Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper)

Efendi, Ahmad and Asdar, Muhammad and Parawansa, Dian AS and Reni, Andi (2021) Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper). In: ICAME 2020, 14-15 October 2020, Makassar, Indonesia.

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Abstract

The intense competition in the service industry has changed the company's perspective to pay more attention to consumers ' wishes. This new perspective is known as Service Dominant Logic. Along with this transition, the company develops the concept of co-creation with its customers so that the resulting products can meet customer desires. The purpose of this research is to build a conceptual framework of the effects of mediation of customer expertise in relation between customer education and co-creation on Higher Education (HE). Earlier studies suggested that there are several variables of the consumer resources that have a direct effect on co-creation. Among them are customer education, skills, experience, ideas, etc. But mostly researched in the context of manufacturing industry. There is still a little research of co-creation in the field of education services industry.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: co-creation customer education customer skill
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 09 Apr 2021 10:21
Last Modified: 09 Apr 2021 10:21
URI: https://eprints.eudl.eu/id/eprint/2433

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