The effect of university social responsibility on student satisfaction and loyalty: A study of higher education institutions in Ho Chi Minh City
Main Article Content
Abstract
Purpose – This study investigates the effects of University Social Responsibility (USR) on student satisfaction and loyalty in higher education institutions in Ho Chi Minh City, Vietnam. While the relationship between USR and student outcomes has received increasing scholarly attention, empirical evidence from emerging economies remains limited. This study addresses this gap by examining the multidimensional effects of USR on student satisfaction and its subsequent influence on student loyalty.
Design/methodology/approach – A quantitative research design was employed using survey data collected from 455 students enrolled at public and private universities in Ho Chi Minh City, Vietnam. USR was conceptualized as a multidimensional construct comprising legal, ethical, operational, philanthropic, and research and development responsibilities. The proposed research model and hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Findings – The results reveal that ethical, operational, philanthropic, and research and development responsibilities have significant positive effects on student satisfaction, whereas legal responsibility does not exert a significant influence. Among the USR dimensions, operational responsibility is identified as the strongest predictor of student satisfaction. Furthermore, student satisfaction significantly enhances student loyalty, confirming its mediating role in strengthening students' long-term commitment to their universities.
Originality/value – This study extends the Corporate Social Responsibility literature by providing empirical evidence from Vietnam, an emerging higher education context that has received limited scholarly attention. By examining the differentiated effects of multiple USR dimensions on student satisfaction and loyalty, the study demonstrates that not all dimensions contribute equally to student outcomes. These findings provide a more nuanced understanding of how universities can strategically prioritize specific social responsibility initiatives to enhance student experiences and institutional competitiveness.
Practical implications – The findings suggest that university administrators should prioritize operational excellence, strengthen research and development activities, and promote ethical and philanthropic initiatives to improve student satisfaction and cultivate long-term student loyalty. Strategic investment in these dimensions of USR can contribute to sustainable institutional development and stronger competitive positioning.
Social implications – By encouraging universities to adopt socially responsible practices that better address students' expectations and well-being, this study supports the development of a more sustainable, accountable, and student-centered higher education system, thereby contributing to broader social and educational development.
Keywords
Higher education; Student satisfaction; Student loyalty; University social responsibility; Vietnam
Article Details
Field of Economic (JEL Codes)
I23 - Higher Education • Research Institutions - Education and Research Institutions, M14 - Corporate Culture • Diversity • Social Responsibility - Business Administration, M31 - Marketing - Marketing and Advertising
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