“CSR and Economic Value Creation in Healthcare Institutions: The Moderating Role of Leadership and Brand Equity”

Abstract

The study aims to examine the relationship between Corporate social responsibility and Organizational performance. The Healthcare sector of Pakistan has been focused. The CSR (independent variable) and Organizational Performance (dependent variable) with the two moderators (Responsible Leadership and Brand Value Creation) have been analyzed. The gap was taken from Su & Swanson (2019), and a Likert scale survey questionnaire was used to collect data from 357 individual employees providing services in hospitals. Convenience sampling is used as a sampling technique in this study, and data is analyzed through smart PLS. The findings depict a positive relationship between CSR on OP. Findings also indicate that responsible leadership significantly moderates and brand value creation insignificantly moderates the relationship between corporate social responsibility and organizational performance. So, the results appear to support the proposed model. Also, in the end, some of the recommendations have been made and highlighted the importance of CSR for the improvement of the performance of the organizations. The significance of the study includes, very few studies have addressed such a relationship in the Pakistani context, plus the overall study is a guiding force for the managers and a helpful tool for future researchers. This study discovers the guidelines for managers to be efficiently involved in CSR activities and increase their performance. Outcomes of this research strengthen the hospital's experience of CSR and recommend how leaders, as well as managers of healthcare organizations, can create brand value, which in turn improves organizational performance. Although there is an increased significance of CSR in the healthcare sector of Pakistan. The present study is one of the first studies to ascertain the relationship between CSR, responsible leadership, brand value creation, and organizational performance in the healthcare sector of Pakistan.