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

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.