Impact of University Social Responsibility,University Image and Relationship Quality on Student Loyalty with Mediating Analysis of Student Satisfaction

Abstract

In this global village era, the loyalty of students is very important factor for the survival of higher education sector of Pakistan. To get competitive benefit the managers of higher education intuitions must realize the importance of student loyalty. University • social responsibility, university image and relationship quality, these factors have deep Impact on student satisfaction and student loyalty. In this research study the empirical relationship has been analyzed by theoretical framework. The research study focuses on the mediating role of student satisfaction on student loyalty by direct and in direct relationship impact of university social responsibility, university image and relationship quality. All these variables have covered by 50 questions. By this questionnaire the data has collected from the 300 students of public and private universities from all over Pakistan. The SPSS and SEM Smart PLS 3 are used to get finding of study. The finding of study clear that the mediating role of student satisfaction has significant impact on student loyalty. The independent variables, university social responsibility, university image and relationship quality have positive significant direct and indirect impact on student loyalty. Developed nations are developed as they have developed education system especially in higher degree. As the education sector is facing rapid growing worldwide so it is high demand of time to focus on USR, such as the CSR has importance in corporate organizations for availing competitive advantages.