The Influence of Organizational Assimilation on Trust and Commitment with the Mediating Role of Co-creation of Value in HEIs

Abstract

The purpose of this paper is to assess the influence of organizational assimilation on co-creation of value, trust and commitment of the university students. It also investigates the mediating role of cocreation of value between organization assimilation, trust and commitment. Data were gathered from 516 students from public and private universities under general category located in the capital city of Islamabad through survey method. Through the pooled confirmatory factor analysis using the software AMOS 20, it was found that organizational assimilation is a significant predictor of cocreation of value, trust and commitment. Co-creation of value was also found to significantly affect trust and commitment and found partially mediating between organizational assimilation, trust and commitment respectively. Theoretical contributions and practical implications are discussed including limitations and recommendations for future research. This study inter relates transdisciplinary perspectives of organizational socialization and consumer cognitive psychology, and contributes significantly towards the body of knowledge in the field of organizational studies.