Panels and Special Sessions
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.
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). Association of Marketing Theory and Practice Proceedings 2020. 25.