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Revitalizing educational institutions through customer focus

Author

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  • Vikas Mittal

    (Rice University)

  • Jihye Jung

    (Alvarez College of Business, University of Texas at San Antonio)

Abstract

Despite the importance of education in terms of spending and its impact, dissatisfaction with traditional public schools is growing due to students’ underperformance. One reason, among many, is the lack of strategic focus among educational institutions. The authors theoretically and empirically demonstrate the benefits of a customer-focused approach to strategy planning and execution for improving student performance. A customer-focused strategy enables educational institutions to identify customer needs providing the most value to customers, align strategy execution to those needs, and ultimately improve customer loyalty and academic outcomes. We demonstrate the approach using data from qualitative interviews with school leaders and surveys from 10,644 K12 parents. We conclude that a customer-focused approach helps educational institutions satisfy their customers and achieve higher academic outcomes.

Suggested Citation

  • Vikas Mittal & Jihye Jung, 2024. "Revitalizing educational institutions through customer focus," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1323-1342, October.
    • Handle: RePEc:spr:joamsc:v:52:y:2024:i:5:d:10.1007_s11747-024-01007-y
    DOI: 10.1007/s11747-024-01007-y
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    References listed on IDEAS

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    1. Milligan, Kevin & Moretti, Enrico & Oreopoulos, Philip, 2004. "Does education improve citizenship? Evidence from the United States and the United Kingdom," Journal of Public Economics, Elsevier, vol. 88(9-10), pages 1667-1695, August.
    2. Vikas Mittal & Kyuhong Han & Carly Frennea & Markus Blut & Muzeeb Shaik & Narendra Bosukonda & Shrihari Sridhar, 2023. "Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us," Marketing Letters, Springer, vol. 34(2), pages 171-187, June.
    3. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    4. James Morgan & Martin David, 1963. "Education and Income," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 77(3), pages 423-437.
    5. Wallendorf, Melanie & Brucks, Merrie, 1993. "Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 339-359, December.
    6. Castro Campos, Bente & Ren, Yanjun & Petrick, Martin, 2016. "The impact of education on income inequality between ethnic minorities and Han in China," China Economic Review, Elsevier, vol. 41(C), pages 253-267.
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    Cited by:

    1. Dhruv Grewal & Praveen K. Kopalle & John Hulland, 2024. "Addressing the greatest global challenges (UN SDGs) with a marketing lens," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1263-1272, October.

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    More about this item

    Keywords

    Education; K12; Customer satisfaction; Satisfaction-performance chain; Strategy;
    All these keywords.

    JEL classification:

    • K12 - Law and Economics - - Basic Areas of Law - - - Contract Law

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