Does Value Co-creation in Higher Education Institutions Matter?
Intrinsic motives, Extrinsic motives, Value co-creation, Brand experience, COVID-19, Customers` loyalty.
Architecture | Arts and Humanities | Education | Law
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.
Author ORCID Identifier
Nehale Mostafa - https://orcid.org/0000-0002-9439-1721
Bazzi, Ayman M.; Ali, Alaaeddine A.; and Mostapha, Nehale
"STUDENTS’ LOYALTY: DOES VALUE CO-CREATION IN HIGHER EDUCATION INSTITUTIONS MATTER?,"
BAU Journal - Society, Culture and Human Behavior: Vol. 3
, Article 7.
Available at: https://digitalcommons.bau.edu.lb/schbjournal/vol3/iss2/7