Value Co-Creation And University Teaching Services. The Case Of Teachers' Evaluation Process
[Full Text]
AUTHOR(S)
Tsourela Maria, Paschaloudis Dimitris, Fragidis Garyfallos
KEYWORDS
Index Terms: value co-creation, services, education, evaluation process
ABSTRACT
Abstract: In this research the teaching quality concept is explored. Concerning the area of higher education offered by Universities and Technological Institutions in Greece, there are many parties involved in the provision of services. In this study only one relationship, between students and teachers, is examined. For many this relationship is considered to be as the most essential one while there are others that argue that fact claiming that even if teaching quality is excellent and value creation aspects are based on the value co-creation approach the total provision in the university context will not be of excellence if all the other parties of networks involved do not promote quality and value. It can be sensed that students do co-create the value they expect to obtain from university service. The results of our case study revealed that teachers do not appreciate the way they are evaluated and think that this strategy may have very bad consequences for the whole education system. It is obvious that according to the results of the teachers' interviews, they think that evaluation is something that must exists and that good evaluation system will lead to the upgrade of courses to the professional development of teachers and to more satisfied customers that in our case are students. On the other hand, bad evaluation systems, such as evaluation through student questionnaires may lead to lowered teacher expectations, lowered teaching difficulty and teacher manipulation by the students.
REFERENCES
[1] L.M. Aleamoni. Typical faculty concerns about student evaluation of teaching. In L. M. Aleamoni (Ed.), Techniques for evaluating and improving instruction: New Directions for Teaching and Learning, No. 31, pp. 25-31, San Francisco: Jossey-Bass, 1987.
[2] L.M. Aleamoni. Student rating myths versus research facts from 1924 to 1998. Journal of Personnel Evaluation in Education, 13(2), pp. 153-166, 1999.
[3] S.L Benton and W.E. Cashin. "Student ratings of teaching: A summary of research and literature." IDEA Paper 50, 2012.
[4] T. Beran, C. Violato., D. Kline, & J. Frideres. The utility of student ratings of instruction for students, faculty, and administrators: A "consequential validity" study. Canadian Journal of Higher Education, 35(2), pp. 49-70, 2005
[5] A. Binsardi, and F. Ekwulugo. International Marketing of British Education and Research on Students Perception and the UK Market Penetration. Marketing Intelligence & Planning, 25(5), pp. 318-327, 2003
[6] J.L. Bowden and S. D’Alessandro. Co-creating value in higher education: The role of interactive classroom response technologies. Asian Social Science 7.11, pp. 35, 2011.
[7] J. Bowen and S. Chen.The Relationship Between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, 13(5), pp. 213-217, 2001.
[8] J.A. Centra. Will teachers receive higher student evaluations by giving higher grades and less course work? Research in Higher Education, 44(5), pp. 495-518, 2003.
[9] E. Chung and C. McLarney. The classroom as a service encounter: Suggestions for value creation, Journal of Marketing Education, Vol. 24 N 4, pp. 484-500, 2000.
[10] D.M. Montserrat and E. Gummesson. Value co-creation and university teaching quality: Consequences for the European Higher Education Area (EHEA). Journal of Service Management 23.4, pp. 571-592, 2012.
[11] K.M Elliott and M.A Healy. Key Factors Influencing Student Satisfaction Related to Recruitment and Retention, Journal of Marketing for Higher Education, Vol. 10 N. 4, pp. 1-11, 2001.
[12] K.A Feldman. Identifying exemplary teachers and teaching: Evidence from student ratings. In R.P. Perry & J.C. Smart (Eds.), The Scholarship of teaching and learning in higher education: An evidence-based perspective (pp. 93-129), 2007. Dordrecht, The Netherlands: Springer.
[13] J. Franklin & M. Theall. Grade inflation and student ratings: A closer look. Paper presented at the annual meeting of the American Educational Research Association, Chicago, IL, 1991.
[14] A.G Greenwald & G.M.Gillmore. No pain, no gain? The importance of measuring course workload in student ratings of instruction. Journal of Educational Psychology, 89(4), pp. 743-751, 1997.
[15] E. Gummesson, "From one-to-one to many-to-many marketing." Service Excellence in Management: Interdisciplinary Contributions, Proceedings from the QUIS 9 Symposium, Karlstad University Karlstad, Sweden, 2004.
[16] E. Gummesson. “Many-to-many as grand theory: a Nordic School contribution”, in Lusch, R.F. and Vargo, S.L. (Eds), Toward a Service-dominant Logic of Marketing: Dialog, Debate and Directions, ME Sharpe, Armonk, NY, pp. 344-53, 2006.
[17] E. Gummesson,. "Quality, service-dominant logic and many-to-many marketing." The TQM Journal 20.2, pp. 143-153, 2008.
[18] E. Gummesson,. “Extending the new dominant-logic: from customer centricity to balanced centricity”, Journal of the Academy of Marketing Science, Vol. 36 N.1, pp. 15-17, 2008.
[19] E. Gummesson, Customer centricity: reality or a wild goose chase?, European Business Review, Vol. 20 No. 4, pp. 315-30, 2008.
[20] T.M. Heckert A. Latier, A. Ringwald-Burton, &C. Drazen. Relations among student effort, perceived class difficulty appropriateness, and student evaluations of teaching: Is it possible to" buy" better evaluations through lenient grading? College Student Journal, 40(3), pp. 588, 2006.
