Quality (philosophy)

Marketing

Value creation

Philosophy

Customer value

Service (business)

Business administration

Public service motivation

Service-dominant logic

Citizenship

Transformative learning

Pedagogy

Customer advocacy

Service recovery

Economics

Market economy

Computer science

Business

Empirical research

Public sector

Service quality

Hierarchy

Psychology

Politics

Political science

Value (mathematics)

Epistemology

Co-creation

Service design

Service delivery framework

Machine learning

Customer satisfaction

Journal of Strategic Marketing

This research focuses on a key transformative service, namely public higher education, and examines how student value co-creation behaviors contribute to the quality of educational services and, thereby, influence student performance, satisfaction, and retention. The two empirical studies highlight the salient effects of (a) citizenship behavior on service quality; (b) participation behavior and service quality on student performance and satisfaction; and (c) student performance and satisfaction on student retention. Methodological triangulation between the two studies suggests that the effect of participation behavior on service quality, as well as the effect of the latter on performance, are sensitive to the use of self-report versus behavioral measures. The findings are discussed and their research, strategic, and transformative service implications are delineated.

Customer value co-creation behaviors and service outcomes: insights from a transformative service