Effects of Value Co-Creation on Student Loyalty, Satisfaction, and University Image: A Case Study of an Anonymous Rajabhat University

Abstract

A university’s primary duty is to provide essential skills to help students work well after graduation. The quality of a university’s students depends on the university’s value proposition. In the past, Rajabhat University’s value proposition may not have been sufficiently constructed with co-creation. Although co-creation may now be more emphasized, it is still insufficient. The primary objective of this study is to use a composite model based on the structural equation model of students’ experiences to assess the impacts of co-creation, student satisfaction, loyalty, and university image. The data were collected from a population of 500 students enrolled at an anonymous Rajabhat University using a questionnaire. The sample population comprised 125 students, randomly selected from four classes of the four years of education. The model used a reflective-formative type two-stage approach while the algorithm was composite. This study used the third analysis to form a three-level model of co-creation. The second-order results showed that coproduction was positively related to university image and student satisfaction. Value-in-use was positively associated with university image, student satisfaction, and loyalty. The third-order constructs showed that value co-creation was positively related to university image, student satisfaction, and loyalty.

The Impact of Student Value Co-Creation, Institutional Green Image on Student Loyalty in Higher Education in Kuala Lumpur, Malaysia

“…However, the more significant the customer's value cocreation behavior level, the greater the customer's loyalty to the company (Baehaqi et al, 2023). Prior studies found that value co-creation has a positive relationship with student loyalty in the context of HEI (Jhantasana, 2022); mobile legend game players (Arissaputra et al, 2023); and Sampoerna Retail Community (Baehaqi et al, 2023). The study postulates that the increase of student value co-creation is correlated with increased student loyalty.…”

“…In this manner, the final results of numerous previous studies fail to demonstrate the advantageous result of significant co-creation of value (Ranjan & Read, 2016). According to Jhantasana (2022); Sholehuddin et al (2023), incorporation of the value co-creation model is necessary within the framework of the thirdorder build. In contrast, the constructs of satisfaction and image are derived from secondorder models, which are built upon three-stage and two-stage aspect designs, respectively.…”

“…Higher education institutions promote loyalty through improving facilities, pedagogy, industry linkage, placements, and outreach (Kaushal & Ali, 2020). Loyal alumni will support their alma mater in a variety of ways, including donations, placement of internships, co-development of new courses, and new student recruitment (Jhantasana, 2022).…”

“…The conceptual framework pertaining to co-creation within a university setting may exhibit a lack of clarity (Elsharnouby, 2015;Ranjan & Read, 2016). The concept of co-creation is a fundamental aspect that encompasses two dimensions: coproduction and value-in-use; thus, many scholars who focus on either dimension often refer to it as value co-creation (Dollinger et al, 2018;Jhantasana, 2022). In this manner, the final results of numerous previous studies fail to demonstrate the advantageous result of significant co-creation of value (Ranjan & Read, 2016).…”

“…For long-term sustainability, private HEIs must allow students to participate and implement environmental initiatives through educational practices in green marketing to increase student loyalty. The higher education institution and its students work together throughout the process of co-creation to enhance the student's knowledge and participation (Jhantasana, 2022). Increasing sustainability concerns in the education sector have led several Malaysian private HEIs to seek competitive advantage (Liang et al, 2022).…”