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Hedonic and utilitarian value: the role of shared responsibility in higher education services

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  • Joanne T. Cao
  • Jamye Foster
  • Gallayanee Yaoyuneyong
  • Nina Krey

Abstract

While on-campus student housing availability has been shown to improve retention, the interdependence between students and providers in creating the value of campus living has not been explored. This paper, therefore, draws on theories from marketing and education to investigate the role of shared responsibility in educational service outcomes (perceived utilitarian value, perceived hedonic value, satisfaction, and positive word-of-mouth) in the context of university housing. Analysis using a general linear model shows that all dependent variables increase as students’ sense of shared responsibility increases. These results contribute to the literature by introducing the notion of shared responsibility to the examination of student housing value perceptions. After implications for various stakeholders are discussed, recommendations for future research are given.

Suggested Citation

  • Joanne T. Cao & Jamye Foster & Gallayanee Yaoyuneyong & Nina Krey, 2019. "Hedonic and utilitarian value: the role of shared responsibility in higher education services," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(1), pages 134-152, January.
    • Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:134-152
    DOI: 10.1080/08841241.2019.1605439
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    Cited by:

    1. Nina Petreska & Jana Prodanova & Ljupco Kocarev, 2023. "Should I Leave My Country? Higher Education Value Shaping Students’ Satisfaction and Brain Drain Intentions in Western Balkans," SAGE Open, , vol. 13(4), pages 21582440231, November.
    2. Shivangi Dhawan, 2022. "Higher Education Quality and Student Satisfaction: Meta-Analysis, Subgroup Analysis and Meta-Regression," Metamorphosis: A Journal of Management Research, , vol. 21(1), pages 48-66, June.

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