IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v25y2015i1p29-44.html
   My bibliography  Save this article

Student-customer orientation at a higher education institution: the perspective of undergraduate business students

Author

Listed:
  • Riina Koris
  • Anders Örtenblad
  • Katri Kerem
  • Triinu Ojala

Abstract

Existing literature is polarized and primarily conceptual on the topic of student-customer orientation. Research into this phenomenon has failed to realize that higher education as such consists of several different educational experiences and has therefore addressed and studied the issue at too general a level, i.e. at the level of the higher education institution (HEI) as a whole, not at the level of educational experiences that an HEI provides. Based on a validated model of educational experiences, validated student-customer orientation questionnaire [Koris, R., & Nokelainen, P. (in press). The student-customer orientation questionnaire (SCOQ): Application of customer metaphor to higher education. International Journal of Educational Management ] and a survey conducted among business students ( N = 405) in Estonia, the aim of this article is to identify whether in which categories of educational experience and to what extent students expect an HEI to be student-customer oriented. The results of the study show that students expect to be treated as customers in some, but not all categories of educational experience that an HEI offers.

Suggested Citation

  • Riina Koris & Anders Örtenblad & Katri Kerem & Triinu Ojala, 2015. "Student-customer orientation at a higher education institution: the perspective of undergraduate business students," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 29-44, January.
    • Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:29-44
    DOI: 10.1080/08841241.2014.972486
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2014.972486
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241.2014.972486?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    2. 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.
    3. 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.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:29-44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.