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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 importance of trust in student–university relations is relevant not only for the quality of the educational process and the satisfaction with studying achieved by students, but also for the importance of positive evaluation of HEIs to others. Therefore, the aim of this study is to identify the stages and mechanisms that build trust in student–university relations, the causes of trust violation and trust repair practices.

Public university students from Poland (16) and Germany (12) took part in the study based on semi-structured interviews. The research procedure followed an inductive approach. In addition, the critical events technique was used to identify trust violation and trust repair practices.

The study identifies the stages of the HEIs trust building process and the mechanisms upon which it is built. It attempts to catalogue trust violations, distinguishing three groups of “perpetrators” and categories of their differentiation in terms of their impact on trust. The study indicates ad hoc, informal methods of trust repair applied at HEIs and their conditions.

This study provides useful guidance for managers on how to build and maintain trust in HEIs.

The issue of trust building in HEIs is relatively new and therefore has not been sufficiently recognised to date. This study is the first to the author's knowledge to comprehensively address the problem of trust building, pointing out the mechanisms on which the formation of trust in HEIs is based. This study provides a novel contribution to the limited literature on trust violation and trust repair in HEIs.

The purpose of this paper is to assess the extent to which the critical relational variables of university reputation, student trust and student-university identification influence student behaviour towards transnational education partnerships.

Students undertaking British degrees at two transnational partnership locations (Hong Kong, n=203 and Sri Lanka, n=325) completed a quantitative survey questionnaire. A conceptual model was developed and tested using structural equation modelling.

University reputation and student trust were found to be significant predictors of student identification with each partner institution, and student-university identification was a significant predictor of student satisfaction, loyalty and extra-role behaviours towards both the local and foreign educational organisations.

The findings suggest that student relationship management strategies should focus on strengthening the higher education institution’s reputation, and increasing the students’ trust and identification with the institution. Moreover, universities should also assess potential partners for these qualities when entering into transnational education partnerships.

Drawing on theories of social and organisational identification, this is the first study to consider student-university identification as the linchpin between the exogenous constructs of reputation and trust, and the endogenous constructs of student satisfaction, loyalty and extra-role behaviours in both the international education and international business literatures.

The purpose of this paper is to examine the efficacy of the strategies that new, regional universities use for recruiting international postgraduate research students (IPRSs).

An exploratory, qualitative cross-case study analysis was used to address a problem and associated gap in the literature, identified from a review of academic literature and government statistics. Case studies comprised multiple data sources, including interviews and questionnaires with 66 employee and student respondents and document reviews.

A disparity between the views of students and employees regarding effective recruitment strategies was apparent. This led to divergence between the needs of prospective students and institutional strategies used during recruitment. Findings include suggestions to improve such strategies.

The study provides a basis for future research on higher education recruitment for new and regional universities and for IPRSs. As the research focused on two Australian universities, knowledge obtained should be explored further.

Results suggest students considering overseas postgraduate research study prioritize information, readily available online, about the university’s research focus and capacity, the features of surrounding communities and the regional impact of the research. Results also suggest that focusing on developing institution-to-institution and researcher-to-researcher relationships provides a mechanism by which the institution can enhance its international reputation to attract more students.

Limited research focuses specifically on recruitment of IPRSs. The results can support new, regional universities to review and modify their strategies for benefit to students and universities.

The purpose of this paper is to highlight the value of university social responsibility (USR) by investigating its impact on student–university identification and student loyalty. It also examines the mediating effect of student–university identification and the moderating effect of the perceived importance of USR. A comparative study is also conducted between students from two diverse cultural backgrounds.

An online questionnaire was administered to students of universities in two different emerging markets economies (Lebanon and Colombia). The collected data were tested by applying descriptive techniques, cluster analysis and partial least square structural equation modeling with multi-group analysis using SmartPLS3.0 software.

The findings revealed that USR affects student loyalty both directly and indirectly through student–university identification.

Assessing the model through a more varied sample population from different cultural backgrounds would entail more universal results and the ability to generalize the causality relationship between USR and student identification and loyalty.

This study is a valuable addition to the scarce literature on USR and its interplay with student–university identification. It presents USR as a vital marketing tool to achieve student identification and loyalty, being key factors that impact student enrollment and retention. It also translates into a competitive advantage for higher education institutions to overcome the fierce competition in the educational market. Additionally, this research can be considered a laboratory for theory testing and theory building due to its unique context and original primary data.

The purpose of this paper is to investigate the role of university identification to explain students’ involvement in extra-role behaviours and turnover intentions. The theoretical model developed, specifies the relationships between university identity and identification and between identification and behavioural patterns.

Data have been collected from a sample of 338 students from an Italian University. Then, they have been analysed adopting linear regression models (multiple when occurs) and a path analysis through structural equations models has been developed. The Sobel test has been used in the analysis to verify the mediator role of variables.

