Developing and testing a customer value co-creation model of higher education institutions

Mei Teh Goi, Vigneswari Kalidas and Norzita Yunus

Journal of Marketing for Higher Education, 2024, vol. 34, issue 2, 777-801

Abstract: The co-creation concept is a growing marketing strategy adopted in service industries, however within the higher education industry, the development of the co-creation model is considerably slow going. Drawing upon the Theory of Service-Dominant Logic and input-process-output-outcome (IPOO), this study aims to develop and test a customer value co-creation model for Higher Education Institutions (HEIs) from the customers’ perspective during face-to-face online learning. The customer value co-creation model focuses on the interrelationship between customer resources, interaction, co-creation experience, and customer satisfaction. A total of 515 students from various HEIs conducting online classes were validated for analysis. The tested model explains that the operant resources as the resources, interaction as the process, co-creation experience as the output, and customer satisfaction as the outcome. The model assists HEIs in understanding how co-creation activities lead to customer satisfaction and suggests more refined marketing strategies.

Date: 2024
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DOI: 10.1080/08841241.2022.2076275

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