Corporate Social Responsibility and Patient Loyalty in Private Healthcare Services

Asela R. Kumara¹ , B.S. Habaragoda²

Section:Research Paper, Product Type: Journal-Paper
Vol.10 , Issue.3 , pp.1-8, Sep-2022

Online published on Sep 30, 2022

Copyright © Asela R. Kumara, B.S. Habaragoda . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
Corporate social responsibility (CSR) and customer loyalty play a vital role in firm performance and sustainability in any industry. This paper aims to examine the effects of CSR on patient loyalty and how it interacts with satisfaction and trust in affecting loyalty in the Sri Lankan private healthcare sector. A quantitative study was performed and data were collected through a well-structured online questionnaire, consisting of five demographic type questions and twenty-four Likert scale type questions. Structural equation modelling with AMOS was used to test the research hypotheses. The findings show a significant positive relationship between CSR and patient loyalty, patient satisfaction and patient trust. The findings also supports the claim that patient satisfaction strengthens the relationship between CSR and patient loyalty, however, there is no such significant mediation effect of patient trust. The study provides a set of findings relating to CSR initiatives and these findings provides important insights into how private health-care providers should incorporate CSR into their corporate strategic plans that would enhance patient satisfaction, consequently leading to patient loyalty.

Key-Words / Index Term :
Corporate Social Responsibility, Patient Loyalty, Patient Satisfaction, Patient Trust, Private Healthcare Sector

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