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ERIC Number: ED448838
Record Type: Non-Journal
Publication Date: 2000-Jul-18
Pages: 17
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Is Treating Students as Customers the Right Move for Community Colleges?
Delmonico, Matthew J.
This paper discusses the growing trend in higher education of treating students as customers. It addresses the traditional views of the student-instructor role and why there is a push toward a customer-oriented paradigm in higher education. Resistance to this movement is also addressed, both from the student and faculty/administrative viewpoints. Furthermore, this paper explores the concept of formal guarantees as they pertain to higher education instruction. Finally, possible drawbacks to moving toward a customer-oriented view of higher education as it pertains to guaranteeing student satisfaction are addressed, with remarks regarding future directions and applications of this paradigm. A commonly cited concern of many administrators and faculty is the "customer is always right" attitude that they fear will creep into higher education, whereby the faculty will be pressured to give better grades in order to satisfy their "customers." The concept of guaranteeing student satisfaction, for better or worse, seems to be finding its place in higher education. Some feel that guarantees will help create a system with better expectations and more defined standards, and will make the colleges more marketable. However, such guarantees could also diminish the academic integrity of the institutions. Contains 17 references. (JA)
Publication Type: Opinion Papers; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A