THE EFFECTS OF CORPORATE SOCIAL RESPONSIBILITIES ON PATIENT SATISFACTION, BRAND IMAGE, LOYALTY, AND INTENTION TO RETURN IN SELF-FINANCED HEALTHCARE SETTINGS

Abstract

In self-financed healthcare settings, the impacts of 'corporate social responsibility' (CSR) are investigated in this research. Activities on patient happiness, loyalty, brand image, and desire to return. The study shows a favorable correlation between better outcomes for patients and CSR efforts using empirical data from six hospitals in Kolkata. Principal Component Analysis of data from 300 patients shows that hospitals with a socially conscious reputation report better patient happiness, more patient loyalty, and an improved brand image, all of which increase the likelihood that patients would return. The results emphasize how crucial clear-cut and successful CSR programs are as tactical instruments for healthcare companies looking to improve their standing and guarantee long-term viability. Hospitals may develop patient trust, obtain a competitive edge, and eventually provide better healthcare services by integrating CSR with 'core operations'. Hospital administration and legislators may learn a great deal from this study about the crucial role that CSR plays in the healthcare industry.