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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.