Kittisak Jermsittiparsert, Pattanant Petchchedchoo
Social responsibility is one of the major practices among the various business organizations. However, this practice is also increasing among the educational institutions. The performance of Indonesian educational institutions in respect to the social responsibility is not satisfactory which has negative role in sustainable firm performance (FP). Therefore, objective of this study is to examine the role of social responsibility in sustainable FP. In this regard, the relationship between social responsibility, firm image, firm reputation, perceived quality and sustainable performance was examined by the current study. For this purpose, Indonesian educational institutions were selected, and teachers were preferred to get response for the final data analysis. Therefore, by using a questionnaire, data were collected from the teachers of various educational institutions. Finally, data were used for analysis with the help of statistical tool. Results of the study indicated that social responsibility has positive effect on firm image, perceived quality and firm reputation. Furthermore, firm image, perceived quality and firm reputation has positive effect on sustainable FP.