scholarly journals The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

2021 ◽  
Vol 13 (12) ◽  
pp. 6724
Author(s):  
Lien Thi Kim Nguyen ◽  
Tom Meng-Yen Lin ◽  
Hoang Phuong Lam
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Equation Modeling ◽  
University Image ◽  
Education Marketing ◽  
University Experience ◽  
The University ◽  
Positive Word Of Mouth

This study examines the role of student co-creation behavior in contributing to student satisfaction, perceived university image, and student positive word of mouth (WOM). Using a sample of 513 students from a Taiwanese university and conducting partial least squares structural equation modeling, the findings indicate that co-creating value is critical to student satisfaction, university image, and positive WOM. The results also show the effect of student satisfaction and university image on student positive WOM. This study confirms the pivotal role of student participation in co-creating value in enhancing satisfaction with the university experience, creating and sustaining a positive image, and building the credibility of the university. This research is particularly important to higher education institutions because it has practical implications for decision-makers, brand managers, and HE marketers who wish to improve understanding of the relationship between the university and students in the process of co-creating value and its outcomes.

scholarly journals Higher Education Students’ Assessments towards Gamification and Sustainability: A Case Study

2020 ◽  
Vol 12 (20) ◽  
pp. 8513
Author(s):  
María Jesús Santos-Villalba ◽  
Juan José Leiva Olivencia ◽  
Magdalena Ramos Navas-Parejo ◽  
María Dolores Benítez-Márquez
Keyword(s):  
Higher Education ◽  
Student Motivation ◽  
Structural Equation ◽  
Equation Modeling ◽  
Teaching Staff ◽  
Education Students ◽  
The University ◽  
Teaching Criteria

Some academics are pushing for teaching staff to implement didactical practices to obtain sustainable behavior. Moreover, a fundamental element of gamification in all educational stages is the noteworthy effect it has on student motivation. In our study, we examined higher education students’ assessments in the University of Malaga on the design of educational gamification and the teaching criteria that relate to gamification, and its effect on student’s motivation, the applications of gamification, and the attitude towards sustainability. A questionnaire was administered to students studying for degrees in education from the University of Malaga. A total of 187 valid surveys were obtained. Partial least squares structural equation modeling was computed for these data based on an exploratory–confirmatory model and using SmartPLS version 3.3.2. A positive relationship between assessment of students’ motivation and sustainability attitude was found. We found that the opinions of the students about the role of their training and teaching design material in education would affect students’ motivation and the sustainability behavior, although the power of this last construct is moderate.

scholarly journals Which Matters More in Higher Education: Social Environment or Teaching Excellence? A Comparison Between Private and Public Universities

2021 ◽  
Vol 11 (1) ◽  
pp. 51-62
Author(s):  
Önder Kethüda
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Social Environment ◽  
Undergraduate Students ◽  
Structural Equation ◽  
Higher Education Institutions ◽  
Equation Modeling ◽  
Teaching Excellence ◽  
Student Loyalty ◽  
University Image

The competition among higher education institutions to attract and retain prospective students is constantly getting fiercer. Therefore, it is important to investigate the factors that affect student satisfaction, student loyalty, and perceived image of a university. This study aims to identify and compare the influence of social environment and teaching excellence provided to students on institutions' university image, student satisfaction, and student loyalty. The data were collected from 829 undergraduate students who were studying at 15 universities, five public and ten private, in Istanbul. The data were analyzed by Structural Equation Modeling. The hypotheses were tested by using path analysis in AMOS and Independent Sample t-Test in SPSS. The results provide evidence that both social environment and teaching excellence have a direct significant influence on the image of a university and student satisfaction, together with an indirect influence on student loyalty through university image and student satisfaction. Some suggestions for higher education institutions are made based on the differences between coefficients among variables.

scholarly journals THE IMPACT OF INSTITUTION IMAGE AND STUDENT SATISFACTION TO WORD OF MOUTH

2015 ◽  
Vol 14 (2) ◽  
Author(s):  
Andy Mulyana ◽  
Devi Ayuni
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Descriptive Statistics ◽  
Equation Modeling ◽  
Positive Word ◽  
Positive Word Of Mouth ◽  
The Impact

In the recent years a tremendous growth has been observed in the Indonesia higher education institutions (HEI). The growth in the number of HEI in year 2009 – 2013 increased from 1.382 to 3.151. The increase in the number of HEI in Indonesia has resulted in the industry becoming very competitive. The situation call for HEIs to focus on establishing a strong institution image and providing student satisfaction to secure their positive word of mouth. A conceptual framework is proposed that investigates the impact of institution image and student satisfaction on word of mouth (WOM). Survey was employed and respondents were from the students of Indonesian Open University (Universitas Terbuka = UT). There were 155 usable questionnaires to analyze descriptive statistics, realibility, validity and structural equation modeling (SEM). The research found that institution image and student satisfaction significantly affects WOM and that image exerts a stronger influence on WOM than satisfaction. Therefore, UT as a service firm has to focus on these factors in order to built a long-term and mutally profitability relationship with a student and create positive WOM as competitive advantage.

