How university social responsibility drives student loyalty and positive word-of-mouth: the mediating roles of perceived quality and satisfaction

This study examines how university social responsibility (USR) influences student loyalty and positive word-of-mouth through the mediating roles of perceived quality and student satisfaction. To explain the underlying mechanism linking USR to student behavioral outcomes, the study adopts an integrated theoretical framework that combines the Stimulus–Organism–Response (SOR) model with the Hierarchy of Effects Model (HEM). A quantitative research approach was employed, with survey data collected from 430 undergraduate students enrolled at public and private universities in Ho Chi Minh City, Vietnam. Partial least squares structural equation modeling (PLS-SEM) was used to evaluate the measurement model and test the proposed hypotheses. The results indicate that USR has significant positive effects on both perceived quality and student satisfaction. In turn, these constructs positively influence student loyalty and positive word-of-mouth. Perceived quality demonstrates a stronger effect on student loyalty than student satisfaction, whereas perceived quality and student satisfaction contribute almost equally to positive word-of-mouth. These findings demonstrate that USR influences student behavioral outcomes through complementary cognitive and affective mechanisms, underscoring the strategic importance of embedding socially responsible practices into university management to strengthen student relationships, enhance institutional reputation, and foster long-term student advocacy.