A measurement scale of corporate social responsibility in gambling industry

ABSTRACT

Corporate social responsibility (CSR) was one of the important marketing tools for Macau gaming companies nowadays. Responsible gambling (RG), which was a part of CSR, had been part of the Chief Executive policy since 2007. This study developed a measurement scale of CSR in Macau from a customer’s perspective using three dimensions, economic, social, and environmental. A multistage method was applied to develop a valid and reliable scale. To implement successful marketing strategies, gambling operators needed to identify important CSR areas and areas where extra work was required. This study provided a systemic method to measure CSR in the gambling industry and provided important implications to managers in the gambling industry.

KEYWORDS:

• Gambling operator
• CSR
• RG
• measurement scale
• Macau