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Education as Service: The Understanding of University Experience Through the Service Logic

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  • Irene C. L. Ng
  • Jeannie Forbes

Abstract

With the marketization of UK higher education, this paper develops a framework from services marketing that can assist universities in understanding what market orientation means and how students would value their offerings. Our study shows that the core service in a university experience is a learning experience that is cocreated and that the value is emergent, unstructured, interactive, uncertain, with a hedonic dimension. Our paper modifies the gap model of service quality to show that an ideological gap exists that may also impede the quality of the university experience. We propose that a one-sided expectation by students leads to student consumerism and disengagement. Paradoxically, we show that a true student-orientated marketing puts the university ideology at the center of marketing efforts and that marketing may well be an effective tool to communicate such ideologies.

Suggested Citation

  • Irene C. L. Ng & Jeannie Forbes, 2009. "Education as Service: The Understanding of University Experience Through the Service Logic," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 38-64, May.
    • Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:38-64
    DOI: 10.1080/08841240902904703
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    Citations

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    Cited by:

    1. Rima Charbaji El-Kassem & Abdellatif Sellami & Elmogiera Fadlallh Elsaye Elawad, 2018. "Antecedents and consequences of perceived student employability in Qatar: parental perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 575-589, December.
    2. Marta Retamosa & Ángel Millán & Miguel Moital, 2020. "Does the Type of Degree Predict Different Levels of Satisfaction and Loyalty? A Brand Equity Perspective," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 57-77, May.
    3. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    4. Luis Rubalcaba, 2022. "Understanding Innovation in Education: A Service Co-Production Perspective," Economies, MDPI, vol. 10(5), pages 1-22, April.
    5. Lien Thi Kim Nguyen & Tom M. Y. Lin & Hoang Phuong Lam, 2021. "The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing," Sustainability, MDPI, vol. 13(12), pages 1-14, June.
    6. Savica Dimitrieska & Tanja Efremova, 2020. "The Flower Of Services And Its Efficiency In The Banking Sector," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 8(1), pages 109-118.
    7. Bhuian, Shahid N., 2016. "Sustainability of Western branch campuses in the Gulf Region: Students’ perspectives of service quality," International Journal of Educational Development, Elsevier, vol. 49(C), pages 314-323.
    8. Mehtab Alam & Fu-Ren Lin, 2022. "Internalizing Sustainability into Research Practices of Higher Education Institutions: Case of a Research University in Taiwan," Sustainability, MDPI, vol. 14(15), pages 1-30, August.
    9. Martina Ostojić & Mirna Leko Šimić, 2021. "Students’ Perceptions of Public vs. Private Higher Education Institution Brand Value in Croatia," Sustainability, MDPI, vol. 13(17), pages 1-11, August.
    10. David Fleischman & Maria Raciti & Meredith Lawley, 2015. "Degrees of co-creation: an exploratory study of perceptions of international students' role in community engagement experiences," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 85-103, January.
    11. 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.
    12. Marelby Amado & Alfredo Guzmán & Fernando Juarez, 2023. "Relationship between perceived value, student experience, and university reputation: structural equation modeling," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    13. 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.
    14. Ruby Roy Dholakia & Linda A. Acciardo, 2014. "Branding a state university: doing it right," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 144-163, June.
    15. Hayford Amegbe & Charles Hanu & Rexford Atunwey, 2016. "Customer based Brand Equity and the Competitive Performance of Private Universities in Ghana," Ekonomika a Management, Prague University of Economics and Business, vol. 2016(3).
    16. Samuel Natale & Caroline Doran, 2012. "Marketization of Education: An Ethical Dilemma," Journal of Business Ethics, Springer, vol. 105(2), pages 187-196, January.
    17. Syed Alwi, Sharifah Faridah & Kitchen, Philip J., 2014. "Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?," Journal of Business Research, Elsevier, vol. 67(11), pages 2324-2336.
    18. Ksenija Kuzmina & Rhoda Trimingham & Tracy Bhamra, 2020. "Organisational Strategies for Implementing Education for Sustainable Development in the UK Primary Schools: A Service Innovation Perspective," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    19. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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