Research Article
Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper)
@INPROCEEDINGS{10.4108/eai.14-10-2020.2304250, author={Ahmad Efendi and Muhammad Asdar and Dian AS Parawansa and Andi Reni}, title={Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper)}, proceedings={Proceedings of the 5th International Conference on Accounting, Management and Economics, ICAME 2020, 14-15 October 2020, Makassar, Indonesia}, publisher={EAI}, proceedings_a={ICAME}, year={2021}, month={2}, keywords={co-creation customer education customer skill}, doi={10.4108/eai.14-10-2020.2304250} }- Ahmad Efendi
Muhammad Asdar
Dian AS Parawansa
Andi Reni
Year: 2021
Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper)
ICAME
EAI
DOI: 10.4108/eai.14-10-2020.2304250
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.