Q. R. J. Qaiser Rashid Janjua and M. I. R. Muhammad Ismail Ramay, “The Effect of Co-creation of Value on Service Quality-Customer Loyalty Chain and the Role of Relationship Quality in Higher Education Institutions: The Effect of Co-creation of Value on Service Quality-Customer Loyalty Chain and the Role of Relationship Quality in Higher Education Institutions”, JBE, vol. 12, no. 1, pp. 125-147, Jul. 2020.