Proceedings of the 5th International Conference on Accounting, Management and Economics, ICAME 2020, 14-15 October 2020, Makassar, Indonesia

Research Article

Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper)

Download456 downloads
  • @INPROCEEDINGS{10.4108/eai.14-10-2020.2304250,
        author={Ahmad  Efendi and Muhammad  Asdar and Dian AS Parawansa and Andi  Reni},
        title={Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper)},
        proceedings={Proceedings of the 5th International Conference on Accounting, Management and Economics, ICAME 2020, 14-15 October 2020, Makassar, Indonesia},
        publisher={EAI},
        proceedings_a={ICAME},
        year={2021},
        month={2},
        keywords={co-creation customer education customer skill},
        doi={10.4108/eai.14-10-2020.2304250}
    }
    
  • Ahmad Efendi
    Muhammad Asdar
    Dian AS Parawansa
    Andi Reni
    Year: 2021
    Mediating Effect of Customer Skill on Educating and Co-Creation on Higher Education (Conceptual Paper)
    ICAME
    EAI
    DOI: 10.4108/eai.14-10-2020.2304250
Ahmad Efendi1,*, Muhammad Asdar2, Dian AS Parawansa2, Andi Reni2
  • 1: Alauddin State Islamic University, Department Management
  • 2: Hasanuddin University, Department Management
*Contact email: dedimks@gmail.com

Abstract

The intense competition in the service industry has changed the company's perspective to pay more attention to consumers ' wishes. This new perspective is known as Service Dominant Logic. Along with this transition, the company develops the concept of co-creation with its customers so that the resulting products can meet customer desires. The purpose of this research is to build a conceptual framework of the effects of mediation of customer expertise in relation between customer education and co-creation on Higher Education (HE). Earlier studies suggested that there are several variables of the consumer resources that have a direct effect on co-creation. Among them are customer education, skills, experience, ideas, etc. But mostly researched in the context of manufacturing industry. There is still a little research of co-creation in the field of education services industry.