 Education as Service: The Understanding of University Experience Through the Service LogicIrene C. L. Ng and Jeannie Forbes Journal of Marketing for Higher Education, 2009, vol. 19, issue 1, 38-64 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. Date: 2009 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:19:y:2009:i:1:p:38-64 Ordering information: This journal article can be ordered from DOI: 10.1080/08841240902904703 Access Statistics for this article Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals |
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