How universities' social responsibility activities influence students’ perceptions of reputation

Abstract

Based on signaling theory, this study investigates how universities' social responsibility activities influence students' perceptions of their reputation. Using a structural equation modeling approach, we explore the determinants of reputation and its influence on satisfaction and loyalty of students. To analyze the differences in perceptions of reputation depending on market orientation and gender, multi-group analysis has been used. Overall, our results provide sufficient evidence regarding the reliability and validity of the conceptualized reputation construct. We find that performance and quality of services provided by universities are the most relevant determinants of reputation. Furthermore, differences regarding market orientation and various gender contexts are present. The study provides important empirical contributions to the underesearched field, including scales that measure reputation in the context of universities' social responsibility. In addition, our findings might help to improve universities’ reputation and stakeholder management and contribute to the further development of social responsibility in higher education.