Students’ experiences of university social responsibility and perceptions of satisfaction and quality of service

Abstract

The principal aim of this paper is to identify the factors that define students’ perceptions of university social responsibility (USR) in a Spanish university, and analyse the impact of that view on their perceptions of satisfaction and quality of service. Particularly, it is hypothesized that the overall perception of university social responsibility has a positive effect on students’ experiences of satisfaction, partially mediated by the assessment regarding the quality of university services. In doing that, a self-report study was conducted with a total sample of 400 undergraduate students of the University of León, in Spain. Structural equation modeling with PLS was used to test the students’ overall perception of USR in order to achieve higher standards of quality of service and satisfaction. Results supported a structure of six factors explaining students’ views regarding university social responsibility, of which only internal management affects the overall perception. Likewise, quality of service and satisfaction are strongly correlated among them. Implications of these findings for marketing in university settings are discussed.

Keywords: University social responsibility, public marketing, higher education, satisfaction, quality of service, Spain