Doing well by doing good: why is investing in university social responsibility a good business for higher education institutions cross culturally?

Abstract

PurposeThis paper aims to corroborate the importance of university social responsibility (USR) for universities and to establish a rationale for their investment in a strategically implement socially responsible initiatives and programmes and gain returns from such investments. This purpose can be achieved by examining a complex conceptual model connecting USR with many desired student-related outcomes that leverage the university's competitiveness, long sustainability and contribution to the triple bottom line – “people, planet, and profit”.Design/methodology/approachThe authors conducted a cross-country comparative study using quantitative techniques. Their analysis was guided by a holistic conceptual model constructed and experimentally evaluated using obtained primary data. The robustness of the suggested model was evaluated using structural equation modelling with partial least squares.FindingsThe findings validate the hypothesized associations and indicate that adopting USR initiatives increases student satisfaction and alumni loyalty through student-university identification, perceived university image, and service quality. In addition, the cross-country analysis finds no variation in the strength of the connections owing to cultural variations, except for the association between service quality and institution image.Practical implicationsIncorporating USR at the centre of university's strategy not only complements its teaching and research goals but also answers the requirements and expectations of stakeholders, increases competitiveness and assures sustainable performance.Originality/valueThis cross-cultural USR study uses a mix of methods to show that, even though USR is important, until now, its importance has been overlooked.

Guest editorial: Microfoundations of CSR and sustainable performance

“…Finally, the last paper, titled “Doing well by doing good: why is investing in university social responsibility a good business for higher education institutions cross-culturally?” bridges the gap in the CSR literature by establishing a link between the microfoundations of CSR and sustainable business performance. In this study, El-Kassar et al . (2023) found that social responsibility initiatives engaged by the university help increase student satisfaction and alumni loyalty through student-university identification, perceived university image and service quality.…”

“…bridges the gap in the CSR literature by establishing a link between the microfoundations of CSR and sustainable business performance. In this study, El-Kassar et al (2023) found that social responsibility initiatives engaged by the university help increase student satisfaction and alumni loyalty through student-university identification, perceived university image and service quality. They further note that when university social responsibility is incorporated at the center of its strategy, it complements its teaching and research goals, satisfies stakeholders' expectations and increases competitiveness and sustainable performance.…”

Consequences of xenocentrism and ethnocentrism on brand image of Starbucks: moderating effects of national culture and perceived brand globalness between Colombia and Spain

“…These digital tools allow universities to become more global. Based on the previous studies of El-Kassar et al. (2022) and Areiza-Padilla and Galindo-Becerra (2022), for this research it is considered that more studies should be carried out that analyze CET and XEN but from the university context, which determine their relationship with regard to image, satisfaction, loyalty and quality perceived by both national and foreign students.…”

“…However, the scarce literature on XEN is based on for-profit products or services, however, it is even more scarce to find literature on XEN applied in the educational sector at the university level. Previous studies El-Kassar et al (2022) show how the universities of the 21st century have been adapting to attract both students and the best researchers, not only nationally, but also internationally. This shows a projection of universities as global brands, and not only as local brands.…”

How higher education institutions can better meet student needs: university social responsibility holds the key

“…El-Kassar et al . (2022) further explore how USR relates to the different factors in a study involving two private universities.…”