CO-CREATION AT HIGHER EDUCATION INSTITUTIONS

The current research focuses on the application of co-creation at higher education institutions (HEI), with the objective of applying management tools at the university context. Taking into account that co-creation born when the stakeholders have an active participation from the initial phase of idea generation to the delivery process, we have been focused on the university environment, considering the student as a value generator at the academic field. In this sense, there were identified and studied several variables that interact during the co-creation event, such as participation, communication, trust and satisfaction; detecting the relationship existing among them. There were applied statistical tools mainly the Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and the Structural Equation Methodology (SEM), in order to validate the proposed model which includes the variables mentioned previously and their interaction with co-creation. The application of co-creation at HEI brings to the university a new way to manage their students, with positive results that evidence the increasing rates in trust and students satisfaction.