Factors Influencing University Students’ Satisfaction and Intention to Value Co-Creation: A Study in Hanoi
Main Article Content
Abstract
This study investigates and analyzes factors influencing students' intention to participate in value co-creation, through mediation is student satisfaction during the learning process at the university. The results reveal that both institutional factors (such as the university's reputation, teaching quality, and support services) and student-related factors (such as self-efficacy, trust in instructors, and interactions among students) positively impact their satisfaction with the university. Furthermore, students' satisfaction with teaching and learning activities at the university significantly promotes their engagement in value co-creation during each school hour and throughout their academic journey. Notably, the identified institutional and student-related factors indirectly affect students' intention to engage in co-creation through student satisfaction, emphasizing the crucial role of satisfaction in the learning process. Based on these findings, the authors propose several solutions to enhance students' intention for co-creation by developing schools’ activities, leveraging their individual competencies.
Keywords:
Co-creation, student satisfaction, trust, interaction, teaching quality.
References
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[55] S. Ghavifekr, Collaborative Learning: Akey to Enhance Students’s Social Interation Skills, Malaysian Online Journal of Educational Sciences, Vol. 8, No. 4, 2020, pp. 9-21.
[56] S. Puntambekar, Analyzing Collaborative Interactions: Divergence, Shared Understanding and Construction of Knowledge, Computers & Education, Vol. 47, No. 3, 2006, pp. 332-351.
[57] F. J. Hair, Jr., E. A. Rolph, L. T. Ronald, C. B. William, Multivariate Data Analysis, Englewood Cliffs, NJ: Prentice Hall, 1998.
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pp. 2426-2440.
[59] M. Healey, A. Flint, K. Harrington, Engagement Through Partnership: Students as Partners in Learning and Teaching in Higher Education, York: Higher Education Academy, 2014.
[2] C. Bovill, C. Bulley, K. Morss, Engaging and Empowering First-year Students through Curriculum Design: Perspectives from the Literature, Teaching in Higher Education, Vol. 16, No. 2, 2011, pp. 97-209.
[3] M. D. Mendez, E. Gummeson, Value Co-creation and University Teaching Quality, Journal of Service Management, Vol. 23, No. 4, 2012, pp. 571-592.
[4] M. Tomlinson, The Degree is not Enough: Students’ Perceptions of the Role of Higher Education Credentials for Graduate Work and Employability, British Journal of Sociology of Education, Vol. 29, No. 1, 2012, pp. 49-61.
[5] P. Vickers, B. Bekhradnia, Vocational a Levels and University Entry: Is There Parity of Esteem? in Oxford: Higher Education Policy Institute, 2012.
[6] C. Bovill, P. Felten, Cultivating Student-staff Partnerships Through Research and Practice, The International Journal for Academic Development, Vol. 21, No. 1, 2016, pp. 1-3.
[7] P. Foroudi, Q. Yu, S. Gupta, M. Foroudi, Enhancing University Brand Image and Reputation Through Customer Value Co-creation Behaviour, Technological Forecasting and Social Change, Vol. 138, 2019, pp. 218-227.
[8] C. Prahalad, V. Ramaswamy, Co‐creating Unique Value with Customers, Strategy & Leadership, Vol. 32, No. 3, 2004, pp. 4-9.
[9] N. T. M. Phuong, Competitiveness of Public Higher Education Institutions in the Context of Autonomy in Vietnam: A Qualitative Study, Education Journal, Vol. 22, No. 19, 2022, pp. 36-40.
[10] T. H. Elsharnouby, Student Co-creation Behavior in Higher Education: The Role of Satisfaction with the University Experience, Journal of Marketing for Higher Education, Vol. 25, No. 2, 2015, pp. 238-262.
[11] Marketing Institution, http://www.msi.org/articles/research-grants-target-cxgetting-marketing-right-in-real-time/,f2016 (Assessed on: September 21st, 2016).
[12] R. Cevero, A. Wilson, At the Heart of Practice: the Struggle for Knowledge and Power, In R. Cevero, A. Wilson (Eds.), Power in Practice: Adult Education and the Struggle for Knowledge and Power in Society, JosseyBass, USA, 2001, pp. 1-20.
[13] N. Entwistle, The Impact of Teaching and Learning Outcomes in Higher Education: A Literature Review, Committee of Vice-Chancellors and Principals of the Universities of the United Kingdom, Universities' Staff Development Unit, 1992, pp. 49-59.
[14] S. B. Merriam, R. S. Caffarella, R. S, Learning in Adulthood: A Comprehensive Guide, Jossey-Bass, 1991.
[15] A. Astin, Student Involvement: A Developmental Theory for Higher Education, Journal of College Student Development, Vol. 40, No. 5, 1984, pp. 518-529.
