摘要：The world of business has become increasingly demanding and turbulent for its survival. Marketing in concentration of consumer behavior plays an important role in society and business world by helping people satisfy their needs and wants and mainly helping organizations decide what to produce through the emphasis of value. Likewise, private education institutions’ survival is primarily focused towards its students’ satisfaction and retention level. Much literature has been produced to explore student satisfaction and retention in the conventional higher education settings, which provides guidance as to possible factors that may influence customer satisfaction and retention. This conceptual paper researches the concept of customers as co-value creator. It is important for private higher education institution in Malaysia now to reach the mainstream of business survival through the concentration of service quality with the integration of customers/students as co-creators.
