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This paper seeks to evaluate the arguments for and against the proposition that students in higher education are “customers” and should be treated as such.

A critical review of the relevant literature from the domains of total quality management and marketing.

The debate is polarised, with advocates regarding it as self‐evident that students are customers and should be treated as such, while critics regard it as self‐evident that the incursion of the “customer” concept into higher education degrades educational standards and damages educator/student relationships.

Researchers should investigate whether the adoption of the terminology, systems and processes of the “student‐as‐customer” leads to a degradation or improvement of the quality of education and level of service delivered to higher education students.

Ways are recommended in which the careful adoption of the term “customers” to refer to students could retain positive aspects – promoting the legitimate interests of students in the higher education system – while avoiding such potentially negative aspects as the problematic idea that “the customer is always right”.

The paper points towards a “middle way” by which educational policy‐makers and managers can obtain the benefits associated with a “customer orientation” while avoiding the difficulties associated with a simplistic interpretation of the customer concept.

Competitive pressure and declining incomes in higher education have propelled many universities to increase the number of students admitted as a means of increasing their income, while the admitted students are regarded as “customers.” The purpose of this paper is to examine students’ beliefs regarding outcomes of the adoption of the student-as-customer concept and the interaction effects of these outcomes and the social influence on students’ attitudes toward acceptance of the student-as-customer concept and their intentions to study at universities adopting this concept.

The conceptual model was developed to investigate the interaction effects of the five outcomes of the student-as-customer concept's adoption – the universities’ aim toward student satisfaction, the instructors’ neglect of teaching, the impairment of instructor-student relationship, the ease of course achievement, and the improvement of universities’ service quality and social influence on the students’ attitudes toward acceptance of the student-as-customer concept, and their intentions to study at universities adopting this concept. Survey questionnaires were used to collect data from students studying at a large private university inclining to adopt the student-as-customer concept. The structural equation modeling technique was utilized for testing the proposed model.

The results indicate that students believe that the universities’ adoption of the student-as-customer concept will lead to improvement of the universities’ service quality and the degradation of educational quality in terms of the instructors’ neglect of teaching, the impairment of instructor-student relationship, and the ease of course achievement. The improvement of service quality has a positive effect on the students’ attitudes toward acceptance of the student-as-customer concept and their intentions to study at universities adopting this concept. The students’ beliefs toward the degradation of educational quality, on the other hand, have indirect and negative effects on the students’ intentions to study at universities adopting the concept. Interestingly, the effect of social influence on students’ intentions to study at universities adopting the concept is greater than the effects of students’ beliefs toward outcomes of the concept.

This study is among the first research to empirically investigate the factors affecting students’ attitudes toward acceptance of the student-as-customer concept and their intentions to study at universities adopting this concept. The paper fills the gap in the higher education literature and provides guidance for universities to consider and prepare for the consequences of the concept's adoption associated with the number of students who intend to study at their universities.

The purpose of this paper is to study Bayesian dependency modelling (BDM) to validate the model of educational experiences and the student-customer orientation questionnaire (SCOQ), and to identify the categories of educatonal experience in which students expect a higher educational institutions (HEI) to be student-customer oriented.

This paper employs a cross-sectional quantitative survey study, mixed methods research, exploratory factor analysis and BDM.

The validated model of educational experiences and the SCOQ; results indicate that students expect to be treated as customers in some, but not all categories of educational experience.

The authors contribute to existing literature on two fronts: the validated model of educational experiences and the categories of educational experience in which students expect to be treated as customers.

The validated SCOQ presented in the paper may be used by other HEIs to assess the degree to which students expect a particular HEI to be customer oriented. Also, HEIs should assess students’ expectations concerning student-customer orientation before employing such an approach.

The paper presents a validated model of educational experiences and a SCOQ. Additionally, the study does not investigate whether students expect a HEI as such to be student-customer oriented (as most studies have done so far); instead, the aim is to find out whether, in which categories of educational experience and to what extent students expect a HEI to be student-customer oriented. Thus, the study explores the phenomenon of student-customer orientation at a deeper level, i.e. separately at the level of educational experiences.

