Structural equation modeling of co-creation and its influence on the student's satisfaction and loyalty towards university
| Autor: | Agustín Peralt Rillo, Gabriela Ribes Giner |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
Universities
media_common.quotation_subject Satisfaction Innovación educacional Structural equation modeling Research model Loyalty Innovaciones educativas 0502 economics and business Consumidor Co-creation Marketing Students media_common Mathematics Class (computer programming) business.industry Applied Mathematics Satisfacción del cliente 05 social sciences Marketing strategy Computational Mathematics SEM ORGANIZACION DE EMPRESAS 050211 marketing business 050203 business & management |
| Zdroj: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia instname ABACUS. Repositorio de Producción Científica Universidad Europea (UEM) |
| Popis: | This article aims to measure empirically the impact of co-creation on the key marketing outcomes of student satisfaction, and the consequent loyalty induced, taking as reference the results obtained with a questionnaire used during class time among postgraduate students at Spanish universities. Our research is an approach to educational institutions’ marketing strategy with causal methodology, and, for that purpose, SEM methodology is used, from a conceptual research model with some hypothesized relations based on an in-depth literature review, confirming some concepts such as the influence of co-creation on key marketing outcomes and the importance of co-creation for marketing policies for Educational Institutions. Sin financiación 1.357 JCR (2016) Q1, 63/255 Mathematics, Applied UEV |
| Databáze: | OpenAIRE |
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