Keywords: Alumni loyalty, Co-creation, Experience value
Purpose â€“ This marketing research aimed to analyze the effect of co-creation and experience value on students loyalty as the customers of universities.
Methodology â€“ The survey was conducted on 278 alumni who came from five private universities in Palembang. The data were collected through online form from each university's alumni unit. The validity and reliability had been met. Data analysis was carried out by partial least square in structural equation model approach (SEM-PLS).
Findings â€“ The results showed that co-creation positively and significantly affected on experience value and alumni loyalty. Students who gain experience value from lectures could interact and could active on campus. High interaction among students, lectures, and campus showed a strong co-creation level and better experience value, impacting alumni loyalty to recommend and care about their alma mater. There should be provided space to build the campus through a strong alumni engagement. The more experience students have on campus, the more they care about their alma mater.
Originality â€“ This study observed the experience of alumni who were more objective in providing their perceptions because they were no problem of interest. Some researchers used students loyalty measure that was less objective because there still an interest as a student.
Akbar, M. M. (2013). Three Competing Models on Customer Loyalty in the Context of Mobile Subscribers. International Journal of Marketing Studies, 5(4). doi:10.5539/ijms.v5n4p42
Akhilesh, K. B. (2017). Co-Creation and Learning Concepts and Cases. Bangalore, Karnataka: Springer.
Alves, H., & Raposo, M. (2007). Conceptual Model of Student Satisfaction in Higher Education. Total Quality Management & Business Excellence, 18(5), 571-588. doi:10.1080/14783360601074315
Aritonang, R. (2014). Student loyalty modeling. TRZISTE, XXVI(1), 77-91.
Bergamo, F. V. d. M., Giuliani, A. C., Camargo, S. H. C. R. V. d., Zambaldi, F., & Ponchio, M. C. (2012). Student loyalty based on relationship quality: an analysis on higher education institutions. Brazilian Business Review, 9(2), 20.
Bowden, J. L.-H., & Dâ€™Alessandro, S. (2011). Co-creating Value in Higher Education: The Role of Interactive Classroom Response Technologies. Asian Social Science, 7(11). doi:10.5539/ass.v7n11p35
Brown, R. M., & Mazzarol, T. W. (2008). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81-95. doi:10.1007/s10734-008-9183-8
Carvalho, S. W., & de Oliveira Mota, M. (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students. Journal of Marketing for Higher Education, 20(1), 145-165. doi:10.1080/08841241003788201
Chen, Y.-C. (2015). The Drive Behind International Student Loyalty in Higher-Educational Institutions: A Structural Equation Model. The Asia-Pacific Education Researcher, 25(2), 315-323. doi:10.1007/s40299-015-0264-z
CossÃo-Silva, F.-J., Revilla-Camacho, M.-Ã., Vega-VÃ¡zquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621-1625. doi:10.1016/j.jbusres.2015.10.028
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. doi:10.1016/j.sbspro.2016.05.383
Dean, D., Arroyo-Gamez, R. E., Punjaisri, K., & Pich, C. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of Business Research, 69(8), 3041-3048. doi:10.1016/j.jbusres.2016.01.019
Elsharnouby, T. H. (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. doi:10.1080/08841241.2015.1059919
FagerstrÃ¸m, A., & Ghinea, G. (2013). Co-creation of value in higher education: using social network marketing in the recruitment of students. Journal of Higher Education Policy and Management, 35(1), 45-53. doi:10.1080/1360080x.2013.748524
Giner, G. R., & Peralt Rillo, A. (2016). Structural equation modeling of co-creation and its influence on the studentâ€™s satisfaction and loyalty towards university. Journal of Computational and Applied Mathematics, 291, 257-263. doi:10.1016/j.cam.2015.02.044
Griffin, J. (2002). Customer Loyalty: How to Earn It, How to Keep It: Jossey-Bass, a Wiley Imprint.
GrÃ¶nroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-301. doi:10.1177/1470593111408177
Gruber, T., Lowrie, A., Brodowsky, G. H., Reppel, A. E., Voss, R., & Chowdhury, I. N. (2012). Investigating the Influence of Professor Characteristics on Student Satisfaction and Dissatisfaction. Journal of Marketing Education, 34(2), 165-178. doi:10.1177/0273475312450385
Gunarto, M. (2018). Analisis Statistika dengan Model Persamaan Struktural (SEM): Teoritis dan Praktis. Bandung: Alfabeta.
Gunarto, M., & Hurriyati, R. (2020). Creating Experience Value To Build Student Satisfaction In Higher Education. Dinasti International Journal of Education Management And Social Science, 1(3), 10. doi:https://doi.org/10.31933/dijemss.v1i3.166
Gunarto, M., Hurriyati, R., Disman, & Wibowo, L. A. (2018a). Building studentsâ€™ loyalty in private higher education institutions: activities for competitiveness Int. J. Education Economics and Development, 9(44), 394-410.
