The influence of engagement in value co-creation on e-learning experience and student satisfaction: an empirical study

• Authors: Katarzyna Dziewanowska , Agnieszka Kacprzak

Abstracts

EN

The objective of this paper is to investigate the impact of students' engagement in value co-creation on the perception of online learning experience and the effect of online learning experience on student satisfaction. The research method was a survey conducted on a sample of 532 respondents from a public business school. The findings show that increased students' engagement in value co-creation results in their improved perception of e-learning experience, which in turn influences student satisfaction. Thus, in order to facilitate the engagement of students in the value co-creation process, it is imperative to optimise the quality of dialogue, enhance the availability of pertinent information, promote intellectual stimulation, increase participation in scholarly pursuits, and foster opportunities for inter-student interactions. The study also complements the current body of knowledge on value co-creation in higher education with an online context.

Keywords

EN

value co-creation; e-learning; satisfaction; higher education

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2023
• Volume: 48
• Issue: 2
• Pages: 61-80

Dates

published

2023

Contributors

author

Katarzyna Dziewanowska

• Wydział Zarządzania, Uniwersytet Warszawski, Ul. Szturmowa 1/3, 02-678 Warsaw, Poland

• https://orcid.org/0000000318970534

author

Agnieszka Kacprzak

• Wydział Zarządzania, Uniwersytet Warszawski, Ul. Szturmowa 1/3, 02-678 Warsaw, Poland

