editedbook
Publication: IIP Proceedings Year: 2022, Month: November Page No: 253-259, ISSN/ISBN: 978-93-95632-71-3, DOI/Link: https://www.rsquarel.org/assets/docupload/rsl202341F9DF895273995.pdf
MANAGING CUSTOMER PARTICIPATION IN HIGHER EDUCATIONAL SERVICES – A ROAD TO THE VALUE CREATION
Area/Stream: Management, Authors: Dr. Rupa Mahajan Keywords: Organisational Citizenship Behaviour, Customer Participation, Value creation, Higher Education. Book Name /series: Futuristic Trends in Management, Volume 2, Book 6, Part 4, Chapter 1Publication: IIP Proceedings Year: 2022, Month: November Page No: 253-259, ISSN/ISBN: 978-93-95632-71-3, DOI/Link: https://www.rsquarel.org/assets/docupload/rsl202341F9DF895273995.pdf
Abstract:
Objective: The present paper attempts to examine the impact of organisational citizenship behaviour on customer participation and the impact of customer participation on value creation. Design/Methodology/Approach: 498 research scholars were contacted from two higher educational Universities operating in Northern India. The study uses EFA, reliability analysis, CFA and SEM for modeling and analysing the proposed model. Findings: The study reveals that OCB has a positive impact on customer participation and customer participation further produces positive effects on value creation. Practical Implications: OCB and customer participation together can be a great strategy to create value for the service organizations. Oragnisations which create value collaboratively with their customers effectively build and maintain long-term relationships. Originality/value: The study findings highlighted the role of the customer and indicated that value creation is a consequence of OCB and customer participation. This indicates that customers participation should be encouraged in an OCB based organisation to enhance the value creation.
Cite this: Dr. Rupa Mahajan,"MANAGING CUSTOMER PARTICIPATION IN HIGHER EDUCATIONAL SERVICES – A ROAD TO THE VALUE CREATION", Futuristic Trends in Management, Volume 2, Book 6, Part 4, Chapter 1, November, 2022, 253-259, 978-93-95632-71-3, https://www.rsquarel.org/assets/docupload/rsl202341F9DF895273995.pdf
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