Knowledge and the official pursuit of it through the attainment of a degree has been turned into a readily for sale commodity. Students are being perceived and treated by university hierarchies as though they were a part of the traditional customer paradigm in marketing. This notion of students as customers has caused a misinterpretation of the relationship between universities and students. We argue that the citizen-authority relationship metaphor provides a more accurate description of the relationship between universities and students than the traditional customer-supplier relationship metaphor. If this paradigm drift towards students being customers is allowed to continue unchecked, then there may be long-term consequences for the university sector.
CITATION STYLE
Svensson, G., & Wood, G. (2015). University Students are not Customers: When Marketing Goes Awry! In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 343–348). Springer Nature. https://doi.org/10.1007/978-3-319-11845-1_119
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