Customers vs. products: adopting an effective approach to business students

Customers vs. products: adopting an effective approach to business students Compares the benefits and consequences of two different educational philosophies adopted by business schools: the customer‐oriented approach and the product‐oriented approach. The customer approach suggests that faculty treat the students as their customers and the product approach requires that faculty treat the students as their products. Under a student‐customer program, enrollment and levels of student satisfaction increase at the expense of learning and program quality. The product approach shifts the focus from student satisfaction to student capabilities and holds business programs responsible for producing knowledgeable, effective students who possess skills and talents valued by public and private corporations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality Assurance in Education Emerald Publishing

Customers vs. products: adopting an effective approach to business students

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0968-4883
DOI
10.1108/09684880110389681
Publisher site
See Article on Publisher Site

Abstract

Compares the benefits and consequences of two different educational philosophies adopted by business schools: the customer‐oriented approach and the product‐oriented approach. The customer approach suggests that faculty treat the students as their customers and the product approach requires that faculty treat the students as their products. Under a student‐customer program, enrollment and levels of student satisfaction increase at the expense of learning and program quality. The product approach shifts the focus from student satisfaction to student capabilities and holds business programs responsible for producing knowledgeable, effective students who possess skills and talents valued by public and private corporations.

Journal

Quality Assurance in EducationEmerald Publishing

Published: Jun 1, 2001

Keywords: Students; Business schools; Product oriented production; Customer orientation

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