ABSTRACT

The study aimed to investigate the relationship between the extent of implementation of social responsibility strategies and level of customers’ satisfaction of Guangdong Business and Technology University. Mixed research approach through descriptive-correlational design and thematic analysis was used. The data were collected through survey with the the employees, students, and visitors of the university during the academic year 2023-2024. Results of the descriptive analysis showed that the university implements social responsibility strategies to a great extent, and the customers’ level of satisfaction with the extent of implementation of the university’s CSR strategies is high. In addition, inferential tests revealed that age, gender, highest educational attainment, and number of years of service are determinants of the employees’ assessment of the extent to which the university implements social responsibility strategies along environmental protection, along economic development and social contribution, along economic development and social contribution, and along environmental protection, respectively. Also, gender influences the customers’ level of satisfaction with the extent of implementation of the university’s CSR strategies along social contribution and philanthropy. Moreover, there exist significant correlations between the extent of implementation and level of customer satisfaction. The problems and challenges encountered by the participants in the implementation of the university’s social responsibility strategies include lack of environmental awareness and low sense of social responsibility among teachers and students, inadequate partial implementation of social responsibility, lack of effective feedback mechanism to supervise and manage the implementation of social responsibility in universities, and the depth and breadth of social services are insufficient. Considering the study’s salient findings, the researcher designed a plan of action to improve the university’s implementation of social responsibility strategies and level of customer satisfaction.

Keywords: CSR strategies, implementation, satisfaction, social responsibility
https://doi.org/10.57180/zoar1341