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

Chanta Jhantasana
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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.
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价值共同创造对学生忠诚、满意度和大学形象的影响——以一所匿名拉贾哈特大学为例
大学的主要职责是提供必要的技能,帮助学生毕业后更好地工作。一所大学的学生质量取决于大学的价值主张。在过去,拉贾哈特大学的价值主张可能没有充分构建共同创造。虽然现在可能更加强调共同创造,但这仍然不够。本研究的主要目的是使用基于学生体验结构方程模型的复合模型来评估共同创造、学生满意度、忠诚度和大学形象的影响。这些数据是通过问卷调查从一所匿名的拉贾哈特大学的500名学生中收集的。样本人口包括125名学生,随机从四年教育的四个班级中选择。该模型采用反射-形成型两阶段方法,算法采用复合方法。本研究通过第三层分析,形成了共同创造的三层模型。二阶结果显示,合作生产与大学形象、学生满意度呈正相关。使用价值与大学形象、学生满意度和忠诚度呈正相关。三阶构念显示,价值共同创造与大学形象、学生满意度、学生忠诚度呈正相关。
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CiteScore
1.20
自引率
11.10%
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0
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