life’ loyalty programme.

The paper concludes with a conceptual framework to provide guidance

for MGM to increase consumer gratitude in their loyalty efforts.

MGM Resorts International is renowned for its global entertainment

offerings. Infamous for its “best-in-class hotels and casinos, live and

theatrical entertainment experiences†(MGM 2017), the company’s resort

portfolio encompasses 27 hotels, 13 of which dominate the Las Vegas

strip. This paper argues the need for MGM Las Vegas resorts to focus on

gratitude through their ‘M life’ programme.