Customer value co-creation behaviour to enhance university brand image and reputation: a UK perspective

This study examines the causality between corporate website, customer value co-creation behavior, corporate image and reputation by conducting a quantitative research in a London-based university context. By collecting 285 questionnaires, the research findings first confirm the positive links between website feature on customer participation behavior and customer citizenship behavior. Second, the findings argue that website application and feature have different impact on customer participation and citizenship behavior. Third, the research finding supports the pivotal role of customer value co-creation behavior in creating and sustaining university image and reputation. Finally, this research is particularly useful for HE institutions by investigating their website and students’ co-creation behavior. Based upon the research findings, this paper offers managerial contributions for decision-makers, brand managers, graphic and web designers who wish to understand the relationship between website and its outcomes, especially relating to corporate image and reputation.