Co-creating positive outcomes in higher education: are students ready for co-creation?

TARI KASNAKOĞLU B., Mercan H.

JOURNAL OF MARKETING FOR HIGHER EDUCATION, cilt.32, sa.1, ss.73-88, 2022 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 32 Sayı: 1
  • Basım Tarihi: 2022
  • Doi Numarası: 10.1080/08841241.2020.1825031
  • Dergi Adı: JOURNAL OF MARKETING FOR HIGHER EDUCATION
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, IBZ Online, Business Source Elite, Business Source Premier, EBSCO Education Source, Educational research abstracts (ERA), ERIC (Education Resources Information Center)
  • Sayfa Sayıları: ss.73-88
  • Anahtar Kelimeler: Co-creation, operant resources, relationship theory, ecosystems, student participation, FACULTY INTERACTION, COLLEGE-STUDENTS, DOMINANT LOGIC, SERVICE LOGIC, ENGAGEMENT, CLASSROOM, RESPONSIBILITY, CONSEQUENCES, CHALLENGES, COMMUNITY
  • Hacettepe Üniversitesi Adresli: Evet

Özet

Student engagement has been extensively studied from 'student as co-producer' and 'student as customer' perspectives, while co-creation may provide a renewed framework aiming for an extended and more useful relationship between students and instructors through dyadic interactions. With the intention of theorizing co-creation in a more comprehensive model, the present study incorporates 'operant resources' as antecedents to the formation of a co-creative relationship. The model also proposes that co-creation is a mediator between resources and outcomes. Lastly, the strength of the bond between students and instructors moderates this relationship. Based on fifteen in-depth interviews, the higher education context is reflected more accurately. The qualitative findings are used to construct a questionnaire, which is then administered among 172 students at two different times to capture the evolving student-educator bond. Results support our proposed model and a discussion is made on co-creation as a methodical process in an ecosystem entangling various stakeholders.