CO-CREATION ACTIVITIES IN HIGHER EDUCATION SERVICES: THE MEDIATING ROLE OF TRUST
| Main Authors: | SUTARSO, YUDI, TJIPTOHERIJANTO, PRIJONO, BALQIAH, TENGKU EZNI, HALIM, RIZAL EDY |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2013
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| Subjects: | |
| Online Access: |
http://eprints.perbanas.ac.id/252/1/5th%20ASIA%20PACIFIC%20MARKETING%20%26%20MANAGEMENT%20CONFERENCE%2C%202013.pdf http://eprints.perbanas.ac.id/252/ |
Daftar Isi:
- 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