IDEAS home Printed from https://ideas.repec.org/p/cdl/cshedu/qt89c0m30t.html
   My bibliography  Save this paper

VALUE CO-CREATION STYLES IN HIGHER EDUCATION AND THEIR CONSEQUENCES. The Case of Poland

Author

Listed:
  • Dziewanowska , Katarzyna

Abstract

Effective education at the tertiary level is one of the key conditions for the development of modern economies; it also has a substantial impact on social development. Nowadays, higher education institutions all over the world are facing numerous challenges, some of them global (e.g. funding), others local (e.g. demographic trends). Universities are seeking new ways of dealing with the challenges; however, they often resort to methods that seem to do more harm than good by moving the emphasis from long-term objectives to short-term ones. In marketing literature, a new concept of Service-Dominant Logic (SDL) is proposed as an alternative approach to traditional and outdated marketing theories applied to the higher education sector. Its foundational premise of value co-creation seems to be of particular relevance here as it assumes that various groups of actors jointly create the academic experience. This paper focuses on the higher education sector in Poland and investigates the attitudes of Polish students towards value co-creation and their consequences for the academic experience. The study leads to the identification of value co-creation styles among students reflected by five segments: Maximalists, Minimalists, the Scrupulous, the Networking-Oriented and the Intellectuals and presents their detailed characteristics.

Suggested Citation

  • Dziewanowska , Katarzyna, 2018. "VALUE CO-CREATION STYLES IN HIGHER EDUCATION AND THEIR CONSEQUENCES. The Case of Poland," University of California at Berkeley, Center for Studies in Higher Education qt89c0m30t, Center for Studies in Higher Education, UC Berkeley.
    • Handle: RePEc:cdl:cshedu:qt89c0m30t
    as

    Download full text from publisher

    File URL: https://www.escholarship.org/uc/item/89c0m30t.pdf;origin=repeccitec
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hsieh, Jung-Kuei & Hsieh, Yi-Ching, 2015. "Dialogic co-creation and service innovation performance in high-tech companies," Journal of Business Research, Elsevier, vol. 68(11), pages 2266-2271.
    2. Allen, Robert F. & Shen, Jianshou, 1999. "Some new evidence of the character of competition among higher education institutions," Economics of Education Review, Elsevier, vol. 18(4), pages 465-470, October.
    3. Ledden, Lesley & Kalafatis, Stavros P. & Samouel, Phillip, 2007. "The relationship between personal values and perceived value of education," Journal of Business Research, Elsevier, vol. 60(9), pages 965-974, September.
    4. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    5. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    6. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    7. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Varshneya, Geetika & Das, Gopal, 2017. "Experiential value: Multi-item scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 48-57.
    2. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    3. Katarzyna Dziewanowska, 2016. "Experience in Brand Communities: The Case of Higher Education Institutions (Doswiadczenia we wspolnotach wokol marki w szkolnictwie wyzszym)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(58), pages 45-60.
    4. 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.
    5. Shan, Wei & Qiao, Tong & Zhang, Mingli, 2020. "Getting more resources for better performance: The effect of user-owned resources on the value of user-generated content," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    6. 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. 48(2), pages 61-80, June.
    7. Balaji, M.S. & Jha, Subhash & Sengupta, Aditi Sarkar & Krishnan, Balaji C., 2018. "Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery," Journal of Business Research, Elsevier, vol. 86(C), pages 109-118.
    8. Lee, Hsin-Yun & Grinevich, Vadim & Chipulu, Maxwell, 2023. "How can value co-creation be integrated into a customer experience evaluation?," European Management Journal, Elsevier, vol. 41(4), pages 521-533.
    9. Akter, Shahriar & Babu, Mujahid Mohiuddin & Hossain, Md Afnan & Hani, Umme, 2022. "Value co-creation on a shared healthcare platform: Impact on service innovation, perceived value and patient welfare," Journal of Business Research, Elsevier, vol. 140(C), pages 95-106.
    10. Nina Petreska & Jana Prodanova & Ljupco Kocarev, 2023. "Should I Leave My Country? Higher Education Value Shaping Students’ Satisfaction and Brain Drain Intentions in Western Balkans," SAGE Open, , vol. 13(4), pages 21582440231, November.
    11. Ribeiro, Thiago de Luca Sant'ana & Costa, Benny Kramer & Ferreira, Manuel Portugal & Freire, Otávio Bandeira de Lamônica, 2023. "Value co-creation in tourism and hospitality: A systematic literature review," European Management Journal, Elsevier, vol. 41(6), pages 985-999.
    12. Marelby Amado-Mateus & Yonni Angel Cuero-Acosta & Alfredo Guzman-Rincón, 2023. "Evaluation of psychometric properties of perceived value applied to universities," PLOS ONE, Public Library of Science, vol. 18(4), pages 1-17, April.
    13. Park, Geun-wan & Kim, Yongse & Park, Kwangtae & Agarwal, Anurag, 2016. "Patient-centric quality assessment framework for healthcare services," Technological Forecasting and Social Change, Elsevier, vol. 113(PB), pages 468-474.
    14. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
    15. Li, Chia-Ying & Fang, Yu-Hui & Chiang, Yu-Hung, 2023. "Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    16. Busser, James A. & Shulga, Lenna V., 2018. "Co-created value: Multidimensional scale and nomological network," Tourism Management, Elsevier, vol. 65(C), pages 69-86.
    17. Cui, Xingwen & Xie, Qinghong & Zhu, Jing & Shareef, Mahmud Akhter & Goraya, M. Awais Shakir & Akram, Muhammad Shakaib, 2022. "Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    18. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    19. Song, Jinzhu & Gao, Yanhuan & Huang, Youlin & Chen, Lihan, 2023. "Being friendly and competent: Service robots' proactive behavior facilitates customer value co-creation," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    20. Abhishek Mishra & Satyabhushan Dash & Naresh K. Malhotra, 2015. "An integrated framework for design perception and brand equity," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 28-44, June.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cdl:cshedu:qt89c0m30t. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lisa Schiff (email available below). General contact details of provider: https://escholarship.org/uc/cshe/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.