Creating customer loyalty through global engagement
The role of university social responsibility
Bibliographic Data
| ID | 21591401 |
|---|---|
| Authors | Nguyen Thi Khanh Chi (0000-0002-1859-1094, Foreign Trade University), That Huu Nguyen (0000-0002-8181-2697, Foreign Trade University) |
| Year | 2022 |
| Volume | 36 |
| Issue | 5 |
| Pages | 712-728 |
| Publication date | 2022-06-03 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Educational Management (JOURNAL) |
| Journal identifiers | ISSN: 0951-354X • E-ISSN: 1758-6518 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/ijem-07-2021-0273 |
| OpenAlex | W4280626588 |
| Language | EN |
| Citations received | 3 |
| References cited | 38 |
Purpose This study aims to examine how university social responsibility (USR) global engagement is influenced, and its impact on service quality and “customer” loyalty. There are four determinants of USR global engagement which are responsible education programs, knowledge management, organizational management and social engagement. Design/methodology/approach The data were collected through a structured questionnaire survey conducted in five universities in Vietnam. The dataset consists of 446 valid responses by Vietnamese students. Correlation analysis and structural equation modeling (SEM) were used to test the proposed relationships. Confirmatory factor analysis (CFA) is conducted to verify the reliability and validity of each latent construct, and to evaluate the discriminant validity, convergent validity, composition reliability and average variance extracted (AVE) for the latent constructs. Findings This study finds statistically significant and positive effects of responsible education programs, knowledge management, organizational management and social engagement on USR global engagement. The results also reveal the interrelationships among USR global engagement, service quality and loyalty. Practical implications Firstly, universities need to facilitate the involvement of all their stakeholders when they adopt USR engagement with the world. Second, universities should seek funders in society, or funders from the trade agreement between their countries and foreign ones to invest in research projects. Third, with the IT development, universities have to explore technological innovation in their teaching and training. Fourth, universities have to reform their mission and strategy to implement USR global engagement as a central pillar. Originality/value This study has some contributions to the scarce literature on USR. This study highlights that universities in developing countries like Vietnam need to make a large effort to enhance their teaching and training systems in order to meet the global education standard. The second highlight lies in developing research projects on discovery, methodologies, interpretation and orientation. Further, universities need to address the requirement for more internal communication with students and more external communication with society. Finally, this study found that USR global engagement make customers (students, students' families, businesses, and other stakeholders) trust and become loyal to universities
Business · Confirmatory factor analysis · Corporate social responsibility · Creativity · Knowledge management · Loyalty · Originality · Political science · Public relations · Social responsibility · Structural equation modeling · Computer Science · Corporate Social Responsibility Reporting · Higher Education Governance and Development · Knowledge Management and Sharing · Psychology · Social Psychology · Marketing
Whence Consumer Loyalty?
A Conceptual Model of Service Quality and Its Implications for Future Research
Dialogic Engagement
How can universities improve student loyalty? The roles of university social responsibility, service quality, and “customer” satisfaction and trust
Knowledge hiding, conscientiousness, loneliness and affective commitment
The student as customer and quality in higher education
Developing customer satisfaction index in Iranian public higher education
Student as customer concept
Structural equation modeling in practice
Study abroad for global engagement
A New Incremental Fit Index for General Structural Equation Models
The Development and Validation of Stakeholder-Based Scale for Measuring University Social Responsibility (USR)
| Citations per year | 1 |
|---|---|
| Citation span | 2023 - 2026 (4) |
| Highly cited | No |