Corporate social responsibility and patient’s intention to revisit: A serial mediation study witnessing the healthcare sector

The present study aims to identify the impact of corporate social responsibility on patients’ intention to revisit the healthcare industry. Furthermore, mediating the role of patient satisfaction and patient loyalty along with serial mediation through corporate social responsibility = > patient satisfaction = > patient loyalty = > intention to revisit was also tested. The present study is quantitative in nature, while the data for the study was collected using purposive sampling from 321 patients working in eight hospitals in Rawalpindi and Islamabad, Pakistan. For the data analysis, statistical package for the social sciences (SPSS) and structural equation modeling through the partial least square approach (smart-PLS v 3.3.9) were employed. The study results show that corporate social responsibility forms a significantly positive relationship with patient satisfaction, patient loyalty, and patient intention to revisit. Study findings confirmed the mediating role of patient satisfaction and patient loyalty. Furthermore, serial mediation through patient satisfaction and patient loyalty was also confirmed. In the current competitive environment, understanding the direct and indirect effects of CSR activities on patient satisfaction, patient loyalty, and intentions to revisit is of the utmost importance for hospitals. These activities provide hospitals with the opportunity to take certain actions to improve patient satisfaction, and these actions increase their loyalty, which in turn encourages their intention to revisit.