Navigating health-care excellence: unravelling the nexus of corporate social responsibility, service quality, corporate reputation and brand preference

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Purpose The purpose of this study is that researchers have widely explored and associated corporate social responsibility (CSR) with firm success. Measuring the relationship between CSR, service quality, corporate reputation and brand preference by drawing on the stakeholder theory in developing countries remains a substantial research gap. Design/methodology/approach The data were collected using a survey method. The study was performed on 387 respondents who have undergone treatments in hospitals. The authors analysed the data using the Smart PLS 3.0 structural equation modelling technique. Findings The survey revealed that service quality and CSR are positively linked with corporate reputation, leading to brand preference in the health-care sector. Research limitations/implications The survey was performed in the context of the health-care industry; however, additional studies are necessary to extrapolate the findings to other fields, such as education and food. This research helps guide policymakers, administrators, health-care managers and researchers by highlighting the contribution and role of service quality, CSR and corporate reputation in achieving a hospital’s performance. Originality/value This study contributes to the CSR literature by introducing the concept of CSR. To the best of the authors’ knowledge, this study also extends research in the diverse literature by examining the relationship between CSR, service quality, corporate reputation and brand preference by illustrating the stakeholder theory in the context of the health-care sector.