Do CSR Enhance Premium Customer Preference and Loyalty? An Empirical Study

This study investigates how perceptions associated with corporate social responsibility (CSR) initiatives influence customers’ preference and loyalty in a controversial consumer market. We use of questionnaire surveys delivered to a convenience sample in the city of Macau. A total of 616 valid samples were collected among casino players in a high bet limit area in six major casinos. Regression analysis was used to test the hypotheses formulated for carrying the study forward. The findings indicated that customers’ brand preference can be enhanced by their perceptions on CSR. Two CSR initiatives (stakeholders and society) significantly increase loyalty intention, although to varying degrees. The impact of CSR on stakeholders has the stronger influence on customers’ brand preference. In addition, the study also found brand preference is a partial mediator of perceived CSR initiatives and customer loyalty.