Agrawal, R., Gaur, S.S. & Narayanan, A., 2012. Determining customer loyalty : Review and model.
Marketing Review, 12(3), pp.275–289.
Badgeville.com, 2014. Gamification. Available at: http://badgeville.com/wiki/Gamification [Accessed July 1, 2014].
Baron, S., Conway, T. & Warnaby, G., 2010. Relationship marketing: A consumer experience approach, London: SAGE Publications Ltd. Available at: http://www.sagepub.com/upm-data/32915_02_Baron_et_al_Ch_02.pdf.
Betexpert.dk, 2014. Tilbagebetalingsprocent. Available at:
http://www.betxpert.com/bookmakere/tilbagebetaling [Accessed July 9, 2014].
Betsafe.com About Us, 2013. Betsafe - About Us. Available at: https://customer-service.betsafe.dk/en/about-us/the-company [Accessed December 20, 2013].
Betsson, 2012. Betsson AB Annual Report, Available at:
http://files.shareholder.com/downloads/AMDA-1D21B7/2947140011x0x699022/503239A0-0824-40E4-9376-6EF37913B5CB/ann2012.pdf [Accessed December 12, 2013].
Betsson AB History, 2014. History - Betsson AB. Available at:
http://www.betssonab.com/en/About-Betsson/History/ [Accessed April 16, 2014].
Betsson Annual Report, 2012. Betsson Annual Report 2012, Stockholm.
Betsson lukker i Danmark, 2013. Betsson lukker i Danmark. Available at:
http://www.odds.dk/betsson-lukker-danmark-sadan-skal-du-forholde-dig/ [Accessed December 11, 2013].
Betsson Magazine, 2012. The Betsson Model. Betsson Magazine, p.24.
BetssonAB, 2013. Brand Platform Development, Copenhagen.
bettingexpert.dk, 2014. Nem ID og Odds. Available at:
http://www.bettingexpert.com/dk/odds/nemid [Accessed December 6, 2013].
BlueCarrot, 2013. Quarterly Q2 Report - BetssonGroup Brand Health Tracker, Denmark.
Blumberg, B., Cooper, D. & Schindler, P., 2008. Business Research Methods Second Eur., McGraw-Hill Higher Education.
Boell, S.K. & Cecez-Kecmanovic, D., 2010. Literature reviews and the hermeneutic circle.
Australian Academic and Research Libraries, 41(2), pp.129–144.
Boonlertvanich, K., 2011. Effect of Customer Perceived Value on Satisfaction and Customer Loyalty in Banking Service: The Moderating effect of Main-Bank Status. International Journal of Business Research, 11(6), pp.40–54.
Bøye, J., 2011. FAQ: Hvad betyder den nye danske spillelov for mig? Available at:
http://www.betxpert.com/artikel/faq-hvad-betyder-den-nye-danske-spillelov-for-mig#hvemkan [Accessed February 30, 2014].
Bryman, A. & Bell, E., 2011. Business Research Methods 3rd ed., New York: Oxford University Press Inc. Available at:
http://books.google.dk/books?id=YnCcAQAAQBAJ&printsec=frontcover&dq=bryman+&+be ll+2011&hl=en&sa=X&ei=THJRU8X6JePY7AbxmYDQDQ&redir_esc=y#v=onepage&q=br yman & bell 2011&f=false.
Clancy, K.J. & Shulman, R.S., 1991. The Marketing Revolution A Radical Manifesto For Dominating The Marketplace, New York: HarperBusiness.
Dansk Spillelicens, 2014. Dansk Spillelicens. Available at: http://www.danskspillelicens.dk/
[Accessed December 13, 2013].
Danske Spil Koncern, 2013. Danske Spil Koncern. Available at:
https://om.danskespil.dk/da/Koncern [Accessed November 11, 2013].
Dick, A. & Basu, K., 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science. Available at:
http://jam.sagepub.com/content/22/2/99.short [Accessed February 4, 2014].
Dixon, M., Freeman, K. & Toman, N., 2010. Stop Trying to Delight Your Customers. Harvard Business Review, Vol. 88(Issue 7/8), pp.116–122. Available at: http://hbr.org/2010/07/stop-trying-to-delight-your-customers/ar/1.
