ESG Strategies in Educational Quality Management: An Empirical Study on Fostering Student Loyalty and Sustainability

This study investigates how service quality, emotional experience, and Environmental, Social, and Governance (ESG) practices jointly influence students’ behavioral intentions in higher education. Drawing from the SERVQUAL model, the Theory of Planned Behavior (TPB), and ESG-related frameworks, this research develops and empirically tests a comprehensive conceptual model using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The study employed a stratified sampling strategy and collected 462 valid responses from university students across various disciplines, regions, and academic levels in Taiwan. The results reveal that both service quality and ESG practices significantly and positively impact students’ behavioral intentions, with emotional experience serving as a critical mediating variable. Service quality—characterized by responsiveness, reliability, assurance, empathy, and tangible resources—was found to shape students’ affective responses and loyalty behaviors, such as recommending the university and engaging in alumni activities. Likewise, ESG initiatives, such as green campus practices, community involvement, and transparent governance, enhanced students’ emotional attachment and behavioral support. Hierarchical regression analysis, conducted alongside SEM, confirmed the robustness of the model and further highlighted demographic variations. This study contributes to the literature by integrating ESG principles into the higher education service quality framework and validating the mediating role of emotional experience. It provides both theoretical advancement and actionable insights for university administrators. Practical recommendations include enhancing frontline service delivery, embedding ESG practices into institutional culture, and designing emotionally engaging student experiences. The findings underscore the strategic value of adopting a holistic, value-based approach to educational quality management in fostering long-term student loyalty and institutional sustainability.