I recently presented a paper titled “Student Satisfaction with Value Co-Creation in Higher Education” at the 2016 Journal of Consumer Satisfaction, Dissatisfaction, and Complaining behavior Conference during June 2016 in New Orleans, LA. The abstract of the paper is presented below:
Abstract: This study builds upon emerging discussions related to marketization practices associated with higher education by considering the role of students’ perceived value in the formation of their education-related behavioral intentions. 260 surveys were collected from undergraduate business students at a medium-sized university in the United States taking an introductory business course. Descriptive analyses, including conjoint analysis, first suggest that students prefer value delivery (associated with value-in-exchange and sales-based marketization practices) over value co-creation (feeling “better off” and associated with marketing-based learning practices) course delivery. These results suggest that a significant challenge exists for those educators trying to embrace a marketing (i.e., value co-creation) approach to higher education because students generally desire the former. Second, an attempt to conduct predictive analyses using scenarios demonstrate that Prebensen etal.’s (2015) scale of experience value fails to exhibit discriminant validity in a sample of business students from the United States. Satisfaction researchers are encouraged to carefully assess measurement models involving latent variables beyond the traditional reliability and AVE scores to also include analysis of discriminant validity in this line of inquiry.