1
Department of industrial engineering, faculty of engineering, Arak University, Arak, Iran
2
Department of Industrial engineering, Arak university
10.48301/kssa.2023.391432.2500
Abstract
the spread of e-learning in Iranian universities and higher education institutions over the past years has provided new opportunities for Iranian higher education. One of them is the possibility of extensive interactions between student and university through e-learning systems and value co-creation opportunity. This study attempts to investigate the relationship between university's e-learning system, students' co-creation behavior and university brand image and reputation. For this purpose, we deployed the questionnaire tool and the structural equation modeling approach to study these relationships in Arak University. The questionnaire of this research was developed based on the literature review and after conducting the pre-test and confirming the validity and reliability of the instrument, it was investigated in Arak University. For this purpose, 380 sample questionnaires have been collected. The data was analyzed using Smart PLS 3.3 software. The results indicate that the e-learning system features and its applications affect the students' value co-creation behavior. The results also confirm the effect of students' co-creation behavior on the university brand image and reputation. The results also reveal that investing on university e-learning and other communication systems and improving their performance and characteristics, can improve the level of students' interactions with the university. These Increasing interactions will also lead to the development of the university brand image through the value co-creation behavior and, as a result, in the long run, promotes the university ranking level.
Norouzi, A., & nazempour, N. (2023). Developing the university image through the customer value co-creation in e-learning: a case study of Arak University. Karafan Quarterly Scientific Journal, (), -. doi: 10.48301/kssa.2023.391432.2500
MLA
Ashraf Norouzi; nastaran nazempour. "Developing the university image through the customer value co-creation in e-learning: a case study of Arak University". Karafan Quarterly Scientific Journal, , , 2023, -. doi: 10.48301/kssa.2023.391432.2500
HARVARD
Norouzi, A., nazempour, N. (2023). 'Developing the university image through the customer value co-creation in e-learning: a case study of Arak University', Karafan Quarterly Scientific Journal, (), pp. -. doi: 10.48301/kssa.2023.391432.2500
VANCOUVER
Norouzi, A., nazempour, N. Developing the university image through the customer value co-creation in e-learning: a case study of Arak University. Karafan Quarterly Scientific Journal, 2023; (): -. doi: 10.48301/kssa.2023.391432.2500
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