The co-creation concept is a growing marketing strategy adopted in service industries, however within the higher education industry, the development of the co-creation model is considerably slow going. Drawing upon the Theory of Service-Dominant Logic and input-process-output-outcome (IPOO), this study aims to develop and test a customer value…

The number of enterprises in the service sector is increasing with the time and the market for service sector is expanding. Universities as higher education institutions were affected by these developments in the service sector and have included providing quality service to their internal and external stakeholders as their top priority. Providing…

There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

The aim of this paper is to measure and compare the quality of services provided by higher education institutions in the Czech Republic and Vietnam. It is not the sheer volume of services offered, but their quality, which matters as a strategic tool enhancing the competitiveness in the tertiary education market. Feedback from student-clients is…

The purpose of this paper is to provide information that can benefit Higher Education Institutions (HEIs), which operate in a highly competitive environment. Understanding students' perspectives regarding quality in higher education and areas of dissatisfaction can redirect an HEI's strategy to address these concerns. The present study seeks to…

Student engagement needs to be context-specific to embrace holistic learning for increasingly diverse students in higher education. This paper presented a case study on the context-specific adaptation of a student engagement measure for a private university in Bangladesh. The adaptation process involved steps such as benchmarking theoretically…

This study investigates the asymmetric effects of quality attributes on student satisfaction in Korean higher education. Using Penalty-Reward-Contrast and Asymmetric Impact-Performance Analysis, it classifies attributes into basic (major and liberal arts curriculum, non-curricular courses, educational environment), one-dimensional (administrative…

The purpose of this study is to explore the mediating role of satisfaction on attitude and usage continuity of higher education students in National Assessment and Accreditation Council accrediated institutes in India in the context of an elearning environment. To investigate the issue, we collected data from 634 students in the elearning…

Research is urgently required to understand COVID-19's impact on international students and satisfaction with support interventions. This study investigated these dimensions for international business students studying in Australia to inform international HE policy and marketing. Qualitative research identified the main impacts: financial hardship…

COVID-19 has had serious consequences in all areas of social life, including education. In this period, distance education appeared as an inevitable solution. Even today, when the pandemic process is over and re-normalization has begun, online teaching environments have become such an indispensable part of education systems that it has been…

Blended learning (BL) has been a popular mode of course delivery in higher education, aiming to provide students with better learning experiences by integrating face-to-face (f2f) instructions and affordances of digital technology. However, lack of knowledge about how students perceive BL cross-disciplines can make it difficult for teachers to…

While student class involvement (i.e. engagement in classes) has been studied thoroughly, student educational involvement (i.e. willingness to take education) is rarely studied. Such research is essential due to decreased student enrolment in education. A survey of 425 participants was conducted to explore the influence of self-congruence and…

Educational institutions around the world transitioned from face-to-face learning to online learning as a direct result of the COVID-19 pandemic. This sudden transition had grave consequences on e-learning service quality (ELSQ) and student satisfaction with online learning; however, what dimensions of ELSQ impacted student satisfaction most…

This study aims to contribute to the existing literature on higher education marketing by proposing and empirically testing a theoretical model linking higher education quality, student satisfaction, and subjective well-being. The bottom-up spill over theory, the stimulus-organism-response theory, and the expectancy-disconfirmation theory, inform…

Augmented Reality (AR) can positively impact learning and provide authentic experiences in the form of simulations by increasing enthusiasm for learning and activities in the classroom. This research aims to develop the design and effectiveness of the Augmented Reality Greenhouse Effect (ARGE) Integration Model Physics Independent Learning (MPIL)…