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Article Details

Vol. 1 No. 2 (2025): December

Corporate Social Responsibility and The Effect on Customer Loyalty Among Health Service Provider

https://doi.org/10.35912/simph.v1i2.4327

Abstract

Purpose: This study aimed to determine the level of corporate social responsibility (CSR) and customer loyalty among health service providers in the Municipality of Santo Tomas, Davao del Norte, and to examine whether a significant relationship exists between the two constructs.

Research Methodology: The study used a descriptive-correlational, quantitative, non-experimental design (Putri et al., 2025). Two hundred patients of four clinics were selected through stratified random sampling. Data were gathered using adapted and validated questionnaires and analyzed using mean, standard deviation, and Pearson product-moment correlation (Schober, Boer, & Schwarte, 2018; Sapra & Saluja, 2021).

Results: The findings indicated that the level of CSR, measured in terms of economic responsibility, legal responsibility, ethical responsibility, and philanthropic responsibility, was generally high. Among these, ethical responsibility received the highest mean score. Similarly, customer loyalty, assessed through cognitive loyalty, affective loyalty, conative loyalty, and action loyalty, was also rated positively, with affective loyalty receiving the highest score. Moreover, the study found a significant positive relationship between CSR and customer loyalty, suggesting that enhanced CSR efforts are associated with higher levels of customer loyalty (p < 0.001, r = 0.429). This highlights the importance of CSR in fostering customer loyalty, particularly in terms of ethical practices and emotional connections with customers.

Conclusions: Corporate social responsibility among health service providers in the Municipality of Santo Tomas is at a very high level across all four dimensions, and customer loyalty is likewise very high across its four stages. A significant positive relationship links the two constructs, confirming that stronger CSR practice corresponds with stronger patient loyalty.

Limitations: The study contributes to the understanding of how CSR initiatives can improve customer retention strategies in health service provision. While the findings are relevant to the health sector in the Municipality of Santo Tomas, they may not be generalizable to other regions or larger organizations.

Contributions: This research emphasizes the need for health service providers to continue prioritizing CSR practices to enhance customer satisfaction and loyalty, and it offers a locally grounded reference point for future CSR and patient-loyalty research in small Philippine municipalities.

Keywords

Action Loyalty Affective Loyalty Cognitive Loyalty Conative Loyalty Corporate Social Responsibility Customer Loyalty Health Service Provider

How to Cite

Rivera, E. J. A. ., Rabino, D. A., & Almagro, R. E. (2025). Corporate Social Responsibility and The Effect on Customer Loyalty Among Health Service Provider. Studies in Medicine and Public Health, 1(2), 91–107. https://doi.org/10.35912/simph.v1i2.4327

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Authors

1 Ely Jane A. Rivera
Santo Tomas College of Agriculture, Sciences and Technology, Santo Tomas, Philippines
2 Danica A. Rabino
Santo Tomas College of Agriculture, Sciences and Technology, Santo Tomas, Philippines
3 Ronald E. Almagro
Santo Tomas College of Agriculture, Sciences and Technology, Santo Tomas, Philippines

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Vol. 1 No. 2 (2025): December
Section: Articles
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