This paper explores some management concepts and how applying these concepts from business to higher education can be problematic, let alone incompatible, particularly in relation to measuring quality in higher education.

It provides a conceptual understanding of the literature on quality in the higher education context. It does so by examining the literature on students as customers, customer expectations, customer satisfaction and other management theories that have been applied to higher education.

It argues that the current bases for perceiving quality such as meeting customer expectations, satisfying the customer, ensuring quality control, meeting standards and assessing the cost associated with poor quality are in disagreement with the principal aims and measures of quality in higher education.

This paper can certainly benefit from many other concepts in business that have been applied in higher education, which it lacks. It only focussed on a number of key and popular ideas in management theory that have been used in higher education more broadly.

Student-focussed quality initiatives can be devoid of the student as customer concept. How programs, subjects and experiences are curated can be solely for the purpose of continuous improvement. Second, universities that choose to treat the student as a customer may find it beneficial to apply a relationship marketing approach to higher education. Lastly, those against the student as customer concept may focus on the long-term impact of quality initiatives such as promoting lifelong learning, building long-term relationships with alumni and employers and those that further promote academic integrity.

Some considerations have been offered. These considerations revisit the basic notions of teaching and learning in higher education. It puts an emphasis on sidestepping the student as customer metaphor, that learning is not expressed in dollar terms, and that the quality of the student experience cannot be measured by student evaluation alone because it is felt much later in life.

In this study, the aim is to empirically examine the relationship between students' perceptions of themselves as customers of their university and their educational attitudes and behaviors. It also seeks to investigate the extent to which students' characteristics predict their involvement with education.

The authors obtained data by surveying 1,025 students from a medium‐sized university in the southern United States.

Consistent with exchange theory, students who perceived themselves as customers were more likely to feel entitled and to view complaining as beneficial. Satisfaction with their university, but not their perceptions of themselves as university customers, predicted educational involvement. Not surprisingly, students who were more involved in their education tended to be older, have higher grade point averages, and attend class more often. However, these students also felt more entitled to outcomes, although they did not differ in their perceptions of whether or not they were customers of the university.

Students who view themselves as customers are likely to hold attitudes and to engage in behaviors that are not conducive to success. However, 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.

This is one of the first studies to examine empirically the prevalence and effects of student‐as‐customer perceptions. In addition, this study serves as a basis for better understanding the drivers of student involvement.

The promising factor for success in a prevailing knowledge-based economy is the excellence in customer service. Private universities are now becoming customer- and service-oriented organizations due to the competition. Therefore, many educational institutions treat their students as customers and restructure their educational practice based on the concept of market consumption. Therefore, many educational institutions treat their students as customers and restructure their educational practice. The purpose of this study is to determine the students' preferences as customers while studying at private universities and factors that affect their intentions to study at private universities when they adopt the student-as-customer concept.

The research model is analyzed with structural equation modeling. The analysis is done with the application of the measurement model and the structural model. The measurement model is first evaluated by examining scale reliability, convergent validity and discriminant validity, whereas the assessment of the structural model is conducted for determining the predictive power and analyzing the hypothesized relationships between the proposed constructs through path analysis.

In the paper, seven path shows a significant and positive relationship. However, four relationships are positive but insignificant.

This study contributes to the literature theoretically as well as methodologically. Moreover, it is among the first research that is being conducted in Karachi. Secondly, this study developed a hybrid model by integrating one theory and a conceptual model to determine the factors affecting students' attitudes toward acceptance of the student-as-customer concept and their intentions. Therefore, this paper is useful in filling the gap in the higher education literature and also provides direction for universities to consider and prepare for the consequences of the concept's adoption associated with the number of students who intend to study at their universities.

The marketing concept is an idea that has been adopted in non‐marketing contexts, such as the relationships between universities and their students. This paper aims to posit that marketing metaphors are inappropriate to describe the student‐university relationship.

