Bir Sistematik Literatür Çalışması: Öğrenciler Müşteri mi, Değil mi?

Yıl 2024, Cilt: 24 Sayı: 1, 76 - 102, 25.03.2024

Mahmut Sami İşlek Rıdvan Kocaman

https://doi.org/10.11616/asbi.1391320

Öz

Öğrencilerin müşteri olup olmadığı konusunda uzun süredir devam eden bir tartışma bulunmaktadır. Ancak öğrencilerin kim olduğu ve rollerinin ne olduğu konusunda hala bir karmaşıklık söz konusudur. Yapmış olduğumuz temaya dayalı sistematik literatür taraması, 2006-2022 yılları arasında yayınlana 86 makalenin kapsamlı ve ayrıntılı bir incelemesi yoluyla oluşturulmuştur. Araştırmamız ilgili tartışmaya ilişkin kapsamlı ve güncel bir genel bakış sunmakta, bir bilimsel araştırmayı teşvik edecek bir gündem oluşturmakta ve uygulayıcılar için olumlu sonuçlar sunmaktadır. Özellikle uzun vadede eğitim hizmeti deneyiminin birlikte yaratılmasında öğrencilerin rolünün pasif bir izleyiciden aktif bir katılımcıya dönüştüğü söylenebilir. Buna dayanarak, öğrencileri müşteri veya hizmet kullanıcısı olarak görmek yerine, değerin ortak yaratıcıları olarak görmenin daha doğru olacağı sonucuna varılmıştır.

Anahtar Kelimeler

Yükseköğretim, Hizmet Pazarlaması, Hizmet Baskın Mantık, İlişkisel Pazarlama, Değerin Ortak Yaratımı

Etik Beyan

Veri toplama süreci sistematik literatür analizi yöntemi kullanılarak yürütüldüğü için Etik Kurul kararına gerek yoktur.

A Systematic Literature Review: Are Students Customers, or not?

Öz

There has been a longstanding debate over whether students are customers. Nevertheless, there is still a complexity about who the students are and their role. This theme-based systematic literature review seeks to enrich the discourse on students through a comprehensive and detailed review of 86 papers from 2006-2022. Our review provides a comprehensive and up-to-date overview of the relevant debate, establishes an agenda to encourage research, and exhibits favorable outcomes for practitioners. We found that the role of students has been transformed from a passive audience to an active participant in the co-creation of educational service experience in the long term. Consequently, viewing students as co-creators of value would be more appropriate rather than treating them as customers or service users.

Anahtar Kelimeler

Higher Education, Services Marketing, Service-Dominant Logic, Relationship Marketing, Value Co-Creation

