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Co-creating positive outcomes in higher education: are students ready for co-creation?

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  • Berna Tarı Kasnakoğlu
  • Hande Mercan

Abstract

Student engagement has been extensively studied from ‘student as co-producer’ and ‘student as customer’ perspectives, while co-creation may provide a renewed framework aiming for an extended and more useful relationship between students and instructors through dyadic interactions. With the intention of theorizing co-creation in a more comprehensive model, the present study incorporates ‘operant resources’ as antecedents to the formation of a co-creative relationship. The model also proposes that co-creation is a mediator between resources and outcomes. Lastly, the strength of the bond between students and instructors moderates this relationship. Based on fifteen in-depth interviews, the higher education context is reflected more accurately. The qualitative findings are used to construct a questionnaire, which is then administered among 172 students at two different times to capture the evolving student-educator bond. Results support our proposed model and a discussion is made on co-creation as a methodical process in an ecosystem entangling various stakeholders.

Suggested Citation

  • Berna Tarı Kasnakoğlu & Hande Mercan, 2022. "Co-creating positive outcomes in higher education: are students ready for co-creation?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 32(1), pages 73-88, January.
    • Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:73-88
    DOI: 10.1080/08841241.2020.1825031
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    Cited by:

    1. Miranda de Hei & Inge Audenaerde, 2023. "How to Support Co-creation in Higher Education: The Validation of a Questionnaire," Higher Education Studies, Canadian Center of Science and Education, vol. 13(3), pages 1-54, August.

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