Gunarto, M., Hurriyati, R., Disman, Wibowo, L. A., & Natalisa, D. (2018b). Building Student Satisfaction at Private Higher Education through Co-creation with Experience Value as Intervening Variable. Paper presented at the Proceedings of the International Conference on Industrial Engineering and Operations Management, Bandung
Gunarto, M., Nugraha, D. Y., & Gaffar, V. (2016). Analysis of Perception and Public Preference on Reputation of Higher-Education Ranking Agencies. Paper presented at the 2016 Global Conference on Business, Management and Entrepreneurship.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (Seventh Edition ed.). England Pearson Education Limited.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2014). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. doi:10.2753/mtp1069-6679190202
Helgesen, Ã˜., & Nesset, E. (2007). Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College. Corporate Reputation Review, 10(1), 38-59. doi:10.1057/palgrave.crr.1550037
Hemsleyâ€Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace. International Journal of Public Sector Management, 19(4), 316-338. doi:10.1108/09513550610669176
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2016). Modeling and Managing Student Loyalty. Journal of Service Research, 3(4), 331-344. doi:10.1177/109467050134006
Heo, C. Y., & Lee, S. (2016). Examination of student loyalty in tourism and hospitality programs: A comparison between the United States and Hong Kong. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 69-80. doi:10.1016/j.jhlste.2016.03.003
Iskhakova, L. (2020). Development of a Causal Alumni Loyalty Model. (Dissertation), Dresden University of Technology, Dresden.
Iskhakova, L., Hilbert, A., & Hoffmann, S. (2016). An integrative model of alumni loyaltyâ€”An empirical validation among graduates from German and Russian universities. Journal of Nonprofit & Public Sector Marketing, 28(2), 129-163.
Iskhakova, L., Hoffmann, S., & Hilbert, A. (2017). Alumni Loyalty: Systematic Literature Review. Journal of Nonprofit & Public Sector Marketing, 29(3), 274-316. doi:10.1080/10495142.2017.1326352
Joseph F. Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE Publications, Inc.
Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122-143. doi:10.1080/08841241.2014.920460
Mathis, E. F., Kim, H., Uysal, M., Sirgy, J. M., & Prebensen, N. K. (2016). The effect of co-creation experience on outcome variable. Annals of Tourism Research, 57, 62-75. doi:10.1016/j.annals.2015.11.023
Mercatoris, M. E. (2006). Alumni loyalty: Examining the undergraduate college experience and alumni donations.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. doi:10.1002/dir.20015
Prebensen, N. K., Kim, H., & Uysal, M. (2016). Cocreation as Moderator between the Experience Value and Satisfaction Relationship. Journal of Travel Research, 55(7), 934-945. doi:10.1177/0047287515583359
Ribes-Giner, G., Perello-MarÃn, M. R., & DÃaz, O. P. (2016). Co-creation Impacts on Student Behavior. Procedia - Social and Behavioral Sciences, 228, 72-77. doi:10.1016/j.sbspro.2016.07.011
Sekaran, U., & Bougie, R. (2016). Research methods for business A skill building approach: John Wiley & Sons.
Snijders, I., Wijnia, L., Rikers, R. M., & Loyens, S. M. (2019). Alumni loyalty drivers in higher education. Social Psychology of Education, 22(3), 607-627.
Snijders, I., Wijnia, L., Rikers, R. M. J. P., & Loyens, S. M. M. (2019). Alumni loyalty drivers in higher education. Social Psychology of Education, 22(3), 607-627. doi:10.1007/s11218-019-09488-4
Taecharungroj, V. (2014). University Student Loyalty Model Structural Equation Modelling Of Student Loyalty in Autonomous, State, Transform. The Graduate School of Public Administration, National Institute of Development Administration (NIDA).
Wolf, E. J., Harrington, K. M., Clark, S. L., & Miller, M. W. (2013). Sample Size Requirements for Structural Equation Models: An Evaluation of Power, Bias, and Solution Propriety. Educ Psychol Meas, 76(6), 913-934. doi:10.1177/0013164413495237
Wong, K. K.-K. (2016). TECHNICAL NOTE: Mediation analysis, categorical moderation analysis, and higher-order constructs modeling in Partial Least Squares Structural Equation Modeling (PLS-SEM): A B2B Example using SmartPLS. The Marketing Bulletin, 26.
Yu, G. B., & Kim, J.-H. (2008). Testing the Mediating Effect of the Quality of College Life in the Student Satisfaction and Student Loyalty Relationship. Applied Research in Quality of Life, 3(1), 1-21. doi:10.1007/s11482-008-9044-8
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.