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Students as customers in higher education: reframing the debate

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  • Melodi Guilbault

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.

Suggested Citation

  • Melodi Guilbault, 2016. "Students as customers in higher education: reframing the debate," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 132-142, July.
    • Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:132-142
    DOI: 10.1080/08841241.2016.1245234
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    Cited by:

    1. Adam Malešević & Dušan Barać & Dragan Soleša & Ema Aleksić & Marijana Despotović-Zrakić, 2021. "Adopting xRM in Higher Education: E-Services Outside the Classroom," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
    2. Zuraidah Zainol & Rusliza Yahaya & Juliana Osman & Monizaihasra Mohamed, 2017. "Student Engagement Towards HEIs: Relationship Marketing Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(10), pages 543-555, October.
    3. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    4. Maritza Katherine Galindo-Illanes & Juan Alejandro Gallegos-Mardones & Arturo Z. Vasquez-Parraga, 2021. "Explaining Loyalty in Higher Education: A Model and Comparative Analysis from the Policy of Gratuity, a Case Applied to Chile," Sustainability, MDPI, vol. 13(19), pages 1-15, September.
    5. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    6. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.
    7. Lovemore Chikazhe & cmakanyeza@unam.na, 2022. "Self-Perceived Job Performance as a Mediator of the Effects of Academic Satisfaction and Quality on Loyalty," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(15), pages 37-52.
    8. Shivangi Dhawan, 2022. "Higher Education Quality and Student Satisfaction: Meta-Analysis, Subgroup Analysis and Meta-Regression," Metamorphosis: A Journal of Management Research, , vol. 21(1), pages 48-66, June.
    9. Vivien Surman Zsuzsanna Eszter Tóth, 2019. "Investigating Service Quality Issues in Higher Educational Context," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 22(SCI2), pages 11-37, December.
    10. 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.

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