TY - JOUR
T1 - Students as customers in higher education
T2 - The (controversial) debate needs to end
AU - Guilbault, Melodi
N1 - Publisher Copyright:
© 2017
PY - 2018/1
Y1 - 2018/1
N2 - Even though marketing in higher education is well established there is a continued (controversial and at times emotional) debate about who the customer is with many still unaccepting that students should be viewed as a customer in higher education. The paper examines this debate using the framework of market orientation, customer orientation and service and relationship marketing. The paper includes recommendations about ways to resolve the dispute and concludes that students must be considered customers in the development of marketing strategy.
AB - Even though marketing in higher education is well established there is a continued (controversial and at times emotional) debate about who the customer is with many still unaccepting that students should be viewed as a customer in higher education. The paper examines this debate using the framework of market orientation, customer orientation and service and relationship marketing. The paper includes recommendations about ways to resolve the dispute and concludes that students must be considered customers in the development of marketing strategy.
KW - Market and customer orientation
KW - Marketing in higher education
KW - Students as customers
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U2 - 10.1016/j.jretconser.2017.03.006
DO - 10.1016/j.jretconser.2017.03.006
M3 - Article
AN - SCOPUS:85017373069
SN - 0969-6989
VL - 40
SP - 295
EP - 298
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -