Redefining a value co-creation behaviour model for student satisfaction in HEIs

Shamima Raihan Manzoor and Abdullah Al Mahmud

International Journal of Services and Operations Management, 2023, vol. 45, issue 3, 293-313

Abstract: The incorporation of customer relationships in marketing has triggered the paradigm shift from 'managing relationships' to 'joint venturing' with customers. Thus, in the service sectors like higher education institutions (HEIs), students' active role has become prominent. This study explores the factors for establishing a consensual instrument to measure value co-creation behaviour (VC_cB) for HEIs and its impact on student satisfaction. The sample comprised 223 international students from Malaysian universities, both public and private. The factor analysis done with 29 items reveals four VC_cB factors, out of which two (i.e., 'personal interaction, helping, and responsible behaviour', and 'information seeking and sharing') are found most influential in shaping VC_cB for HEIs. By using PLS-SEM, the hypothesised relationships have been analysed for the VC_cB factors' impact on students' satisfaction. The findings can inspire the HEI managers to build strong VC_cB platforms to nurture student-university relationships as a part of their service marketing strategies.

Keywords: higher education institutions; HEIs; student interaction; satisfaction; service marketing; value co-creation. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=132466 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsoma:v:45:y:2023:i:3:p:293-313

Access Statistics for this article

More articles in International Journal of Services and Operations Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().