Higher Education Student Complaint Behavior in a Complex Service Ecosystem: A Value Co-creation Perspective

During the global covid-19 pandemic, most of higher education institutions (heis) were forced to migrate an e-learning methodology in order continue their academic activities. At same time, student complaint behavior (scb) increased due new experiences dissatisfaction or non-satisfaction. In this context, and seeking ensure satisfaction, heis have managed form that companies do with customers. Therefore, we present a critical analysis on generic standardized approach literature practice understanding managing scb way as customer (ccb) is managed. A review theories studies related ccb student/customer treatment debate are presented, highlighting complexity (he) service, which considered pillar development its social value. The authors argue suitable application Service-Dominant Logic (sdl), specifically value co-creation premise, well principles Service Ecosystem theory differentiate from ccb. This may allow satisfaction through management complaints without compromising educational quality service sustainability. reflection hereby presented limited Latin America region contexts structures.