1PhD Student, Faculty of Management, Multimedia University, Malaysia
2Senior Lecturer, Faculty of Management, Multimedia University, Malaysia
3Lecturer, Faculty of Management, Multimedia University, Malaysia
This study investigates the impact of gender, scholarship status, marital status and country of origin among the various factors of value co-creation behaviour-namely, participation behavior and citizenship behavior of the international postgraduate students towards Higher Education Institutions (HEI's) in Malaysia. Drawing upon a sample of 110 international postgraduate students, the independent sample t-test results suggest that there are differences in case of information seeking and responsible behavior between the international postgraduate male and female students towards their respective universities. However, the outcomes show no differences in value co-creation factors in the case of scholarship status and marital status among these students studying in Malaysia's HEI's. The one way ANOVA result reveals an interesting insight that the extent of showing tolerance varies among the students from various countries towards their respective universities. The findings have implications for universities seeking to compete in a complex market-driven higher education setting.
Value co-creation behavior, International postgraduate students, Higher education marketing
