Advertisement

The customer concept in university services: A classification

  • Mercedes Marzo
  • Marta Pedraja
  • Pilar Rivera
Articles
Received:
Accepted:

Abstract

The changes that European university institutions are facing should lead them to apply the marketing concept in their strategies. It is therefore necessary to clearly determine the customers and identify their needs and desires. However, specialized literature shows discrepancies when defining the concept of a university customer. This work defines the customer concept, and it compiles and analyses the existing alternatives. It then presents a proposal of university customers and a classification thereof. This classification is based on the two criteria used the most in specialized literature: i) the process being analysed (teaching, learning and research) and ii) internal and external.

Key Words

Universities stakeholders customers processes teaching learning research 
This is a preview of subscription content, log in to check access.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. AC Nielsen Research Services (2000):Employer Satisfaction with Graduate Skills. Research Report. Available at [http://www.detya.gov.au/highered/eippubs.htm] (accessed at 30/04/2007).Google Scholar
  2. Alvarez, M. and Rodríguez, S. (1997): La Calidad Total en la Universidad: ¿Podemos Hablar de Clientes?Boletín de Estudios Económicos, LII (161), pp. 333–352.Google Scholar
  3. Amat, O. and Puig, X. (1999): Situación Actual de la Universidad y de sus Relaciones con las EmpresasAlta Dirección, 208, pp. 515–523.Google Scholar
  4. Aparicio, F.M. (2000): Universidad y Sociedad en los Albores del 2000.Revista Electrónica de Investigación y Evaluación Educativa (RELIEVE), 6 (1). Available at [http://www.uv.es/RELIEVE/v6n2/RELIEVEv6n2_3.htm] (accessed at 30/04/2007).Google Scholar
  5. Apodaca, P. and Grad, H. (2002): Análisis Dimensional de las Opiniones de los Alumnos Universitarios sobre sus Profesores: Comparación entre Técnicas Paramétricas y No-Paramétricas.Revista de Investigación Educativa, 20 (2), pp. 385–409.Google Scholar
  6. Barranco, F.J. (2000):Marketing Interno y Gestión de Recursos Humanos. Madrid: Pirámide.Google Scholar
  7. Bay, D. and Daniel, H.Z. (2001): The Student Is Not the Customer.Journal of Marketing for Higher Education, 11 (1), pp. 1–19.CrossRefGoogle Scholar
  8. Belando, M.R. (1999): Los Profesores del Siglo XXI y la Calidad de la Enseñanza Universitaria: En torno a la Formación.Revista Electrónica Interuniversitaria de Formación del Profesorado, 2 (1). Available at [http://www.uva.es/aufop/publica/revelfop/99-v2n1.htm] (accessed at 30/04/2007).Google Scholar
  9. Berry, T.N. (1992):Cómo Gerenciar la Transformación hacia la Calidad Total. Santa Fe de Bogotá (Colombia): McGraw-Hill.Google Scholar
  10. Bailey, D. and Bennet, J.V. (1996): The Realist Model of Higher Education.Quality Progress, 29 (11), pp. 77–79.Google Scholar
  11. Bowie, N. (1998): The Moral Obligation of Multinational Corporations. In Luper-Foy, S. (ed.)Problems of International Justice. London: Westview, pp. 97–113.Google Scholar
  12. Brennan, L. and Bennington, L. (1999): Concepts in Conflict: Students and Customers. An Australian Perspective.Journal of Marketing for Higher Education, 9 (2), pp. 19–39.CrossRefGoogle Scholar
  13. Brew, A. (1995): Introduction. In Brew, A. (ed.)Directions in Staff Development. Buckingham (UK): Society for Research into Higher Education and the Open University Press, pp. 2–3.Google Scholar
  14. Bristow, D. (1998): Do You See What I See? The Marketing Lens Model in an Academic Setting.Journal of Marketing for Higher Education, 8 (4), pp. 1–16.CrossRefGoogle Scholar
  15. Brocata, R. and Potocki, K. (1996): We Care about Students... One a Time.Journal for Quality and Participation, 19 (1), pp. 74–79.Google Scholar
  16. Camisón, C.; Gil, M.T. and Roca, V. (1999): Hacia Modelos de Calidad de Servicio Orientados al Cliente en las Universidades Públicas: El Caso de la Universitat Jaume I.Investigaciones Europeas de Dirección y Economía de la Empresa, 5 (2), pp. 69–92.Google Scholar
  17. Capelleras, J. (2001):Factores Condicionantes de la Calidad de la Enseñanza Universitaria: Un Análisis Empírico. PhD Thesis. Universidad Autónoma de Barcelona.Google Scholar
