CREATING EXPERIENCE VALUE TO BUILD STUDENT SATISFACTION IN HIGHER EDUCATION
DOI:
https://doi.org/10.31933/dijemss.v1i3.166Keywords:
Co-Creation, Experience Value, Student SatisfactionAbstract
Higher education products or services received by students are experiential values. The purpose of this study is how to create the values of student experience so that student satisfaction arises. Higher education should now focus on students by creating strong ties with students and alumni. This research was conducted with a survey confirmatory approach. The survey was conducted at 32 universities in South Sumatra Province, Indonesia with a total sample of 357 students. The sampling technique used was stratified random sampling and data analysis using structural equation modeling (SEM) analysis. The results showed that the values of experience in HE were formed through increased co-creation in HE, where students were directly involved in various campus activities. High co-creation shows that there is a stronger attachment of students to HE and higher value of student experience. Co-creation does not directly affect student satisfaction, but it does indirectly affect experience value. If the value of experience is higher, student satisfaction will also be higher.
References
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Heo, C. Y., & Lee, S. (2016). Examination of student loyalty in tourism and hospitality programs: A comparison between the United States and Hong Kong. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 69–80. https://doi.org/10.1016/j.jhlste.2016.03.003
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Kline, R. (1998). Software Programs for Structural Equation Modeling: Amos, EQS, and LISREL. Journal of Psycoeducational Assessment, 16, 343–364.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (Sixteenth). https://doi.org/10.2307/1250103
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556
Manschot, M., & Visser, F. S. (2011). Experience-Value?: a Framework for Determining Values in Service. The 4th World Conference on Design Research, 1–10.
Mathis, E. F., Kim, H. L., Uysal, M., Sirgy, J. M., & Prebensen, N. K. (2016). The effect of co-creation experience on outcome variable. Annals of Tourism Research, 57, 62–75. https://doi.org/10.1016/j.annals.2015.11.023
Mowen, J. C. (2000). The 3M model of motivation and personality: Theory and Empirical Applications to Consumer Behavior. https://doi.org/10.1007/978-1-4757-6708-7
Pace, C. R., & Kuh, G. D. (1998). Patent No. 654321. India: ED06.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERQUAL: A Multiple-Item scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, Vol. 64, p. 28. https://doi.org/10.1016/S0148-2963(99)00084-3
Pinar, M., Trapp, P., Girard, T., & Boyt, T. E. (2011). Utilizing the brand ecosystem framework in designing branding strategies for higher education. International Journal of Educational Management, 25, 724–739. https://doi.org/10.1108/09513541111172126
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prebensen, N. K., Woo, E., & Uysal, M. S. (2013). Experience value: antecedents and consequences. Current Issues in Tourism, (October 2014), 1–19. https://doi.org/10.1080/13683500.2013.770451
Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315. https://doi.org/10.1007/s11747-014-0397-2
Ribes-Giner, G., Perello-Marín, M. R., & Díaz, O. P. (2016). Co-creation Impacts on Student Behavior. Procedia - Social and Behavioral Sciences, 228(June), 72–77. https://doi.org/10.1016/j.sbspro.2016.07.011
Vernette, E., & Hamdi-Kidar, L. (2013). Co-creation with consumers: who has the competence and wants to cooperate? International Journal of Market Research, 55(4), 2–20. https://doi.org/10.2501/IJMR-2013-000
Armstrong, G., & Kotler, P. (2015). Marketing - An introduction (Twelfth Ed). https://doi.org/10.1111/j.1468-5922.2010.01872_2.x
Aygoren, O., & Yilmaz, C. (2013). Understanding Choice Behavior in Political Marketing Context: A Favorable Voter Responses Model. Developments in Marketing Science: Proceeding of the Academy of Marketing Science, 274–281. https://doi.org/10.1007/978-3-319-10951-0_98
Azemi, H. S. C., Romle, A. R., Udin, M. M., Ahmad, N. H. A., Rodzi, S. M., & Rozai, A. A. M. (2016). Co-Creation of E-Service in Malaysian Higher Education?: Towards Enhancing E-Service Quality. World Applied Sciences Journal, 34(4), 506–512. https://doi.org/10.5829/idosi.wasj.2016.34.4.15686
Bovill, C. (2014). An investigation of co-created curricula within higher education in the UK, Ireland and the USA. Innovations in Education and Teaching International, 51(1), 15–25. https://doi.org/10.1080/14703297.2013.770264
Bowden, J. L. H., & D’Alessandro, S. (2011). Co-creating value in higher education: The role of interactive classroom response technologies. Asian Social Science, 7(11), 35–47. https://doi.org/10.5539/ass.v7n11p35
Dean, A. M., Griffin, M., & Kulczynski, A. (2016). Applying Service Logic to Education: The Co-creation Experience and Value Outcomes. Procedia - Social and Behavioral Sciences, 224(August 2015), 325–331. https://doi.org/10.1016/j.sbspro.2016.05.383
Díaz?Méndez, M., & Gummesson, E. (2012). Value co?creation and university teaching quality. Journal of Service Management, 23(4), 571–592. https://doi.org/10.1108/09564231211260422
Dunn-Rankin, P., Knezek, G. A., Wallace, S., & Zhang, S. (2004). Scaling Methods (Second Edi). London: Lawrence Erlbaum Associates.
