Does CSR enhance premium customer preference and loyalty? An empirical study

UM > CENTRE FOR CONTINUING EDUCATION

Status	已發表Published
	Does CSR enhance premium customer preference and loyalty? An empirical study
	Liu, T. C.; Wong, I. A.; Chu, R.; Tseng , T.
	2014-06-01
Source Publication	Proceedings of European Marketing Academy Annual Conference
Publication Place	Valencia
Publisher	European Marketing Academy
Abstract	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.
Keyword	CSR initiatives customer loyalty brand preference casino premium customers Macau
URL	View the original
Language	英語English
The Source to Article	PB_Publication
PUB ID	12300
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Liu, T. C.,Wong, I. A.,Chu, R.,et al. Does CSR enhance premium customer preference and loyalty? An empirical study[C], Valencia:European Marketing Academy, 2014.
APA	Liu, T. C.., Wong, I. A.., Chu, R.., & Tseng , T. (2014). Does CSR enhance premium customer preference and loyalty? An empirical study. Proceedings of European Marketing Academy Annual Conference.

Files in This Item:
There are no files associated with this item.

If you have any objections to this item, please fill out the form below and the administrator will contact you as soon as possible.
Content:
Email：	*
Affiliation No.
Verification Code:	Refresh

Any comments and suggestions are welcomed.
Title:	*
Content:
Email：	*
Verification Code:	Refresh