STUDENTS’ LOYALTY: DOES VALUE CO-CREATION IN HIGHER EDUCATION INSTITUTIONS MATTER?

Authors

Ayman M. Bazzi, Lecturer, Faculty of Business Administration, Beirut Arab University, Beirut, LebanonFollow
Alaaeddine A. Ali, Head of Business Administration Department, Faculty of Business Administration, Beirut Arab University, Beirut, LebanonFollow
Nehale Mostapha, Professor, Former Dean, Faculty of Business Administration, Beirut Arab University, Beirut, LebanonFollow

Author ORCID Identifier

Nehale Mostafa - https://orcid.org/0000-0002-9439-1721

Abstract

This study investigates the influence for intrinsic and extrinsic motives on customers` participation in value co-creation activities (CPVCA), beside examining the direct and indirect impact for CPVCA on customers` loyalty. Quantitative research approach is used, while the study population encompasses all Lebanese private universities students. A questionnaire was developed to gather data from 403 universities` students who were chosen using the convenience sampling technique. PLS-SEM was adopted to examine the study proposed scale validity and the relationships between its latent variables. The current study results indicate a positive influence for both intrinsic and extrinsic motives on CPVCA. Also, the findings reveal a significant direct relationship among CPVCA and customer loyalty, as well as an indirect relationship via mediating brand experience.

Keywords

Intrinsic motives, Extrinsic motives, Value co-creation, Brand experience, COVID-19, Customers` loyalty.

Recommended Citation

Bazzi, Ayman M.; Ali, Alaaeddine A.; and Mostapha, Nehale (2022) "STUDENTS’ LOYALTY: DOES VALUE CO-CREATION IN HIGHER EDUCATION INSTITUTIONS MATTER?," BAU Journal - Society, Culture and Human Behavior: Vol. 3: Iss. 2, Article 7.
DOI: https://doi.org/10.54729/PYOR6783