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July 29, 2026Journal of Strategic Marketing

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

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Authors

DCDư Thị Chung

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Overview

Quantitative research demonstrates how perceived quality and satisfaction mediate USR's influence on student loyalty and advocacy.

Key Points

  • This research aims to explore how university social responsibility affects student loyalty and positive word-of-mouth through perceived quality and satisfaction.
  • Collected survey data from 430 undergraduate students in Ho Chi Minh City, Vietnam.
  • Employed partial least squares structural equation modeling (PLS-SEM) for analysis.
  • Integrated theoretical frameworks include the Stimulus–Organism–Response (SOR) model and Hierarchy of Effects Model (HEM).
  • USR significantly positively affects perceived quality and student satisfaction.
  • Perceived quality has a stronger effect on student loyalty compared to student satisfaction.
  • Both perceived quality and student satisfaction contribute equally to positive word-of-mouth.

Cite This Study

Dư Thị Chung (2026) studied this question.

synapsesocial.com/papers/6a69a2a3c8da07d9defa63d1https://doi.org/10.1080/0965254x.2026.2710215
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Also Consider

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  1. 1Does university social responsibility practices affect Malaysian private universities’ reputation? The mediating roles of university image, student satisfaction, and social reporting & communication2025
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  3. 3The impact of university social responsibility on academic performance through the mediation of service quality, university image, student satisfaction and student loyalty2026
  4. 4The influence of university social responsibility on student satisfaction through the mediation of service quality and university image2026
  5. 5University social responsibility and student development: core self-evaluation and academic self-efficacy as social-emotional pathways toward the sustainable development goals2026