Abstract

This article provides a synthesis of literature on the conceptualization of students as customers and connects the rise of this understanding of students to the expansion of free-market logic into higher education. It details the ways in which the customer orientation appears to be incongruent with the educational lives of college students, and explores the impacts of a customer orientation on students’ educational behaviors and decisions. The conclusion calls for reliable research on the extent to which students actually express a customer orientation and for efforts to resist this orientation and its inherently negative implications.

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Additional Information

ISSN
1090-7009
Print ISSN
0162-5748
Pages
pp. 197-219
Launched on MUSE
2013-11-13
Open Access
No
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