The impact of four CSR dimensions on a gaming company’s image and customers’ revisit intentions

•This study investigated the effects of corporate social responsibility (CSR) on corporate image (CI) and customers’ behavioral intentions (i.e., revisit intentions) (BI) in the gaming industry.•Ethical CSR had the strongest direct impact on CI, followed by economic and philanthropic CSR.•Only phila...

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Published inInternational journal of hospitality management Vol. 61; pp. 73 - 81
Main Authors Kim, Jungsun (Sunny), Song, HakJun, Lee, Choong-Ki, Lee, Jin Young
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.02.2017
Subjects
Casino
Corporate image
Corporate social responsibility
Legitimacy theory
Revisit intentions
Social performance model
Stakeholder theory
Social performance model
Corporate social responsibility
Revisit intentions
Casino
Corporate image
Stakeholder theory
Legitimacy theory
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Abstract •This study investigated the effects of corporate social responsibility (CSR) on corporate image (CI) and customers’ behavioral intentions (i.e., revisit intentions) (BI) in the gaming industry.•Ethical CSR had the strongest direct impact on CI, followed by economic and philanthropic CSR.•Only philanthropic CSR had a significant and direct effect on BI.•CI mediated the relationship between three types of CSR (i.e., ethical, economic, and philanthropic) and BI.•This study contributes to the literature by empirically examining the role of CSR in a controversial industry. The purpose of this study is to investigate whether perceptions of corporate social responsibility (CSR) initiatives affect casino customers’ corporate image as well as the customers’ behavioral intentions (i.e., revisit intentions), through the lens of Carroll’s corporate social performance model, stakeholder theory, and legitimacy theory. This study also examines the mediating effect of corporate image on the relationship between perceived CSR and behavioral intentions. An onsite survey was conducted with 596 casino customers in South Korea. The results revealed that ethical CSR had the strongest impact on corporate image, followed by economic and philanthropic CSR. Only philanthropic CSR had a significant and direct effect on behavioral intentions. Corporate image mediated the relationship between three types of CSR (ethical, economic, and philanthropic) and behavioral intentions. Companies can benefit from these findings by understanding how specific CSR initiatives can enhance corporate image and increase customer retention. This study advances the emerging field of CSR in the gaming industry.
AbstractList •This study investigated the effects of corporate social responsibility (CSR) on corporate image (CI) and customers’ behavioral intentions (i.e., revisit intentions) (BI) in the gaming industry.•Ethical CSR had the strongest direct impact on CI, followed by economic and philanthropic CSR.•Only philanthropic CSR had a significant and direct effect on BI.•CI mediated the relationship between three types of CSR (i.e., ethical, economic, and philanthropic) and BI.•This study contributes to the literature by empirically examining the role of CSR in a controversial industry. The purpose of this study is to investigate whether perceptions of corporate social responsibility (CSR) initiatives affect casino customers’ corporate image as well as the customers’ behavioral intentions (i.e., revisit intentions), through the lens of Carroll’s corporate social performance model, stakeholder theory, and legitimacy theory. This study also examines the mediating effect of corporate image on the relationship between perceived CSR and behavioral intentions. An onsite survey was conducted with 596 casino customers in South Korea. The results revealed that ethical CSR had the strongest impact on corporate image, followed by economic and philanthropic CSR. Only philanthropic CSR had a significant and direct effect on behavioral intentions. Corporate image mediated the relationship between three types of CSR (ethical, economic, and philanthropic) and behavioral intentions. Companies can benefit from these findings by understanding how specific CSR initiatives can enhance corporate image and increase customer retention. This study advances the emerging field of CSR in the gaming industry.
Author Song, HakJun
Lee, Jin Young
Lee, Choong-Ki
Kim, Jungsun (Sunny)
Author_xml – sequence: 1
  givenname: Jungsun (Sunny)
  surname: Kim
  fullname: Kim, Jungsun (Sunny)
  email: sunny.kim@unlv.edu
  organization: William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas 4505 Maryland Parkway, Box 456013, Las Vegas, NV 89154, USA
– sequence: 2
  givenname: HakJun
  surname: Song
  fullname: Song, HakJun
  email: bloodia@pcu.ac.kr
  organization: Department of Hotel & Convention Management, Pai Chai University, 14 Yeon-Ja 1 Gil, Seo-gu, Daejeon 302-735, South Korea
– sequence: 3
  givenname: Choong-Ki
  surname: Lee
  fullname: Lee, Choong-Ki
  email: cklee@khu.ac.kr
  organization: College of Hotel & Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, South Korea
– sequence: 4
  givenname: Jin Young
  surname: Lee
  fullname: Lee, Jin Young
  email: jincasino@nate.com
  organization: Department of Tourism Management, Kookje College, 56, Janganut-gil, Pyeongtaek-si, Gyeonggi-do, South Korea
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Keywords Social performance model
Corporate social responsibility
Revisit intentions
Casino
Corporate image
Stakeholder theory
Legitimacy theory
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Snippet •This study investigated the effects of corporate social responsibility (CSR) on corporate image (CI) and customers’ behavioral intentions (i.e., revisit...
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SubjectTerms Casino
Corporate image
Corporate social responsibility
Legitimacy theory
Revisit intentions
Social performance model
Stakeholder theory
Title The impact of four CSR dimensions on a gaming company’s image and customers’ revisit intentions
URI https://dx.doi.org/10.1016/j.ijhm.2016.11.005
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