The role of co-creation activities, trust and gender on higher education marketing performance

This study attempts to analyze the effect of co-creation activities on satisfaction and its impact on loyalty, and to investigate the mediating role of co-creation value and trust, as well as the moderating role of personality traits and gender in higher education. This study took the sample from graduate students of master's degree in management program or Master of Business Administration (MBA). There were 18 universities from 10 cities in Indonesia involved in this study. The survey comprised of 590 responses from students. The essential finding in this study confirms the effect of student co-creation activities on satisfaction and its impact on loyalty. Co-creation value and trust are found to be a partial mediation on the relationship between the co-creation and satisfaction. Moreover, gender is the moderating factor of the relationship between co-creation activities and trust, yet personality trait is not as a moderating variable in the relationship. The findings imply that higher education needs to encourage co-creation activities and adapt the activities based on student gender.