The Impact of Cocreation on the Student Satisfaction: Analysis through Structural Equation Modeling

Abstract

The objective of this study is to apply the cocreation initiative as a marketing tool in the context of university undergraduate programs. Considering that cocreation is a practice that involves stakeholders in different phases of product production or service, this research analyzes the interactions between some of the factors during the cocreation process as students collaborate with the university. These factors are participation, communication, cocreation, and satisfaction, and this study focuses on how they fuse together at the moment of cocreation. After a literature review, which supplied the basis for creating a model, we used exploratory and confirmatory factor analysis and structural equation modeling to validate the hypothesized relations between the variables; finally, the proposed cocreation model was verified. The results could empower academic institutions to develop managerial strategies in order to increase students’ collaboration and satisfaction.