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http://dx.doi.org/10.18807/jsrs.2018.8.2.001

Effects of Casino Servicescape and Customer Interaction on Chinese and Japanese Customers' Emotions and Loyalty  

Kim, JeanSei (Hotel & Tourism Management Department, Woosong University)
Noh, Jeonpyo (Division of Business, Yonsei University)
Publication Information
Journal of Service Research and Studies / v.8, no.2, 2018 , pp. 1-24 More about this Journal
Abstract
This study investigates the effects of casino servicescape and customer interaction on the emotions and loyalty of Chinese and Japanese customers. Data on casino servicescape, customer interaction, pleasure, arousal, and dominance (PAD) emotions, and loyalty were obtained from 275 Chinese and Japanese gamblers in Korea's foreigner-only casinos, and structural model analysis using AMOS 21.0 was conducted to verify the model. This study empirically confirmed the similarities and differences in PAD emotions between Chinese and Japanese customers on casino servicescape and on their interactions at casinos. By doing so, this study theoretically attempts to extend the existing research framework, and demonstrates the need for casinos to consider the role of culture/nationality in the context of international marketing when targeting international consumers.
Keywords
casino; servicescape; customer interaction; customer emotion; loyalty;
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