Responsible gambling and customer commitment

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Status	已發表Published
	Responsible gambling and customer commitment
	Shi, G.; Cao, T.; Liu, T. C.; Bu, H.
	2014-12-01
Source Publication	The 5th World Business Ethics Forum Proceedings
Publication Place	Macao
Publisher	University of Macau
Abstract	The study discusses the effect of responsible gambling of gaming operators in Macao on customer commitment. Corporate social responsibility (CSR) seems to be more widely used when the scholars discuss the business ethics of gaming operators. Compared with CSR, it is more possible for majority of the customers to be aware of the responsible gambling relative activities, enactive clear and definitive perception. The framework therefore facilitate a creativity hierarchy of responsible gambling and divide the concept into two activities: control behavior and promotion behavior. Besides the above, the study developed a new scale of responsible gambling which is more appropriate to measure the customer’s awareness and attitudes. It assessed about 300 Macao gambling customers’ cognition of the responsible gambling activities. The results depict the relationship between responsible gambling and the customer commitment, which gains limited interest in present literature.
Keyword	Corporate social responsibility Responsible gambling Customer commitment.
URL	View the original
Language	英語English
The Source to Article	PB_Publication
PUB ID	14264
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Shi, G.
Recommended Citation GB/T 7714	Shi, G.,Cao, T.,Liu, T. C.,et al. Responsible gambling and customer commitment[C], Macao:University of Macau, 2014.
APA	Shi, G.., Cao, T.., Liu, T. C.., & Bu, H. (2014). Responsible gambling and customer commitment. The 5th World Business Ethics Forum Proceedings.

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