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Purpose – The study aims to explore the expectations and perceptions of corporate social responsibility (CSR) strategies among Chinese fast-food diners, and to investigate the relationships among CSR strategies, consumer satisfaction and customer loyalty behaviors. Chinese diners’ knowledge about a real world brand’s CSR activities was also investigated. Design/methodology/approach – Setting the research context on the fast food industry in China and selecting McDonald’s as the subject brand, a survey study was conducted in a Southern Chinese mid-scale city. A convenience sample of 320 was withdrawn, and the data were analyzed with SPSS 18.0. Findings – Results from the study show that the Chinese fast food diners expect restaurant companies to attach more importance to “(product) nutrition and well-being (of customers)” and “environment sustainability” to be considered socially responsible. CSR performance was found to be the most influential factor in the consumers’ loyalty behaviors compared to customer satisfaction with service, product and the total visit experience. The study also found that many of McDonald’s CSR activities were unknown to the Chinese respondents. Originality/value – China is an attractive market to most global companies including fast food chain companies. Understanding Chinese diners’ expectations and perceptions toward companies’ CSR strategies will contribute to the success rate of companies operating in China. In addition, by using a real-world brands as the research context, the study tries to avoid perception bias of respondents due to the different interpretations of CSR in different organizations and industries.

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The objective of this study was to develop and empirically test a theoretical model incorporating the underlying dimensions of travel motivation, travel satisfaction, revisit intentions, and recommendation intentions. The population of interest was Chinese tourists and the model was tested on a sample of Chinese tourists visiting the US. Exploratory factor analysis found six dimensions of motivation: Relaxation/Escape, Prestige, Knowledge, Job Fulfillment, Entertainment, and Novelty. The first four motivation dimensions were examined further for their effects on travel satisfaction, revisit intentions, and recommendation intentions. The empirical results indicated that Chinese tourists motivated by relaxation/escape or knowledge tend to have a satisfactory trip experience and those motivated by knowledge would recommend the destination whether they had a satisfied trip experience or not.