Effects of Value Co-Creation on Student Loyalty, Satisfaction, and University Image: A Case Study of an Anonymous Rajabhat University
Article Sidebar
Main Article Content
Abstract
A university’s primary duty is to provide essential skills to help students work well after graduation. The quality of a university’s students depends on the university’s value proposition. In the past, Rajabhat University’s value proposition may not have been sufficiently constructed with co-creation. Although co-creation may now be more emphasized, it is still insufficient. The primary objective of this study is to use a composite model based on the structural equation model of students’ experiences to assess the impacts of co-creation, student satisfaction, loyalty, and university image. The data were collected from a population of 500 students enrolled at an anonymous Rajabhat University using a questionnaire. The sample population comprised 125 students, randomly selected from four classes of the four years of education. The model used a reflective-formative type two-stage approach while the algorithm was composite. This study used the third analysis to form a three-level model of co-creation. The second-order results showed that coproduction was positively related to university image and student satisfaction. Value-in-use was positively associated with university image, student satisfaction, and loyalty. The third-order constructs showed that value co-creation was positively related to university image, student satisfaction, and loyalty.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright: CC BY-NC-ND 4.0
References
Abeysekera, L., & Dawson, P. (2015). Motivation and cognitive load in the flipped classroom: Definition, rationale and a call for research. Higher Education Research & Development, 34(1), 1-14.
Aghaz, A., Hashemi, A., & Atashgah, M. S. S. (2015). Factors contributing to university image: The post-graduate students' points of view. Journal of Marketing for Higher Education, 25(1), 104–126. https://doi.org/10.1080/08841241.2015.1031314
Aguirre-Urreta, M. I., Rönkkö, M., & Marakas, G. M. (2016). Omission of causal indicators: Consequences and implications for measurement. Measurement: Interdisciplinary Research and Perspectives, 14(3), 75-97.
Alessandri, S. W., Yang, S. U., & Kinsey, D. F. (2006). An integrative approach to university visual identity and reputation. Corporate Reputation Review, 9(4), 258-270.
Alves, H., & Raposo, M. (2007). Conceptual model of student satisfaction in higher education. Total Quality Management, 18(5), 571-588.
Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. Management, 24(1), 73-85.
Alwi, S., & Kitchen, P. (2014). Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes? Journal of Business Research, 67(11), 2324-2336.
Annamdevula, S., & Bellamkonda, R. S. (2016). Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities: Development of HiEduQual. Journal of Modelling in Management, 11(2), 488-517.
Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370.
Becker, J. M., Klein, K., & Wetzels, M. (2012). Hierarchical latent variable models in PLS-SEM: Guidelines for using reflective-formative type models. Long Range Planning, 45(5-6), 359-394.
Bovill, C., & Felten, P. (2016). Cultivating student-staff partnerships through research and practice. International Journal for Academic Development, 21(1), 1-3.
Bowden, J., & D’Alessandro, S. (2011). Co-creating value in higher education: The role of interactive classroom response technologies. Asian Social Science, 7(11), 35-49.
Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81-95.
Cambra-Fierro, J., Pérez, L., & Grott, E. (2017). Towards a co-creation framework in the retail banking services industry: Do demographics influence? Journal of Retailing and Consumer Services, 34, 219-228.
Carini, R. M., Kuh, G. D., & Klein, S. P. (2006). Student engagement and student learning: Testing the linkages. Research in Higher Education, 47(1), 1-32.
Chen, C. F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management & Business Excellence, 22(9), 957-974.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling (pp. 295-336). In Marcoulides, G. A. (Ed.), Modern Methods for Business Research. USA: Lawrence Erlbaum Associates.
Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155-159.
Dijkstra, T. K., & Henseler, J. (2015a). Consistent and asymptotically normal PLS estimators for linear structural equations. Computational Statistics & Data Analysis, 81, 10-23.
Dijkstra, T. K., & Henseler, J. (2015b). Consistent partial least squares path modeling. MIS Quarterly, 39(2), 1-A5.
Dollinger, M., Lodge, J., & Coates, H. (2018). Co-creation in higher education: Towards a conceptual model. Journal of Marketing for Higher Education, 28(2), 210-231,
Duarte, P. O., Alves, H., & Raposo, M. (2010). Understanding university image: A structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21-36.
Dvorak, R. G., & Brooks, J. J. (2013). More connection and less prediction please: Applying a relationship focus in protected area planning and management. Journal of Park and Recreation Administration, 31(3), 5-22.
Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: A social construction approach. The Journal of the Academy of Marketing Science, 39, 327-339.
Elliott, K. M., & Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197-209.
Elsharnouby, T. H. (2015). Student co-creation behavior in higher education: The role of satisfaction with the university experience. Journal of Marketing for Higher Education, 25(2), 238-262.
