Concepts in Conflict: Students and Customers

Increasingly, pressure is being brought to bear on Australian academics as service providers in the higher education 'industry.' Students are attracted to universities by marketing and promotion activities which inculcate the perception that the student is a customer. Furthermore, education is being treated by various governments as a commodity which may be purchased by customers in a free market system. The authors argue that students are not customers in the sense currently recognised by business. An alternative view of the customer base of a institution is put forward. This alternative more effectively accounts for the variety of interests that must be served by the higher education industry.