This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior-- namely, participation behavior and citizenship behavior. Drawing upon a sample of 379 students and using structural equation modeling, the results suggest that perceived university reputation and perceived faculty competency are the key influential factors in determining students' satisfaction with university experience. The findings also provide empirical support to the direct role student satisfaction plays in enabling student participation and citizenship behavior. The results support the notion that student satisfaction mediates the relationship between the antecedent variables of perceived university reputation and perceived faculty competency, and student citizenship behavior. The findings have implications for universities seeking to compete in a complex market-driven higher education setting.