Responsabilidad social corporativa y su influencia en la confianza del paciente del Hospital General IESS - Riobamba
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https://doi.org/10.56048/MQR20225.9.1.2025.e91Palabras clave:
Responsabilidad Social Corporativa; confianza del paciente; modelo de ecuaciones estructurales; Hospital IESS RiobambaResumen
En un entorno donde la competencia entre los establecimientos de salud está aumentando, las prácticas de Responsabilidad Social Corporativa (RSC) se han vuelto esenciales para fortalecer la confianza y la lealtad de los pacientes. Esta investigación analiza cómo estas prácticas de RSC impactan la confianza que los pacientes tienen en el Hospital General del IESS - Riobamba. Se adoptó un enfoque cuantitativo con un diseño no experimental, aplicándose una encuesta estructurada a 169 pacientes del área de observación de emergencia. Los datos recogidos se analizaron mediante el modelo PLS-SEM, mostrando que las acciones de RSC dirigidas a los pacientes afectan significativamente su nivel de confianza (coeficiente 0,929). Además, se encontró que cuando los pacientes se identifican más con el hospital, también promocionan su marca (coeficiente 0,734). Se concluye que implementar prácticas efectivas de RSE es crucial para generar confianza y lealtad en los pacientes.
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