Abdul-Nasser El-Kassar, Dania Makki and Maria Alejandra Gonzalez-Perez
The purpose of this paper is to highlight the value of university social responsibility (USR) by investigating its impact on student–university identification and student loyalty…
Abstract
Purpose
The purpose of this paper is to highlight the value of university social responsibility (USR) by investigating its impact on student–university identification and student loyalty. It also examines the mediating effect of student–university identification and the moderating effect of the perceived importance of USR. A comparative study is also conducted between students from two diverse cultural backgrounds.
Design/methodology/approach
An online questionnaire was administered to students of universities in two different emerging markets economies (Lebanon and Colombia). The collected data were tested by applying descriptive techniques, cluster analysis and partial least square structural equation modeling with multi-group analysis using SmartPLS3.0 software.
Findings
The findings revealed that USR affects student loyalty both directly and indirectly through student–university identification.
Research limitations/implications
Assessing the model through a more varied sample population from different cultural backgrounds would entail more universal results and the ability to generalize the causality relationship between USR and student identification and loyalty.
Originality/value
This study is a valuable addition to the scarce literature on USR and its interplay with student–university identification. It presents USR as a vital marketing tool to achieve student identification and loyalty, being key factors that impact student enrollment and retention. It also translates into a competitive advantage for higher education institutions to overcome the fierce competition in the educational market. Additionally, this research can be considered a laboratory for theory testing and theory building due to its unique context and original primary data.
Details
Keywords
Abdul-Nasser El-Kassar, Dania Makki, Maria Alejandra Gonzalez-Perez and Virginia Cathro
This paper aims to corroborate the importance of university social responsibility (USR) for universities and to establish a rationale for their investment in a strategically…
Abstract
Purpose
This paper aims to corroborate the importance of university social responsibility (USR) for universities and to establish a rationale for their investment in a strategically implement socially responsible initiatives and programmes and gain returns from such investments. This purpose can be achieved by examining a complex conceptual model connecting USR with many desired student-related outcomes that leverage the university's competitiveness, long sustainability and contribution to the triple bottom line – “people, planet, and profit”.
Design/methodology/approach
The authors conducted a cross-country comparative study using quantitative techniques. Their analysis was guided by a holistic conceptual model constructed and experimentally evaluated using obtained primary data. The robustness of the suggested model was evaluated using structural equation modelling with partial least squares.
Findings
The findings validate the hypothesized associations and indicate that adopting USR initiatives increases student satisfaction and alumni loyalty through student-university identification, perceived university image, and service quality. In addition, the cross-country analysis finds no variation in the strength of the connections owing to cultural variations, except for the association between service quality and institution image.
Practical implications
Incorporating USR at the centre of university's strategy not only complements its teaching and research goals but also answers the requirements and expectations of stakeholders, increases competitiveness and assures sustainable performance.
Originality/value
This cross-cultural USR study uses a mix of methods to show that, even though USR is important, until now, its importance has been overlooked.