The Role of Value co-Creation in the Happiness of the Students

Universities from developing countries face the challenge of improving academic performance and educational quality. Student value co-creation can be a service strategy to achieve well-being in students and improve university services. The purpose of this study is to analyze the role of value co-cre...

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Bibliographic Details
Published in:Journal of Promotion Management 2021, Vol.27 (6), p.900-920
Main Authors: de Azambuja, Gina Pipoli, Rodríguez-Peña, Gustavo, Vargas, Enver Tarazona
Format: Article
Language:English
Subjects:
Academic achievement
College students
Developing countries
Happiness
LDCs
marketing
Peru
Value
value co-creation
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Summary:Universities from developing countries face the challenge of improving academic performance and educational quality. Student value co-creation can be a service strategy to achieve well-being in students and improve university services. The purpose of this study is to analyze the role of value co-creation in happiness. The sample size comprised 525 Peruvian students, and the survey technique was self-administered questionnaires. The hypotheses were examined using a Structural Equation Model (SEM). It was demonstrated that value co-creation has a positive impact on happiness. This finding provides practical and theoretical implications.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2021.1880522