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Cynthia Jabbour

DBA Graduate - 2018

Thesis title

The Impact of Student Participation on Student Satisfaction: The Case of Lebanese Private Higher Education Institutions

Supervisor(s)

Marianela Fornerino
Purpose This research investigates the extent to which students’ value co-creation behavior affects student overall satisfaction. Marketing literature highlights the positive influence and importance of the customer’s role in co-creating value in service delivery, and in the academic setting, students are actively participating in the creation of their own learning. Design/methodology/approach The research has foundations in both educational (the learning paradigm) and services marketing theories (service-dominant logic theory [SDL]). Both the variables influencing the learning process and the student value co-creation behavior scale formed the research model. Structural equation modeling, using SPSS 22 and AMOS 19 statistical programs, was employed to analyze the data collected from 526 retained respondents of various Lebanese private universities. Findings A strong positive relationship between student value co-creation behavior and student overall satisfaction was found. Value co-creation behavior fully mediates the relationship between student motivation and student satisfaction. The linkages between student-instructor interaction, course policies, student motivation, student value co-creation behavior, and student overall satisfaction were also identified.Research limitations/implications The research contributes to the debate related to the application of marketing theories in higher education and stimulates studies for different majors and specific courses. It supports separately testing student participation behavior and student citizenship behavior. Practical implications In identifying the indicators that foster and form student value co-creation behavior (student participation and student citizenship behaviors), education managers can efficiently promote student motivation, design efficient courses, and cultivate student-instructor interaction. Well-designed courses and clearly communicated participation opportunities for students could enhance student satisfaction. Originality/value Few studies have analyzed satisfaction from the customer behavioral perspective. This study empirically demonstrates the influence of value co-creation behavior with constituents of learning encounters and of student satisfaction in higher education institutions, particularly in Lebanon. Keywords Service-dominant logic view, student value co-creation behavior, student engagement, higher education institutions, student satisfaction