Elsharnouby, T., & Parsons, E. (2010). A broader concept of relationships: Identifying new forms of consumer-provider interactions in Egyptian financial services. Journal of Marketing Management, 26(13-14), 1367-1388.
Fisher, D., & Smith, S. (2011). Cocreation is chaotic: What it means for marketing when no one has control. Marketing Theory, 11(3), 325-350.
Füller, J., Hutter, K., & Faullant, R. (2011). Why co‐creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions. R&D Management, 41(3), 259-273.
Gray, B., Fam, K., & Llanes, V. (2003). Branding universities in Asian markets. Journal of Product & Brand Management, 12(2), 108-118.
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company suport and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-301.
Gummesson, E. (2002). Relationship marketing in the new economy. Journal of relationship marketing, 1(1), 37-57.
Hair, J., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. The Journal of Marketing Theory and Practice, 19(2), 139-151.
Hartman, D. E., & Schmidt, S. L. (1995). Understanding student/alumni satisfaction from a consumer’s perspective: The effects of institutional performance and program outcomes. Research in Higher Education, 36(2), 197-217.
Helgesen, Ø., & Nesset, E. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university college. Corporate Reputation Review, 10(1), 38-59.
Henning-Thurau, T., Lager, M. F., & Hansen, U. (2001). Modelling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331-344.
Henseler, J. & Dijkstra, T.K. (2015). ADANCO 2.0. Kleve, Germany: Composite Modeling.
Henseler, J. (2017). Bridging design and behavioral research with variance-based structural equation modeling. Journal of Advertising, 46(1), 178-192.
Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D., Hair, J.F., Hult, T.M., & Calantone, R. J. (2014). Common beliefs and reality about PLS: Comments on Ronkko and Evermann (2013). Organizational Research Methods, 17(2), 182-209.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Hornsby, D. J., & Osman, R. (2014). Massification in higher education: Large classes and student learning. Higher education, 67(6), 711-719.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Hubona, G. S., Schuberth, F., & Henseler, J. (2021). A clarification of confirmatory composite analysis (CCA). International Journal of Information Management, 61, 102399.
Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 151-166.
Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276-282.
Jaradat, G. M. (2017). Internship training in computer science: Exploring student satisfaction levels. Evaluation and Program Planning, 63, 109-115.
Jhantasana, C. (2022). Intrinsic and extrinsic motivation for university staff satisfaction: Confirmatory composite analysis and confirmatory factor analysis. Asia Social Issues, 15(2), 249810.
Jones, T. O., & Sasser, J. W. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-101.
Jorfi, H., & Jorfi, S. (2011). Strategic operations management: Investigating the factors impacting communication effectiveness and job satisfaction. Procedia-Social and Behavioral Sciences, 24, 1596-1605.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Kazoleas, D., Kim, Y., & Moffitt, M. A. (2001). Institutional image: A case study. Corporate Communications: An International Journal, 6(4), 205-216.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd eds.). USA: Prentice Hall.
Krot, K., & Lewicka, D. (2011). Innovation and organisational trust: Study of firms in Poland. International Journal of Innovation and Learning, 10(1), 43-59.
Kuh, G. D. (2003). What we’re learning about student engagement from NSSE: Benchmarks for effective educational practices. Change: The Magazine of Higher Learning, 35(2), 24-32.
Lafuente-Ruiz-de-Sabando, A., Forcada, J., & Zorrilla, P. (2019). The university image: A model of overall image and stakeholder perspectives. Cuadernos de Gestión, 19(1), 63-86.
Leavy, B. (2012). Collaborative innovation as the new imperative-design thinking, value co-creation and the power of “pull”. Strategy & Leadership, 40(2), 25-34.
Lee, Y.-L., Pan, L.-Y., Hsu, C.-H., & Lee, D.-C. (2018). Exploring the sustainability correlation of value co-creation and customer loyalty-a case study of fitness clubs. Sustainability, 11(1), 97.
Lengnick-Hall, C. A., Claycomb, V. C., & Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34(3/4), 359-83.
Lin, C., & Tsai, Y.H. (2008). Modeling educational quality and student loyalty: A quantitative approach based on the theory of information cascades. Quality & Quantity 42, 397-415.
Luque-Martínez, T., & Del Barrio-García, S. (2009). Modeling university image: The teaching staff viewpoint. Public Relations Review, 35(3), 325-327.
Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: Reactions, reflections and refinements. Marketing Theory, 6(3), 281-288.
Lusch, R., & Webster, F. E., Jr. (2011). A stakeholder-unifying, cocreation philosophy for marketing. Journal of Macromarketing, 31(2), 129-134.
Maric, M., Pavlin, J., & Ferjan, M. (2010). Educational institution’s image: A case study. Organizacija: Journal of Management, Informatics and Human Resources, 43(2), 58-65.
