EXPLORING THE INFLUENCE OF SERVICE QUALITY AND UNIVERSITY SOCIAL RESPONSIBILITY ON STUDENT LOYALTY

In the dynamic landscape of higher education, fostering strong student loyalty is essential for institutional competitiveness and sustainability. Challenges such as inconsistent service delivery and a lack of integrated social responsibility initiatives can negatively impact student retention and advocacy. This study aimed to investigate whether Service Quality and University Social Responsibility (USR) significantly influence Student Loyalty among students at UM Peñaplata College in the Philippines. The researcher used a descriptive-correlational research design. The study participants were 150 selected students from the second to fourth year. Adapted survey questionnaires served as the primary data collection tool. Data were analyzed using descriptive and inferential statistics, including Pearson's r and regression analysis. Findings revealed that Student Loyalty was very high, Service Quality was always evident, and University Social Responsibility was always observed. The findings provide valuable insights for university administrators to design strategic policies that enhance service delivery and deepen social engagement, thereby promoting enduring student loyalty and long-term institutional success.