Marno

Mission and vision play an essential role in strategic management. They are the philosophical foundation and strategic direction of higher education, serving as a guide, inspiration, and control tool to achieve organizational goals. Therefore, this study aims to investigate the relevance and impact of mission and vision on academic services provided by Indonesian higher education institutions through governance and human resources. The research instrument is based on relevant literature and uses a Likert scale to measure implementation, socialization, and effectiveness of mission and vision, academic services, governance, and human resources. Data were collected using the online random sampling method, and the number of respondents was 10,937 lecturers. The study uses a serial mediation analysis to test the hypotheses. The research results show that governance and human resources positively affect academic services. As a mediator variable, they can improve academic services. The results highlight the significant contribution of mission and vision to governance. Governance also contributes significantly to human resource management. Human resources can boost academic services. This study emphasizes the importance of the university’s mission and vision, namely the philosophical foundation and strategic direction of academic services supported by appropriate human resources and good governance.