The Role of Co-creation Activities, Trust and Gender on Higher Education Marketing Performance

Abstract

This study attempts to analyze the effect of co-creation activities on satisfaction and its impact on loyalty, and to investigate the mediating role of co-creation value and trust, as well as the moderating role of personality traits and gender in higher education. This study took the sample from graduate students of master's degree in management program or Master of Business Administration (MBA). There were 18 universities from 10 cities in Indonesia involved in this study. The survey comprised of 590 responses from students. The essential finding in this study confirms the effect of student co-creation activities on satisfaction and its impact on loyalty. Co-creation value and trust are found to be a partial mediation on the relationship between the co-creation and satisfaction. Moreover, gender is the moderating factor of the relationship between co-creation activities and trust, yet personality trait is not as a moderating variable in the relationship. The findings imply that higher education needs to encourage co-creation activities and adapt the activities based on student gender.

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

“…Students are more satisfied when participating in a joint learning experience and working with the university to enhance service offerings that are adapted to their needs. These results are in the line with extant research [10,49,50]. More importantly, as noted by previous studies [36], co-creating value facilities a meaningful and interactive dialogue between organizations and customers.…”

“…Maxwell-Stuart et al [28] also indicated that students participating in the co-creation process in both academic and non-academic matters pertaining to student life see the entire student experience in a way that positively relates to student satisfaction. The link between student co-creation behavior and satisfaction has been confirmed in empirical research [49,50]. Therefore:…”

“…From the student perspective, we investigated the relationship between co-creating value, student satisfaction, student-perceived university image, and positive WOM. A review of existing co-creation literature showed that previous studies have examined the relationship between co-creating value and student satisfaction [10,28,50] but few studies have analyzed the direct effect on student positive WOM in co-creating value or the relationship between student satisfaction and perceived university image on student positive WOM. Based on the model in Figure 1, which is the result of an interactive process with the university, our research recognizes the relevance of co-creation as a mean of achieving not only student satisfaction but also a set of outcomes (perceived university image and positive WOM) that are in the interests of the university.…”

Demola Co-creation Approach: The Students´ Perspective

“…The recommendation of this process is one of the measures of HEI student satisfaction, as previous authors already claimed in the context of HI. Ueda & Nojima (2012) confirmed that students with higher levels of satisfaction will speak positively about their experiences and recommend to friends and family and care about the HEI reputation (Sutarso, Halim, Balqiah, & Tjiptoherijanto, 2017).…”

Marketing performance as implication of brand image mediated by trust

“…The results of this study are in line with several previous studies conducted by Fianto et al (2014), Rivai and Wahyudi (2017) and Flavián et al (2005) who state that there is a significant influence between image and trust. According to Sutarso (2017), where trust is used as one of the research variables on marketing performance with significant results. The theory was advanced by Moorman et al in Ishak and Luthfi (2011) which defines trust as a willingness to depend on other parties who have been trusted.…”