•  
  •  
 

English Title

Does Value Co-creation in Higher Education Institutions Matter?

Keywords

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

Disciplines

Architecture | Arts and Humanities | Education | Law

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.

Author ORCID Identifier

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

DOI

https://www.doi.org/10.54729/PYOR6783

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.