Studying Value Co-Creation and its Effect on Student Satisfaction with Universities in Egypt

Abstract

The purpose of this research is to study the relationship between value co-creation and student satisfaction with the moderating effect of university type in Egypt. Based on the conducted literature review, and the exploratory research, the researchers proposed a conceptual model that was tested using a quantitative approach. Online surveys were collected from 300 university students around Egypt using the non-probability snowballing sampling technique. The statistical program, SPSS, was used for data analysis. The findings of this research indicate that there is positive relationship between the four elements of value co-creation, namely; information seeking & sharing, personal interaction, helping behavior as well as tolerance, and student satisfaction. A significant moderating effect of the university type was also found between tolerance and student satisfaction, and between personal interaction and student satisfaction. Finally, the authors implied managerial recommendations to universities in order to further improve student satisfaction through the use of value co-creation.