According to the research of Lee et al. (2013), the construct of RG can be more specified with supplementary RG and compulsory RG. While compulsory RG is relatively forceful strategies based on legislations or regulations, supplementary RG is not required by law or regulation and is designed and implemented by the gaming business itself (e.g., offering treatment programs for problem gamblers and displaying warning messages related to gambling addiction in the casino).
Recently, the research of Lee et al. (2013) showed that supplementary RG positively affect organizational trust, whereas compulsory RG programs negatively affect organizational trust by examining the relationships among CSR, RG, casino employees’ organizational trust, job satisfaction, and customer orientation in the context of casino employees in Korea.
The aforementioned previous research suggests potential relationships among CSR, RG, and customer trust from the influences not only psychological variables (e.g., awareness, attribution, and attitude) but also behavioral variables (e.g., purchase intention and customer loyalty) (Bhattacharya & Sen, 2003). Prior research has especially stressed that CSR has a positive effect on a customer’s behavioral intention (Mohr & Webb, 2005; Sen, Bhattacharya, & Korschun, 2006).
Behavioral intention or purchasing intention refers to an indicator of the individual likelihood of customer purchases (McDowall, 2011). Schiffman and Kanuk (2000) asserted that behavioral intention is closely related to the customer’s potential to purchase or recommend a specific product to others. Lichtenstein, Drumwright and Braig (2004) also emphasized the importance of CSR to elicit good consequences to companies (e.g., increasing purchasing behaviour and enhancing customer attitude).
These previous studies revealed that the strategy of CSR is effective to enhance the degree of behavioral intention in that customers’ evaluations on products and services of a company are likely to be enhanced by the company’s socially responsible activities. Therefore, the following hypotheses are presented