What is it about?
The student as customer model has its opponents and proponents. This paper reframes the debate using the framework of market orientation, customer orientation, and service and relationship marketing. The paper recommends exploring how to respond to students as customers instead of continuing to deny that students are customers.
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Why is it important?
The paper explores market and customer orientation, the use of marketing in HE, discussion about students as customers and why there is a reluctance to accept that students are customers in HE, and then provides some recommendations.
Perspectives
Excluding the student from the role of customer has implications on student satisfaction and retention, so instead of continuing to deny that students are customers, we should be exploring how to respond to students as customers.
Dr. Melodi Guilbault
New Jersey Institute of Technology
Read the Original
This page is a summary of: Students as customers in higher education: reframing the debate, Journal of Marketing for HIGHER EDUCATION, July 2016, Taylor & Francis,
DOI: 10.1080/08841241.2016.1245234.
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