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

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dc.contributor.author Ng, Irene C. L. en_GB
dc.contributor.author Forbes, Jeannie en_GB
dc.contributor.department University of Exeter en_GB
dc.date.accessioned 2008-07-24T14:27:12Z en_GB
dc.date.accessioned 2011-01-25T10:27:03Z en_US
dc.date.accessioned 2013-03-19T16:01:07Z
dc.date.issued 2008 en_GB
dc.description.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. en_GB
dc.identifier.citation Journal of Marketing for Higher Education, en_GB
dc.identifier.uri http://hdl.handle.net/10036/33054 en_GB
dc.language.iso en en_GB
dc.publisher Haworth Press en_GB
dc.relation.url http://www.haworthpress.com/journals/dds.asp en_GB
dc.subject marketing en_GB
dc.subject universities en_GB
dc.subject higher education en_GB
dc.subject service industries en_GB
dc.title Education as service: the understanding of university experience through the service logic en_GB
dc.type Article en_GB
dc.date.available 2008-07-24T14:27:12Z en_GB
dc.date.available 2011-01-25T10:27:03Z en_US
dc.date.available 2013-03-19T16:01:07Z
dc.identifier.issn 0884-1241 en_GB
dc.description Pre-print of article accepted for publication in Journal of Marketing for Higher Education en_GB
dc.identifier.journal Journal of Marketing for Higher Education en_GB


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