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

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.