Kaynakça

• Al-Alak, B. A. (2006). The Impact of Marketing Actions on Relationship Quality in the Higher Education Sector in Jordan. Journal of Marketing for Higher Education, 16(2), p.1-23.
• Albanese, M. (1999). Students are not Customers: A Better Model for Medical Education. Academic Medicine, 74, p.1172-1186.
• Bay, D., & Daniel, H. (2001). The Student is not the Customer: An Alternative Perspective. Journal of Marketing for Higher Education, 11, p.1-19.
• Brady, M. P. (2013). Multiple Roles of Student and Instructor in University Teaching and Learning Processes. The International Journal of Management Education, 11(2), p.93-106.
• Brennan, L., & Bennington, L. (2000). Concepts in Conflict: Students and Customers–An Australian Perspective. Journal of Marketing for Higher Education, 9(2), p.19-40.
• Brooks, R. (2022). Students as Consumers? The Perspectives of Students' Union Leaders Across Europe. Higher Education Quarterly, 76(3), p.626-637.
• Budd, R. (2017). Undergraduate Orientations Towards Higher Education in Germany and England: Problematizing the Notion of ‘Student as Customer’. Higher Education, 73(1), p.23-37.
• Bunce, L., & Bennett, M. (2021). A Degree of Studying? Approaches to Learning and Academic Performance Among Student ‘Consumers’. Active Learning in Higher Education, 22(3), p.203-214.
• Bunce, L., Baird, A., & Jones, S.E. (2017). The Student-as-Consumer Approach in Higher Education and its Effects on Academic Performance. Studies in Higher Education, 42(11), p.1958-1978.
• Calma, A., & Dickson-Deane, C. (2020). The Student as Customer and Quality in Higher Education. International Journal of Educational Management, 34(8), p.1221-1235.
• Carey, P. (2013). Student as Co-producer in a Marketised Higher Education System: A Case Study of Students’ Experience of Participation in Curriculum Design. Innovations in Education and Teaching International, 50(3), p.250-260.
• Carter, S., & Yeo, A.C.M. (2016). Students-as-Customers’ Satisfaction, Predictive Retention with Marketing Implications: The Case of Malaysian Higher Education Business Students. International Journal of Educational Management, 30(5), p.635-652.
• Carù, A., & Cova, B. (2003). Revisiting Consumption Experience: A More Humble But Complete View of the Concept. Marketing Theory, 3(2), p.267-286.
• Cavallone, M., Ciasullo, M.V., Douglas, J., & Palumbo, R. (2021). Framing Higher Education Quality from a Business Perspective: Setting the Conditions for Value Co-Creation. Studies in Higher Education, 46(6), p.1099-1111.
• Clayson, D.E., & Haley, D.A. (2005). Marketing Models in Education: Students as Customers, Products, or Partners. Marketing Education Review, 15(1), p.1-10.
• Cuthbert, R. (2010). Students as Customers. Higher Education Review, 42(3), p.3-25.
• da Silva, M. (2021). The Service-dominant Logic in Marketing: An Essay with Teachers and Students of the Master's in Administration. Independent Journal of Management & Production, 12(1), p.353-376.
• da Silva, M., da Silva, L.C.A., & Brambilla, F.R. (2020). A Bibliographical Analysis in the Literature of Value Co-Creation in Private Higher Education between the Years 2006 to 2016. Independent Journal of Management & Production, 11(4), p.1323-1341.
• da Silva, M., da Silva, L.C.A., & Brambilla, F.R. (2020). Value Co-Creation: a Study of Life Quality at an University in the South Brazil. Independent Journal of Management & Production, 11(3), p.833-852.
• Dann, S. (2008). Applying Services Marketing Principles to Postgraduate Supervision. Quality Assurance in Education, 16(4), p.333-346.
• Darwin, S. (2021). From the Local Fringe to Market Centre: Analysing the Transforming Social Function of Student Ratings in Higher Education. Studies in Higher Education, 46(9), p.1978-1990.
• Deming, W.E. (1986). Out of the Crisis. Cambridge, MA: MIT Press.
• Díaz‐Méndez, M., & Gummesson, E. (2012). Value Co‐Creation and University Teaching Quality: Consequences for the European Higher Education Area (EHEA). Journal of Service Management, 23(4), p.571-592.
