TO WHAT EXTENT THE STUDENT IS A CUSTOMER

Yıl 2011, Cilt: 3 Sayı: 1, 293 - 306, 01.06.2011

Meltem Arat

Öz

Depending on the widespread usage of the total quality management at
institutions, customer focus has begun to be used in many fields of private and
public sectors. Public services, municipality services, hospitals and universities
are also started to use customer focused management. Anyhow it is both open for
discussion whether is it suitable to accept the patients as the customers at hospitals
or is it suitable to accept the students as the customers at universities.
In spite of the complementary services like university building facilities, canteen
services and computing services can be structured as customer focused, setting up
a customer/student focused curriculum and examination system is still open for
questioning and discussion.
In this research, the possible approaches to assess students as customers and the
possible approaches to assess students as “just students” will be presented.

Anahtar Kelimeler

Higher education, student-as-customer, student-as-partner

Kaynakça

• Bay, Darlene and Daniel, Harold (2001), “The Student Is Not the Customer-An Alternative Perspective”, Journal of Marketing for Higher Education, Vol.11, No. 1, pp.1-19.
• Editorial (2000), “Students as Customers”, Medical Education, Vol.34, pp.328- 329.
• Felix, Maringe and Paul Gibbs (2009), Marketing Higher Education Theory and Practice, McGraw-Hill Open University Press, New York, USA.
• George, David (2007), “Market Overreach: The Student As Customer”, The Journal of Socio-Economics, Vol.36, pp.965-977.
• Groccia, James E. (1997), “The Student As Customer Versus The Student As Learner”, About Campus, May-June, pp.31-32.
• Halbesleben, Jonathon, R. B., Jennifer A. H. Becker and M. Ronald Buckley (2003), “Consideding the Labor Contributions of Students: An Alternative to The Student-as-Customer Metaphor”, Journal of Education for Business, May-June, pp.255-257. King, S.P. (2001), “The Funding of Higher Education in Australia: Overview and Alternatives”, The Australian Economic Review, Vol.34, No.2, pp.190-194.
• Lomas, Laurie (2007), “Are Students Customers? Perceptions of Academic Staff”, Quality in Higher Education, Vol.13, No.1, April, pp.32-43.
• Mintzberg, H. (1996), “Managing Government, Governing Management”, Harvard Business Review, May-June, pp.75-83 in Sharrock, Geoff (2000), “Why Students are not Just Customers”, Journal of Higher Education Policy and Management, Vol.22, No.2, pp.149-164.
• Moscati, Roberto (2004), Editorial, European Journal of Education, Vol.39, No.4, pp.379-382.
• Pitman, Tim (2000), “Perceptions of Academics and Students as Customers: A Survey of Administrative Staff in Higher Education”, Journal of Higher Education Policy and Management, Vol.22,No.2, pp.165-175.
• Schwartzman, Roy (1995), “Are Students Customers? The Metaphoric Mismatch Between Management and Education”, Education, Vol.116, No.2, pp.215-222.
• Scott, S.V. (1999), “The Academic As Service Provider: Is the Customer ‘Always Right’?”, Journal of Higher Education Policy and Management, Vol.21, No.2, pp.193-202. Sirvanci, Mete (1996), “Are Students The True Customers of Higher Education?”, Quality Progress, Vol.29, No.10, pp.99-102.
• White, Naomi Rosh (2007), “The Customer Is Always Right?: Student Discourse About Higher Education In Australia”, High Education, Vol.54, pp.593-604.