Keywords: Customer relationship management
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Journal Articles

Does university social responsibility practices affect Malaysian private universities’ reputation? The mediating roles of university image, student satisfaction, and social reporting & communication

Tak Jie Chan, Hon Tat Huam, Abu Bakar Sade, Abu Bakar Abdul Hamid, Mohd Farid Shamsudin
Journal: International Journal of Sustainability in Higher Education
International Journal of Sustainability in Higher Education 1–30.
https://doi.org/10.1108/IJSHE-06-2024-0434
Published: 13 November 2025
... the relationship between USR practices and university reputation. Practical implications The study verifies that USR initiatives enhance universities’ customer relationship management, particularly as a strategic marketing and branding tool to attract and retain students. Integrating USR into university...
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