კორპორაციული სოციალური პასუხისმგებლობის გავლენა მომხმრებლის ქცევაზე ჯანდაცვის სექტორში

For the first time, the rising tendency of the world’s population interest in corporate social responsibility is taking shape into the report published by Nielsen in 2012. In Georgia, corporate social responsibility has recently become more important and noteworthy for companies and consumers. The increased interest is due to competitive markets. Other important factors are influence of digital media that causes swift spreading of information and consumers became more demanding.
The aim of the paper is to outline costumers’ attitude towards socially active hospitals, to assess if customers prefer the services that offered by CSR-oriented hospitals and if they are willing to pay more.
The quantitative research method was selected to determine corporate social responsibility activities’ influence on costumers’ behavior in healthcare sector. The questionnaires were distributed via social network - Facebook.
The survey analysis showed, that most of costumers have positive attitude towards CSR-oriented clinics and in case of similar services would prefer the services of the hospitals, which carry out corporate social responsibility activities. In addition, the research showed that the consumers’ majority do not have clear position about purchasing intent.
During the research, new and interesting target segment was revealed for hospitals. Implementation of effective CSR strategies can influence on consumers purchasing intents. The information is statistically valuable and allows the companies to make the effective decisions