The role of value co-creation in the happiness of the students

Gina Maria Pipoli de Azambuja, Gustavo Rodríguez-Peña, Enver Gerald Tarazona Vargas

Research output: Contribution to journalArticle in a journalpeer-review


Universities from developing countries face the challenge of improving academic performance and educational quality. Student value co-creation can be a service strategy to achieve well-being in students and improve university services. The purpose of this study is to analyze the role of value co-creation in happiness. The sample size comprised 525 Peruvian students, and the survey technique was self-administered questionnaires. The hypotheses were examined using a Structural Equation Model (SEM). It was demonstrated that value co-creation has a positive impact on happiness. This finding provides practical and theoretical implications.
Original languageEnglish
Pages (from-to)900-920
JournalJournal of Promotion Management
Issue number6
StatePublished - 30 Jun 2021

Cite this