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Student participation and quality of college life in Vietnam: the roles of values and negative interactions

Author

Listed:
  • Diep Quoc Bao
  • Nguyen Dong Phong
  • Nguyen Dinh Tho

Abstract

Drawing upon service-dominant logic, this study examines the direct and indirect (via process and outcome values) effects of student participation on quality of college life (QCL). Furthermore, the study investigates the moderating roles of negative student-to-student interactions in the effects of student participation on the aforementioned values. The findings, based on a dataset collected from 709 business students, indicated that both process and outcome values fully mediated the relationship between student participation and QCL. Additionally, negative interactions among students were found to diminish the positive impact of student participation on process value but not on outcome value. These findings contribute to the literature on value co-creation in higher education and QCL by clarifying how student participation helps enhance QCL through the mediating roles of process and outcome values.

Suggested Citation

  • Diep Quoc Bao & Nguyen Dong Phong & Nguyen Dinh Tho, 2025. "Student participation and quality of college life in Vietnam: the roles of values and negative interactions," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(3), pages 471-489, December.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:3:p:471-489
    DOI: 10.1080/08841241.2023.2219215
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