The relationship between casino corporate social responsibility and casino customer loyalty. Issue 4 (June 2019)

• Record Type: Journal Article
• Authors: Chen McCain, Shiang-Lih; Lolli, Jeffrey C; Liu, Emma; Jen, Eric
• Other Names: Lee Seoki guest-editor.; Ham Sunny guest-editor.; Koh Yoon guest-editor.
• Is Part Of: Tourism economics. Volume 25:Issue 4(2019)
• Page Start: 569
• Page End: 592
• Publication Date: 2019-06
• Subjects: casino -- corporate social responsibility -- customer loyalty; Tourism -- Periodicals; 338.4791
• DOI: 10.1177/1354816618808077
• Languages: English
• ISSNs: 1354-8166

Abstract

Corporate social responsibility (CSR) has become a popular, and even expected, strategy for promoting an organization's public persona. CSR is particularly important in the casino industry since many customers associate the casino industry with negative images such as crime and drugs; therefore, casinos try to enhance their social image through CSR activities. This study investigated how casinos' CSR activities (economic, legal, ethical, and philanthropic) influenced customer loyalty (CL). Partial Least Squares (PLS)-structural equation modeling analysis was used to examine the hypotheses on a sample of 251 casino's customer in the United States. Results of this study showed that the dimensions of philanthropic and legal responsibilities had varying effects on CL. In contrast, economic and ethical responsibilities didn't significantly affect CL.