EAM 2017 Proceedings »

Empirical Study of the moderating effects of self-declared sexuality on the relationship between service quality of gay bar and preference towards a mixed audience

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In the study of human behavior, much research effort focused on attitudes, behaviors and outcomes. However, there is a paucity of similar research done in LGBT, gay and straight communities. Our study addresses this gap in extant literature by studying the degree of acceptance of mixed audiences by the LGBT and gay members who visit gay bars. Based on a large survey of 1,364 customers, our empirical results show that self-declared sexuality not only directly impacts the perceptions of the service quality of gay bars and but also mediates the relationships between preference to meet mixed audience.

Author(s):

T. Jason Gogue    
Auburn University Montgomery
United States

Ravi Chinta    
Auburn University Montgomery
United States