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Are students the true customers of higher education? - ProQuest
Source: proquest.com
Article summary:
1. Determining the right customer focus is critical to implementing quality in educational institutions.
2. Students and instructors have dual roles in the education process, which affects their customer status.
3. Employers of college graduates should be considered as customers, and performance should be measured by the number of graduates employed with higher average starting salaries.
Article analysis:
The article “Are students the true customers of higher education?” is generally reliable and trustworthy, providing a comprehensive overview of the complexities surrounding student-institution relationships in higher education. The author provides an analysis of different perspectives on student roles within educational institutions, including those of customers, laborers, internal customers for nonacademic facilities, and internal customers for delivery of course material. The article also offers a production analogy to illustrate how colleges and universities can measure their performance by considering employers as customers and graduates as products.
The article does not appear to contain any biases or one-sided reporting; instead it presents multiple perspectives on student roles within educational institutions without favoring any particular view. Furthermore, all claims are supported with evidence from relevant sources such as Malcolm Baldrige National Quality Award Education Pilot Criteria 1995, Total Quality Forum VI Speakers Focus on Change by Laura Rubach, Can Higher Education Learn From Factories? by Dean L. Hubbard, Quality Improvement in Teaching by Ian Hau, Exit Surveys of Graduates by W. Edwards Deming, Teaching Evaluation Survey conducted at University Wisconsin-Whitewater by a team of students, and Employee Language vs Customer Language by Susan Helms and Coretta Key.
There are no missing points or counterarguments that need to be explored further; however there is some promotional content in the form of references to Total Quality Management (TQM) as a solution for challenges faced by colleges and universities. This could be seen as partiality towards TQM but it does not detract from the overall reliability or trustworthiness of the article since it does not make any unsupported claims about TQM’s effectiveness or superiority over other solutions for improving higher education quality standards.
The article also notes possible risks associated with measuring student satisfaction without specifics; namely that it does not provide feedback to service providers about what needs to be improved or how they can improve it. All in all this article is reliable and trustworthy source for understanding student roles within educational institutions in higher education contexts.