Value co-creation, Customers` loyalty, Relationship strength, Customers` satisfaction, Lebanese universities.
Business | Marketing
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.
Bazzi, Ayman Mahmoud; Ali, Alaaeddine Abbas; and Mostapha, Nehale
"CUSTOMERS LOYALTY: DOES VALUE CO-CREATION BECOME INDISPENSABLE FOR UNIVERSITIES?,"
BAU Journal - Creative Sustainable Development: Vol. 3:
1, Article 5.