CUSTOMERS LOYALTY: DOES VALUE CO-CREATION BECOME INDISPENSABLE FOR UNIVERSITIES?

Ayman Mahmoud Bazzi; Alaaeddine Abbas Ali; Nehale Mostapha

Article Details

CUSTOMERS LOYALTY: DOES VALUE CO-CREATION BECOME INDISPENSABLE FOR UNIVERSITIES?

Authors:

Ayman Mahmoud Bazzi | Alaaeddine Abbas Ali | Nehale Mostapha

Publisher:

Beirut Arab University Press

Journal:

BAU Journal - Creative Sustainable Development Vol.3 Issue 1, pp.0-0

Document Type:

Article

Publication Date:

11/2021

Document Language:

English

Document ID (Org No.):

2001951195

pISSN:

2789-8334

Keywords:

Abstract:

 This paper investigates the direct and indirect relationships between customers` participation in value co-creation activities (CPVCA) and their loyalty. Quantitative research approach is adopted, while the population consists of all the Lebanese private universities` students. A questionnaire was used to collect data from 403 students, nominated according to convenience sampling technique. The study proposed scale validity and the relationships between variables were examined depending on PLS-SEM. The findings reveal a direct significant relationship between CPVCA and customers` loyalty; in addition, to indirect relationship, through the partial mediating role for customers` satisfaction and relationship strength. Research implications and limitations are presented.

Article Details

CUSTOMERS LOYALTY: DOES VALUE CO-CREATION BECOME INDISPENSABLE FOR UNIVERSITIES?

Authors:

Ayman Mahmoud Bazzi | Alaaeddine Abbas Ali | Nehale Mostapha

Publisher:

Beirut Arab University Press

Journal:

BAU Journal - Creative Sustainable Development Vol.3 Issue 1, pp.0-0

Document Type:

Article

Publication Date:

11/2021

Document Language:

English

Document ID (Org No.):

2001951195

pISSN:

2789-8334

Value co-creation

Customers` loyalty

Relationship strength

Customers` satisfaction

Lebanese universities.

Issues

Article Details

CUSTOMERS LOYALTY: DOES VALUE CO-CREATION BECOME INDISPENSABLE FOR UNIVERSITIES?

Authors: Ayman Mahmoud Bazzi | Alaaeddine Abbas Ali | Nehale Mostapha

Publisher: Beirut Arab University Press

Journal: BAU Journal - Creative Sustainable Development Vol.3 Issue 1, pp.0-0

Document Type: Article

Publication Date: 11/2021

Document Language: English

Document ID (Org No.): 2001951195

pISSN: 2789-8334

Value co-creation

Customers` loyalty

Relationship strength

Customers` satisfaction

Lebanese universities.

Issues

Authors:

Ayman Mahmoud Bazzi | Alaaeddine Abbas Ali | Nehale Mostapha

Publisher:

Beirut Arab University Press

Journal:

BAU Journal - Creative Sustainable Development Vol.3 Issue 1, pp.0-0

Document Type:

Article

Publication Date:

11/2021

Document Language:

English

Document ID (Org No.):

2001951195

pISSN:

2789-8334