Examining international students’ expectations of third-party community engagement as a value co-creation mechanism

David Fleischman; Maria Raciti; Meredith A Lawley

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Examining international students’ expectations of third-party community engagement as a value co-creation mechanism

Journal article

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Examining international students’ expectations of third-party community engagement as a value co-creation mechanism

David Fleischman, Maria Raciti and Meredith A Lawley

Journal for Advancement of Marketing Education, Vol.27(1), pp.42-57

2019

Appears in UniSC Diversity and Inclusion Research Collection

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http://www.mmaglobal.org/publications/JAME/JAME-Issues/JAME-2019-Vol27-Issue1/JAME-2019-Vol27-Issue1-Fleischman-Raciti-Lawley-pp42-57.pdfView

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Abstract

Curriculum and Pedagogy

Marketing

UniSC Diversity Area - Cultural and Linguistic Diversity

Purpose of the Study: In higher education, international university students may participate in third-party community engagement experiences (TPCE) as a value co-creation (VCC) mechanism (TPCEVCC), and the university may facilitate these experiences. Drawing from Payne et al.'s (2008) conceptual framework, this study examines how international students' expected cognitions, emotions and behaviors contribute to their expectations of multi-stakeholder VCC experiences. Examining the international student experience in the context of third-party community engagement, allows marketers to better understand the holistic nature of marketing the international student experience and addresses the need for empirically focused VCC research, particularly at the onset of services and in multi-stakeholder scenarios. Method/Design and Sample: Two models were developed-a full and partially mediated model. Data from n=310 international students were collected via a survey administered at the onset of the international student experience. Data were subject to structural equation modelling. Results: Analysis revealed the strong influence of expected behaviors on expected TPCEVCC. International students expect to behaviorally participate in TPCEVCC and this may be partially facilitated by the university. Findings also suggest opportunities to connect earlier with students' cognitions and emotions to optimize TPCEVCC, supporting better marketing strategies. Value to Marketing Educators: The study generates theoretical and practical insight for marketers, administrators and faculty to further enhance and develop the international student experience, along with other similar service experiences in higher education, benefiting student, university and community stakeholders.

Details

Title: Examining international students’ expectations of third-party community engagement as a value co-creation mechanism
Authors: David Fleischman (Author) - University of the Sunshine Coast - School of Business
Maria Raciti (Author) - University of the Sunshine Coast - School of Business
Meredith A Lawley (Author) - University of the Sunshine Coast - School of Business
Publication details: Journal for Advancement of Marketing Education, Vol.27(1), pp.42-57
Publisher: Stephens College
Date published: 2019
ISSN: 2326-3296
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99451359602621
Output Type: Journal article

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