Dowling, G.R. & Uncles, M., 1997. Do Customer Loyalty Programs Really Work? Sloan Management Review, 38(4), pp.71–82.
Duffy, D.L., 2003. Internal and External Factors which Affect Customer Loyalty. Journal of Consumer Marketing., 20(5), pp.480–485.
Elling, J. & Jørgensen, S., 1997. Vejen til loyale kunder, Hørsholm: Stig Jørgensen & Partners A/S.
Enders, A. & Jelassi, T., 2008. Strategies for e-Business: Creative Value through Electronic and Mobil Commerce 2nd ed., Essex: Pearson Education Limited.
Eriksson, P. & Kovalainen, A., 2008. Qualitative Methods in Business Research, London: SAGE Publications Ltd.
Esterberg, K.G., 2002. Qualitative Methods in Social Research, McGraw-Hill.
Fiedler, I., 2012. The social costs of (online) gambling. Available at:
http://www.wiso.uni-hamburg.de/fileadmin/bwl/rechtderwirtschaft/institut/Ingo_Fiedler/The_Social_Costs_of_Gam bling.pdf.
Gephart, R., 1999. Paradigms and Research Methods. Research Methods Forum (Online), 4.
Available at:
http://division.aomonline.org/rm/1999_RMD_Forum_Paradigms_and_Research_Methods.htm .
Gillham, B., 2005. Research Interviewing - the range of techniques, Berkshire: Open University Press/McGraw-Hill Education.
Griffin, J., 2002. Customer Loyalty: How to Earn It, How to Keep It, Wiley. Available at:
http://books.google.com/books?id=mB5xQgAACAAJ&pgis=1 [Accessed February 5, 2014].
Griffin, J., 1996. The Internet’s expanding role in building customer loyalty. Direct Marketing, November(Business Insights: Essentials), p.50+. Available at: http://bi.galegroup.com.esc-web.lib.cbs.dk/essentials/article/GALE|A19184833/d5f53c871e5c07e83cd7d3cf12cfa817?u=c bs.
Henning-Thurau, T., Gwinner, K.P. & Gremler, D.D., 2002. Understanding Relationship Marketing Outcomes. Journal of Service Research, 4(No. 3), pp.230–247.
Hill, N. & Alexander, J., 2000. Handbook of Customer Satisfaction and Loyalty Measurement Second Edi., Vermont: Gower publishing.
HJM Business Development, 2012. Use Ansoff’s Matrix to Identify Your Growth Strategy.
Available at: http://www.hjmbd.ie/use-ansoffs-matrix-to-identify-your-growth-strategy/
[Accessed April 4, 2014].
Hüttel, J., 2013. Så store er Danske Spil. Ekstra Bladet.dk. Available at:
http://ekstrabladet.dk/sport/betting/spil-nyheder/article1952083.ece.
Hüttel, J., 2012. Unibet køber Bet24 for 100 mio. kr. Ekstra Bladet.dk. Available at:
http://ekstrabladet.dk/sport/betting/spil-nyheder/article1740040.ece [Accessed December 12, 2013].
Ingebrigtsen, S. & Ottesen, O., 1993. Markedsføringsplanlægning og –ledelse, Samfundslitteratur.
Ingeniørhøjskolen, 2011. Center for videreuddannelse SMK/LMK 2011.
Jones, T.O. & Sasser, E.J., 1995. Why Satisfied Customers Defect. Harvard Business Review, Vol.
73(Issue 6), pp.88–91.
Keller, K.L., Sternthal, B. & Tybout, A., 2002. Three questions you need to ask about your brand.
Harvard business review, 80(9), pp.80–6, 125. Available at:
http://www.ncbi.nlm.nih.gov/pubmed/12227148.
MBAskool.com, 2008. Customer Loyalty Ladder. Available at:
http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/6791-customer-loyalty-ladder.html [Accessed January 5, 2014].
Mind Tools, 2014. The McKinsey 7S Framework. Available at:
http://www.mindtools.com/pages/article/newSTR_91.htm [Accessed April 20, 2014].
