The impact of university social responsibility on academic performance through the mediation of service quality, university image, student satisfaction and student loyalty

Purpose This quantitative survey study aims to identify the role of university social responsibility (USR) in improving academic performance (AP) by examining the mediation effects of service quality (SQ), university image (UI), student satisfaction (SS) and student loyalty (SL). Design/methodology/approach This research is a case study of two universities in Indonesia: Universitas Sebelas Maret (UNS), a state university in Surakarta and Universitas Sarjanawiyata Tamansiswa (UST), a private university in Yogyakarta, with a sample of 283 students. The primary research data were collected from student responses and statements submitted through Google Docs. Data were analyzed using path analysis, assisted by the WarpPLS version 8.0 statistical tool. Findings The results show that university social responsibility influences service quality, university image, and academic performance. Another finding is that service quality and university image influence student satisfaction, and student loyalty. Meanwhile, student loyalty influences academic performance. However, the effect of student satisfaction on academic performance is not significant. This suggests that the effect of USR on academic performance occurs directly, while its indirect effect through service quality, university image and student loyalty is supported by the data. Research limitations/implications This study had several limitations. Firstly, student performance variables were measured using one of the outputs, namely the Grade Point Average (GPA), which is the average value of all student academic achievements from the beginning to the end of the study period, calculated from all courses taken and serves as a benchmark for graduation and an important requirement for applying for jobs or continuing studies. Ideally, student performance evaluations use both outputs and outcomes, but outcomes are a stronger indicator for measuring learning effectiveness holistically and have long-term impacts, complementing quantitative data from outputs (Mahany, 2025). Examples of outcomes include increased critical thinking skills, in-depth understanding of concepts, honed analytical skills, job readiness or increased income after graduation. Further research is recommended to measure student performance using outcome measures. Second, data collection in this study used Google Forms at both universities, UNS and Universitas Sarjanawiyata Tamansiswa. This method allows for rapid data collection, but the results can be less valid. To reduce biased or invalid responses, focus group discussions were conducted at both universities. The goal was to ensure that respondents, in this case students, clearly understand the questions to be answered, thereby reducing biased or invalid responses. Finally, this study examined the influence of USR solely on academic performance. Future studies could broaden the scope by examining how USR affects other dimensions of institutional performance, such as financial performance. Practical implications The practical implications of this evidence of direct and indirect relationships are crucial for higher education management. The results of this study indicate that USR has both direct and indirect effects on academic performance, through service quality, university image and student loyalty. These results provide practical implications that university management needs to implement USR in developing internal management strategies in order to improve university services and image and are expected to increase student loyalty, which in turn can improve student academic performance. Social implications From a social perspective, the findings of this study have social implications, including enabling universities to fulfill their social responsibilities to stakeholders, particularly students and the community. With quality services and a positive image, students will be loyal to the university and continue to study there. These students will even serve as marketing tools by providing information to prospective students, encouraging them to attend. The community, in this case, parents of prospective students, will also help provide information to encourage prospective students to enroll at the university. Originality/value Several previous models have examined the relationship between corporate social responsibility (CSR) and corporate performance in general, but this research extends the discussion to the education sector by applying a different concept, namely USR, with different measurements.