The influence of university social responsibility on student satisfaction through the mediation of service quality and university image

Purpose This study aims to explore the importance of university social responsibility (USR) as one of the implemented strategies for enhancing service quality (SQ), university image (UI) and student satisfaction (SS). Design/methodology/approach The sample included a total of 283 students, with 105 from Universitas Sarjanawiyata Tamansiswa Yogyakarta, a private university, and 178 from Universitas Sebelas Maret Surakarta, a state university. Findings The results of this study showed that both UI and SQ mediated the USR effect on SS. Another significant result was that based on the coefficient values, the indirect USR effect on SS through UI and SQ was stronger than the direct effect. Implementing a strategic system in higher education, one of which is USR, can improve both the quality of service and the university’s image. Furthermore, quality service and a positive UI will, in turn, increase SS. Research limitations/implications This study had several limitations; firstly, it used only one private and one state university, resulting in a low population of 283 respondents. Secondly, the questionnaire was developed using Google Docs and distributed through WhatsApp groups. To address these limitations, future investigations could expand the sample to include multiple private and state universities, accumulating around 500 respondents for structural equation modeling analysis. Using methods such as focus group discussion could also ensure better monitoring of responses. Practical implications This research has several implications. First is the implications for future research. This research observed the impact of USR on SS through the university’s image and SQ. Future research should focus on other impacts besides the image of higher education institutions and SQ. In addition, future research can be carried out by examining the direct and indirect influence of USR on student loyalty, study program performance or university performance. Second, practical implications are essential, especially for universities. It is necessary to include SR in developing the overall higher education strategy. SR implementation will have a positive impact on the implementation of activities, including better service to students and improvement in the university’s image to society. Social implications The social implications of this research, especially for students or students’ families, are as follows: with the implementation of SR in the university’s strategy, students will receive better services, and they will feel happier, as they always receive attention from universities. Furthermore, students will not consider moving to other universities, as they are satisfied with the services provided by their current university. Originality/value Several previous models examined the relationship between corporate social responsibility (CSR) and consumer satisfaction in general, but this research has applications in the education sector with a different concept, namely, USR with different measurements.