The objective of this article is to study the value creation in educational services, focusing on the student perspective. The literature review is mainly based on the concepts of customer value and means-end chain. In depth interviews with MBA, master and PhD students were made in order to identify the means-end chain elements. The laddering technique was used in both interviews and analysis of results. The student value is represented by five dimensions: (i) the meaning of sharing; (ii) the essence of learning; (iii) the sense of belonging; (iv) the status and self-confidence expression; and (v) insights about contributions and duties. Finally, some suggestions on how an education institution can offer value to students are addressed.
Services marketing; educational marketing; value; laddering; high education
