University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust

Khawaja Fawad Latif, Rabail Tariq, Dilnaz Muneeb, Umar Farooq Sahibzada and Shakil Ahmad

Journal of Marketing for Higher Education, 2024, vol. 34, issue 2, 967-991

Abstract: This research examines the impact of University Social Responsibility (USR) on University Performance (UP) through mediating role of service quality, student satisfaction, university reputation, and student trust. Data were collected from a sample of 586 university students from Pakistan and 311 university students from China. Universities in Pakistan revealed that USR has a significant and positive impact on UP. However, this relationship was found to be insignificant in China. The findings from the overall sample revealed a significant and positive influence of USR on the intervening variables. Except for student trust in Pakistan, and student satisfaction in China, all the other constructs in the sample from Pakistan, China, and the overall sample were found to have a significant intervening role in the relationship between USR and UP. There is little research on the relationship and mechanism of impact of USR on UP.

Date: 2024
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DOI: 10.1080/08841241.2022.2139791

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