• Díaz-Méndez, M., Paredes, M.R., & Saren, M. (2019). Improving Society by Improving Education through Service-Dominant Logic: Reframing the Role of Students in Higher Education. Sustainability, 11(19), p.5292.
• Dollinger, M., Lodge, J., & Coates, H. (2018). Co-creation in Higher Education: Towards a Conceptual Model. Journal of Marketing for Higher Education, 28(2), p.210-231.
• Dziewanowska, K. (2017). Value Types in Higher Education–Students’ Perspective. Journal of Higher Education Policy and Management, 39(3), p.235-246.
• Eagle, L., & Brennan, R. (2007). Are Students Customers? TQM and Marketing Perspectives. Quality Assurance in Education, 15(1), p.44-60.
• Enache, I.C. (2011). Marketing Higher Education Using the 7 Ps Framework. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 4(1), p.23.
• Fiates, G.M.R., De Mello Castanho Amboni, R.D., & Teixeira, E. (2008). Consumer Behaviour of Brazilian Primary School Students: Findings from Focus Group Interviews. International Journal of Consumer Studies, 32(2), p.157-162.
• Finney, T.G., & Finney, R.Z. (2010). Are Students their Universities' Customers? An Exploratory Study. Education+Training, 52(4), p.276-291.
• Fleischman, D., Raciti, M., & Lawley, M. (2015). Degrees of Co-creation: An Exploratory Study of Perceptions of International Students’ Role in Community Engagement Experiences. Journal of Marketing for Higher Education, 25(1), p.85-103.
• Forrest, K. (2020). The Problem of Now: Bernard Stiegler and the Student as Consumer. Educational Philosophy and Theory, 52(4), p.337-347.
• Gallarza, M.G., Fayos, T., Currás, R., Servera, D., & Arteaga, F. (2019). What Erasmus Students Do Expect from Their Abroad Experience? A Multidimensional Scale Tested for the Case of Spain. International Journal of Educational Management, 33(2), p.218-233.
• Gates, T.G., Heffernan, K., & Sudore, R. (2015). Social Work Students as Market Consumers: Faculty Perceptions of Customer Service Expectations. Social Work Education, 34(7), p.881-894.
• Gibbs, P. (2002). From the Invisible Hand to the Invisible Handshake: Marketing Higher Education. Research in Post-Compulsory Education, 7(3), p.325-338.
• Goi, M.T., Kalidas, V., & Yunus, N. (2022). Developing and Testing a Customer Value Co-creation Model of Higher Education Institutions. Journal of Marketing for Higher Education, p.1-25.
• Grönroos, C. (1994). From Scientific Management to Service Management: A Management Perspective for the Age of Service Competition. International Journal of Service Industry Management, 5(1), p.5-20.
• Guest, G., MacQueen, K.M., & Namey, E.E. (2011). Applied Thematic Analysis. London: Sage Publications.
• Guilbault, M. (2016). Students as Customers in Higher Education: Reframing the Debate. Journal of Marketing for Higher Education, 26(2), p.132-142.
• Guilbault, M. (2018). Students as Customers in Higher Education: The (Controversial) Debate Needs to End. Journal of Retailing and Consumer Services, 40, p.295-298.
• Harrison, L.M., & Risler, L. (2015). The Role Consumerism Plays in Student Learning. Active Learning in Higher Education, 16(1), p.67-76.
• Hart, D.J., & Coates, N.F. (2010). International Student Complaint Behaviour: How Do East Asian Students Complain to Their University?. Journal of Further and Higher Education, 34(3), p.303-319.
• Hashim, S., Mohd Yasin, N., & Ya’kob, S.A. (2020). What Constitutes Student–University Brand Relationship? Malaysian Students’ Perspective. Journal of Marketing for Higher Education, 30(2), p.180-202.
• Hassan Shah, S.H., Noor, S., Bayiz Ahmad, A., Saleem Butt, A., & Lei, S. (2022). Retrospective View and Thematic Analysis of Value Co-creation through Bibliometric Analysis. Total Quality Management & Business Excellence, 33(7-8), p.752-776.
• Hassel, H., & Lourey, L. (2005). The Dea(r)th of Student Responsibly. College Teaching, 53(1), 2-13.Hubbell, L. (2015). Students Aren't Consumers. Academic Questions, 28(1), p.82-90.
