Abstract
University social responsibility (USR) has emerged tremendously as an important area supporting the Sustainable Development Goals (SDGs). Today, universities have realized the significance of being ethical in their operations to attract various stakeholders, especially the students (customers). However, the influence of social responsibility practices in university settings remains understudied as USR is a newly emerging concept. The purpose of this study was to examine the students’ perception of USR and test the gender difference in the perception of USR responsibilities in one of the private universities in Klang Valley. A survey method was employed using purposive sampling. Questionnaires were distributed and generating 400 valid responses. The data were then analyzed using a one sample t-test and an independent sample t-test through the Statistical Package for the Social Sciences (SPSS) version 25.0. Based on the findings, ethical USR responsibilities were perceived favorably by the respondents. However, respondents did not agree with some of the items in the philanthropy USR responsibilities. In addition, the independent sample t-test results revealed no significance difference in term of gender in perceiving the ethical and philanthropy responsibilities. The study contributed to the short-form USR measure that is newly developed by testing it empirically in the Malaysian context. The university’s management will also benefit from the USR initiatives, as it help shape students’ favorable perception of the institution. It serves as a strategic marketing and branding tool in customer relationship management to attractive potential students and retain the current ones.
Highlights
In this contemporary era where the globe focuses on the Sustainable DevelopmentGoals (SDGs), there is a growing interest in social responsibility in university settings (Latif, 2018; Saleh et al, 2021; Sunardi, 2019)
The citizenship and sustainability initiatives of firms or institutions are significant in meeting the Key Performance Indicators (KPIs) (Hristov & Chirico, 2019) and fulfilling the minimum quality assurance (QA) standards (Plungpongpan, Tiangsoongern & Speece, 2016)
Drăgan and Găucă (2017) examined the university social responsibility (USR) based on the QS starts bestranked universities, and the findings revealed that USR practices include community investment and development, social work and disaster relief, regional human capital development, and environmental impact
Summary
Students’ Perceptions on the University Social Responsibilities of a Malaysian Private University: Does Gender Matter?. In-Text Citation: (Chan et al, 2021) To Cite this Article: Chan, T. Responsibilities of a Malaysian Private University: Does Gender Matter? International Journal of Academic Research in Business and Social Sciences, 11(9), 1460–1473. Vol 11, No 9, 2021, Pg. 1714 - 1473 http://hrmars.com/index.php/pages/detail/IJARBSS
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