Value Co-Creation Ethnomethodological Study in the Management of Higher Education Instruction Based on the Dominant Logic of Service in Marketing

Abstract

Value Co-Creation is an imperative practice in the service environment. In some cases it is a quality condition, and in others it is crucial, as in education. Understanding education as a service encounter does not mean reducing the importance of this activity. Differentiating commodification of education and education conducted within the dominant logic of service is appropriate. In the understanding of this study, the parameters are loaded with educational historical bias, which can be replaced by quality metrics in concrete parameters, with a view to the greatest quality content possible. Based on Self-determination Theory and academic motivation of undergraduate students, the study seeks to identify the point where the private education student as a consumer is directed to a reality closer to the ideal for learning where the student is a co-creator in educational locus. With the intervention of Ethnomethodology, using the technique of Vignettes identified as co-creating value, we adapt to the educational sector. The results highlight the role of self-determination as central to co-creation, through intrinsic motivation (desire to learn) in tenuous relationship with extrinsic motivation (evaluation). Also, students may or may not be willing to co-create, which is manifested in three behaviors (students who want interaction, those who do not interact due to lack of stimulus, and those who do not like collective work). The understanding of the students surveyed about what constitutes value is limited to the aspects of utility, in keeping with other studies conducted with students of Management and related areas in Brazil.