Modeling and Measuring the Consumer Activities Associated with Value Cocreation: An Exploratory Test in the Context of Education

The goal of the current work is to introduce a model for the identification and measurement of consumers’ behavioral and cognitive value cocreation activities in the light of service‐dominant logic (SDL) assumptions. The individuation of tools for the measurement of users’ conduct has a fundamental role in the modeling of service consumer needs and in guiding suppliers to improve relationships with their counterparts. A framework identifying eight dimensions of consumer value cocreation behavior is proposed and empirically validated through an exploratory factor analysis, which confirms the existence of six out of the eight dimensions initially postulated. To develop an instrument for measuring consumer value cocreation activities and behavior, we tested our scale in the education field. In particular, the 42‐item scale was tested on a sample of 180 students attending their third (last) year of their business management degree. This paper produces two main outcomes: the theoretical outcome specifies and assesses the activities and dimensions of consumers’ value cocreation, while the managerial outcome allows managers to devise new methods of delivery and new practical measures to stimulate the involvement of users at each level.