Exploring Value Co-creation Behavior in Higher Education: A Qualitative Study of University Students in Vietnam

Abstract

This study explores how undergraduate students perceive and experience value co-creation behavior within the university service ecosystem through a qualitative research approach. Data were collected through two focus group discussions involving 16 undergraduate students from one public university and one private university in Vietnam and analyzed using reflexive thematic analysis. The findings reveal that students perceive value co-creation as a continuous and collaborative process that extends across the entire university experience rather than being confined to classroom learning. Participants described themselves as active contributors who co-create value through interactions with multiple stakeholders, including lecturers, peers, administrative staff, student organizations, alumni, employers, and community partners. Six interrelated themes emerged from the analysis. First, students perceive value co-creation as active participation in academic, social, and institutional activities throughout their university journey. Second, value is created through reciprocal interactions and resource integration among multiple actors within the university ecosystem. Third, collaboration, mutual trust, and shared responsibility are considered essential conditions for successful value co-creation. Fourth, students perceive that value co-creation generates diverse outcomes, including personal development, meaningful learning experiences, stronger relationships, and enhanced institutional value. Fifth, organizational culture, institutional support, and opportunities for participation shape students' willingness and ability to engage in value co-creation. Finally, differences between public and private universities indicate that institutional context influences how students experience and enact value co-creation. By adopting a service ecosystem perspective, this study extends current understanding of student value co-creation beyond classroom engagement. It highlights the central role of collaborative interactions in creating sustainable educational value within higher education.