Investigating Structural Relationships between Casino Visitors’ Winning Perception and Behavioral Outcomes

The purpose of this study is to examine the influence of the winning perception on overall customer satisfaction, brand affect, service quality, and world of mouth. Based on a literature review, the proposed model with 13 theoretical hypotheses was developed. Confirmatory factor analysis and structural equation modeling analysis were conducted to test the proposed model. The results demonstrated that winning perception is a significant antecedent of various consumer behaviors such as brand affect, and word of mouth. Investigating the effect of winning perception is very critical to enhance customers’ perceived value/performance of casino. Thus, the results of the current study can assist casino in forming better marketing strategies and effective advertising.