Are other customer perceptions important at casino table games? Their impact on emotional responses and word-of-mouth by gender

Abstract

ABSTRACTThis study examined (1) the effects of three types of other customer perceptions on emotional responses, (2) the causal relationships between emotional responses and word-of-mouth, and (3) the moderating role of gender. The data were collected from 216 table game players in the United States. The results indicated that similarity and physical appearance had significant effects on positive emotion, while physical appearance and suitable behavior had significant influences on negative emotion. In addition, positive and negative emotions help to form word-of-mouth. Lastly, this study found that gender has a key moderating function in the relationship between negative emotion and word-of-mouth.