Abstract:
This study aims to examine the impact of corporate social responsibility on the corporate reputation of the 7887 Healthcare Call Center in Myanmar. A quantitative research approach with a descriptive research design is adopted. Primary data are collected through a structured questionnaire distributed to 384 customers of the CSR telemedicine program. The study examines five dimensions of CSR, namely social CSR, environmental CSR, workforce CSR, market CSR, and religious CSR, as independent variables, while corporate reputation is treated as the dependent variable. Data are analyzed using Statistical Package for the Social Sciences (SPSS) employing reliability analysis, descriptive statistics and multiple regression analysis. The reliability test indicates that all measurement scales are highly reliable with Cronbach’s Alpha values exceeding the acceptable threshold. Descriptive analysis reveals that respondents generally held positive perceptions of all CSR dimensions and the organization’s corporate reputation. Regression analysis shows that among the five dimensions, social CSR, market CSR and environment CSR are found to have positive effect on corporate reputation. Workforce CSR and religious CSR are not demonstrated statistically significant effect. Based on the findings, the study recommends that the organization continue strengthening community-focused healthcare initiatives, maintain transparent and ethical service practices, and improve communication of its CSR activities to stakeholders. Future researchers are encouraged to expand the study to different industries, geographical areas, and stakeholder groups to provide broader insights into the relationship between CSR and corporate reputation.
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