How the Role Behaviour in Value Co-creation influence on the Educational Experience of Undergraduates?

The higher education sector needs to move from the traditional marketing concept of ‘student as a customer’ to ‘co-creator’ of value with the intention of maintaining the quality of education while facing high competition specially in the private education sector. The main purpose of this study is to examine the impact of role behaviour in value co-creation on the educational experience of undergraduates, referring to a well-established large-scale private higher educational institution in Sri Lanka. Key areas of the study are identifying the role of a student, level of co-creation behaviour and educational experiences. The study design is quantitative and used a self-administrative questionnaire with a sample of 370 students in the Business Management faculty and Faculty of Information Technology. Findings show that the majority (84.4%) of the students in the institution are playing a mixed role (irregular) rather than the role of “customer†or a “co-creator†which is 15.6%. Irrespective of the sex of the students, 83% of females and 86.5% of males are playing the mixed role. Compared to their irregular counterparts, co-creators are at a better level of educational experience. Hence, there is a significant positive relationship between role behaviour on co-creation and the educational experience. Feedback, helping, and responsible behaviour are having a significant positive impact on the educational experience. Role identification of the student significantly moderated the relationship of role behaviour to educational experience but sex, year of study. and study discipline were not significant moderators. The residual analysis ensured the accuracy of the final model and the adequacy of the model is 57% (R-squared=0.57).