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The customer concept in university services: A classification

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Abstract

The changes that European university institutions are facing should lead them to apply the marketing concept in their strategies. It is therefore necessary to clearly determine the customers and identify their needs and desires. However, specialized literature shows discrepancies when defining the concept of a university customer. This work defines the customer concept, and it compiles and analyses the existing alternatives. It then presents a proposal of university customers and a classification thereof. This classification is based on the two criteria used the most in specialized literature: i) the process being analysed (teaching, learning and research) and ii) internal and external.

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  1. Departamento de Economía y Dirección de Empresas-Universidad de Zaragoza, Facultad de CC. Económicas y Empresariales, Gran Vía 2, 50005, Zaragoza, (Spain)

    Mercedes Marzo, Marta Pedraja & Pilar Rivera

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This article has been written within the context of the “CREVALOR” group. The authors would like to express their thanks for the financial support received under the MCYT-FEDER Research Project, SEJ2005-06603/ECON.

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Marzo, M., Pedraja, M. & Rivera, P. The customer concept in university services: A classification. Int Rev on Public Marketing 4, 65–80 (2007). https://doi.org/10.1007/BF03180755

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