Although extensive research has been conducted on students’ participation from the perspective of student as a client and co-producer, co-creation frameworks must be updated to establish a broader and more useful relationship between higher education (HE) institutions and students through a dyadic interaction. To develop a complete model for co-creation theory, this study examines the relationship between students’ co-creation value, students’ positive word of mouth (PWOM), student satisfaction, perceived university image, and perceived service quality (PSQ) in HE through two empirical studies. Findings indicate that co-creation value affects students’ perceived university image and their satisfaction. PWOM is also enhanced through the impact of student satisfaction and perceived university image. Value co-creation is positively related to academics, facility, administrative PSQ, and PWOM. The value co-creation–PWOM relationship is partially mediated by academics and facility PSQ. Moreover, the effect of value co-creation on administrative PSQ was greater for international students than domestic students. The research extends knowledge on value co-creation in HE and has critical implications for universities seeking to improve factors that affect long-term WOM marketing.

Although extensive research has been conducted on students’ participation from the perspective of student as a client and co-producer, co-creation frameworks must be updated to establish a broader and more useful relationship between higher education (HE) institutions and students through a dyadic interaction. To develop a complete model for co-creation theory, this study examines the relationship between students’ co-creation value, students’ positive word of mouth (PWOM), student satisfaction, perceived university image, and perceived service quality (PSQ) in HE through two empirical studies. Findings indicate that co-creation value affects students’ perceived university image and their satisfaction. PWOM is also enhanced through the impact of student satisfaction and perceived university image. Value co-creation is positively related to academics, facility, administrative PSQ, and PWOM. The value co-creation–PWOM relationship is partially mediated by academics and facility PSQ. Moreover, the effect of value co-creation on administrative PSQ was greater for international students than domestic students. The research extends knowledge on value co-creation in HE and has critical implications for universities seeking to improve factors that affect long-term WOM marketing.

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