Enhancing education service outcomes through value co-creation
ISSN: 1746-5265
Article publication date: 13 November 2023
Issue publication date: 2 January 2024
Abstract
Purpose
The purpose is to investigate the impact of the value co-creation behaviour of parents on a set of education service outcomes, including perceived school reputation, parent satisfaction and teacher competence.
Design/methodology/approach
An online survey of 932 parents of primary and secondary school children was conducted. Canonical correlation analysis (general linear model) was used to test the impact of parental involvement in value co-creation behaviour on education service outcomes.
Findings
Value co-creation behaviour has a positive impact on education service outcomes, but the impact differs depending on the type of behaviour. Parent citizenship behaviour positively affects satisfaction, school reputation and perceived teacher competence. However, parent participation behaviour positively affects satisfaction with the school and perceived teacher competence.
Research limitations/implications
The study used self-reported data from parents, which may be biased and subject to errors. Future research could use more objective measures such as administrative records or teacher reports. The study's results are limited to one country, highlighting the need for further research in multiple countries.
Practical implications
The study's findings have implications for education service providers in terms of the importance of supporting parental involvement in their child's school life via value co-creation behaviour.
Originality/value
The study contributes to the service dominant logic, value co-creation theory and educational marketing literature by providing the detailed empirical evidences of parents' value co-creation outcomes in the context of the primary and secondary schools.
Keywords
Acknowledgements
This work was supported by the Research Council of Lithuania (LMT) under Grant no. S-GEV-21-5.
Since submission of this article, the following author(s) have updated their affiliations: Žilvinas Židonis is at ISM University of Management and Economics, Vilnius, Lithuania.
Citation
Survilaite, E., Auruskeviciene, V., Židonis, Ž., Misiunas, D. and Sidlauskiene, J. (2024), "Enhancing education service outcomes through value co-creation", Baltic Journal of Management, Vol. 19 No. 1, pp. 103-122. https://doi.org/10.1108/BJM-12-2022-0474
Publisher
:Emerald Publishing Limited
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