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Examining the Influence of Rapport between Players and Dealers on Customer Satisfaction, Revisit Intentions, and Word-of-Mouth in the Casino Industry: The Moderating Role of Gender

ABSTRACT This study explores the role of rapport between players and dealers in the casino industry. More specifically, based on a literature review, it was proposed that (1) rapport positively affects three outcome variables: customer satisfaction, revisit intentions, and word-of-mouth; (2) customer satisfaction has a positive influence on revisit intentions and word-of-mouth; and (3) gender plays a moderating role in this process. Based on the proposed hypotheses, a conceptual model was developed and tested using empirical data from 227 casino table players. Data analysis results showed that rapport is an important determinant of customer satisfaction, revisit intentions, and word-of-mouth. In addition, it was revealed that customer satisfaction bears a significant impact on revisit intentions and word-of-mouth. Lastly, gender has key moderating functions in the relationship between (1) rapport and customer satisfaction and (2) rapport and revisit intentions. The possible interpretations and managerial implications of these findings are provided in the last part of the article.