Services Marketing Customer in Higher Education Order Instructions: 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 Customer in Higher Education Sample Answer
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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 others may disagree. In respect to this, the paper discusses 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 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 Services Marketing Customer in Higher Education rendering them incapable to impose high standards. High education provides an opportunity for students to explore their capability and refine their 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 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 consider 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 the course, I acquired appropriate skills that enabled me to 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.
Services Marketing Customer in Higher Education 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-4021-8ee5-ab4dbf587ab0%40sessionmgr4004&vid=0&hid=4213