Mitra, D., & Golder, P. N. (2008). Does academic research help or hurt MBA programs? Journal of Marketing, 72(5), 31-49.
Mohamad, M., & Awang, Z. (2009). Building corporate image and securing student loyalty in the Malaysian higher learning industry. The Journal of International Management Studies, 4(1), 30-40.
Nguyen, L. T. K., Lin, T. M. Y., & Lam, H. P. (2021). The role of co-creating value and its outcomes in higher education marketing. Sustainability, 13(12), 6724.
Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270.
Omar, N. A., Kassim, A. S., Nazri, M. A., & Sidek, F. (2018). The impact of customer value co-creation and relationship quality on relationship equity: Personality traits as a moderator. Jurnal Pengurusan (UKM Journal of Management), 54, 87-99.
Oosterlinck, A. (2002). Knowledge management in post-secondary education: Universities (OECD). Retrieved from www.oecd.org/dataoecd/46/21/2074921.pdf
Pacheco, N. A., Lunardo, R., & Santos, C. P. D. (2013). A perceived-control based model to understanding the effects of co-production on satisfaction. BAR-Brazilian Administration Review, 10(2), 219-238.
Palacio, A., Meneses G, & Pérez P. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486-505.
Parahoo, S., Harvey, H., & Tamim, R. (2013). Factors influencing student satisfaction in universities in the Gulf region: Does gender of students matter? Journal of Marketing for Higher Education, 23(2), 135-154.
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Ramaswamy, V., & Gouillart, F. J. (2010). The power of co-creation: Build it with them to boost growth, productivity, and profits. USA: Simon and Schuster.
Ramaswamy, V., & Ozcan, K. (2014). The co-creation paradigm. USA: Stanford University Press.
Ramirez, R. (1999). Value co-production: Intellectual origins and implications for practice and research. Strategic Management Journal, 20(1), 49-65.
Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290-315.
Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Acritical look at the use of PLS-SEM in MIS quarterly. MIS Quarterly, 36(1), 3-14.
Sarstedt, M., Hair, J. F., Cheah, J.-H., Becker, J.-M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197-211.
Šontaitė, M., & Bakanauskas, A. (2011). Measurement model of corporate reputation at higher education institutions: Customers’ perspective. Organizacijų Vadyba: Sisteminiai Tyrimai, (59), 115-130.
Soper, D.S. (2019). A-priori Sample Size Calculator for Structural Equation Models [Software]. Available from https://www.danielsoper.com/statcalc
Suarman, S. (2015). Teaching quality and students' satisfaction: The intermediatory role of relationship between lecturers and students of the higher learning institutes. Mediterranean Journal of Social Sciences, 6(2), 626-632.
Taecharungroj, V. (2014). University student loyalty model: Structural equation modeling of student loyalty in autonomous, state, transformed, and private universities in Bangkok. Scholar: Human Sciences, 6(1), 66-77.
The Nation. (2022). As birth rate crashes, Thai universities told they must ‘adapt or die’. Retrieved from https://www.nationthailand.com/blogs/education/40012000
van Riel, A. C., Henseler, J., Kemény, I., & Sasovova, Z. (2017). Estimating hierarchical constructs using consistent partial least squares. Industrial Management & Data Systems, 117(3), 459-477.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
Vargo, S. L., Lusch, R. F., Akaka, M. A., & He, Y. (2010). Service-dominant logic. A review and assessment. Review of Marketing Research, 6, 125-167.
Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145-152.
Vázquez-casielles, R., Iglesias, V., & Varela-neira, C. (2017). Co-creation and service recovery process communication: effects on satisfaction, repurchase intentions, and word of mouth. Service Business, 11(2), 321-343.
Voss, R., Gruber, T., & Szmigin, I. (2007). Service quality in higher education: The role of student expectations. Journal of Business Research, 60(9), 949-959.
Weerasinghe, I. M. S., & Fernando, R. L. S. (2018). Critical factors affecting students’ satisfaction with higher education in Sri Lanka. Quality Assurance in Education, 26(1), 115-130.
White, G. M. (2010). Moral discourse and the rhetoric of emotion (pp. 68-82). In LeVine, R. A. (Ed.). Blackwell anthologies in social and cultural anthropology. Psychological anthropology: A reader on self in culture. USA: Wiley-Blackwell.
Yu, X., Zaza, S., Schuberth, F., & Henseler, J. (2021). Counterpoint: representing forged concepts as emergent variables using composite-based structural equation modeling. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 52(SI), 114-130.
Zine, P. U., Kulkarni, M. S., Chawla, R., & Ray, A. K. (2014). A framework for value co-creation through customization and personalization in the context of machine tool PSS. Procedia CIRP, 16, 32-37.
Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11-48.