The Impact of the University's Social Responsibility and Brand Image on the Student Loyalty: A Case Study at Phan Thiet University
Published: July 24, 2026
Abstract
Most universities, especially private universities, are facing many difficulties with enrollment and the increasing number of students dropping out of school. This study explores the relationship between university social responsibility and student loyalty, especially the mediating role of university image and reputation. This study uses data collected from 470 students and alumni of Phan Thiet University through surveys. The structural equation modeling method (PLS-SEM) is used in the study's analysis. The study finds that the university's social responsibility positively impacts student loyalty, while student satisfaction, the university image, and the university reputation are mediating factors.
Keywords
partial least squares (PLS)-SEMsocial responsibilitysatisfactionuniversity imagereputationstudent loyaltyPhan Thiet University
References
1.
Agarwal, P. (2014). University Rankings: Implications for Higher Education in India. Centre for International Higher Education.
2.
Ahmed, I. (2017). Student satisfaction and loyalty in higher education.
3.
Anderson, J.C., & Gerbing, D.W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.
4.
Austin, A., & Pervaiz, A. (2017).
5.
Azizi, M., & Sassen, R. (2023).
6.
Bagozzi, R.P., & Yi, Y. (1988).
7.
Bentler, P.M., & Bonett, D.G. (1980).
8.
Browne, M.W., & Cudeck, R. (1993).
9.
Cardozo, R.N. (1965).
10.
Carroll, A.B. (1991).
11.
Cheng, B.L., & Lew, T.Y. (2015).
12.
Chin, W.W., & Todd, P.A. (1995).
13.
Compagnucci, L., & Spigarelli, F. (2020).
14.
Cowan, K., & Guzman, F. (2018).
15.
Fombrun, C. (2000).
16.
Gefen, D., et al. (2011).
17.
Gerpott, T.J. (2001).
18.
Hair, J.F., et al. (2006).
19.
Hu, L., & Bentler, P.M. (1998).
20.
Kinzey, B.R. (2013).
21.
Kline, R.B. (2011).
22.
Králiková, R., et al. (2020).
23.
Levitt, T. (1965).
24.
Lu, J., et al. (2020).
25.
Marchiori, E., et al. (2010).
26.
NurAfifaha, A.A. (2015). The Impact of Corporate Social Responsibility, Service Experience and Intercultural Competence on Customer Company Identification, Customer Satisfaction and Customer Loyalty (Case Study: PDAM Tirta Khatulistiwa Pontianak West Kalimantan). Procedia - Social and Behavioral Science, 211, 277-284.
27.
Perez-Encinas, A., & Berbegal-Mirabent, J. (2023). Who gets a job sooner? Results from a national survey of masters graduates. Studies in Higher Education, 48(1), 174-188.
28.
Puriwat, W., & Tripopsakul, S. (2018). The impact of corporate social responsibility on customer satisfaction and loyalty: A case study of the hotel industry in Thailand. Asia-Pacific Social Science Reviews, 18(2), 347-355.
29.
Qoura, O., & Khalifa, G.S.A. (2013). The Impact of Reputation Management on Hotel Image among Internal Customers: The Case of Egyptian Hotels. Journal of Faculty of Tourism and Hotels, 7(2), 261-274.
30.
Schumacker, R.E., & Lomax, R.G. (2010). A Beginner's Guide to Structural Equation Modeling. Routledge.
31.
Sridhar, M., & Ganesan, P. (2016). The Effect of Corporate Social Responsibility on Customer Performance and Behavioral Intention - Testing the mediating role of reputation of a private university. Great Lakes Herald, 10(1), 1-37.
32.
Sung-Bum Kim, & Dae-Young Kim. (2017). The impacts of corporate social responsibility, service quality, and transparency on relationship quality and customer loyalty in the hotel industry. Asian Journal of Sustainability and Social Responsibility, 1, 39-55.
33.
Sysoev, S., & Neiman, A. (2004). Love cannot be forced, or what is the customer loyalty. Marketer, 2, 32-35.
34.
Tabaku, E., & Kruja, D. (2019). An integrated framework for customer loyalty in the hotel sector. Serbian Journal of Management, 14(1), 205-221.
35.
Thu Thủy (2022). Tuyển sinh đại học 2022: Vì sao có trường vẫn "khát" thí sinh, tuyển bổ sung?
36.
Vallaeys, F., Suarez, A., & Oliveira, M. (2022). State of the Art of University Social Responsibility: A Standardized Model and Compared Self-diagnosis in Latin America. International Journal of Educational Management.
37.
Wigmore-Álvarez, A., Ruiz-Lozano, M., & Fernández-Fernández, J.L. (2020). Management of University Social Responsibility in business schools. An exploratory study. The International Journal of Management Education, 18(2).
38.
Yi, Y. (1991). A Critical Review of Consumer Satisfaction. In Review of Marketing, 1990.
39.
Youngran, S., & Vinh V. Thai. (2014). The Impact of Corporate Social Responsibility on Customer Satisfaction, Relationship Maintenance and Loyalty in the Shipping Industry. Corporate Social Responsibility and Environmental Management, 22(6), 381-392.
