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Student co-creation behavior in higher education: the role of satisfaction with the university experience

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  • Tamer H. Elsharnouby

Abstract

This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior - namely, participation behavior and citizenship behavior. Drawing upon a sample of 379 students and using structural equation modeling, the results suggest that perceived university reputation and perceived faculty competency are the key influential factors in determining students' satisfaction with university experience. The findings also provide empirical support to the direct role student satisfaction plays in enabling student participation and citizenship behavior. The results support the notion that student satisfaction mediates the relationship between the antecedent variables of perceived university reputation and perceived faculty competency, and student citizenship behavior. The findings have implications for universities seeking to compete in a complex market-driven higher education setting.

Suggested Citation

  • Tamer H. Elsharnouby, 2015. "Student co-creation behavior in higher education: the role of satisfaction with the university experience," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(2), pages 238-262, July.
    • Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:238-262
    DOI: 10.1080/08841241.2015.1059919
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    Cited by:

    1. Ilda Maria Pedro & Júlio Costa Mendes & Luis Nobre Pereira & Bernardete Dias Sequeira, 2020. "Alumni’s perceptions about commitment towards their university: drivers and consequences," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 469-491, December.
    2. Foroudi, Pantea & Yu, Qionglei & Gupta, Suraksha & Foroudi, Mohammad M., 2019. "Enhancing university brand image and reputation through customer value co-creation behaviour," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 218-227.
    3. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    4. Lien Thi Kim Nguyen & Tom M. Y. Lin & Hoang Phuong Lam, 2021. "The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing," Sustainability, MDPI, vol. 13(12), pages 1-14, June.
    5. Dziewanowska Katarzyna & Kacprzak Agnieszka, 2023. "The Influence of Engagement in Value Co-Creation on E-Learning Experience and Student Satisfaction: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 28(2), pages 61-80, June.
    6. Roberta Pinna & Gianfranco Cicotto & Hosein Jafarkarimi, 2023. "Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty," Sustainability, MDPI, vol. 15(11), pages 1-20, June.
    7. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    8. Lafuente Ruiz de Sabando, Amaia & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The university image: a model of overall image and stakeholder perspectives," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    9. Blanca Astrid Moreno & Haydée Calderón, 2016. "Comportamiento del consumidor en la co-creación de valor y su relación con la satisfacción en el entorno universitario: una aplicación a la Universidad de Ibagué (Colombia)," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, vol. 25(1), pages 203-217, December.
    10. Foroudi, Pantea & Nazarian, Alireza & Ziyadin, Sayabek & Kitchen, Philip & Hafeez, Khalid & Priporas, Costas & Pantano, Eleonora, 2020. "Co-creating brand image and reputation through stakeholder’s social network," Journal of Business Research, Elsevier, vol. 114(C), pages 42-59.

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