The Influence of Co-Creation Activities, Co-Creation Values and Trust on Satisfaction and Loyalty at Indonesian Islamic Universities
Abstract
Marketing literature is still limited to studies conducted on Islamic higher education services. There is still a gap in research that tests Service Dominant logic on marketing performance in Islamic higher education. This study empirically tests the influence of student co-creation activities, student co-creation values, and trust in lecturers, their influence on student satisfaction with lecturers, and their impact on loyalty to the study program. Data collection in the field was carried out in the Islamic Higher Education Management Study Program in Indonesia, namely Bengkulu, Lampung, and Bogor. The next stage is the data processing stage using Structural Equation Model Analysis (SEM) to obtain answers to research questions. The results found that student co-creation activities - in the form of providing feedback, getting information, helping and carrying out obligations - have a positive effect on student satisfaction with lecturers, and then this satisfaction has a positive effect on student loyalty. Student co-creation values and trust partially mediate the relationship between student co-creation activities and satisfaction with lecturers in the context of higher education services. With these results, it means that the influence of co-creation activities carried out by students in their daily lives can directly affect student satisfaction with lecturers, or can indirectly affect students through the role of co-creation values obtained by students and student trust in lecturers.
References
Community Participation on Customer Behaviors: An Empirical Investigation. Marketing Science,
29(4), 756-769.
Agrawal, R., Gaur, S. S., & Narayanan, A. (2012). Determining customer loyalty: Review and
model. The Marketing Review, 12(3), 275-289.
Bowden, J. L. H., & D'Alessandro, S. (2011). Co-creating value in higher education: The role of
interactive classroom response technologies. Asian social science, 7(11), 35.
Bendapudi, N. & Leone, R.P. (2003). Psychological implications of customer participation in coproduction. Journal of Marketing, 67 (1), 14-28.
Casalo, L.V., Flavian, C. and Guinaliu, M (2008). Promoting Consumer's Participation in Virtual
Brand Communities: A New Paradigm in Branding Strategy. Journal of Marketing Communications,
14 (1), 19-36.
Chan, K.W., Yim, C.K., & Lam,S.S.K. (2010). Is customer participation in value creation a doubleedged sword? evidence from profesional financial service across cultures. Journal of Marketing, 74,
48-64.
Dong, B, Evans, K.R., & Zou, S. (2008). The effects of customer participation in cocreated service
recovery. Journal of Academic Marketing Science, 36, 123–137.
Diaz-Mendez, M. & Gummesson, E. (2012). Value co-creation and university teaching quality
Consequences for the European Higher Education Area (EHEA). Journal of Service Management, 23
(4), 571-592.
Chan, K.W., Yim, C.K., & Lam,S.S.K. (2010). Is customer participation in value creation a doubleedged sword? evidence from profesional financial service across cultures. Journal of Marketing, 74,
48-64.
McColl-Kennedy, J.R., Vargo, S.L., Dagger, T.S., Sweeney, J.C., & Kasteren, Y.V. (2012). Health
Care Customer Value Cocreation Practice Styles. Journal of Service Marketing, 000(00), 1-20.
Säwe, F., & Thelander, Å. (2015). The role of frames in a co-creation process. International Journal
of Quality and Service Sciences, 7(4), 442-457.
Gummesson, E. (2008). Extending the new dominant logic: From customer centricity to balanced
centricity. The Journal of the Academy of Marketing Science (Commentary for Special Issue), 36
(1), 15–17.
Gronroos, C. (2011). Value co-creation in service logic: A critical analysis, Marketing Theory, 11(3),
279 301
Kellogg, D. L., Youngdahl, W.E, & Bowen, D.E. (1997). On the relationship between customer
participation and satisfaction: Two frameworks, International Journal of Service Industry
Management, 8 (3), 206-219.
Kotler, P. & Keller, K.L. (2010). Marketing Management (13th ed), USA, Prentice Hall,
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in ecommerce: an
exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
Morgan, R. & Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal
of Marketing, 58 (July), 20–38.
Lusch, R.F. & Webster, F.E. (2011). A Stakeholder-Unifying, Cocreation Philosophy for Marketing.
Journal of Macro marketing 31(2) 129-134.
Lusch, R.R.(2007). Marketing's Evolving Identity: Defining Our Future, Journal of Public Policy
and Marketing, 26 (2), 261-268
Prahalad, C.K. and Ramaswamy, V. (2004b). The Future of Competition: Co-creating Unique Value
with Customers, Harvard Business School Press, Boston, MA.
Trochim, W.M.K. & Donnelly, J.P. (2008). The research methods: knowledge base (3th ed), USA,
Change Learning.
Vargo, S.L., & Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of
Academic Marketing Science, 36, 1-10.
Vargo, S.L., Lusch, R.L. & Morgan, F.W, (2006). Historical Perspectives on Service Dominant
Logic, in The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Robert F.
Lusch and Stephen L. Vargo eds., Armonk, M.E. Sharpe, 29-42
Vargo, S. L, & Lusch, R. F. (2016). Institutions and axioms: an extension and update of servicedominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and
synthesis of evidence. The Journal of marketing, 52(July), 2-22.
Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1996). The behavioral consequences of
service quality, Journal of Marketing, 60 (April), 31-46.
Zhang, X., & Chen, R. (2008). Examining the mechanism of the value co-creation with customers.
International Journal of Production Economics, 116(2), 242-250.
Zhao A.L., Koenig-Lewis, N, Hamer-Lloyd, S., & Ward, P. (2010) Adoption of internet banking
services in China: is it all about trust? International Journal of Bank Marketing, 28 (1), 7-26.
Copyright (c) 2025 Idwal B, Fadli , Faisal Muttaqin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors who publish in the journal agree to the following terms:
- The authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- The authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- The authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The authors warrant that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third-party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
Jurnal Ekonomi dan Bisnis Manajemen Syariah (SEMB-J), Yayasan Darussalam Bengkulu is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Based on a work at https://siducat.org/index.php/sembj/.