The results show that: the university identity perception of students have significant effect on university identification process; and student-university identification have significant effect on student’s advocacy, that is negatively related to turnover intention.

This paper provides support for the importance of brand management in higher educational context. Institutions would benefit from communicating their identities clearly, coherently and in a persuasive manner, emphasising those aspects of the university’s identity that students and future students will perceive as prestigious and similar to their identities.

Increasingly, higher education institutions are being held to account for the performance of their students internally in terms of academic performance and timely program completion, as well as externally through job placement. This challenge is compounded by a range of additional factors including fluctuating, international economic conditions, an increasingly globalised, competitive environment, widespread provision of online qualifications, and high student drop-out rates. There is a pressing need therefore to understand the factors which contribute to positive perceptions of institutional services and the way in which these drive student retention, especially within the first year experience. This research aims to explore the role of affective commitment in students' perceived satisfaction within the student-university relationship and the effect of this on retention in an Australian tertiary context.

A qualitative approach was adopted using four focus groups and eight in-depth interviews with first year undergraduate students enrolled at a large metropolitan Australian university. In addition, an online expert forum was used to obtain qualitative verbatim from 22 internationally-based faculty educators.

The results of this study suggest that the development of deeply entrenched emotional bonds with students is important in facilitating high levels of satisfaction during the first year experience. In addition, a sense of belonging was perceived by faculty as being the primary mechanism for ensuring the retention of students beyond the first year of enrolment.

From a managerial perspective, uncovering the nature of student-institution relationships and the importance of affective forms of commitment will enable higher education institutions to develop more targeted relationship marketing programs to increase student retention.

In a unique contribution, this research examines this issue from the perspective of first year students, as well as from an international faculty perspective, enabling a multi-dimensional comparison to be drawn between the perceptions of the student, and the service provider.

Universities worldwide struggle to retain students, so it is important to identify the factors that may improve retention levels. The research investigates key factors that have an impact upon student satisfaction and students' staying and supportive intentions. Of particular interest is the extent to which organizational identification and institution reputation influence student satisfaction and behaviors.

A conceptual model was developed and tested using covariance-based structural equation modeling. The data were obtained from a survey of 419 first year full-time undergraduate students in the United Arab Emirates.

Perceived quality of teaching, organizational identification and institution reputation were found to be significant predictors of student satisfaction in our model, with student satisfaction having both direct and mediating influences on students' staying and supportive intentions.

The findings suggest that universities should undertake activities that strengthen student-university identification and institution reputation, as these may strongly influence students' attitudes and behaviors. The paper discusses strategies that institutions may implement to develop and maintain organizational identification among students.

The research highlights that although perceived quality of teaching has an influence on student satisfaction, the influences of organizational identification and institution reputation are stronger.

The purpose of this paper is to advance a classification of satisfactory and unsatisfactory critical incidents of student-university relationships at German universities.

Using the Critical Incident Technique (CIT), this paper reports the results of an exploratory study of 15 tertiary education students at three German universities.

Participants perceive satisfaction and dissatisfaction stemming primarily from their courses of study, their interactions with faculty, and their perceptions of administrative and student services.

The sample was small, dominated by female participants, and the recollection of past events is assumed to be accurate.

University administrators should consider creating institutional environments that ensure the responsiveness and engagement of faculty, the assessment of student perceptions of their university experience, and the improvement of administrative and student services to aid the satisfaction of students.

The CIT method allows participants to express what matters most to them in their university experience rather than following researcher-generated questions, which tends to be the norm in traditional studies on the university student experience. Given that this study was conducted in Germany with German students, it highlights a different understanding of satisfaction that counters the dominant western-focused research on this topic.

In Spain, despite the increase of initiatives that promote the institutionalization of the Service-Learning (SL) methodology in the university sphere, the development of SL has been slow. The academic literature has noted this normative support, and in recent years there has been a proliferation of publications collecting research results, teaching innovation projects, and theoretical reflections on the benefits of SL. However, a current situation analysis of SL in Spain is still to be performed. Hence, this chapter aims to provide an overview of the current situation of SL in Spanish universities. A qualitative systematic review of the Spanish literature on SL in higher education is carried out by searching for original articles in English and Spanish in several databases. The principles established by PRISMA declaration for systematic reviews were followed.

The study reveals an increasing trend in the number of publications on the subject, although with significant differences between territories. Likewise, most of the studies used descriptive methods. In relation to the categories analyzed, the interest of the literature in the benefits obtained by university students through their participation in the experiences stands out, compared to the benefits obtained by the target group, the university–community relationship or the promotion of university social responsibility. The 50% articles included in the review refer to the effect of SL on the curriculum through teaching practices. Others evaluate the impact of the service, analyze dissemination actions of the experiences carried out, the future challenges for research on SL in Spanish universities, and the obstacles in the implementation of the experience.