Purpose – This study seeks to investigate the relationship among attractiveness of female athlete endorsers, product/service match‐up, and consumers' purchase intention within the context of China. Design/methodology/approach – A 3×2×2 between‐subject experimental design enabled a...

Purpose – This paper aims to investigate customers' perceptions of four service quality aspects – service environment, service delivery, game service, and food service – in the casino setting among Chinese players. Design/methodology/approach – The study examined the proposed model...