Recently, casino companies have regarded the problem of gambling addition as their important issues because it can be closely related to the negative impacts of casino gambling. To minimize negative impacts associated with casino, casino companies have conducted various activities.
For example, K-Land Casino in South Korea (hereafter Korea), a subject of the current study, has implemented direct and strong preventing practices for gambling addition called compulsory RG strategies including restrictions on resident access to casinos, mandatory identification requirements to identify minors and restricted patrons, and mandatory closures for certain hours during the day.
Furthermore, casino companies have considered indirect preventing practices for gambling addition called supplementary RG strategies which are not required by law or regulations (e.g., providing treatment programs for problem gamblers and their family, supporting rehabilitation programs for problems gamblers, and research activities related to prevention from problem gambling).
In previous studies, because corporate reputation, customer trust, corporate image, customer loyalty, and behavioral intention have been found as the consequences of CSR (Arendt, & Brettel, 2010; David et al., 2005; Lai et al., 2010; Maignan & Ferrell, 2004; Orlitzky & Benjamin, 2001), it seems that RG, a unique CSR in the casino industry, also can affect these constructs. In this regard, the purpose of current research is to explore the influence of CSR and RG strategies on casino visitors’ behavioral intention through customer trust as a mediator between these strategies and behavioral intention.