Exploring Factors That Influence Customer Engagement in Value Co-creation in Higher Education Institutions Using Online Platforms

Higher Education Institutions (HEIs) can be described as a container that encompasses strong knowledgeable minds and experienced individuals. It is one of the service sectors comprised of a huge number of individuals who are attached for life with Higher Education Institutions and possess resources of knowledge, experience and competency. These valuable resources are considered to be sources of innovative performance, best service quality and better community transformation. By engaging such brilliant minds in value co-creation, either with internal or external customers of these HEIs, it is believed that this engagement will help HEIs to maintain better service quality, attain reputable positions and contribute to enhance community transformation. However, the task to engage large numbers of HEIs customers in co-creation of value is not easy to be achieved without in-depth exploration of how to accomplish and sustain such engagement. Special effort is taking place to engage the inner and outer HEIs community in value co-creation process through online platforms. Yet, the level of customers engagement still low and poor. The aim of this research is to explore factors that impact HEIs customers to be engaged in any form of value co-creation through the online platforms, and to introduce a holistic value co-creation model that helps universities and other HEIs to engage customers in value co-creation activities through any means of effective online platforms. A qualitative method is adopted by interviewing ten HEIs experts from four reputable Malaysian universities. Data are collected, analyzed and synthesized with support of Nvivo10 software. Value co-creation conceptual model is established and the results reveal that there are several factors that have an impact on customer engagement in the value co-creation in HEIs. According to the nature of value co-creation and the context of this research, factors are summarized into three classifications: organizational factors that represent HEIs provider aspects and these factors are the predominant among other aspects. Then technological factors that represent the online platform characteristics and the personal factors that represent customer aspects.