The role of customers in higher education: Are students active stakeholders?

As the primary subject of research, this paper puts forward the issue of students’ role in Croatian institutions of higher education, taking into consideration the multiplicity of constituents and the complexity of relationships established by an institution of higher education with target groups as potential donors. In order to determine the position of students in higher education in relation to a dependency on the sources of financing, the research includes students as the main target group as well as potential students and the competent Ministry. They are the ones the institution of higher education establishes relations with, while representing a source of financing at the same time. For the purpose of research a model was created and the research carried out in May and June 2006 on a sample that included all public colleges in Croatia (87 of them), with their executives participating as respondents. According to research results, institutions of higher education, whether being largely financed by students or the Ministry, have not focused sufficiently on students or potential students. There are significant differences in the orientation of institutions of higher education to the Ministry. The institutions that are mainly financed by students show a higher degree of orientation toward the Ministry than those financed by the Ministry itself. Both the orientation and development of the relationships with students and potential students depend on the financing sources of institutions of higher education in Croatia. Therefore, students are not recognized as primary/original partners of the Croatian higher education and, in accordance with the mission and objectives of education, they are not adequately taken care of.