PANEL: Are Students Our Customers? Perils and Pitfalls of Students as Customers

Authors

• Michael Latta, Coastal Carolina University
• David J. Burns, Kennesaw State UniversityFollow
• Michael McCall, Michigan State University
• Ismet Anitsal, Missouri State UniversityFollow
• Melek Meral Anitsal, Tennessee Tech UniversityFollow

Document Type

Conference Proceeding

Conference Track

Panels and Special Sessions

Publication Date

2020

Copyright

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Abstract

Customer service has been a part of marketing for years. A common definition is: “Customer service is the act of taking care of the customer's needs by providing and delivering professional, helpful, high quality service and assistance before, during, and after the customer's requirements are met.” This approach has been main streamed in higher education by Neal Raisman in his four books on the subject. This panel will present and discuss the perils and pitfalls of this approach in higher education along with a summary of an informal survey of marketing Professors.

DOI

10.20429/amtp.2020.25

Recommended Citation

Latta, Michael; Burns, David J.; McCall, Michael; Anitsal, Ismet; and Anitsal, Melek Meral, "PANEL: Are Students Our Customers? Perils and Pitfalls of Students as Customers" (2020). AMTP Proceedings 2020. 25.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2020/25