The effect of CSR practices on image and perceptions of casino du Liban

Abstract

In the field of the application of the CSR into the Gambling industry, interests are taking recently a higher attention from researchers’ perspectives for futures studies. The application of CSR practices is approached directly through the importance of customer loyalty with a revisit intention often serving as a key indicator of loyalty. In other words, customers’ perceptions will be adopted in a way to understand how the Casino du Liban establishes a climate of a responsible gambling and ensure a better accountable image for its entity. The study relies on a quantitative method. Its purpose lies in the description and explanation of its causes and the prediction of its occurrence, basing its conclusions on statistical interpretation.. Therefore, to maintain its organizational legitimacy, it aims for implementing CSR practices to cope with peoples’ perceptions and expectations as well as to consolidate its image over time. Adopting a social responsibility behavior aims for maximizing the objectives of the company through its profitability and also the benefit of the stakeholders. Such perspective is consolidated by the signal theory for which information concerning CSR is taken into consideration and gives a general impression of the company and influences individuals’ perception about an organization. A second theoretical contribution can be understood by the stakeholder theory which emphasize that the interests of each stakeholder are intrinsic values and that firms have a moral obligation both to themselves and for shareholders. The most widely accepted view of CSR is that the company is held accountable for all short and long-term consequences of its actions, as well as ensuring that its practices are consistent with current, emerging, and future societal expectations. Moreover, rare are the studies that focus on “responsible gambling” that are considered as a main part for gambling organizations social responsibility practices development.