Hosmer (1995, p. 399) stated that trust is based on “the expectation of ethically justifiable behavior.” It is plausible that customers’ perceptions of CSR positively influence customer trust because CSR activities can raise customers’ image for a company which implemented the CSR and enhanced their assurance to the company’s reliability and integrity.
Bhattacharya and Sen (2004) stated that a company’s competitive advantages are derived from the company’ socially responsible activities, and the positive perceptions of a company are generated when customers satisfied with the company’ socially responsible activities.
It seems that CSR is also closely associated with customers trust because customers are usually fallen into the situation of information asymmetries (Pivato, Misani, & Tencati, 2008). In the situation of information asymmetries, purchasing behaviour would be generated only when customers have strong confidence that companies CSR activities has contributed to maintaining good relationship with them, and companies instill trust in the mind of the customer (Ko, Rhee, Kim, & Kim, 2014). Ko et al. (2014) asserted that customers will have strong trust for products and services provided by the company when they perceive a company’s operation as socially responsible.
Castaldo et al. (2009) stated that customer trust is positively affected by customer perceptions of an organizations’ sincere reputation for CSR in the context of fair trade products. The current study attempted to apply this relationship to the context of casino gambling. To this end, this study adopts Carroll’s four dimensions of CSR (i.e., economic, legal, ethic, and philanthropic) and considers additionally RG constructs.