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

Abdul Nasser El-Kassar*, Dania Makki, Maria Alejandra Gonzalez-Perez, Virginia Cathro

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: This 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/approach: The 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. Findings: The 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 implications: Incorporating 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/value: This cross-cultural USR study uses a mix of methods to show that, even though USR is important, until now, its importance has been overlooked.

Original languageEnglish
Number of pages24
JournalCross Cultural and Strategic Management
Early online date29 Nov 2022
DOIs
Publication statusE-pub ahead of print - 29 Nov 2022

Fingerprint

Dive into the research topics of 'Doing well by doing good: why is investing in university social responsibility a good business for higher education institutions cross culturally?'. Together they form a unique fingerprint.

Cite this