Considering the importance of CSR in the gaming industry, it is useful to understand the mechanism of CSR for stakeholders in the context of casino visitors. Compared to other research fields, the research of CSR has not been frequently conducted in the field of casino industry (Lee et al., 2013). In particualr, it seems that there has been no research that simultaneously includes both CSR and RG strategies of the casino industry in the context of casino visitors and identifies their influence on customer behavior or decision making process.
Accordingly, this study attempted to find positive effects of CSR including RG strategy on customer trust and behavioral intention in the casino industry. Casino companies sometimes perform RG strategies as their industry-specific CSR strategies. The results of current study revealed that ethical and economic CSR dimensions among typical CSR have indirect effects on behavioral intention via the mediating effect of the customer trust, while only philanthropic CSR dimension directly and indirectly affect behavioral intention.
In terms of additional CSR (i.e., RG strategies), this study found they were not significant determinants of customer trust, while compulsory responsible strategy had a direct effect on behavioral intention. Furthermore, customer trust was found to significantly affect behavioral intention. Interestingly, the legal CSR and supplementary RG had neither a direct nor an indirect effect on casino visitors’ intention.
These findings indicate that economic, ethical, philanthropic CSR, and compulsory RG are the key factors for the casino industry to enhance customers trust and behavioral intention. The insignificant relationship among legal CSR, customer trust, behavioral intention may explain that casino company’s legal activities are considered being relatively less important to casino visitors compared to other CSR activities because visitors have well recognized that the legal activities of casino companies on a society are quite natural.
Moreover, the insignificant relationship among supplementary RG, customer trust, and behavioral intention may indicate that casino visitors are less likely to consider supplementary RG as necessary or urgent CSR initiatives in the gaming industry compared to other CSR initatives