An Analysis of Factors Affecting University Reputation: A Case Study of Mongolian Universities

A university’s reputation is a key indicator of the quality of its education, the competitiveness of its alumni, its institutional influence in society, and its degree of global recognition, including its ranking and rating among higher education institutions (HEIs) around the world. This not only enhances institutional standing and secures positions in international rankings but also promotes sustainable education practices. In addition, students, their parents, and their partners select universities due to their trust in the reliability of a university’s public reputation and ranking. This study proposes a model to assess a university’s reputation based on specific factors. In this research, the dependent variable is university reputation, the mediating variable is university social responsibility, and the independent variables include the teacher reputation, alumni reputation, research and innovation, and cooperation. A survey of 5902 respondents—including alumni, employers, and parents—offers diverse perspectives on university reputation. Data were analyzed using structural equation modeling tools (Smart PLS 4.1 and SPSS 25.0). The findings confirm that social responsibility has a strong and positive influence on university reputation. Furthermore, faculty and alumni reputation, research and innovation, and external collaboration directly enhance universities’ social responsibility. This suggests that social responsibility serves as a key mediating variable in the relationship between institutional capacity and reputation. This study represents the first empirical assessment of university reputation in Mongolia, addressing a notable gap in the literature. By incorporating context-specific insights and stakeholder perspectives, the research offers both theoretical contributions and practical implications. The results provide a foundation for developing regionally responsive strategies to improve the quality of higher education and advance sustainable development goals.