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

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  • Shamima Raihan Manzoor
  • Abdullah Al Mahmud

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 (VCcB) 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 VCcB factors, out of which two (i.e., 'personal interaction, helping, and responsible behaviour', and 'information seeking and sharing') are found most influential in shaping VCcB for HEIs. By using PLS-SEM, the hypothesised relationships have been analysed for the VCcB factors' impact on students' satisfaction. The findings can inspire the HEI managers to build strong VCcB platforms to nurture student-university relationships as a part of their service marketing strategies.

Suggested Citation

  • Shamima Raihan Manzoor & Abdullah Al Mahmud, 2023. "Redefining a value co-creation behaviour model for student satisfaction in HEIs," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 45(3), pages 293-313.
    • Handle: RePEc:ids:ijsoma:v:45:y:2023:i:3:p:293-313
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