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Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective

Social responsibility has emerged tremendously as an important field of study in the past decades. Institutions today have realised the significance of being ethical in their operations in order to attract various stakeholders, especially the customers. However, majority of the past studies on socia...

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Main Authors: Chan, Tak Jie, Hon, Tat Huam
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2019
Online Access:http://journalarticle.ukm.my/13496/1/35205-110369-1-PB.pdf
http://journalarticle.ukm.my/13496/
http://ejournal.ukm.my/mjc/issue/view/1210
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spelling my-ukm.journal.134962019-10-09T21:18:07Z http://journalarticle.ukm.my/13496/ Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective Chan, Tak Jie Hon, Tat Huam Social responsibility has emerged tremendously as an important field of study in the past decades. Institutions today have realised the significance of being ethical in their operations in order to attract various stakeholders, especially the customers. However, majority of the past studies on social responsibility mainly focus on big corporations, while the influence of social responsibility practices in university remains understudied. The purpose of this study was to examine the predicting factors of University Social Responsibility (USR) practices and reputation from the students’ viewpoint on one of the private higher educational institutions in Malaysia. A survey method was employed using multistage sampling. Questionnaires were distributed and generating 400 valid responses. The data were then analysed using Pearson-Product Moment Correlation and Multiple Regression test (enter method) through the Statistical Package for the Social Sciences (SPSS) version 25.0. Based on the findings, all the seven USR dimension, namely operational responsibility, stakeholder’s (student) responsibility, university-firm relationship, legal responsibility, environmental values, philanthropy responsibility, and community engagement yielded positive and moderate relationships with reputation. In addition, multiple regression analysis showed that operational responsibility, university-firm relationship, legal responsibility, philanthropy responsibility, and community engagement were the significant predicting factors that can enhance reputation in the current context. Conclusion, limitations of the study, implications of the findings, and suggestions for future study are also discussed. Penerbit Universiti Kebangsaan Malaysia 2019 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/13496/1/35205-110369-1-PB.pdf Chan, Tak Jie and Hon, Tat Huam (2019) Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective. Jurnal Komunikasi ; Malaysian Journal of Communication, 35 (3). pp. 316-333. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1210
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Social responsibility has emerged tremendously as an important field of study in the past decades. Institutions today have realised the significance of being ethical in their operations in order to attract various stakeholders, especially the customers. However, majority of the past studies on social responsibility mainly focus on big corporations, while the influence of social responsibility practices in university remains understudied. The purpose of this study was to examine the predicting factors of University Social Responsibility (USR) practices and reputation from the students’ viewpoint on one of the private higher educational institutions in Malaysia. A survey method was employed using multistage sampling. Questionnaires were distributed and generating 400 valid responses. The data were then analysed using Pearson-Product Moment Correlation and Multiple Regression test (enter method) through the Statistical Package for the Social Sciences (SPSS) version 25.0. Based on the findings, all the seven USR dimension, namely operational responsibility, stakeholder’s (student) responsibility, university-firm relationship, legal responsibility, environmental values, philanthropy responsibility, and community engagement yielded positive and moderate relationships with reputation. In addition, multiple regression analysis showed that operational responsibility, university-firm relationship, legal responsibility, philanthropy responsibility, and community engagement were the significant predicting factors that can enhance reputation in the current context. Conclusion, limitations of the study, implications of the findings, and suggestions for future study are also discussed.
format Article
author Chan, Tak Jie
Hon, Tat Huam
spellingShingle Chan, Tak Jie
Hon, Tat Huam
Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective
author_facet Chan, Tak Jie
Hon, Tat Huam
author_sort Chan, Tak Jie
title Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective
title_short Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective
title_full Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective
title_fullStr Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective
title_full_unstemmed Predictors of reputation through university social responsibility practices in a Malaysian private university: the customer’s perspective
title_sort predictors of reputation through university social responsibility practices in a malaysian private university: the customer’s perspective
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2019
url http://journalarticle.ukm.my/13496/1/35205-110369-1-PB.pdf
http://journalarticle.ukm.my/13496/
http://ejournal.ukm.my/mjc/issue/view/1210
_version_ 1648743816400732160
score 13.211869

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