{"title":"Effects of Value Co-Creation on Student Loyalty, Satisfaction, and University Image: A Case Study of an Anonymous Rajabhat University","authors":"Chanta Jhantasana","doi":"10.48048/asi.2023.254659","DOIUrl":null,"url":null,"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.","PeriodicalId":43547,"journal":{"name":"SOJOURN-Journal of Social Issues in Southeast Asia","volume":null,"pages":null},"PeriodicalIF":0.3000,"publicationDate":"2022-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"SOJOURN-Journal of Social Issues in Southeast Asia","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.48048/asi.2023.254659","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"AREA STUDIES","Score":null,"Total":0}
引用次数: 0
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.