%0 Journal Article
%T The relationship between casino corporate social responsibility and casino customer loyalty
%A Emma Liu
%A Eric Jen
%A Jeffrey C Lolli
%A Shiang-Lih Chen McCain
%J Tourism Economics
%@ 2044-0375
%D 2019
%R 10.1177/1354816618808077
%X 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
%K casino
%K corporate social responsibility
%K customer loyalty
%U https://journals.sagepub.com/doi/full/10.1177/1354816618808077