CO-CREATION, VALUE-IN-USE, SATISFACTION, AND SWITCHING COSTS AS ANTECEDENTS OF HIGHER EDUCATION STUDENTS RETENTION

COCRIAÇÃO, VALOR DE USO, SATISFAÇÃO E CUSTOS DE TROCA COMO ANTECEDENTES DA RETENÇÃO DE CLIENTES NO ENSINO SUPERIOR

ABSTRACT

Purpose

- The research aimed to propose and validate a Theoretical Model to understand how the relationship between customers (service users) and service providers might result in customer retention in the higher education context.

Design/methodology/approach

- The research was implemented through a survey applied to 301 students of a Higher Education Institution, and the data were analyzed through Structural Equation Modeling (SEM).

Findings

- The results indicate that value co-creation impacts customer satisfaction and value-in-use, customer satisfaction impacts switching costs and customer retention, and switching costs impact customer retention. However, value-in-use did not significantly impact customer retention, opposing to the expected results.

Originality/value

- There is no consensus on which constructs effectively are the antecedents of customer retention for the most diverse types of services. For this reason, this research aimed to validate a Theoretical Model that contemplates the constructs of value co-creation, value-in-use, customer satisfaction, and switching costs as antecedents of customer retention in the higher education context.

Keywords:
Value Co-creation; Value-in-Use; Customer Satisfaction; Switching Costs; Customer Retention