CUSTOMERS LOYALTY: DOES VALUE CO-CREATION BECOME INDISPENSABLE FOR UNIVERSITIES?

Authors

Ayman Mahmoud Bazzi, PhD Candidate, Lecturer at Beirut Arab University, Faculty of Business Administration, Beirut Arab University, Beirut, LebanonFollow
Alaaeddine Abbas Ali, Associate Professor, Head of Business Administration Department, Beirut Arab University, Beirut, Lebanon,Follow
Nehale Mostapha, Professor, Dean Faculty of Business Administration Beirut Arab University), Beirut Arab University, Beirut, LebanonFollow

Keywords

Value co-creation, Customers` loyalty, Relationship strength, Customers` satisfaction, Lebanese universities.

Disciplines

Business | Marketing

Abstract

This paper investigates the direct and indirect relationships between customers` participation in value co-creation activities (CPVCA) and their loyalty. Quantitative research approach is adopted, while the population consists of all the Lebanese private universities` students. A questionnaire was used to collect data from 403 students, nominated according to convenience sampling technique. The study proposed scale validity and the relationships between variables were examined depending on PLS-SEM. The findings reveal a direct significant relationship between CPVCA and customers` loyalty; in addition, to indirect relationship, through the partial mediating role for customers` satisfaction and relationship strength. Research implications and limitations are presented.

Recommended Citation

Bazzi, Ayman Mahmoud; Ali, Alaaeddine Abbas; and Mostapha, Nehale (2021) "CUSTOMERS LOYALTY: DOES VALUE CO-CREATION BECOME INDISPENSABLE FOR UNIVERSITIES?," BAU Journal - Creative Sustainable Development: Vol. 3: Iss. 1, Article 5.
DOI: https://doi.org/10.54729/2789-8334.1056

ISSN

2789-8334