Abstract

MORENO DE CASTRO, BLANCA ASTRID  and  CALDERON GARCIA, MARÍA HAYDÉE. CONSUMER BEHAVIOR IN THE CO-CREATION OF VALUE AND ITS RELATIONSHIP WITH SATISFACTION IN THE UNIVERSITY ENVIRONMENT: AN APPLICATION TO THE UNIVERSITY OF IBAGUÉ (COLOMBIA). Rev.fac.cienc.econ. [online]. 2017, vol.25, n.1, pp.203-217. ISSN 0121-6805.  https://doi.org/10.18359/rfce.1193.

Academic contributions indicate that the consumer is the most important actor in the co-creation of value. But few studies have focused on discovering and check the influence of consumer behaviors that co-creates value in her/his satisfaction. Accordingly, this article contrasts this relationship in the university context for which a relational model with variables arises: consumer behavior in co-creating value and satisfaction. This model was applied to a representative sample of students from a Colombian university. The results show some positive relationships. The theoretical contribution of the study is that this is the first time the influence of co-creation is analyzed from the perspective of consumer satisfaction in the university context and in a Latin American country.

Keywords : Co-creation of value; interactions; Satisfaction; Students; College.

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