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

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

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.

Kaynakça

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