scholarly journals Which Matters More in Higher Education: Social Environment or Teaching Excellence? A Comparison Between Private and Public Universities

2021 ◽  
Vol 11 ◽  
Author(s):  
Önder Kethüda
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Social Environment ◽  
Undergraduate Students ◽  
Structural Equation ◽  
Higher Education Institutions ◽  
Equation Modeling ◽  
Teaching Excellence ◽  
Student Loyalty ◽  
University Image

The competition among higher education institutions to attract and retain prospective students is constantly getting fiercer. Therefore, it is important to investigate the factors that affect student satisfaction, student loyalty, and perceived image of a university. This study aims to identify and compare the influence of social environment and teaching excellence provided to students on institutions' university image, student satisfaction, and student loyalty. The data were collected from 829 undergraduate students who were studying at 15 universities, 5 public and 10 private, in Istanbul. The data were analyzed by Structural Equation Modeling. The hypotheses were tested by using path analysis in AMOS and Independent Sample t-Test in SPSS. The results provide evidence that both social environment and teaching excellence have a direct significant influence on the image of a university and student satisfaction, together with an indirect influence on student loyalty through university image and student satisfaction. Some suggestions for higher education institutions are made based on the differences between coefficients among variables.

A strategy tripod perspective on merger effectiveness in the higher education industry: the mediating role of future foresight

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zahraa Sameer Sajwani ◽  
Joe Hazzam ◽  
Abdelmounaim Lahrech ◽  
Muna Alnuaimi
Keyword(s):  
Higher Education ◽  
Structural Equation ◽  
Government Support ◽  
Equation Modeling ◽  
Survey Method ◽  
Content Type ◽  
Mediating Role ◽  
Education Industry ◽  
Higher Education Industry

PurposeThe purpose of the study is to investigate the role of the strategy tripod premises, mediated by future foresight and its effect on merger effectiveness in the higher education industry.Design/methodology/approachA quantitative survey method was implemented, with the data provided by senior managers of 14 universities that went through a merger from the years 2013–2016. The proposed model was tested using partial least squares (PLS) of structural equation modeling (SEM).FindingsThe results indicate that government support, competitive intensity and knowledge creation capability relate positivity to merger effectiveness, and these relationships are mediated by future foresight competence.Originality/valueThe study provides a better understanding of merger effectiveness in the higher education industry by identifying the role of future foresight competence in the application of strategy tripod and its contribution on merger effectiveness. Results indicate that future foresight competence contributes to the merger effectiveness and enables the effective implementation of the strategy tripod dimensions in higher education mergers.

scholarly journals Enhance Strategy Promotion University of Medan Area to Increasing the Number of New Students during the COVID-19 Pandemic

2021 ◽  
Vol 8 (5) ◽  
pp. 432-437
Author(s):  
Muhammad Al Fikri
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Private Universities ◽  
State Universities ◽  
Equation Modeling ◽  
New Students ◽  
Improve Service Quality ◽  
Positive Word Of Mouth

Private and State Universities are still faced with competition between universities to increase the number of students especially during the Covid 19 period. This research aims to analyze the effect of each of the variables of e-service quality, e-satisfaction, positive Word of Mouth / WoM, either directly or indirectly. Data were collected from 200 students from one of the best private universities in North Sumatra (Medan), and processed using Structural Equation Modeling / SEM. From the results of data processing, all tested hypotheses can be accepted, and research found that to encourage positive WoM, PTS must be sensitive to the creation of student satisfaction. Positive WoM can be an effective advertising promotion tool for PTS to get new student candidates through existing student recommendations. In addition, to increase e-customer satisfaction, PTS is required to always improve service quality that is delivered through online services. Keywords: e-service quality, e-customer satisfaction, positive WoM, private universities.

scholarly journals CREATING EXPERIENCE VALUE TO BUILD STUDENT SATISFACTION IN HIGHER EDUCATION

2020 ◽  
Vol 1 (3) ◽  
pp. 349-359
Author(s):  
Muji Gunarto ◽  
Ratih Hurriyati
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Student Experience ◽  
Sampling Technique ◽  
Total Sample ◽  
Sem Analysis ◽  
Equation Modeling ◽  
Strong Ties ◽  
Campus Activities

