ERIC Number: EJ1015838
Record Type: Journal
Publication Date: 2014
Abstractor: As Provided
Reference Count: 97
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.
Descriptors: College Students, Higher Education, Neoliberalism, Economics, Student School Relationship, Free Enterprise System
Johns Hopkins University Press. 2715 North Charles Street, Baltimore, MD 21218. Tel: 800-548-1784; Tel: 410-516-6987; Fax: 410-516-6968; e-mail: firstname.lastname@example.org; Web site: http://www.press.jhu.edu/journals/subscribe.html
Publication Type: Journal Articles; Information Analyses
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A