Responsible Gambling and Customer Loyalty, Satisfaction, Retention of Integrated Resort: Does Customer Awareness Matter?

Abstract

Although many prior empirical studies have proved that corporate responsibility (CSR) has a positive effect on customer relationships, there is a lack of studies on integrated resorts (IRs), which have garnered increasing attention worldwide. This study aims to investigate whether “responsible gambling”, as a special CSR strategy, can affect customer loyalty, customer satisfaction, and customer retention. Using data collected from Grand Lisboa, which is known as the representative integrated resort in Macau, it can be demonstrated that responsible gambling positively influences the customer loyalty, customer satisfaction, and customer retention of an integrated resort, customer awareness can mediate the effect between responsible gambling and customer relationships of integrated resorts. This study contributes to responsible gambling and customer relations by developing a research model of how responsible gambling impacts customer relationships, filling some gaps in previous studies, and revealing some new findings in the correlated field of integrated resorts in Asia.