The Student Is Not the Customer—An Alternative Perspective

Darlene Bay and Harold Daniel

Journal of Marketing for Higher Education, 2000, vol. 11, issue 1, 1-19

Abstract: This paper investigates some of the reasons that institutions of higher education should NOT regard the student as the customer. It is proposed that differences between profit-seeking enterprises and colleges and universities preclude the customer-focus from being an entirely useful one. In fact, the student-as-a-customer paradigm may cause institutions to concentrate on short-term, narrow student satisfaction, rather than meeting the long-term needs of an entire range of stakeholders. An alternative paradigm, the student as collaborative partner, is proposed and its potential benefits are examined.

Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:11:y:2000:i:1:p:1-19

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DOI: 10.1300/J050v11n01_01

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