Douglas Olsen
The notion that students are customers of their universities has sparked intense debate. Critics argue that this perspective reduces education to a transaction, with students expecting to coast through their programs because the customer is always right. This mentality can compromise academic integrity and standards. However, supporters of the idea assert that recognising students as customers improves the student experience, fosters efficient management, and increases diversity in educational options. This shift in perspective has been driven by the introduction and increase in tuition fees, which has led students to view themselves as consumers of a service. The question of whether students are customers of their universities remains a complex and contentious issue, with implications for the role of higher education institutions and the nature of the student-institution relationship.
| Characteristics | Values |
|---|---|
| Students' perception of themselves as customers | Students who perceive themselves as customers are more likely to feel entitled and to view complaining as beneficial. |
| Educational involvement | Students who are more involved in their education tend to be older, have higher GPAs, and attend class more often. |
| Educational attitudes and behaviours | Students who view themselves as customers are likely to hold attitudes and to engage in behaviours that are not conducive to success. |
| Student satisfaction | If the aim is to increase student involvement, how the student's role is defined is less important than efforts to build student satisfaction with the university. |
| Student experience | Universities should focus on delivering a great student experience to meet the needs and expectations of today's students. |
| Student choice | Universities should improve student choice to allow learners to spend their limited time and energy on their studies rather than bureaucratic red tape. |
| Student retention | Universities should put as much attention on retention as has traditionally been placed on access. |
| Student diversity | Universities should improve the diversity of options available to learners. |
| Student responsibility | Students are responsible for making their time at university worth it by working hard to improve their knowledge and get ready for life after graduation. |
| Student expectations | Students have certain expectations of universities, including the provision of an adequate learning environment. |
| Student success | Universities are mostly responsible for students' success. |
What You'll Learn
Students as customers vs. society as a customer
The question of whether students are customers of their universities has been a topic of debate for decades. While some argue that students are the customers, others contend that society as a whole is the customer. This discussion has important implications for how universities operate and interact with their students.
Students as Customers
Proponents of the view that students are customers of their universities often point to the financial transaction that takes place between the two parties. Students pay tuition fees in exchange for the educational services provided by the university, which can include access to classes, resources, and opportunities such as internships. From this perspective, universities are businesses, and students are their customers.
Treating students as customers can have several benefits. It may lead to improvements in the student experience and increased student choice. For example, universities may become more efficient and effective in their management, save resources, and offer a wider range of options to learners. Additionally, universities may place more emphasis on student retention, which can have a positive impact on attainment rate targets.
However, there are also concerns about the potential negative consequences of viewing students as customers. Some argue that it could dilute the quality of education, with universities prioritising financial gain over academic integrity. There is also a worry that students who view themselves as customers may develop an entitlement mindset, feeling that they are “always right” and that their degree is a product they can purchase rather than something they need to earn. This could lead to increased pressure on faculty to relax standards and grant academic concessions.
Society as a Customer
On the other hand, some argue that society as a whole is the customer of universities. This perspective is based on the idea that universities, especially public universities, were established by state constitutions and are supported by tax dollars. Therefore, the citizens of the respective states are the customers who pay for the product or service provided by the university – an educated citizenry.
Viewing society as the customer shifts the focus from individual students' short-term benefits to the long-term benefits for society as a whole. It emphasises the role of universities in producing competent professionals and engaged citizens, contributing to a higher quality of civic life for everyone. This perspective may help protect academic disciplines against fiscal exigencies and ensure that academic standards are maintained.
The debate between students as customers vs. society as a customer is a complex one. While treating students as customers can lead to improvements in the student experience and increased choice, it is important to balance this with maintaining academic integrity and standards. Viewing society as the customer highlights the broader societal benefits of higher education and the role of universities in producing well-informed, engaged citizens. Ultimately, finding a balance between these perspectives may be the key to ensuring that universities serve both their students and society effectively.
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Universities adopting a retail industry approach
The idea that students are customers of their universities has been a topic of debate, with many universities adopting a retail industry approach to attract and retain students. This shift in paradigm has been met with criticism, but it is undeniable that students' behaviours and expectations have changed, resembling those of customers.
The retail industry approach in universities can be observed through the lens of marketing and product offering. Universities market their institution to prospective students, emphasising the campus experience, faculty interactions, available opportunities, and courses offered. The product offered by universities is the higher education itself, including the knowledge conveyed, stored, and generated, as well as the tools provided to assess mastery.
However, it is important to note that students are not typical customers. They invest significant time and money in their education, and the value they derive is often contingent on their own efforts and engagement. The dynamic between students and universities is more complex than a simple customer-retailer relationship, and universities must balance providing a positive experience with maintaining academic integrity and standards.
