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ERIC Number: EJ1015838
Record Type: Journal
Publication Date: 2014
Pages: 23
Abstractor: As Provided
Reference Count: 97
ISBN: N/A
ISSN: ISSN-0162-5748
Exploring a Customer Orientation: Free-Market Logic and College Students
Saunders, Daniel B.
Review of Higher Education, v37 n2 p197-219 Win 2014
This article provides a synthesis of literature on the conceptualization of students as customers and connects the rise of this understanding of students to the expansion of free-market logic into higher education. It details the ways in which the customer orientation appears to be incongruent with the educational lives of college students, and explores the impacts of a customer orientation on students' educational behaviors and decisions. The conclusion calls for reliable research on the extent to which students actually express a customer orientation and for efforts to resist this orientation and its inherently negative implications.
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Publication Type: Journal Articles; Information Analyses
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A