Open AccessSTUDENTS’ LOYALTY: DOES VALUE CO-CREATION IN HIGHER EDUCATION INSTITUTIONS MATTER?
Author(s) -
Ayman M. Bazzi,
AlaaEldine A. Ali,
Nehale Mostafa
Publication year - 2022
Publication title -
bau journal. society, culture and human behavior/bau journal. society, culture and human behavior
Language(s) - English
Resource type - Journals
eISSN - 2789-8296
pISSN - 2663-9122
DOI - 10.54729/pyor6783
Subject(s) - loyalty , psychology , structural equation modeling , value (mathematics) , scale (ratio) , marketing , population , brand loyalty , positive relationship , social psychology , business , sociology , statistics , mathematics , geography , demography , cartography
This study investigates the influence for intrinsic and extrinsic motives on customers` participation in value co-creation activities (CPVCA), beside examining the direct and indirect impact for CPVCA on customers` loyalty. Quantitative research approach is used, while the study population encompasses all Lebanese private universities students. A questionnaire was developed to gather data from 403 universities` students who were chosen using the convenience sampling technique. PLS-SEM was adopted to examine the study proposed scale validity and the relationships between its latent variables. The current study results indicate a positive influence for both intrinsic and extrinsic motives on CPVCA. Also, the findings reveal a significant direct relationship among CPVCA and customer loyalty, as well as an indirect relationship via mediating brand experience.