Value Co-creation Model for Higher Education Service
Monday, March 6 3:20-3:40 PM
In the business so far, it was emphasized for providers to enhance value-in-exchange, which is perceived by receivers as exchanging a product and/or service for consideration. However, in recent years, it has become difficult for providers to increase their profits by only selling products. To solve this problem, value-in-context has been emphasized, which is perceived by receivers as utilizing a product and/or service. In order to effect this, providers and receivers need to co-create value through cooperative interaction. Playing key roles as value creators, both the providers and the receivers need to apply appropriate competencies based on the context of service for obtaining value. In this study, we focused on metacognition as the ability necessary for acquiring effective value co-creation through a sharing context using the higher education service as a case study. We proposed a value co-creative learning model through metacognition between a teacher and a learner.