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Students as “customers”

Students as “customers” The idea of students as “customers” at institutions of higher learning evokes intense controvery, but it is usually understood simplistically. The word “customer” is derived from the Latin “ consuescere ” meaning “to become acquainted with”. In marketplaces of the Renaissance it suggested a bond founded on familiarity and trust. Early universities were located near marketplaces, and shared some of their vibrant atmosphere. Today, as well, there is no reason why the relationship between a customer and provider need be either temporary or superficial. New technologies may help to render the relationship of an institution to its students more lasting and more personal. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png On the Horizon Emerald Publishing

Students as “customers”

On the Horizon , Volume 12 (4): 3 – Dec 1, 2004

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References (3)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1074-8121
DOI
10.1108/10748120410564467
Publisher site
See Article on Publisher Site

Abstract

The idea of students as “customers” at institutions of higher learning evokes intense controvery, but it is usually understood simplistically. The word “customer” is derived from the Latin “ consuescere ” meaning “to become acquainted with”. In marketplaces of the Renaissance it suggested a bond founded on familiarity and trust. Early universities were located near marketplaces, and shared some of their vibrant atmosphere. Today, as well, there is no reason why the relationship between a customer and provider need be either temporary or superficial. New technologies may help to render the relationship of an institution to its students more lasting and more personal.

Journal

On the HorizonEmerald Publishing

Published: Dec 1, 2004

Keywords: Students; Customers; Markets; Electronic media; Trust

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