• Hulme, M., Thomson, A., Hulme, R., & Doughty, G. (2014). Trading places: The Role of Agents in International Student Recruitment from Africa. Journal of Further and Higher Education, 38(5), p.674-689.
• Ivy, J. (2008). A New Higher Education Marketing Mix: The 7Ps for MBA Marketing. International Journal of educational management, 22(4), p.288-299.
• Jabbar, A., Analoui, B., Kong, K., & Mirza, M. (2018). Consumerisation in UK Higher Education Business Schools: Higher Fees, Greater Stress and Debatable Outcomes. Higher education, 76(1), p.85-100.
• Juran, J. M. (1988). Juran on Planning for Quality. New York, NY: The Free Press.
• Kaminskiene, L., Žydžiunaite, V., Jurgile, V., & Ponomarenko, T. (2020). Co-creation of Learning: A Concept Analysis. European Journal of Contemporary Education, 9(2), p.337-349.
• Khatri, P., & Duggal, H. (2022). Well-being of Higher Education Consumers: A Review and Research Agenda. International Journal of Consumer Studies, p.1-30.
• Koris, R., & Nokelainen, P. (2015). The Student-Customer Orientation Questionnaire (SCOQ): Application of Customer Metaphor to Higher Education. International Journal of Educational Management, 29(1), p.115-138.
• Koris, R., Örtenblad, A., Kerem, K., & Ojala, T. (2015). Student-Customer Orientation at a Higher Education Institution: The Perspective of Undergraduate Business Students. Journal of Marketing for Higher Education, 25(1), p.29-44.
• Kotler, P., & Fox, K.F. (1995). Strategic Marketing for Educational Institutions. NJ: Prentice Hall, Englewood Cliffs. Leem, B.H. (2021). An Effect of Value Co-creation on Student Benefits in COVID-19 Pandemic. International Journal of Engineering Business Management, 13, p.1-16.
• Lin, J. (1999). Social Transformation and Private Education in China. Connecticut: Praeger.
• Little, B., & Williams, R. (2010). Students' Roles in Maintaining Quality and in Enhancing Learning: is There a Tension?. Quality in Higher Education, 16(2), p.115-127.
• Lomas, L. (2007). Are Students Customers? Perceptions of Academic Staff. Quality in Higher Education, 13(1), p.31-44.
• Lusch, R.F., & Vargo, S.L. (2006). Service-dominant Logic: Reactions, Reflections and Refinements. Marketing Theory, 6(3), p.281-288.
• Lusch, R.F., Vargo, S.L., & O’ Brien, M. (2007). Competing through Service: Insights From Service – dominant logic. Journal of Retailing, 83(1), p.5-18.
• Maguad, B.A. (2007). Identifying the Needs of Customers in Higher Education. Education, 127(3), p.332-343. Marcel, F.D., & Harris, C. (2000). If Students are not Customers, what are They?. Academic Medicine, 75(12), p.1173-1177.
• Mark, E. (2013). Students are not Products. They are Customers. College Student Journal, 47(3), p.489-493.
• Martin, A. (2008). Service Climate and Employee Well-being in Higher Education. Journal of Management & Organization, 14(2), p.155-167.
• McCulloch, A. (2009). The Student as Co‐producer: Learning from Public Administration about the Student–University Relationship. Studies in Higher Education, 34(2), p.171-183.
• Millican, J. (2014). Higher Education and Student Engagement: Implications for a New Economic Era. Education+Training, 56(7), p.635-649.
• Mishra, R., Singh, R.K., & Koles, B. (2021). Consumer Decision‐Making in Omnichannel Retailing: Literature Review and Future Research Agenda. International Journal of Consumer Studies, 45(2), p.147-174.
• Molesworth, M., Nixon, E., & Scullion, R. (2009). Having, Being and Higher Education: The marketisation of the University and the Transformation of the Student into Consumer. Teaching in Higher Education, 14(3), p.277-287.
• Naidoo, R., Shankar, A., & Veer, E. (2011). The Consumerist Turn in Higher Education: Policy Aspirations and Outcomes. Journal of Marketing Management, 27(11-12), p.1142-1162.
• Ng, I.C., & Forbes, J. (2009). Education as Service: The Understanding of University Experience through the Service Logic. Journal of Marketing for higher Education, 19(1), p.38-64.
