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CO-CREATION ACTIVITIES IN HIGHER EDUCATION SERVICES: THE MEDIATING ROLE OF TRUST

SUTARSO, YUDI and TJIPTOHERIJANTO, PRIJONO and BALQIAH, TENGKU EZNI and HALIM, RIZAL EDY (2013) CO-CREATION ACTIVITIES IN HIGHER EDUCATION SERVICES: THE MEDIATING ROLE OF TRUST. In: 5th ASIA PACIFIC MARKETING & MANAGEMENT CONFERENCE 2013, 20 - 23 November 2013, Hilton Kuching Hotel.

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Abstract

The study of customer co-creation expanded to some areas; however, little in literature addresses how mediating effect of trust and moderating effect of extroversion and openness on the relationship of customer co-creation and satisfaction. This study aims to investigate the mediating effect of trust as well as moderating effect of personality traits (extroversion and openness) on the relationship. The research design is a cross-sectional survey design, in which the population is higher education customers or students at a university in Indonesia selected by purposive sampling method. The findings of this research show that trust fully mediate the relationship between co-creation activities and satisfaction. Attendance, information provision and co-production are important element of cocreation activities. Also, the other finding indicates that partially co-creation have relation to satisfaction. The managerial and research implication are also discussed in the paper. Keywords: co-creation activities, trust, satisfaction, higher education marketing, personality traits

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.3 - PERSONNEL MANAGEMENT
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Lecturer
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 26 Jul 2016 02:50
Last Modified: 26 Jul 2016 02:50
URI: http://eprints.perbanas.ac.id/id/eprint/252

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