Higher education products or services received by students are experiential values. The purpose of this study is how to create the values of student experience so that student satisfaction arises. Higher education should now focus on students by creating strong ties with students and alumni. This research was conducted with a survey confirmatory approach. The survey was conducted at 32 universities in South Sumatra Province, Indonesia with a total sample of 357 students. The sampling technique used was stratified random sampling and data analysis using structural equation modeling (SEM) analysis. The results showed that the values of experience in HE were formed through increased co-creation in HE, where students were directly involved in various campus activities. High co-creation shows that there is a stronger attachment of students to HE and higher value of student experience. Co-creation does not directly affect student satisfaction, but it does indirectly affect experience value. If the value of experience is higher, student satisfaction will also be higher.

scholarly journals Pengaruh Kualitas Layanan dan Kepuasan Terhadap Loyalitas Mahasiswa (Studi Kasus Program Pascasarjana Fakultas Ekonomi dan Bisnis Universitas Airlangga)

2021 ◽  
Vol 8 (1) ◽  
pp. 103-109
Author(s):  
Windasari Windasari ◽  
Soedjarwo Soedjarwo ◽  
Toho Cholik Mutohir
Keyword(s):  
Higher Education ◽  
Service Quality ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Analysis Data ◽  
Organization Culture ◽  
University Education ◽  
Equation Modeling ◽  
Academic Quality ◽  
Student Loyalty

Higher education institutions need to reform the organization culture of a bureucratic university become a corporate university. Education will be oriented towards high academic quality, service quality, and as well as student satisfaction. The purposes of this study are to measure and determine the effect of service quality and satisfaction on student loyalty in higher education sector. Data collection technique is done by distributing questionnaires with 5-point likert scale. There are 151 students chosen using cluster random sampling. The validity test used factor analysis. Data analysis technique was done using Structural Equation Modeling (SEM) with the help of the AMOS version 21.0 program. The result of the research shows that service quality and satisfaction simultaneously affect student loyalty.

Student satisfaction on the implementation of the online undergraduate thesis examination: a PLS-SEM analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sri Astuti ◽  
Diki Rukmana
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Conceptual Model ◽  
Structural Equation ◽  
Large Scale ◽  
Sem Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
Undergraduate Thesis

Purpose The covid-19 pandemic that hit the world has caused several changes in the higher education service sector, including the implementation of the undergraduate thesis examination, where direct interaction between students and examiners is avoided and replacing it with an online bachelor thesis exam. This study aims to develop a conceptual model regarding the variables that can affect student satisfaction with the quality of the implementation of online undergraduate thesis examinations in higher education. Design/methodology/approach The research instrument consisted of 22 survey questions distributed to 583 students taking the thesis trial examination in the even semester of 2019/2020 who came from 12 different study programs. Factor analysis and structural equation modeling (SEM) were conducted to analyze the validity of the instrument and test the hypothesis. The results of the analysis show that the 22 instrument items used have been determined by sufficient variables to check the structure of each. Findings SEM analysis results show that the three hypothesized variables (study program service, examiner performance and quality of video conference applications) positively and significantly affect the level of student satisfaction with the online undergraduate thesis examination 0.187, 0.177 and 0.177, respectively. The total effect of these three factors is 0.737. Research limitations/implications This finding is a reference for those who want to improve the quality of the online undergraduate thesis examination in higher education. Originality/value As the online thesis examination was implemented in higher education in Indonesia as a result of the implementation of the study and work at home policy by the Indonesian Ministry of Education, it is important to conduct research on the implementation of online thesis exams in Indonesia, especially to study the conceptual model of variables affect student satisfaction with the implementation of the online thesis exam. Because even though the implementation of online thesis exams on a large scale is new to some higher education in Indonesia.

Introduction: The Emergence of a ‘Graduate Generation’

2020 ◽  
pp. 1-22
Author(s):  
Jennie Bristow ◽  
Sarah Cant ◽  
Anwesa Chatterjee
Keyword(s):  
Higher Education ◽  
Policy Making ◽  
Historical Experience ◽  
Unique Approach ◽  
Student Relationship ◽  
University Experience ◽  
The University

This chapter outlines the unique approach taken by this study of the changing academic-student relationship in the context of both massification and the marketisation of British Higher Education. The book explores how the meaning of the ‘University experience’ is produced and interpreted by prospective and current undergraduates, by those working in Higher Education, and by wider networks of family and friends. It considers how the purpose of the University, and the role of students and academics, has been framed by politicians, over successive waves of policy making, and the disjuncture between these narratives and the ways in which those working and studying in Universities articulate what they do and why. By taking a generational perspective, the book considers how discussions about the University today are contextualised by historical experience.

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