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Customers vs. products: adopting an effective approach to business students

Charles Emery (Charles Emery is Assistant Professor of Management at Lander University, Greenwood, South Carolina, USA.)
Tracy Kramer (Tracy Kramer is an Associate Professor of Business Administration at Erskine College, Due West, South Carolina, USA.)
Robert Tian (Robert Tian is an Associate Professor of Business Administration at Erskine College, Due West, South Carolina, USA.)

Quality Assurance in Education

ISSN: 0968-4883

Article publication date: 1 June 2001

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Abstract

Compares the benefits and consequences of two different educational philosophies adopted by business schools: the customer‐oriented approach and the product‐oriented approach. The customer approach suggests that faculty treat the students as their customers and the product approach requires that faculty treat the students as their products. Under a student‐customer program, enrollment and levels of student satisfaction increase at the expense of learning and program quality. The product approach shifts the focus from student satisfaction to student capabilities and holds business programs responsible for producing knowledgeable, effective students who possess skills and talents valued by public and private corporations.

Keywords

Citation

Emery, C., Kramer, T. and Tian, R. (2001), "Customers vs. products: adopting an effective approach to business students", Quality Assurance in Education, Vol. 9 No. 2, pp. 110-115. https://doi.org/10.1108/09684880110389681

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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