Students as customers in higher education: reframing the debate

Document Type

Article

Publication Date

7-2-2016

Abstract

Even though marketing in higher education (HE) is well established, there is a continued debate about who the customer is, with many still not accepting that students should be viewed as customers in HE. 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 (including co-creation) and relationship marketing. Using newer conceptualizations of the role of customers, the paper recommends exploring how to respond to students as customers instead of continuing to deny that students are customers.

Identifier

84994242579 (Scopus)

Publication Title

Journal of Marketing for Higher Education

External Full Text Location

https://doi.org/10.1080/08841241.2016.1245234

e-ISSN

15407144

ISSN

08841241

First Page

132

Last Page

142

Issue

2

Volume

26

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