Student as Customer Concept: An Approach to Determine Pakistani Students' Preferences as Customers While Studying at Private Universities

Autor/inn/en	Raza, Syed Ali; Qazi, Wasim; Khan, Komal Akram; Shah, Syed Mir Muhammad
Titel	Student as Customer Concept: An Approach to Determine Pakistani Students' Preferences as Customers While Studying at Private Universities
Quelle	In: International Journal of Educational Management, 35 (2021) 2, S.513-531 (19 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/IJEM-04-2019-0138
Schlagwörter	Graduate Students; Undergraduate Students; Young Adults; Student Satisfaction; Preferences; Private Colleges; Consumer Economics; Commercialization; Competition; Intention; Academic Achievement; Difficulty Level; College Curriculum; Educational Quality; Teacher Student Relationship; Social Influences; Student College Relationship; Foreign Countries; Pakistan (Karachi) + Suchen Sie Ihr Suchwort? Graduate Study; Student; Students; Aufbaustudium; Graduiertenstudium; Hauptstudium; Studentin; Young adult; Junger Erwachsener; Privathochschule; Konsumökonomie; Wettkampf; Schulleistung; Schwierigkeitsgrad; Quality of education; Bildungsqualität; Teacher student relationships; Lehrer-Schüler-Beziehung; Sozialer Einfluss; Ausland
Abstract	Purpose: The promising factor for success in a prevailing knowledge-based economy is the excellence in customer service. Private universities are now becoming customer- and service-oriented organizations due to the competition. Therefore, many educational institutions treat their students as customers and restructure their educational practice based on the concept of market consumption. Therefore, many educational institutions treat their students as customers and restructure their educational practice. The purpose of this study is to determine the students' preferences as customers while studying at private universities and factors that affect their intentions to study at private universities when they adopt the student-as-customer concept. Design/methodology/approach: The research model is analyzed with structural equation modeling. The analysis is done with the application of the measurement model and the structural model. The measurement model is first evaluated by examining scale reliability, convergent validity and discriminant validity, whereas the assessment of the structural model is conducted for determining the predictive power and analyzing the hypothesized relationships between the proposed constructs through path analysis. Findings: In the paper, seven path shows a significant and positive relationship. However, four relationships are positive but insignificant. Originality/value: This study contributes to the literature theoretically as well as methodologically. Moreover, it is among the first research that is being conducted in Karachi. Secondly, this study developed a hybrid model by integrating one theory and a conceptual model to determine the factors affecting students' attitudes toward acceptance of the student-as-customer concept and their intentions. Therefore, this paper is useful in filling the gap in the higher education literature and also provides direction for universities to consider and prepare for the consequences of the concept's adoption associated with the number of students who intend to study at their universities. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01