• Nguyen, T., Sun, Q., & Ganesh, G. (2019). Exploring the Role of Decision-Making Factors in International Student Marketing Engagement. Journal of Marketing for Higher Education, 29(2), p.230-250.
• Nixon, E., Scullion, R., & Hearn, R. (2018). Her Majesty the Student: Marketised Higher Education and the Narcissistic (Dis) satisfactions of the Student-Consumer. Studies in Higher Education, 43(6), p.927-943.
• O'Toole, P., & Prince, N. (2015). The Psychological Contract of Science Students: Social Exchange with Universities and University Staff from the Students' Perspective. Higher Education Research & Development, 34(1), p.160-172.
• Ozturk, O. (2021). Bibliometric Review of Resource Dependence Theory Literature: An Overview. Management Review Quarterly, 71(3), p.525-552.
• Page, D. (2020). The Academic as Consumed and Consumer. Journal of Education Policy, 35(5), p.585-601.
• Pass, M.W. (2006). Western US College Students: Banking Preferences and Marketplace Performance. Journal of Financial Services Marketing, 11(1), p.49-63.
• Paul, J., & Criado, A.R. (2020). The Art of Writing Literature Review: What Do We Know and What Do We Need to Know?. International Business Review, 29(4), p.1-7.
• Pitman, T. (2016). The Evolution of the Student as a Customer in Australian Higher Education: A Policy Perspective. The Australian Educational Researcher, 43(3), p.345-359.
• Porfilio, B.J., & Yu, T. (2006). Student as Consumer”: A Critical Narrative of the Commercialization of Teacher Education. Journal for Critical Education Policy Studies, 4(1), p.1-14.
• Qi, D., Zhang, M., & Zhang, Y. (2020). Influence of Participation and Value Co-creation on Learner Satisfaction of Moocs Learning: Learner Experience Perspective. The Asia-Pacific Education Researcher, p.1-10.
• Raaper, R. (2019). Students as Consumers? A Counter Perspective from Student Assessment as a Disciplinary Technology. Teaching in Higher Education, 24(1), p.1-16.
• Ranjbarfard, M., & Sureshjani, M.H. (2018). Offering a Framework for Value Co-creation in Virtual Academic Learning Environments. Interactive Technology and Smart Education, 15(1), p.2-27.
• Robinson, N.M., & Celuch, K.G. (2016). Strategic and Bonding Effects of Enhancing the Student Feedback Process. Journal of Marketing for Higher Education, 26(1), p.20-40.
• Ruggeri, G., Orsi, L., & Corsi, S. (2019). A Bibliometric Analysis of the Scientific Literature on Fairtrade Labelling. International Journal of Consumer Studies, 43(2), p.134-152.
• Saunders, D.B. (2015). They do not buy it: Exploring the Extent to Which Entering First-year Students View Themselves as Customers. Journal of Marketing for Higher Education, 25(1), p.5-28.
• Saunders, D.B. (2014). Exploring a Customer Orientation: Free-market Logic and College Students. The Review of Higher Education, 37(2), p.197-219.
• Scott, J.C. (2006). The Mission of the University: Medieval to Postmodern Transformations. The Journal of Higher Education, 77(1), p.1-39.
• Seifert, C., & Kwon, W.S. (2020). SNS eWOM Sentiment: Impacts on Brand Value Co-creation and Trust. Marketing Intelligence & Planning. 38(1), p.89-102.
• Sharif, K., & Sidi Lemine, M. (2021). Customer Service Quality, Emotional Brand Attachment and Customer Citizenship Behaviors: Findings from an Emerging Higher Education Market. Journal of Marketing for Higher Education, p.1-26.
• Siivonen, P., & Filander, K. (2020). ‘Non-traditional’ and ‘Traditional’ Students at a Regional Finnish University: Demanding Customers and School Pupils in Need of Support. International Journal of Lifelong Education, 39(3), p.247-262.
• Singleton-Jackson, J.A., Jackson, D.L., & Reinhardt, J. (2010). Students as Consumers of Knowledge: Are They Buying What We’re Selling?. Innovative Higher Education, 35(5), p.343-358.
• Smorvik, K.K., & Vespestad, M.K. (2020). Bridging Marketing and Higher Education: Resource Integration, Co-creation and Student Learning. Journal of Marketing for Higher Education, 30(2), p.256-270.