Myers, M.D., 2009. Qualitative Research in Business & Management, London: SAGE Publications Ltd.
onlinecasino.dk, Sportingbet køber danske bookmakere Danbook og Scanbook. Available at:
http://www.onlinecasino.dk/sports-betting/sportingbet-kober-danske-bookmakere-danbook-og-scanbook/ [Accessed April 3, 2014].
Oxford Advanced Learner’s Dictionary, 2014. Loyalty - Definition | Oxford Advanced Learner’s Dictionary. Oxford University Press. Available at:
http://www.oxfordlearnersdictionaries.com/definition/english/loyalty [Accessed January 15, 2014].
Porter, M.E., 1985. Competitive Advantage, New York: The Free Press.
Porter, M.E., 2008. The Five Competitive Forces That Shape Strategy. Harvard Business Review, 86(1), pp.78–93.
Rauyruen, P., Miller, K.E. & Groth, M., 2009. B2B services: linking service loyalty and brand equity. Journal of Services Marketing, Vol. 23(Iss: 3), pp.175 – 186. Available at:
http://www.emeraldinsight.com/journals.htm?articleid=1793209&show=abstract.
Reichheld, F.F., 1996. The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value T. Teal, ed., United States of America: Harvard Business School Press. Bain &
Company. Available at:
http://books.google.dk/books?id=JzkD_ooCNlYC&printsec=frontcover&dq=reichheld+1996
&hl=en&sa=X&ei=ZwNPU66FOeeJ4ASD24GYBA&ved=0CDEQ6AEwAA#v=onepage&q=
reichheld 1996&f=false.
Reichheld, F.F. & Sasser, E.J., 1990. Zero Defections: Quality Comes to Services. Harvard Business Review, Vol. 68(Issue 5), pp.105–111.
Saunders, M., Lewis, P. & Thornhill, A., 2012. Research Methods for Business Students Sixth Edit., Harlow, England: Pearson Education Limited.
Simon Fraser University, 2014. Hermeneutic Cycle. Simon Fraser University. Available at:
http://www.sfu.ca/media-lab/cycle/presentation/design.html [Accessed April 4, 2014].
Singh, A., 2013. A Study of Role of McKinsey’s 7S Framework in Achieving Organizational Excellence. Organizational Development Journal, Vol. 31(3), pp.39–49.
Skatteministeriet, 2010. Aftale om delvis liberalisering af spillemarkedet. Available at:
http://www.skm.dk/aktuelt/presse/pressemeddelelser/2010/februar/aftale-om-delvis-liberalisering-af-spillemarkedet/ [Accessed April 16, 2014].
Sondhi, R., 2008. Total Strategy 3rd ed., Great Britain: BMC Global Services Publications.
Tesco.com, 2014. Tesco Clubcard. Available at: http://www.tesco.com/clubcard/about/ [Accessed July 8, 2014].
TexasPoker.dk, 2012. FAQ: Den nye spillelov fra A-Z. Available at:
http://www.texaspoker.dk/danmarks-nye-spillelov-faq [Accessed November 1, 2013].
Trochim, W.M.., 2006. Positivism & Post Positivism. Web Center for Social Research Methods.
Available at: http://www.socialresearchmethods.net/kb/positvsm.php [Accessed March 3, 2014].
Trochim, W.M.. & Donnelly, J.P., 2007. The Research Methods Knowledge Base 3rd ed., Atomic Dog Publishing.
Ucdavis.edu, 2007. Types of samples. Available at:
http://psychology.ucdavis.edu/faculty_sites/sommerb/sommerdemo/sampling/types.htm [Accessed June 29, 2014].
Unibet Group, 2013. Unibet Group plc Annual Report and Accounts, Malta.
USCLibraries, 2014. Organizing Your Social Sciences Research Paper. Available at:
http://libguides.usc.edu/content.php?pid=83009&sid=616083 [Accessed May 24, 2014].
Wilson, J., 2010. Essentials of Business Research, London: SAGE Publications Ltd.
Personal Interviews
Holm, T. Interviewed by: Lund, Denys and Rasmus Friis Hansen (November 2013).
Brandenborg, T. Interviewed by: Lund, Denys and Rasmus Friis Hansen (November 2013).
Ljungerud, E. Conversation with: Lund, Denys (May 2014).
Bjerregaard, P. Interviewed by: Lund, Denys and Rasmus Friis Hansen (October 2013).