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Students as customers in higher education: The (controversial) debate needs to end

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  • Guilbault, Melodi

Abstract

Even though marketing in higher education is well established there is a continued (controversial and at times emotional) debate about who the customer is with many still unaccepting that students should be viewed as a customer in higher education. The paper examines this debate using the framework of market orientation, customer orientation and service and relationship marketing. The paper includes recommendations about ways to resolve the dispute and concludes that students must be considered customers in the development of marketing strategy.

Suggested Citation

  • Guilbault, Melodi, 2018. "Students as customers in higher education: The (controversial) debate needs to end," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 295-298.
    • Handle: RePEc:eee:joreco:v:40:y:2018:i:c:p:295-298
    DOI: 10.1016/j.jretconser.2017.03.006
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    References listed on IDEAS

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    1. Amit K. Ghosh & Thomas W. Whipple & Glenn A. Bryan, 2001. "Student Trust and its Antecedents in Higher Education," The Journal of Higher Education, Taylor & Francis Journals, vol. 72(3), pages 322-340, May.
    2. Robert L. Williams & Maktoba Omar, 2014. "How branding process activities impact brand equity within Higher Education Institutions," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 1-10, June.
    3. Schlosser, Francine K. & McNaughton, Rod B., 2007. "Individual-level antecedents to market-oriented actions," Journal of Business Research, Elsevier, vol. 60(5), pages 438-446, May.
    4. Monica Khanna & Isaac Jacob & Neha Yadav, 2014. "Identifying and analyzing touchpoints for building a higher education brand," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 122-143, June.
    5. Lowrie, Anthony, 2007. "Branding higher education: Equivalence and difference in developing identity," Journal of Business Research, Elsevier, vol. 60(9), pages 990-999, September.
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    Cited by:

    1. Juhi Kamakoty & Sandeep Singh, 2023. "PHEISQUAL: A Scale to Measure Service Quality of Professional Higher Educational Institute From Faculty Perspective," SAGE Open, , vol. 13(4), pages 21582440231, October.
    2. Istvan ZSIGMOND & Timea PORTIK, 2017. "Communication Management in Educational Institutions," Logos Universalitate Mentalitate Educatie Noutate - Sectiunea Filosofie si Stiinte umaniste/ Logos Universality Mentality Education Novelty - Section: Philosophy and Humanistic Sciences, Editura Lumen, Department of Economics, vol. 5(2), pages 27-37, December.
    3. Dávid Máté Hargitai & Florina Pinzaru & Zoltán Veres, 2021. "Integrating Business Students’ E-Learning Preferences into Knowledge Management of Universities after the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(5), pages 1-21, February.
    4. Nina Petreska & Jana Prodanova & Ljupco Kocarev, 2023. "Should I Leave My Country? Higher Education Value Shaping Students’ Satisfaction and Brain Drain Intentions in Western Balkans," SAGE Open, , vol. 13(4), pages 21582440231, November.
    5. Montserrat Díaz-Méndez & Mario R. Paredes & Michael Saren, 2019. "Improving Society by Improving Education through Service-Dominant Logic: Reframing the Role of Students in Higher Education," Sustainability, MDPI, vol. 11(19), pages 1-14, September.
    6. Ebrahim Navid Sadjadi, 2023. "Challenges and Opportunities for Education Systems with the Current Movement toward Digitalization at the Time of COVID-19," Mathematics, MDPI, vol. 11(2), pages 1-14, January.
    7. Jawad Abbas & Uthman Alturki & Misbah Habib & Ahmed Aldraiweesh & Waleed Mugahed Al-Rahmi, 2021. "Factors Affecting Students in the Selection of Country for Higher Education: A Comparative Analysis of International Students in Germany and the UK," Sustainability, MDPI, vol. 13(18), pages 1-17, September.

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