The authors provide a conceptual discussion of the topic.

The use of marketing metaphors appears sometimes to be indiscriminate and the appropriateness to use them in student‐university relationships is questioned in this article.

This notion of students as customers has caused a misinterpretation of the relationship between universities and students.

Students should not be viewed as customers of the university, but as citizens of the university community. The contention contained within this paper is that the customer metaphor is inappropriate to describe students' relationships to universities.

The use of marketing buzzwords does not contribute to a correct description or an accurate understanding of the student‐university relationship. On the contrary, misconceptions and misunderstandings flourish due to misleading terminology and contradictory vocabulary. These frameworks tend to be illusionary if used in non‐marketing contexts, such as universities.

The purpose of this paper is to consider customer expectation, perceived service performance and customer satisfaction as issues of total quality management (TQM) in relationship marketing, and examines how these relate to students' anticipated loyalty to college after graduation.

It is a survey research. Participants are 467 college students of 18 years and above, in the USA. Standardized instruments are used for data collection.

Standard multiple regression analyses results show that customer satisfaction, expectation and perceived service performance jointly predict anticipated loyalty. The predictor variables correlate among themselves. Among seven services studied, academic and recreational/social services are the most important predictors of students' anticipated loyalty.

School administrators should closely assess students' expectations on academic and recreational/social services with the aim of improving school services. This could encourage students' loyalty to the school after graduation. This paper is conducted among undergraduate students only, and from just one institution; these limit the generalizability of the paper.

Customer expectations, perceived service performance and students' satisfaction serve as issues of TQM in school organisations.

Students are customers of school services, and research on TQM could be extended to the school setting.

The applicability of total quality management (TQM) to higher education instruction is controversial. The purpose of this paper is to help clarify the application of TQM to higher education instruction by identifying and analyzing the dual roles played by both students and instructors. The authors also offer an improvement to the instructor evaluation process designed to eliminate some of the negative effects of the duality of roles.

This is a conceptual paper discussing some of the shortcomings in previous discussions of the applicability of TQM to higher education instruction. In addition, it introduces the concept of the dual roles of students (customers/grade‐seekers) and faculty (suppliers/retention‐seekers), and analyzes their relationship to, and effect on, the evaluation of the educational process through the interaction of these dual roles.

This paper helps understand more fully the student/instructor roles and will contribute to a better understanding of the applicability of TQM to higher education. It offers a methodology to enhance the faculty evaluation process as a measure of instructional quality and offers actions that will strengthen the knowledge‐seeking motivation of students.

This paper offers a more thorough analysis of the roles of students and faculty than previous discussions of the TQM in higher education. The value of this paper is the identification of two pairs of contradictory roles played by both participants in the instruction process which complicates an understanding of the concept of quality and applicability of TQM to higher education.

On the basis of the justice, attachment, social support, self-determination theories, this research paper examines the impact of the student–instructor relationship construct on the customer-centric measures of overall student satisfaction, and perceived value for money and their impact of the behavioral intentions as an endogenous construct. We considered universities as providers of complex services focusing on students' service quality and students as the customers of the higher education institutions.

A survey instrument was used to collect data among undergraduate and graduate business students in a medium-sized Canadian university (N = 178). Partial least squares structural equation modeling was used to analyze the strength, significance, and effect sizes of the relationships between the key constructs.

The results indicate that the student–instructor relationship is significantly related to student satisfaction and value for money perceptions. Also, the student satisfaction and behavioral intentions, value for money and student satisfaction, and value for money and behavioral intentions relationship were significant.

The perceived quality of student–instructor relationship and its relationship to customer-centric measures like satisfaction, value for money and behavioral intentions has received relatively little attention in previous research and was discovered to be an important contributor to the perceived student satisfaction and value for money. The importance of the student–instructor relationship is further emphasized indirectly via the perceived value for money construct to student satisfaction.