[16] G. D. Kuh, H. S. John, J. W. Elizabeth, K. Student Success in College: Creating Conditions that Matter, Jossey-Bass, 2010.
[17] G. D. Kuh, J. Kinzie, J. H. Schuh, E. J. Whitt, Assessing Conditions to Enhance Eeducational Effectiveness: The Inventory for Student Engagement and Success, Jossey-Bass, 2005.
[18] M. M. Baxter, Creating Contexts for Learning and Self-authorship: Constructive Developmental Pedagogy, Vanderbilt University Press, 1999.
[19] C. Johansson, P. Felten, Transforming Students: Fulfilling the Promise of Higher Education, Johns Hopkins University Press, 2014.
[20] M. Dollinger, J. Lodge, H. Coates, Co-creation in Higher Education: Towards a Conceptual Model, Journal of Marketing for Higher Education, Vol. 28, No. 2, 2018, pp. 210-231.
[21] P. Frow, S. Nenonen, A. Payne, K. Storbacka, Managing Co‐creation Design: A Strategic Approach to Innovation, British Journal of Management, Vol. 26, No. 3, 2015, pp. 463-483.
[22] Q. Yu, Y. Assad, D. A. Yen, S. Gupta, IMO and Internal Branding Outcomes: An Employee Perspective in UK HE, Studies in Higher Education, Vol. 43, No. 1, pp. 37-56.
[23] A. Fagerstrom, G. Ghinea, Co-creation of Value in Higher Education: Using Social Network Marketing in the Recruitment of Students, Journal of Higher Education Policy and Management, Vol. 35, No. 1, 2013, pp. 45-53.
[24] S. Vargo, R. Lusch, Service-dominant Logic: Continuing the Evolution, Journal of the Academy of Marketing Science, Vol. 36, No. 1, 2008, pp. 1-10.
[25] R. M. Stuart, B. Taheri, A. Paterson, K. O’gorman, W. Jackson, Working Together to Increase Student Satisfaction: Exploring the Effects of Mode of Study and Fee Status, Studies in Higher Education, Vol. 43, No. 8, 2018, pp. 1392-1404.
[26] A. M. Dean, M. Griffin, A. Kulczynski, Applying Service Logic to Education: The Co-creation Experience and Value Outcomes, Procedia - Social and Behavioral Sciences, Vol. 224, 2016, pp. 325-331.
[27] M. Clynes, A. Sheridan, K. Frazer, Student Engagement in Higher Education: A Cross-sectional Study of Nursing Students’ Participation in College-based Education in the Republic of Ireland, Nurse Education Today, Vol. 93, 2020.
[28] P. Sheeran, Intention-behaviour Relations: A Conceptual and Empirical Review, European Review of Social Psychology, Vol. 12, 2002, pp. 1-36.
[29] K. M. Elliott, M. Healy, Key Factors Influencing Student Satisfaction Related to Recruitment and Retention, Journal of Marketing for Higher Education, Vol. 10, No. 4, 2001, pp. 1-11.
[30] F. Mavondo, Y. Tsarenko, M. Gabbott, International and Local Student Satisfaction: Resources and Capabilities Perspective, Journal of Marketing for Higher Education, Vol. 14, No. 1, 2004, pp. 41-60.
[31] S. Wilkins, M. S. Balakrishnan, Assessing Student Satisfaction in Transnational Higher Education. International Journal of Educational Management, Vol. 27, No. 2, 2013, pp. 143-156.
[32] S. K. Parahoo, H. L. Harvey, R. M. Tamim, Factors Influencing Student Satisfaction in Universities in the Gulf Region: Does Gender of Students Matter? Journal of Marketing for Higher Education, Vol. 23, No. 2, 2013, pp. 135-154.
[33] M. Clemes, C. Gan, T. Kao, University Student Satisfaction: An Empirical Analysis, Journal of Marketing for Higher Education, Vol. 17, No. 2, 2008, pp. 292-325.
[34] F. Monavvarifard, M. Baradaran, B. Khosravipour, Increasing the Sustainability Level in Agriculture and Natural Resources Universities of Iran Through Students’ Engagement in the Calue Co-creation Process, Journal of Cleaner Production, Vol. 234, 2019, pp. 353-365.
[35] J. Ressler, R. Abratt, Assessing the Impact of University Reputation on Stakeholder Intentions, Journal of General Management, Vol. 35, No. 1, 2009.
[36] J. Turner, University Preference: A Conjoint Analysis (Master’s Thesis), Edith Cowan University, 1999.