[21] M.M. Helms, A.B. Williams and J.C. Nixon, TQM principles and their relevance to higher education: The question of tenure and post-tenure review, The International Journal of Educatinal Management, Vol. 15 Nº. 7, pp. 322-331, 2001.
[22] J. Hemsley-Brown. and I. Oplatka, I, Universities in a Competitive Global Marketplace: A Systematic Review of the Literature on Higher Education Marketing. International Journal of Public Sector Management, 2006
[23] S.D. Hunt and C. Derozier. The normative imperatives of business and marketing strategy: grounding strategy in resource-advantage theory. Journal of Business & Industrial Marketing 19.1: pp. 5-22, 2004.
[24] J.A. Kulik. Student ratings: Validity, utility, and controversy. In M. Theall, P. C. Abrami, & L. A. Mets (Eds.), The student ratings debate: Are they valid? How can we best use them? New Directions for Institutional Research, No. 109 pp. 9-25. San Francisco: Jossey-Bass, 2001.
[25] L. Ledden, S. Kalafatis. and P. Samouel. The relationship between personal values and perceived value of education. Journal of Business Research, 60, pp. 965-974, 2007.
[26] R.F Lusch, S.L. Vargo. and G. Wessels, Toward a conceptual foundation for service science: contributions from service-dominant logic, IBM Systems Journal, Vol. 47 Nº. 1, pp. 5-14, 2008.
[27] H.W. Marsh. Students' evaluations of university teaching: Research findings, methodological issues, and directions for future research. International Journal of Educational Research, 11(3), pp. 253-388, 1987.
[28] H.W Marsh & , L.A Roche. Effects of grading leniency and low workload on students' evaluations of teaching: Popular myth, bias, validity, or innocent bystanders? Journal of Educational Psychology, 92(1), pp. 202, 2000.
[29] M. Marzo-Navarro, M. Pedraja-Iglesias and P. Rivera-Torres. Measuring customer satisfaction in summer courses, Quality Assurance in Education, Vol. 13 Nº. 1, pp. 52-65, 2005.
[30] C. Mele, S.T. Russo and M. Colurcio. Co-creating value innovation through resource integration, International Journal of Quality and Service Sciences, Vol. 2 Nº. 1, pp. 60-78, 2010.
[31] C.K. Prahalad and V. Ramaswamy.Co-opting customer competence, Harvard Business Review, Vol. 78 No. 1, pp. 79-8, 2000.
[32] C.K. Prahalad and V. Ramaswamy. Co-creating unique value with customers, Strategy & Leadership, Vol. 32 No. 3, pp. 4-9, 2004.
[33] C.K. Prahalad and V. Ramaswamy. Co-creation experiences: the next practice in value creation, Journal of Interactive Marketing, Vol. 18 No. 3, pp. 5-14, 2004.
[34] P. B. Sakthivel and R. Raju. An instrument for measuring engineering education quality from students‟ perspective, The Quality Management Journal, Vol. 13 Nº. 3, pp. 23-34, 2006.
[35] M. Svinicki and W.J. McKeachie. McKeachie’s teaching tips: Strategies, research, and theory for college and university teachers (13th ed.). Belmont, CA: Wadsworth, 2011.
[36] M. Theall & K.A. Feldman. Commentary and update on Feldman’s (1997) “Identifying exemplary teachers and teaching: Evidence from student ratings.” In R. P. Perry & J. C. Smart (Eds.), The teaching and learning in higher education: An evidence-based perspective (pp. 130-143). Dordrecht, The Netherlands: Springer, 2007.
[37] J. Thomas and B. Cunningham. Clients’ Satisfaction with Monopolistic Services and Commitment to the Organization: A University Context. Journal of Marketing for Higher Education, 19(2), pp. 179-190, 2009.
[38] S.L. Vargo and R.F. Lusch. Evolving to a new dominant logic of marketing. Journal of Marketing, Vol 68, January, pp 1-17, 2004
[39] R.F. Vargo. On a theory of markets and marketing: from positively normative to normatively positive, Australasian Marketing Journal, Vol. 15 No. 1, pp. 53-60, 2007.
[40] S.L. Vargo and R.F. Lusch. From goods to service(s): divergences and convergences of logics, Industrial Marketing Management, Vol. 37 No. 3, pp. 254-259, 2008.
[41] L. Vargo and R.F. Lusch. Service-dominant logic: continuing the evolution, Journal of the Academy of Marketing Science, Vol. 36 No. 1, pp. 1-10, 2008.
[42] H.K Wachtel. Student evaluation of college teaching effectiveness: A brief review. Assessment & Evaluation in Higher Education, 23(2), pp. 191-212, 1998.
[43] P. Mansfield and J. Warwick. Gender Differences in Students’ and Parents’ Evaluative Criteria When Selecting a College. Journal of Marketing for Higher Education, 15(2), pp. 47-80, 2006.
[44] R. Yeo. Service Quality Ideals in a Competitive Tertiary Environment. International Journal of Educational Research, 48(1), pp. 62-76, 2009.
[45] O. Helgesen and E. Nesset. Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College. Corporate Reputation Review, 10(1), pp. 38-59, 2007.
|