Developing A Scale to Study the Relationship Between Corporate Social Responsibility, Job Engagement and Hospital Brand Image: The Mediating Role of Related Factors

Abstract:

The study aimed to develop a scale to measure the mediating role of hospital reputation (HOR), organizational trust (ORT) and the moderating role of information technology application (ITA) in the impact of corporate social responsibility (CSR) on work engagement (WOE) and hospital brand image (HOI). The study included two phases: qualitative research and preliminary quantitative research. The results of consulting 20 experts at public hospitals in Ho Chi Minh City, together with the scale validation through preliminary quantitative research, confirmed the structure of four CSR components with a total of 14 items. Specifically, CSR - philanthropy and CSR - ethics include 3 items, while CSR - legal and CSR - economic have 4 items. Other scales include 7 items - HOI, 9 items - WOE, 4 items - HOR, 6 items - ORT and 6 items - ITA. These scales can be used as a basis for empirical studies on the relationships between CSR, WOE, HOI and related factors.