[37] A. Gibson, Measuring Business Student Satisfaction: A Review and Summary of the Major Predictors, Journal of Higher Education Policy and Management, Vol. 32, No. 3, 2010, pp. 251-259.
[38] S. F. S Alwi, P. J. Kitchen, Projecting Corporate Brand Image and Behavioral Response in Business Schools: Cognitive or Affective Brand Attributes? Journal of Business research, Vol. 67, No. 1, 2014, pp. 2324-2336.
[39] T. Markley, Defining the Effective Teacher: Current Arguments in Education, Essays in Education, Vol. 11, No. 1, 2004.
[40] C. G. Vogt, Developing a Teacher Evaluation System, Spectrum, Vol. 2, No. 1, 1894, pp. 41-46.
[41] A. Hightower, R. Delgado, S. Lloyd, R. Wittenstein, K. Sellers, C. Swanson, Improving Student Learning By Supporting Quality Teaching, Editorial Projects in Education, Inc, 6935 Arlington Road, Suite 100 Bethesda, 2011.
[42] M. Dollinger, D. Liu, N. Arthars, J. M. Lodge, Working Together in Learning Analytics Towards the Co-creation of Value, Journal of Learning Analytics, Vol. 6, No. 2, 2019, pp. 10-26.
[43] J. V. Miranda, Metodologias Inovadoras Aplicadas à Educação, Curitiba: IBPEX, 2003.
[44] N. Hasan, A. A. Rahman, Exploring Factors that Influence Customer Engagement in Value
Co-creation in Higher Education Institutions Using Online Platforms, Journal of Theoretical and Applied Information Technology, Vol. 90, No. 2, 2017. pp. 247.
[45] L. W. Mai, A Comparative Study Between UK and US: The Student Satisfaction in Higher Education and its Influential Factors, Journal of Marketing Management, Vol. 21, No. 7+8, 2005, pp. 859-878.
[46] X. Liu, R. MacMillan, V. Timmons, Integration of Computers into Curriculum: How Teachers May Hinder Students’ Use of Computers, McGill Journal of Education/Revue Des Sciences de l'éducation de McGill, Vol. 33, No. 1, 1998.
[47] A. Bandura, Self-efficacy: Toward a Unifying Theory of Behavioral Change, Psychological Review, Vol. 84, No. 2, 1977, pp. 191-215, https://doi.org/10.1037//0033-295x.84.2.191.
[48] B. J. Zimmerman, Self-efficacy: An Essential Motive to Learn, Contemporary Educational Psychology, Vol. 25, No. 1, 2000, pp. 82-91.
[49] A. Luszczynska, B. G. Doña, R. Schwarzer, General Self‐efficacy in Various Domains of Human Functioning: Evidence from Five Countries, International Journal of Psychology, Vol. 40, No. 2, 2005, pp. 80-89.
[50] S. J. DeWitz, W. B. Walsh, Self-Efficacy and College Student Satisfaction, Journal of Career Assessment, Vol. 10, No. 3, 2002, pp. 315-326.
[51] B. A. V. Schee, Students as Consumers: Programming for Brand Loyalty, Services Marketing Quarterly, Vol. 32, No. 1, 2011, pp. 32-43.
[52] R. Voss, T. Gruber, I. Szmigin, Service Quality in Higher Education: The Role of Student Expectations, Journal of Business Research, Vol. 60, No. 9, 2007, pp. 949-959.
[53] F. M. Newmann, Higher-Order Thinking and Prospects for Classroom Tthoughtfullness, Student Engagement and Achievement in American Secondary Schools, Teachers College Press, 1992.
[54] D. W. Johnson, The Social Psychology of Education, Holt, Rinehart and Winston, 1970.
[55] S. Ghavifekr, Collaborative Learning: Akey to Enhance Students’s Social Interation Skills, Malaysian Online Journal of Educational Sciences, Vol. 8, No. 4, 2020, pp. 9-21.
[56] S. Puntambekar, Analyzing Collaborative Interactions: Divergence, Shared Understanding and Construction of Knowledge, Computers & Education, Vol. 47, No. 3, 2006, pp. 332-351.
[57] F. J. Hair, Jr., E. A. Rolph, L. T. Ronald, C. B. William, Multivariate Data Analysis, Englewood Cliffs, NJ: Prentice Hall, 1998.
[58] A. D. Hortigüela, R. J. Fernández, C. G. González, P. A. Pérez, Effects of a Cooperative Learning Intervention Program on Cyberbullying in Secondary Education: A Case Study, The Qualitative Report, Vol. 24, No. 10, 2019,
pp. 2426-2440.
[59] M. Healey, A. Flint, K. Harrington, Engagement Through Partnership: Students as Partners in Learning and Teaching in Higher Education, York: Higher Education Academy, 2014.
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