초록 열기/닫기 버튼
The significance of the role of other customer perceptions in the service industry is widely known. In particular, unlike other casino games, such as slot machines, people who enjoy table games play with other customers together at one table. That is, in a table game, players can be heavily influenced by other players. For this reason, this study tried to apply the concept of other customer perceptions to the context of casino table games. More specifically, the purposes of the current study were to (1) verify the reliability and validity of three sub-dimensions of other customer perceptions, such as similarity, physical appearance, and suitable behavior and (2) explore whether or not there is a significant difference in the three sub-dimensions of other customer perceptions according to the demographic factors. To achieve these research purposes, this study collected data from 232 casino table game players in the U.S. First, confirmatory factor analysis indicated a high level of reliability and validity of the three sub-dimensions of other customer perceptions. In addition, there were significant differences in similarity and physical appearance based on yearly income level, education level, ethnicity, and marital status. Based on the results of statistical analysis, theoretical and practical implications are presented later in the paper.
