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Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape?

Chalcraft, David; Hilton, Toni; Hughes, Tim

Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape? Thumbnail


Authors

David Chalcraft

Toni Hilton

Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing



Abstract

Across the globe, higher education (HE) is experiencing ever increasing turbulence. The more established markets are dealing with pressure on budgets, coupled with government intervention to steer HE in particular directions. In contrast, institutions in many developing economies are facing the challenges arising from managing increasingly rapid growth in HE provision. At the same time attitudes to HE are in flux. Students and their families increasingly have to finance the entire cost of their education and this has spawned a ‘student as customer’ approach. Fee-paying students are demanding more of their Higher Education Institutions (HEIs) while these HEIs claim they are expected to deliver more with less. There is considerable debate and uncertainty about how to respond to these pressures and how to leverage the opportunities they present for students and their HEIs.

Citation

Chalcraft, D., Hilton, T., & Hughes, T. (2015). Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape?. Journal of Marketing for Higher Education, 25(1), 1-4. https://doi.org/10.1080/08841241.2015.1044790

Journal Article Type Editorial
Acceptance Date Mar 7, 2015
Publication Date Jan 1, 2015
Publicly Available Date Jun 6, 2019
Journal Journal of Marketing for Higher Education
Print ISSN 0884-1241
Electronic ISSN 1540-7144
Publisher Taylor & Francis (Routledge)
Peer Reviewed Not Peer Reviewed
Volume 25
Issue 1
Pages 1-4
DOI https://doi.org/10.1080/08841241.2015.1044790
Keywords student as customer, higher education
Public URL https://uwe-repository.worktribe.com/output/835937
Publisher URL http://dx.doi.org/10.1080/08841241.2015.1044790
Additional Information Additional Information : This is an Accepted Manuscript of an article published by Taylor & Francis in the Journal of Marketing for Higher Education on 26 May 2015, available online: http://wwww.tandfonline.com/10.1080/08841241.2015.1044790.

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