Effect of social responsibility and service quality on customer loyalty: the mediating role of perceived benefits and satisfaction

Abstract

The purpose of this research is to understand how social responsibility and service quality can affect customer loyalty in the context of education system. A comprehensive literature review is conducted to develop conceptual model in the context of education. A self-administered questionnaire survey was employed and the target population are the parents of students in Karegari College of Tehran in 2015. A sample of 130 people was selected based on random sampling approach. Correlation test and structural equation modelling were utilised to analyse data. The results indicated that college social responsibility and service quality have significant influence on both perceived benefits and satisfaction. Further, perceived benefits have affected satisfaction with the college and consequently, loyalty to the college. Reference to this paper should be made as follows: Khazaee Pool, S. and Imankhan, N. (2017) 'Effect of social responsibility and service quality on customer loyalty: the mediating role of perceived benefits and satisfaction',