The relationship between casino corporate social responsibility and casino customer loyalty

Shiang-Lih Chen McCain, Jeffrey C Lolli, Emma Liu and Eric Jen
Additional contact information
Shiang-Lih Chen McCain: Colorado Mesa University, USA
Jeffrey C Lolli: Widener University, USA
Emma Liu: Widener University, USA
Eric Jen: National Chung Hsing University

Tourism Economics, 2019, vol. 25, issue 4, 569-592

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.

Keywords: casino; corporate social responsibility; customer loyalty (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/1354816618808077 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:25:y:2019:i:4:p:569-592

DOI: 10.1177/1354816618808077

Access Statistics for this article

More articles in Tourism Economics
Bibliographic data for series maintained by SAGE Publications ().