The main purpose of this study is to investigate the implications of the strategy of Value Co-creation in the educational services industry (specifically for students and educational institutions). Therefore, the first scientific contribution of this research is to provide a detailed study to examine the Value Co-creation in the field of educational institutions. The second part of this study is to identify the mutual consequences of using this strategy for customers (students) and educational institutions.
This research has been done in the framework of a qualitative approach. By determining criteria such as expertise and executive background or consulting in the field of educational services, 10 executive and academic experts, were selected by purposive sampling and interviewed by semi-structured method. The interviews were reviewed by content analysis method and in order to validate the results, the members review approach, researcher self-review and inter-coder reliability (0.79) were used.
In this study, out of 25 initial themes, 6 final themes were obtained, which were classified into two categories: benefits for educational institutions and benefits for students.
Findings showed that 1) relationship development, 2) Graduate Capabilities & 3) Rely on academic identity is the thems for students benefits in value co-creation. Furthermore, Findings showed that: 1) Marketing and Advertisement, 2) Improving the brand image of the institute & 3) Ensuring financial future is the thems for institute benefits in value co-creation.
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