Structural equation modeling of co-creation and its influence on the student’s satisfaction and loyalty towards university
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Gabriela Ribes Giner [1] ; Agustín Peralt Rillo [2]
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[1] Universidad Politécnica de Valencia
Universidad Politécnica de Valencia
Valencia, España
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[2] Universidad Europea de Valencia
Universidad Europea de Valencia
Valencia, España
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- Localización: Journal of computational and applied mathematics, ISSN 0377-0427, Vol. 291, Nº 1 (1 January 2016), 2016, págs. 257-263
- Idioma: inglés
- DOI: 10.1016/j.cam.2015.02.044
- Enlaces
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Resumen
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.
