Firm-Level Efficiency in Customized Learning: An Applied Economic Analysis of Value Co-Creation
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Zi Xing WANG Faculty of Business and Communications INTI International University, Nilai, Negeri Sembilan, Malaysia Guilin Shanshui Vocational College, School of Digital Economy and Management, China
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Chee Hoo WONG Faculty of Business and Communications INTI International University, Nilai, Negeri Sembilan, MALAYSIA
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Yang LYU Faculty of Business and Communications INTI International University, Nilai, Negeri Sembilan,MALAYSIA
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Guangy LI Faculty of Business and Communications (FBC) INTI International University, Nilai, Negeri Sembilan, Malaysia
In the context of digital transformation, educational services are evolving towards personalization and customization. Customer engagement has become a crucial mechanism for customized course platforms to achieve value creation and user retention. This study constructs a "customer engagement-functional value/hedonic value-customer retention" model based on value co-creation theory and examines the moderating effect of unique requirements. Using 279 customized course user questionnaires as a sample, SPSS 27.0 and AMOS 26.0 were employed for empirical analysis.
The results show that customer engagement significantly and positively impacts customer retention; both hedonic and functional experiential values play a partial mediating role; and unique requirements positively moderate the relationship between engagement and experiential value. This study reveals the intrinsic mechanism by which customer engagement affects customer retention in the context of customized courses, expands the application of relevant theories in the field of education, and provides practical insights for platforms to optimize engagement mechanisms and improve retention. These findings contribute to the economics of education literature by demonstrating how firm-level adoption of customized learning services enhances resource allocation efficiency and market competitiveness of education providers in the digital economy.
Copyright© 2026 The Author(s). This article is distributed under the terms of the license CC-BY 4.0., which permits any further distribution in any medium, provided the original work is properly cited.
Article’s History: Received 25th of June, 2026; Revised 9th of August, 2026; Accepted 30th of August, 2026; Available online: 30th of September, 2026. Published as research article in the Volume XXI, Issue 4(94), 2026.
Wang, Z. X., Wong, C. H., Lyu, Y., Li, G., Luo, X., & Wolor, C. W. (2026). Firm-Level Efficiency in Customized Learning: An Applied Economic Analysis of Value Co-Creation. Journal of Applied Economic Sciences, Volume XXI, Fall, 4(94), 1473 – 1487. https://doi.org/10.57017/jaes.v21.4(94).19
CRediT Authorship Contribution Statement: Wang Zi Xing: Conceptualization, Methodology, Writing – Original Draft. Lyu Yang: Data Curation, Formal Analysis, Writing – Original Draft. Wong Cheehoo: Supervision, Writing – Review & Editing. Li Guangyu: Investigation, Data Curation. Luo Xiyuan: Visualization, Writing – Review & Editing. Christian Wiradendi Wolor: Writing – Review & Editing, Investigation
Acknowledgments/Funding: The authors would like to thank all participants who completed the questionnaire survey, and the faculty members of INTI International University and Guilin Shanshui Vocational College for their support during the research process.
Conflict of Interest Statement: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
Data Availability Statement: The data that support the findings of this study are available from the corresponding author upon reasonable request.
Ethical Approval Statement: This study was conducted in accordance with applicable ethical standards. All participants were students who had voluntarily participated in customized courses, and informed consent was obtained from all participants prior to their inclusion in the study. No sensitive personal information was collected, and all responses were anonymized to ensure participant confidentiality.
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