Abstract

The development of online education in the context of the Covid-19 pandemic has had a profound impact on Vietnam’s education system, particularly by expanding access to learning opportunities and increasing flexibility for students across different regions and socio-economic backgrounds. During this period, online education has continuously evolved and improved in order to respond to the rapidly growing demand for learning and research within society. The foundation of this transformation lies in the broader trend of digital transformation, which has significantly reshaped teaching methodologies, learning environments, administrative processes, and institutional governance in higher education institutions. Digital transformation not only strengthens technological infrastructure and enhances interactive teaching and learning experiences, but also influences universities’ social responsibility and the overall quality of educational services delivered to students. In parallel, university social responsibility contributes to shaping service quality by emphasizing accountability, transparency, community engagement, and sustainable development. These interconnected factors—digital transformation, service quality, and university social responsibility—are closely related and collectively enhance student satisfaction. Student satisfaction, in turn, plays a crucial mediating role in influencing learners’ intention to continue choosing online education for their academic advancement and research activities. The objective of this study is to explore and synthesize both domestic and international research related to online education within private universities, with a specific focus on examining the impacts of digital transformation, service quality, and university social responsibility on students’ intention to continue online learning. Through a comprehensive literature review, the study aims to identify existing research gaps, propose relevant research hypotheses, and develop a conceptual research model. The findings are expected to provide a theoretical foundation and practical managerial implications to improve student satisfaction, strengthen online program management, and support the sustainable development of online education in private higher education institutions in Vietnam.