Abstract:

Education falls into the field of services marketing. This article tackles the “service dominant logic theory” (SDL) through the customer value co-creation behavior construct in the educational context. A total of 526 students from Lebanese private higher education institutions were surveyed for their value co-creation behavior impacting their overall satisfaction. In addition to other variables as impacting the learning process; all delineated from the education literature.  Structural equation modeling (SEM-AMOS) is used for analysis. Findings show a strong direct positive relationship between student value co-creation behavior and student overall satisfaction. Moreover, value co-creation behavior is demonstrated to fully mediate the relationship between student-instructor interaction and student overall satisfaction. Findings contribute to the controversial issue of marketing theories application in the higher education. Practically, focus should be allocated to the students’ voice through a thorough analysis of students’ participation and citizenship behaviors.