Achieving student-university identification and loyalty through social responsibility. (c2018)

Abstract

Today, the fierce competition in the Higher Education industry and the increasing number of universities is hindering institutions’ efforts to raise or at least maintain their enrollment rates. This pressure is coupled with further strains caused by the rise of social and environmental challenges associated with globalization. Since universities play a vital role in fostering sustainable societies, the Higher Education industry witnessed the emergence of university social responsibility (USR) as a key element with a growing significance. This study aims to highlight the importance of USR by examining its impact on student-university identification and loyalty, the latter being a key factor that affects recruitment and retention. It also assesses the mediating effect of student-university identification on the relationship between USR and student loyalty. A conceptual model was developed and empirically tested using data collected via online questionnaire. The survey was sent to all currently enrolled undergraduate and graduate students at the Lebanese American University, one of the prominent private higher education institutions in Lebanon and the region. A total of 439 completed questionnaires were returned, 429 of which were found to be useful. The conceptual model was tested by applying the Partial Least Square Structural Equation Modeling technique using the Smart PLS 3.0 software. The results indicated that student loyalty can be achieved directly through university social responsibility, or indirectly through student-university identification. The relationships in the proposed model and the inferred outcomes have major practical implications. Upon identifying the factors that impact student loyalty, universities can enhance the efficiency of their recruitment and retention efforts by introducing tailored social responsibility programs and initiatives, and by focusing on the factors that lead to the desired students’ attitudes.