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

Authors: Shamima Raihan Manzoor; Abdullah Al Mahmud

Addresses: University of Liberal Arts Bangladesh, Mohammadpur, Dhaka, Bangladesh ' University of Liberal Arts Bangladesh, Mohammadpur, Dhaka, Bangladesh

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

Keywords: higher education institutions; HEIs; student interaction; satisfaction; service marketing; value co-creation.

DOI: 10.1504/IJSOM.2023.132466

International Journal of Services and Operations Management, 2023 Vol.45 No.3, pp.293 - 313

Received: 30 May 2020
Accepted: 05 Apr 2021
Published online: 21 Jul 2023 *

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