TY - JOUR 
A1 - Ribes Giner, Gabriela
AU - Peralt Rillo, Agustín
T1 - Structural equation modeling of co-creation and its influence on the student’s satisfaction and loyalty towards university
Y1 - 2016
SN - 0377-0427
UR - http://hdl.handle.net/11268/7457
AB - This article aims to measure empirically the impact of co-creation on the key marketing outcomes of student satisfaction, and the consequent loyalty induced, taking as reference the results obtained with a questionnaire used during class time among postgraduate students at Spanish universities.

Our research is an approach to educational institutions’ marketing strategy with causal methodology, and, for that purpose, SEM methodology is used, from a conceptual research model with some hypothesized relations based on an in-depth literature review, confirming some concepts such as the influence of co-creation on key marketing outcomes and the importance of co-creation for marketing policies for Educational Institutions.
KW - Innovaciones educativas
KW - Satisfacción del cliente
KW - Innovación educacional
KW - Consumidor
LA - eng
ER -