Influence of Customer Satisfaction, Trust, and Brand Awareness in Health-related Corporate Social Responsibility Aspects of Customers Revisit Intention: A Comparison between US and China

ABSTRACT

The purpose of the study was to compare how health-related corporate social responsibility (CSR) factors impact customers’ dining intentions of casual restaurants in the US and China. The core variables revealed from the literature review include perceived health-related CSR, customer satisfaction, trust, brand awareness, and revisit intention. The study employed a survey-based approach with data collected in both countries. With a total of 828 completed responses, hypotheses were examined using structural equation modeling. Findings revealed significant differences between the responses of the two countries. Theoretically, a research framework depicting health-related CSR and its critical variables, and its relationships tested and verified, thus this study contributes to the body of knowledge from a cross-cultural perspective. From a practical perspective, these findings allow management to develop effective but different marketing strategies to promote CSR initiatives among consumers with diverse cultural, political, and economic conditions like US and China with the aim to increase its financial benefits as well as building consumer satisfaction and loyalty.The study is one of the few empirical studies that explore the decision-making factors of consumers impact on their dining intentions based on restaurants’ role in featuring the health-related CSR initiatives in countries with diverse market environments.

KEYWORDS:

• Corporate social responsibility
• customers’ health
• customer satisfaction
• revisit intentions
• cross-cultural context
• restaurants

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was supported by the National Institute of Food and Agriculture under the U.S. Department of Agriculture, Accession No. 1025308 and National Natural Science Foundation of China, NO.42001156.