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dc.contributor.authorNg, Irene C. L.en_GB
dc.contributor.authorForbes, Jeannieen_GB
dc.contributor.departmentUniversity of Exeteren_GB
dc.date.accessioned2008-07-24T14:27:12Zen_GB
dc.date.accessioned2011-01-25T10:27:03Zen_GB
dc.date.accessioned2013-03-19T16:01:07Z
dc.date.issued2008en_GB
dc.description.abstractWith 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.en_GB
dc.identifier.citationJournal of Marketing for Higher Education,en_GB
dc.identifier.urihttp://hdl.handle.net/10036/33054en_GB
dc.language.isoenen_GB
dc.publisherHaworth Pressen_GB
dc.relation.urlhttp://www.haworthpress.com/journals/dds.aspen_GB
dc.subjectmarketingen_GB
dc.subjectuniversitiesen_GB
dc.subjecthigher educationen_GB
dc.subjectservice industriesen_GB
dc.titleEducation as service: the understanding of university experience through the service logicen_GB
dc.typeArticleen_GB
dc.date.available2008-07-24T14:27:12Zen_GB
dc.date.available2011-01-25T10:27:03Zen_GB
dc.date.available2013-03-19T16:01:07Z
dc.identifier.issn0884-1241en_GB
dc.descriptionPre-print of article accepted for publication in Journal of Marketing for Higher Educationen_GB
dc.identifier.journalJournal of Marketing for Higher Educationen_GB


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