Structural equation modeling of co-creation and its influence on the student’s satisfaction and loyalty towards university

This article aims to measure empirically the impact of co-creation on the key marketing outcomes of student satisfaction, and the consequent loyalty induced, taking as reference the results obtained with a questionnaire used during class time among postgraduate students at Spanish universities. Our...

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Bibliographic Details
Published in:Journal of computational and applied mathematics 2016-01, Vol.291, p.257-263
Main Authors: Giner, Gabriela Ribes, Peralt Rillo, Agustín
Format: Article
Language:English
Subjects:
Co-creation
Education
Loyalty
Marketing
Mathematical analysis
Mathematical models
Methodology
Satisfaction
SEM
Strategy
Students
Universities
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Summary:This article aims to measure empirically the impact of co-creation on the key marketing outcomes of student satisfaction, and the consequent loyalty induced, taking as reference the results obtained with a questionnaire used during class time among postgraduate students at Spanish universities. Our research is an approach to educational institutions’ marketing strategy with causal methodology, and, for that purpose, SEM methodology is used, from a conceptual research model with some hypothesized relations based on an in-depth literature review, confirming some concepts such as the influence of co-creation on key marketing outcomes and the importance of co-creation for marketing policies for Educational Institutions.
ISSN:0377-0427
1879-1778
DOI:10.1016/j.cam.2015.02.044