Elsharnouby, T. H. (2015). Student co-creation behavior in higher education: the role of satisfaction with the university experience. Journal of Marketing for Higher Education, (July 2015), 1–25. https://doi.org/10.1080/08841241.2015.1059919
Fuller, J., Hutter, K., & Faullant, R. (2011). Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions. R and D Management, 41(3), 259–273. https://doi.org/10.1111/j.1467-9310.2011.00640.x
Giner, G. R., & Rillo, A. P. (2016). Structural equation modeling of co-creation and its influence on the student’s satisfaction and loyalty towards university. Journal of Computational and Applied Mathematics, 291, 257–263. https://doi.org/10.1016/j.cam.2015.02.044
Grönroos, C. (2008). Service logic revisited: who creates value? And who co-creates? European Business Review, 20(4), 298–314. https://doi.org/10.1108/09555340810886585
Grönroos, C., & Christian. (1982). An Applied Service Marketing Theory. European Journal of Marketing International Journal European Journal of Marketing Iss Marketing Intelligence & Planning, 16(13), 30–41. https://doi.org/10.1108/EUM0000000004859
Gruber, T., Lowrie, A., Brodowsky, G. H., Reppel, A. E., Voss, R., & Chowdhury, I. N. (2012). Investigating the Influence of Professor Characteristics on Student Satisfaction and Dissatisfaction A Comparative Study. Journal of Marketing Education, 34(2), 165–178. https://doi.org/10.1177/0273475312450385
Gunarto, M. (2018). Analisis Statistika dengan Model Persamaan Struktural (SEM): Teoritis dan Praktis. Bandung: Alfabeta.
Gunarto, M., Hurriyati, R., Wibowo, L. A., & Natalisa, D. (2018). Building Student Satisfaction at Private Higher Education through Co-creation with Experience Value as Intervening Variables. Proceedings of the International Conference on Industrial Engineering and Operations Management.
Gunarto, M., Wibowo, L. A., & Hurriyati, R. (2016). Creating Students Loyalty Model in Private Higher Education. Advances in Economics, Business and Management Research, 15, 354–363. https://doi.org/10.2991/gcbme-16.2016.64
Gunarto, M., Wibowo, L. A., Hurriyati, R., & Disman, N. A. (2018). Building students’ loyalty in private higher education institutions: activities for competitiveness. International Journal of Education Economics and Development, 9(4), 394. https://doi.org/10.1504/IJEED.2018.10017274
Hair, J. F., Black, W. C., Abin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. In Pearson Eduction Limited (Vol. 1). https://doi.org/10.1038/259433b0
Helen, W., & Ho, W. (2011). Building Relationship between Education Institutions and Students: Student Loyalty in Self-Financed Tertiary Education. IBIMA Business Review Journal, 2011, 1–22. https://doi.org/10.5171/2011.913652
Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. https://doi.org/10.1108/09513550610669176
Hemsley-Brown, Jane, & Oplatka, I. (2016). Conclusion?: Modelling Higher Education Consumer Choice. Higher Education Consumer Choice. https://doi.org/10.1057/9781137497208.0008
Heo, C. Y., & Lee, S. (2016). Examination of student loyalty in tourism and hospitality programs: A comparison between the United States and Hong Kong. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 69–80. https://doi.org/10.1016/j.jhlste.2016.03.003
Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122–143. https://doi.org/10.1080/08841241.2014.920460
Kline, R. (1998). Software Programs for Structural Equation Modeling: Amos, EQS, and LISREL. Journal of Psycoeducational Assessment, 16, 343–364.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (Sixteenth). https://doi.org/10.2307/1250103
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556
Manschot, M., & Visser, F. S. (2011). Experience-Value?: a Framework for Determining Values in Service. The 4th World Conference on Design Research, 1–10.
Mathis, E. F., Kim, H. L., Uysal, M., Sirgy, J. M., & Prebensen, N. K. (2016). The effect of co-creation experience on outcome variable. Annals of Tourism Research, 57, 62–75. https://doi.org/10.1016/j.annals.2015.11.023
Mowen, J. C. (2000). The 3M model of motivation and personality: Theory and Empirical Applications to Consumer Behavior. https://doi.org/10.1007/978-1-4757-6708-7
Pace, C. R., & Kuh, G. D. (1998). Patent No. 654321. India: ED06.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERQUAL: A Multiple-Item scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, Vol. 64, p. 28. https://doi.org/10.1016/S0148-2963(99)00084-3
Pinar, M., Trapp, P., Girard, T., & Boyt, T. E. (2011). Utilizing the brand ecosystem framework in designing branding strategies for higher education. International Journal of Educational Management, 25, 724–739. https://doi.org/10.1108/09513541111172126
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prebensen, N. K., Woo, E., & Uysal, M. S. (2013). Experience value: antecedents and consequences. Current Issues in Tourism, (October 2014), 1–19. https://doi.org/10.1080/13683500.2013.770451
Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315. https://doi.org/10.1007/s11747-014-0397-2
Ribes-Giner, G., Perello-Marín, M. R., & Díaz, O. P. (2016). Co-creation Impacts on Student Behavior. Procedia - Social and Behavioral Sciences, 228(June), 72–77. https://doi.org/10.1016/j.sbspro.2016.07.011
Vernette, E., & Hamdi-Kidar, L. (2013). Co-creation with consumers: who has the competence and wants to cooperate? International Journal of Market Research, 55(4), 2–20. https://doi.org/10.2501/IJMR-2013-000
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2020-02-19
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Gunarto, M., & Hurriyati, R. . (2020). CREATING EXPERIENCE VALUE TO BUILD STUDENT SATISFACTION IN HIGHER EDUCATION. Dinasti International Journal of Education Management And Social Science, 1(3), 349–359. https://doi.org/10.31933/dijemss.v1i3.166
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