The Influence of Corporate Social Responsibility in Pakistan's Health Insurance Industry in Preserving a Sustainable Competitive Advantage

Abstract

In Pakistan, health care system is vulnerable and under developing phase. Corporate social responsibility (CSR) activities influence the health insurance sector's competitiveness. This study attempts to investigate the connection between CSR practices and the long-term competitive advantage of Pakistani health insurance carriers. To create a lasting competitive advantage, it aims to pinpoint the precise CSR actions that significantly affect consumer perception, brand reputation, and market placement. The rising significance of CSR in business and its potential effects on the health insurance sector are the driving forces behind this study. Customers are drawn to businesses that show a commitment to ethical business practices as society's consciousness regarding environmental and social concerns rises. To get in-depth understanding of health insurance firms' CSR practices and attitudes, the study uses a qualitative technique. Interviews and focus groups have used to gather data and Thematic analysis has been used as an analysis tool. The themes obtained through thematic analysis are Initiatives to Promote Community Health, Sustainability in corporate sector and social impact, Healthcare accessibility and Affordability, Healthcare Sustainability Promotion, Collaboration and social engagement among corporate stakeholders. CHASS theoretical model has developed based on obtained factors. Future potential for the study includes offering vital information to health insurance firms on the best CSR projects to engage in, strengthening their competitive posture in the market.