Students Are Not Customers: Reframing Student’s Role in Higher Education Through Value Co-creation and Service-Dominant Logic

Mario R. Paredes

doi:10.1007/978-3-031-17662-3_3

Students Are Not Customers: Reframing Student’s Role in Higher Education Through Value Co-creation and Service-Dominant Logic

Mario R. Paredes

Research output: Chapter in Book/Inform › Chapter › Research

5 Scopus citations

Abstract

This study explores student’s role in higher education (HE) in terms of Service-Dominant logic and value co-creation. Traditionally, students have been designated as HE customers through the metaphor “students-as-customers.” This study challenges this notion by highlighting the limitations of this view, which is mainly based on HE institutions’ traditional marketing practices. Instead, through a critical review, based on service-dominant logic of marketing, and based on the recent research, it proposes that HE should be conceived as a service ecosystem, where students are active players with the main role of co-creating their education. Specifically, students should build an identity in an ecosystem that promotes better learning experience. Implications for university policies are discussed.

Original language	English (US)
Title of host publication	Improving the Evaluation of Scholarly Work
Subtitle of host publication	The Application of Service Theory
Place of Publication	Suiza
Publisher	Springer International Publishing AG
Pages	31-44
Number of pages	14
ISBN (Electronic)	9783031176623
ISBN (Print)	9783031176616
DOIs	https://doi.org/10.1007/978-3-031-17662-3_3
State	Published - Oct 1 2022

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth

All Science Journal Classification (ASJC) codes

Economics, Econometrics and Finance(all)
General Business, Management and Accounting

Access to Document

10.1007/978-3-031-17662-3_3

Cite this

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title = "Students Are Not Customers: Reframing Student{\textquoteright}s Role in Higher Education Through Value Co-creation and Service-Dominant Logic",

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Students Are Not Customers: Reframing Student’s Role in Higher Education Through Value Co-creation and Service-Dominant Logic

Abstract

UN SDGs

All Science Journal Classification (ASJC) codes

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