Co-creation, value-in-use, satisfaction, and switching costs as antecedents of higher education students retention

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DOI:

https://doi.org/10.5902/1983465935697

Abstract

Purpose – The research aimed to propose and validate a Theoretical Model to understand how the relationship between customers (service users) and service providers might result in customer retention in the higher education context.

Design/methodology/approach – The research was implemented through a survey applied to 301 students of a Higher Education Institution, and the data were analyzed through Structural Equation Modeling (SEM).

Findings – The results indicate that value co-creation impacts customer satisfaction and value-in-use, customer satisfaction impacts switching costs and customer retention, and switching costs impact customer retention. However, value-in-use did not significantly impact customer retention, opposing to the expected results.

Originality/value – There is no consensus on which constructs effectively are the antecedents of customer retention for the most diverse types of services. For this reason, this research aimed to validate a Theoretical Model that contemplates the constructs of value co-creation, value-in-use, customer satisfaction, and switching costs as antecedents of customer retention in the higher education context.

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Author Biographies

Guilherme Coelho Nunes, UCS - Universidade de Caxias do Sul

Mestre em Administração pela Universidade de Caxias do Sul (UCS).

Gabriel Sperandio Milan, UCS - Universidade de Caxias do Sul

Doutor em Engenharia de Produção na Área de Sistemas de Qualidade pela UFRGS (Universidade Federal do Rio Grande do Sul). Professor e pesquisador da UCS (Universidade de Caxias do Sul). Consultor de empresas nas áreas de estratégia e mercado.

Luciene Eberle, UCS - Universidade de Caxias do Sul

Doutora em Administração pela Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS) e pela Universidade de Caxias do Sul (UCS) (curso em associação ampla). Professora e pesquisadora da Universidade de Caxias do Sul (UCS).

Deonir De Toni, UCS - Universidade de Caxias do Sul

Doutor em Administração na área de Marketing pela Universidade Federal do Rio Grande do Sul (UFRGS). Professor e pesquisador da Universidade de Caxias do Sul (UCS).

Pelayo Munhoz Olea, UCS - Universidade de Caxias do Sul

Doutor em Administração pela Universitat Politècnica de Catalunya (Espanha). Professor e pesquisador da Universidade de Caxias do Sul (UCS).

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Published

2021-10-04

How to Cite

Nunes, G. C., Milan, G. S., Eberle, L., De Toni, D., & Olea, P. M. (2021). Co-creation, value-in-use, satisfaction, and switching costs as antecedents of higher education students retention. Revista De Administração Da UFSM, 14(3), 545–567. https://doi.org/10.5902/1983465935697

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Vol. 14 No. 3 (2021): Jul-Sep

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