Customer value co-creation behaviors and service outcomes: insights from a transformative service

ABSTRACT

This research focuses on a key transformative service, namely public higher education, and examines how student value co-creation behaviors contribute to the quality of educational services and, thereby, influence student performance, satisfaction, and retention. The two empirical studies highlight the salient effects of (a) citizenship behavior on service quality; (b) participation behavior and service quality on student performance and satisfaction; and (c) student performance and satisfaction on student retention. Methodological triangulation between the two studies suggests that the effect of participation behavior on service quality, as well as the effect of the latter on performance, are sensitive to the use of self-report versus behavioral measures. The findings are discussed and their research, strategic, and transformative service implications are delineated.

KEYWORDS:

• Participation behavior
• citizenship behavior
• service quality
• performance
• satisfaction
• retention

Disclosure statement

No external funding was used to support this research, and no financial interest or benefit will arise from the direct applications of this research.