Consumer Satisfaction and Students: Some Pitfalls of Being Customer Driven

Abstract

Many educational institutions, based on the marketing concept, routinely evaluate faculty, courses, and departments by using student evaluations (students being viewed as the primary customer). This use of student feedback rests on two assumptions: 1) the ability of the student to assist in the development of the core educational offering, and 2) the ability of the student to assess the core aspects of the educational offering. These assumptions are challenged, and the implications for educational institutions are explored.