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Overcoming potential negative consequences of customer orientation in higher education: closing the ideological gap

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  • Adam Nguyen
  • Joseph Rosetti

Abstract

Substantial discussion has been going on surrounding the potential negative consequences of a customer orientation in college education. A major concern stems from the ideological gap -- the perceived differentiation between what the students want and the educators' view of what is in the best interests of the students. A key aspect of the ideological gap pertains to students' short-term wants (pleasure) versus educators' long-term-oriented interests (learning). Inspired by the societal marketing concept, we examine the possibility of closing this gap by means of a desirable educational model that aligns the interests of students and educators. Empirically, an open-ended survey explores student perceptions of a desirable educational model in the context of the marketing discipline. Then, two quantitative surveys show that students prefer desirable over pleasing and salutary models, and that academic motivation moderates their preference.

Suggested Citation

  • Adam Nguyen & Joseph Rosetti, 2013. "Overcoming potential negative consequences of customer orientation in higher education: closing the ideological gap," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(2), pages 155-174, July.
    • Handle: RePEc:taf:jmkthe:v:23:y:2013:i:2:p:155-174
    DOI: 10.1080/08841241.2013.860941
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    Cited by:

    1. Lisa Huempfner & Dennis A. Kopf, 2017. "Using stakeholder marketing and social responsibility for new product development in higher education: a business Spanish model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 251-273, July.
    2. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    3. 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.
    4. M. Isabel Sánchez-Hernández & Emerson W. Mainardes, 2016. "University social responsibility: a student base analysis in Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 151-169, July.

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