• https://orcid.org/0000000319499131

References

• Akaka, M., Vargo, S., & Schau, H. (2015). The context of experience. Journal of Service Management, 26(2), 206–223. https://doi.org/10.1108/JOSM-10-2014-0270
• Allen, I ., & Seaman, J. (2011). Going the distance: Online education in the United States. Babson Survey Research Group. Retrieved from https://www.onlinelearningsurvey.com/ reports/goingthedistance.pdf ; access date:12.06.2021.
• Anderson, J., & Gerbing, D. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
• Asonitou, S., Mandilas, A., Chytis, E., & Latsou, D. (2018). A Greek evaluation of the course experience questionnaire: Students' conceptions of the teaching quality of higher education accounting studies. International Journal of Business and Economic Sciences Applied Research, 11(2), 51–62.
• Bates, A. (2019). Teaching in a digital age: Guidelines for designing teaching and learning (2nd ed.). Tony Bates Associates Ltd. Retrieved from https://opentextbc.ca/ teachinginadigitalage; access date:12.06.2021.
• Besser, A., Flett, G. L., & Zeigler-Hill, V. (2020). Adaptability to a sudden transition to online the COVID-19 pandemic: Understanding the challenges for students. Scholarship of Teaching and Learning in Psychology. 8(2), 85–105 . https:// doi.org/10.1037/stl0000198
• Bolliger, D. U., & Halupa, C. (2018). Online student perceptions of engagement, transactional distance, and outcomes. Distance Education, 39(3), 299–316. https://doi.org/10.1080/01587919.2018.1476845
• Bowden, J.-H., & D'Alessandro, S. (2011). Co-creating value in higher education: The role of interactive classroom response technologies. Asian Social Science, 7(11), 35–49.
• Byrne, M., & Flood, B. (2003). Assessing the teaching quality of accounting programmes: An evaluation of the course experience questionnaire. Assessment and Evaluation in Higher Education, 28(2), 135–145. https://doi.org/10.1080/02602930301668
• Clynes, M., Sheridan, A., & Frazer, K. (2020). Student engagement in higher education: A cross-sectional study of nursing students' participation in college-based education in the republic of Ireland. Nurse Education Today, 93, 104529.
• Cronin, J. J., Brady, M. K., & Hult, G. T. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
• Croxton, R. A. (2014). The role of interactivity in student satisfaction and persistence in online learning. Journal of Online Learning and Teaching, 10(2), 314–324.
• Dean, A. M., Griffin, M., & Kulczynski, A. (2016). Applying service logic to education: The co-creation experience and value outcomes. Procedia - Social and Behavioral Sciences, 224, 325–331.
• Diaz-Mendez, M., & Gummeson, E. (2012). Value co-creation and university teaching quality. Journal of Service Management, 23(4), 571–592.
• Dollinger, M., Lodge, J., & Coates, H. (2018). Co-creation in higher education: Towards a conceptual model. Journal of Marketing for Higher Education, 28(2), 210–231. https://doi.org/10.1080/08841241.2018.1466756
• Dunne, E., & Derfel, O. (2013). Student engagement handbook: Practice in higher education (1st ed.). Emerald Group Publishing Limited.
• Dziewanowska, K. (2018), Współtworzenie wartości w marketingu. Przykład szkolnictwa wyższego. C.H. Beck, Warszawa.
• Elliot, K., & Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197–209.
• Elsharnouby, T. (2015). Student co-creation behavior in higher education: The role of satisfaction with the university experience. Journal of Marketing for Higher Education, 25(2), 238–262. https://doi.org/10.1080/08841241.2015.1059919
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
• Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-graph: Tutorial and annotated example. Communications of the Association for Information Systems, 16, 91–109.
• Gibson, A. (2010). Measuring business student satisfaction: A review and summary of the major predictors. Journal of Higher Education Policy and Management, 32(3), 251–259.
• Grace, D., Weaven, S., Bodey, K., Ross, M., & Weaven, K. (2012). Putting student evaluations into perspective: The course experience quality and satisfaction model (CEQS). Studies in Educational Evaluation, 38(2), 35–43. https://doi.org/10.1016/j.stueduc.2012.05.001
• Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13–14), 1520–1534.
• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
• Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433.
• Henseler, J., Ringle, C., & Sinkovics, R. (2009). The use of partial least squares path modelling in international marketing. Advances in International Market, 20, 277–319.
• Judson, K., Black, H., & Beggs, J. (2018, March). Online learning in higher education: Seeking value co-creation in the flipped classroom. Marketing Management Association Annual Conference Proceedings. Chicago, IL.
• Kuo, Y. C., Walker, A., Belland, B. R., & Schroder, K. E. (2013). A predictive study of student satisfaction in online education programs. The International Review of Research in Open and Distance Learning, 14(1), 16–39.
• Lai, L., To, W., Lung, J., & Lai, T. (2012). The perceived value of higher education: The voice of Chinese students. Higher Education, 63(3), 271–287.
• Letcher, D. W., & Neves, J. S. (2010). Determinants of undergraduate business student satisfaction. Research in Higher Education Journal, 6(1), 1–26.
• Maxwell-Stuart, R., Taheri, B., Paterson, A., O'Gorman, K., & Jackson, W. (2018). Working together to increase student satisfaction: Exploring the effects of mode of study and fee status. Studies in Higher Education, 43(8), 1392–1404.
• Oliver, R. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
• Parahoo, S. K., Harvey, H. L., & Tamim, R. M. (2013). Factors influencing student satisfaction in universities in the Gulf region: Does gender of students matter? Journal of Marketing for Higher Education, 23(2), 135–154.
• Parahoo, S., Santally, M., Rajabalee, Y., & Harvey, H. (2016). Designing a predictive model of student satisfaction in online learning. Journal of Marketing for Higher Education, 26(1), 1–19. https://doi.org/10.1080/08841241.2015.1083511
• Parker, K., Lenhart, A., & Moore, K. (2011). The digital revolution and higher education: College presidents, differ on value of online learning. Pew Research Center Social and Demographic Trends. Retrieved from www.pewsocialtrends.org; access date:12.06.2021.
• Pitt, A., Oprescu, F., Tapia, G., & Gray, M. (2018). An exploratory study of students' weekly stress levels and sources of stress during the semester. Active Learning in Higher Education, 19(1), 61–75.
• Prahalad, C., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–16. https://doi.org/10.1002/dir.20015
• Prieto-Rodriguez, E., Gore, J., & Holmes, K. (2016). Exploring quality teaching in the online environment using an evidence-based approach. Australian Journal of Teacher Education, 41(8), 22–39.
• Ramsden, P. (1991). A performance indicator of teaching quality in higher education: The course experience questionnaire. Studies in Higher Education, 16(2), 129–150.
• Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315.
• Ringle, C., Sarstedt, M., & Straub, D. (2012). A critical look at the use of PLS-SEM in MIS quarterly. MIS Quarterly, 36(1), iii–xiv.
• Smorvik, K., & Vespestad, M. (2020). Bridging marketing and higher education: Resource integration, co-creation and student learning. Journal of Marketing for Higher Education, 30(2), 256–270. https://doi.org/10.1080/08841241.2020.1728465
• Storbacka, K. B., Maglio, P., & Nenonena, S. (2016). Actor engagement as a microfoundation for value co-creation. Journal of Business Research, 69(8), 3008–3017.
• Tanner, J. (1996). Buyer perceptions of the purchase process and its effect on customer satisfaction. Industrial Marketing Management, 25(2), 125–133.
• Vargo, S., Akaka, M., & Vaughan, C. (2017). Conceptualizing value: A service-ecosystem view. Journal of Creating Value, 3(2), 1–8. https://doi.org/10.1177/2394964317732861
• Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
• Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152. https://doi.org/10.1016/j. emj.2008.04.003
• Wilson, K., Lizzio, A., & Ramsden, P. (1997). The development, validation and application of the course experience questionnaire. Studies in Higher Education, 22(1), 33–53.
• Yang, N., Ghrislandi, P., & Dellantonio, S. (2018). Online collaboration in a large university class supports quality teaching. Education Technology Research Development, 66(3), 671–691. https://doi.org/10.1007/s11423-017-9564-8
• Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.
• Yin, H., Lu, G., & Wang, W. (2014). Unmasking the teaching quality of higher education: Students' course experience and approaches to learning in China. Assessment and Evaluation in Higher Education, 39(8), 949–970. https://doi.org/10.1080/02602938.2014.880107
• Zhao, M., & Kuh, G. (2004). Adding value: Learning communities and student engagement. Research in higher Education, 45(2), 115–138.

Identifiers

DOI

10.2478/minib-2023-0010

Biblioteka Nauki

11542153