Education as service: the understanding of university experience through the service logic

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Education as service: the understanding of university experience through the service logic

Please use this identifier to cite or link to this item: http://hdl.handle.net/10036/33054

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Title: Education as service: the understanding of university experience through the service logic
Author: Ng, Irene C. L.
Forbes, Jeannie
Citation: Journal of Marketing for Higher Education,
Publisher: Haworth Press
Journal: Journal of Marketing for Higher Education
Date Issued: 2008
URI: http://hdl.handle.net/10036/33054
Links: http://www.haworthpress.com/journals/dds.asp
Abstract: With the marketization of UK higher education, this paper develops a framework from services marketing that can assist universities in understanding what market orientation means and how students would value their offerings. Our study shows that the core service in a university experience is a learning experience that is co-created, and that the value is emergent, unstructured, interactive, uncertain, with a hedonic dimension. Our paper modifies the gap model of service quality to show that an ideological gap exists that may also impede the quality of the university experience. We propose that a one-sided expectation by students leads to student consumerism and disengagement. Paradoxically, we show that a true student-orientated marketing puts the university ideology at the centre of marketing efforts and that marketing may well be an effective tool to communicate such ideologies.
Type: Article
Description: Pre-print of article accepted for publication in Journal of Marketing for Higher Education
Keywords: marketinguniversitieshigher educationservice industries
ISSN: 0884-1241


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