Business

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IJCHM 25,6

922

Received 8 May 2012 Revised 18 September 2012 6 January 2013 23 January 2013 Accepted 10 February 2013

Causal relationships between table game players’ perceptions of service quality, perceived winning, and game spending

Moderating effects of demographic factors

Sang Mi Jeon

Division of Tourism Studies, Kyungnam University, Gyeongsangnam-do, Korea

Vincent P. Magnini

Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, Virginia, USA, and

Insin Kim and Sunghyup Sean Hyun

Department of Tourism and Convention, Pusan National University, Busan, Korea

Abstract

Purpose – The purpose of this paper is twofold: first, to examine the roles of five drivers of service quality (tangibles, reliability, responsiveness, assurance, and empathy) and perceived winning in the gaming behavior of table game players; and second, to test the moderating effects of table game players’ demographic and situational factors (gender, education level, parenting status, and proximity to a casino). Design/methodology/approach – A review of the current literature in the above-mentioned areas revealed 13 theoretical hypotheses, from which the authors derived a structural model. The model was tested utilizing data collected from 383 US casino patrons that primarily played table games during visits to casinos. Confirmatory factor analysis and structural equation modeling were utilized to test the proposed theoretical relationships. Findings – The results indicate that various dimensions of perceived service quality (including tangibles, responsiveness, assurance, and empathy) in casinos, as well as casino patrons’ perceived winning have considerable influence on their satisfaction. Brand affect and game spending were found to be influenced by the patron satisfaction with table games. The relationship between...