Money is not enough: The role of customer participation in the co-creation of service and value. A study of higher education service

• Main Authors: Mai Thị Mỹ Quyên, Lê Nguyễn Hậu
• Format: Article
• Language: Vietnamese
• Published: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH 2020-08-01
• Series: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh
• Subjects: sự tham gia của khách hàng; chia sẻ thông tin; giá trị kết quả; giá trị quá trình; hành vi trách nhiệm
• Online Access: https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/775

In some services thatcustomer participationis compulosry, customers have to contribute certain non-monetary resources to co-create the service with firm. This research investigates the impact of customer’s participatory behaviors on two forms of customerperceived value in the context of higher education service. The analysis of data collected from 320 students in HCMC reveals that Responsible behavior has positive impact on both process value and outcome value; while Information sharing has direct and positive impact on process value only. Additionally, process value has strong positive impact on outcome value. Based on these empirical results, theoretical and managerial implications have been discussed