• Song-Turner, H. (2008). Plagiarism: Academic Dishonesty or 'Blind Spot' of Multicultural Education?. Australian Universities' Review, The, 50(2), p.39-50.
• Stodnick, M., & Rogers, P. (2008). Using SERVQUAL to Measure the Quality of the Classroom Experience. Decision Sciences Journal of Innovative Education, 6(1), p.115-133.
• Svensson, G., & Wood, G. (2007). Are University Students Really Customers? When Illusion May Lead to Delusion for All!. International journal of educational management, 21(1), p.17-28.
• Syed, J., Johnson, A.T., & Ferguson, S. (2021). College Choice & the Consumer: the Impact of Gender on Higher Education Enrollment. Journal of Marketing for Higher Education, p.1-21.
• Tarı Kasnakoğlu, B., & Mercan, H. (2022). Co-creating Positive Outcomes in Higher Education: Are Students Ready for Co-creation?. Journal of Marketing for Higher Education, 32(1), p.73-88.
• Tavares, O., & Cardoso, S. (2013). Enrolment Choices in Portuguese Higher Education: Do Students Behave as Rational Consumers?. Higher education, 66(3), p.297-309.
• Taylor, S.A., Hunter, G.L., Melton, H., & Goodwin, S.A. (2011). Student Engagement and Marketing Classes. Journal of Marketing Education, 33(1), p.73-92.
• Temple, P.R., Callender, C., Grove, L., & Kersh, N. (2016). Managing the Student Experience in English Higher Education: Differing Responses to Market Pressures. London Review of Education, 14(1), p.33-46.
• Thien, L.M., & Jamil, H. (2020). Students as ‘Customers’: Unmasking Course Experience and Satisfaction of Undergraduate Students at a Malaysian Research University. Journal of Higher Education Policy and Management, 42(5), p.579-600.
• Thorpe, R., Holt, R., Macpherson, A., & Pittaway, L. (2005). Using Knowledge Within Small and Medium‐sized Firms: A Systematic Review of the Evidence. International Journal of Management Reviews, 7(4), p.257-281.
• Todd, S., Barnoff, L., Moffatt, K., Panitch, M., Parada, H., & Strumm, B. (2017). A Social Work re-reading of Students as Consumers. Social Work Education, 36(5), p.542-556.
• Tregear, A., Dobson, S., Brennan, M., & Kuznesof, S. (2010). Critically Divided? How Marketing Educators Perceive Undergraduate Programmes in the UK. European Journal of Marketing, 44(1/2), p.66-86.
• Vargo, S.L., & Lusch, R.F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), p.1-17.
• Vargo, S.L., & Lusch, R.F. (2008). Service-dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1), p.1-10.
• Vargo, S.L., & Lusch, R.F. (2016). Institutions and Axioms: An Extension and Update of Service-dominant Logic. Journal of the Academy of Marketing Science, 44(1), p.5-23.
• Voss, C., & Zomerdijk, L. (2007). Innovation in Experiential Services – An Empirical View. London: DTI.
• Vuori, J. (2013). Are Students Customers in Finnish Higher Education?. Tertiary Education and Management, 19(2), p.176-187.
• Watjatrakul, B. (2014). Factors Affecting Students’ Intentions to Study at Universities Adopting the “Student-as-customer” Concept. International Journal of Educational Management. 28(6), p.676-693.
• Wong, D.H. (2012). Reflections on Student‐University Interactions for Next Generation Learning. Asia Pacific Journal of Marketing and Logistics, 24(2), p.328-342.
• Woodall, T., Hiller, A., & Resnick, S. (2014). Making Sense of Higher Education: Students as Consumers and the Value of the University Experience. Studies in Higher Education, 39(1), p.48-67.
• Xiao, J., & Wilkins, S. (2015). The Effects of Lecturer Commitment on Student Perceptions of Teaching Quality and Student Satisfaction in Chinese Higher Education. Journal of Higher Education Policy and Management, 37(1), p.98-110.
• Xu, J., Lo, A., & Wu, J. (2018). Are Students Customers? Tourism and Hospitality Students’ Evaluation of their Higher Education Experience. Journal of Teaching in Travel & Tourism, 18(3), p.236-258.
• Zeithaml, V.A., & Parasuraman, A. (2004). Service Quality. Cambridge, MA: Marketing Science Institute.
• Zupic, I., & Čater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), p.429-472.