The real concern of these notes is that the word “customer” may tend to dull our understanding of what
we’re really up to in higher education.� Discuss arguments for and against this statement and illustrate
using your experience at a university you have attended.
Services Marketing
Universities or any learning facilities tend to package themselves in such a way to attract
applicants. Some people may consider these applicants as customers but other may disagree. In
respect to this, the paper discuses the argument that the word, ‘customer’ may tend to dull our
understanding of what we are really up to in higher education’.
To some level, I agree that the word, ‘customer’ may contribute to making our
understanding of the aim of higher education dull’. If students are treated as customers, this
facilitates power transfers to students and makes them to blame the college or the learning
institution for any of their personal shortcomings (Mark, 2013, p. 4). They are expected to be
treated in a manner that satisfies them. They are likely to blame their individual failures on
things such as flaws in the instruction or curriculum. The faculty therefore may become more
vulnerable to their negative evaluation rendering them incapable to impose high standards. High
education provides an opportunity for the students to explore their capability and refine their
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areas of specialty. It also presents an opportunity for students to increase their knowledge base
as well learns social skills. Therefore, students in this institution are not to be considered as
customers as they have come to shape their knowledge to contribute to the development of the
society.
On the other hand, this word may not tend to dull our understanding of what we are
really up to in higher education especially when students considers themselves as paying
customers (Mark, 2013, p. 5). Since the students are the immediate people serviced by the
institutions and the mission, they may regard themselves as primary customer hence are justified
to receive better treatment. They should be well treated and taught to meet their needs. For
example, at the end of a course, I acquired appropriate skills that enabled me provide better
services when my employer contracted me. I paid for my education for the entire course as a
customer and the services provided were superb.
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Reference
Mark, E. (2013). Student satisfaction and the customer focus in higher education.
Journal of Higher Education Policy & Management, 35(1), 2-10.
http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=5c9f99f0-da8d-4021-