The adoption of a retail industry approach in higher education has sparked discussions about the potential impact on educational quality and institutional integrity. Critics argue that treating students as customers could dilute educational quality and turn universities into degree mills. There is also a concern that it may contribute to grade inflation, as universities feel pressured to keep students happy and risk relaxing academic standards.
Nevertheless, the retail industry approach in universities highlights the need to meet the changing demands of students, especially with the rise of online learning and the impact of the COVID-19 pandemic. It prompts institutions to re-evaluate their strategic goals and initiatives, considering how they can enhance the student experience while maintaining academic rigour.
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Student involvement and satisfaction
The concept of students as customers of universities has been a topic of debate, with varying perspectives on the matter. While some argue that students are indeed customers, others suggest that they are not, and this has implications for student involvement and satisfaction.
The perception of students as customers has been associated with a shift in the higher education landscape. Universities have adopted a more service-oriented approach, akin to the retail industry, to cater to the needs and expectations of their students. This shift has led to improvements in institutional infrastructure, efficient management, and increased attention to student retention. However, critics argue that treating students as customers may compromise academic integrity and dilute the quality of education.
The idea of students as customers has sparked discussions about the nature of the student-university relationship. Students who view themselves as customers may feel more entitled and be more inclined to complain. This mindset can influence their educational involvement and satisfaction. Research suggests that student satisfaction is a key factor in increasing student involvement, regardless of how they define their role. Universities that fail to meet student expectations may face issues with retention and completion rates.
To enhance student involvement and satisfaction, universities should focus on providing a positive student experience. This includes streamlining administrative processes, offering efficient customer service, and ensuring that students feel heard and supported. By recognising students' significant investments in their education, universities can work towards delivering a valuable return on that investment.
Additionally, universities should strive to provide a rigorous education that prepares students for their future careers. This involves employing distinguished professors, conducting impactful research, and offering internships and mentoring opportunities. While students may not be customers in the traditional sense, universities should still aim to provide a high-quality educational experience that meets their needs and helps them succeed.
In conclusion, the student-university relationship is complex and multifaceted. While students may not be customers in the traditional sense, universities should still strive to provide excellent customer service and a positive student experience. By focusing on student involvement and satisfaction, universities can create a supportive and engaging environment that ultimately benefits both the students and the institution.
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Universities as businesses
The idea that universities are businesses and students are customers has been a topic of debate for many years. While some argue that students are not customers, the implementation of tuition fees has changed the relationship between students and universities. With students paying fees, they are, in a sense, customers. However, the question remains: what kind of customer are they, and what should they expect from their university?
The traditional view of students as customers in a business context is problematic. In a typical buyer-seller transaction, the buyer pays someone else to do the work for them. In contrast, a university education is not a product but a service. Students are investing their time and money in their education, and universities are responsible for providing a quality education and supporting students in their academic journey. This includes offering effective teaching, resources, and facilities, as well as providing internships and mentoring opportunities.
The student-as-customer paradigm has led to a shift in the way universities operate. Universities have adopted a more business-like model, focusing on efficient management, student retention, and improving the overall student experience. This shift has resulted in universities paying more attention to student satisfaction and feedback, which has led to improvements in diversity, resource allocation, and academic support. However, there are concerns that treating students as customers could dilute the quality of education and lead to grade inflation and a focus on profits over academic integrity.
Additionally, the student-as-customer mindset can influence students' attitudes and behaviours, making them feel more entitled and prone to complaining. This can impact their success, as they may prioritise their immediate satisfaction over their long-term educational goals. Nevertheless, student satisfaction is essential for universities as dissatisfied students are more likely to drop out, affecting the university's retention rates and reputation.
In conclusion, while universities have adopted business-like models and students can be viewed as customers in some respects, higher education is a unique industry. Universities must balance the need to provide a valuable service to students with maintaining academic integrity and rigour. Ultimately, the student-university relationship is complex and cannot be reduced to a simple buyer-seller dynamic.
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The impact of tuition fees on the student-university relationship
Tuition fees have been on the rise, and this has had a significant impact on the student-university relationship. The increase in fees has led to a shift in the way students view their education, with many now approaching it from a more consumerist or instrumentalist perspective. This means that students are more likely to choose a university based on career prospects and the perceived return on investment, rather than purely academic interest. This shift in perspective has resulted in students being more demanding of teaching staff, expecting more guidance and direction, and less willing to engage in independent study.
The introduction of tuition fees has also led to a change in the demographic of students attending university, with a decrease in enrolment from lower socioeconomic backgrounds. This has resulted in a more "needy" and demanding group of students, which has placed additional pressure on university staff.
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Frequently asked questions
Students are consumers of the product of higher education, but not customers of their universities. Customers pay for a product or service, whereas consumers use a product or service.
The product of higher education is knowledge. Universities convey, store and generate knowledge and craft tools to assess mastery of knowledge.
The role of the university is to educate and place students in challenging and well-compensated positions after they graduate so they can use their educations to build careers and lives.
