Abstract:
Value Co-Creation is an imperative practice in the service environment. In some cases it is a quality
condition, and in others it is crucial, as in education. Understanding education as a service
encounter does not mean reducing the importance of this activity. Differentiating commodification
of education and education conducted within the dominant logic of service is appropriate. In the
understanding of this study, the parameters are loaded with educational historical bias, which can be
replaced by quality metrics in concrete parameters, with a view to the greatest quality content
possible. Based on Self-determination Theory and academic motivation of undergraduate students,
the study seeks to identify the point where the private education student as a consumer is directed to
a reality closer to the ideal for learning where the student is a co-creator in educational locus. With
the intervention of Ethnomethodology, using the technique of Vignettes identified as co-creating
value, we adapt to the educational sector. The results highlight the role of self-determination as
central to co-creation, through intrinsic motivation (desire to learn) in tenuous relationship with
extrinsic motivation (evaluation). Also, students may or may not be willing to co-create, which is
manifested in three behaviors (students who want interaction, those who do not interact due to lack
of stimulus, and those who do not like collective work). The understanding of the students surveyed
about what constitutes value is limited to the aspects of utility, in keeping with other studies
conducted with students of Management and related areas in Brazil
