The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

Lien Thi Kim Nguyen, Tom M. Y. Lin and Hoang Phuong Lam
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Lien Thi Kim Nguyen: Department of Business Administration, National Taiwan University of Science and Technology (Taiwan Tech), Taipei 106, Taiwan
Tom M. Y. Lin: Department of Business Administration, National Taiwan University of Science and Technology (Taiwan Tech), Taipei 106, Taiwan
Hoang Phuong Lam: Faculty of Tourism, Vang Lang University, Ho Chi Minh City 700000, Vietnam

Sustainability, 2021, vol. 13, issue 12, 1-14

Abstract: This study examines the role of student co-creation behavior in contributing to student satisfaction, perceived university image, and student positive word of mouth (WOM). Using a sample of 513 students from a Taiwanese university and conducting partial least squares structural equation modeling, the findings indicate that co-creating value is critical to student satisfaction, university image, and positive WOM. The results also show the effect of student satisfaction and university image on student positive WOM. This study confirms the pivotal role of student participation in co-creating value in enhancing satisfaction with the university experience, creating and sustaining a positive image, and building the credibility of the university. This research is particularly important to higher education institutions because it has practical implications for decision-makers, brand managers, and HE marketers who wish to improve understanding of the relationship between the university and students in the process of co-creating value and its outcomes.

Keywords: co-creating value; student satisfaction; university image; word of mouth; marketing management; higher education (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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