  18. Capelleras, J.L. and Veciana, J.M. (2004): Calidad de Servicio en la Enseñanza Universitaria: Desarrollo y Validación de una Escala de Medida.Revista Europea de Dirección y Economía de la Empresa, 13 (4), pp. 55–72.Google Scholar
  19. Cardone, C.; Lado, N. and Rivera, P. (2001): Medición y Efectos de la Calidad Docente: Un Modelo Empírico Aplicado a los Masters en Administración de Empresas y en Análisis Financiero. Paper presented at theSecond International Conference of the Iberoamerican Academy of Management, 10–12/12/2001, México D.F.Google Scholar
  20. Carter, A. (2002): En Busca del Alma de la Universidad de Hoy. In Sáenz de Miera, A. (coord.)La Universidad en la Nueva Economía. V Encuentro del Consejo de Universidades. Madrid: Ministerio de Educación, Cultura y Deportes, pp. 77–86.Google Scholar
  21. Cliff, A. (1994): Measuring Quality in New Zealand Polytechnics.Journal of Tertiary Education Administration, 16 (1), pp. 45–53.Google Scholar
  22. Conway, T.; Mackay, S. and Presser, S. (1994): Strategic Planning in Higher Education: Who Are the Customers?International Journal of Education Management, 8 (6), pp. 29–36.CrossRefGoogle Scholar
  23. Cooper, T. (2002): Concepts of ‘Quality’: And the Problem of ‘Customers’, ‘Products’ and Purpose in Higher Education. In Goody, A.; Herrington, J. and Northcote, M (eds.)Proceedings of the 2002 Annual International Conference of the Higher Education Research and Development Society of Australasia, HERDSA-2002. Perth (Australia): HERDSA, pp. 144–151. Available at [http://www.herdsa.org.au/publications/] (accessed at 30/04/2007).Google Scholar
  24. CRUE (2004): Universidad y Desarrollo Económico.Boletín de la Global University Network for Innovation (GUNI), 3 (November). Available at [http://www.crue.org/guni3.htm#1] (accessed at 30/04/2007).Google Scholar
  25. Cuthbert, P. (1996): Managing Service Quality in HE: Is SERVQUAL the Answer? Part I.Managing Service Quality, 6 (2), pp. 11–16.CrossRefGoogle Scholar
  26. Christopher, M.; Payne, A. and Ballantyne, D. (1991):Relationship Marketing. Oxford (UK): Butterworth-Heinemann.Google Scholar
  27. Delannoy, F. (1998):Reformas en la Gestión Educacional en los 90s. LCSHD Paper Series 21. New Cork: The World Bank.Google Scholar
  28. Dervitsiotis, K.N. (1995): The Objectives Matrix as a Facilitating Framework for Quality Assessment and Improvement in Education.Total Quality Management, 6 (5/6), pp. 563–573.CrossRefGoogle Scholar
  29. Doherty, G.D. (1997): Quality, Standards, the Consumer Paradigm and Developments in Higher Education.Quality Assurance in Education, 5 (4), pp. 239–248.CrossRefGoogle Scholar
  30. Donaldson, T. and Preston, L.E. (1995): The Stakeholder Theory of Corporation: Concepts, Evidence and Implications.Academy of Management Review, 20 (1), pp. 65–91.CrossRefGoogle Scholar
  31. Downey, C.J.; Frase, L.E. and Peters, J.J. (1994):The Quality Education Challenge. Thousand Oaks (CA): Sage.Google Scholar
  32. European Foundation for Quality Management, EFQM (1995):Self-Assessment. Guidelines for Public Sector: Education. Brussels (Belgium): EFQM.Google Scholar
  33. Engelkemeyer, S.W. (1995): Total Quality: A Mechanism for Institutional Change and Curriculum Reform. In Roberts, H. (ed.)Academic Initiatives in Total Quality for Higher Education. Milwaukee (WI): ASQC.Google Scholar
  34. Ermer, D.S. (1993): Using the QFD Becomes an Educational Experience for Students and Faculty.Quality Progress, 26 (5), pp. 131–136.Google Scholar
  35. Ernawati, D.B. (2003): Stakeholders’ Views on Higher Tourism Education.Annals of Tourism Research, 30 (1), pp. 255–258.CrossRefGoogle Scholar
  36. Fernández, E. (2002): Cómo Afrontar la Mejora de la Calidad en la Educación Superior.ESIC-Market, 111 (1), pp. 25–37.Google Scholar
  37. Flavián, C. and Lozano, F.J. (2002): La Medición de la Orientación al Mercado del Sistema Público de Educación. In Vázquez, J.L. and Placer, J.L. (eds.)Primeras Jornadas Internacionales de Marketing Público y No Lucrativo. León: Universidad de León, pp. 111–123.Google Scholar
  38. Fram, E. and Camp, R. (1995): Finding and Implementing Best Practices in Higher Education.Quality Progress, 28 (2), pp. 69–73.Google Scholar
  39. Froiland, P. (1993): TQM Invades Business School.Training, 30 (7), pp. 52–56.Google Scholar
  40. García, J.L. (1997): Tendencias de los Sistemas Educativos de Cara al Siglo XXI. InEducación. Una Incógnita en el Cambio Actual. Bilbao: Universidad de Deusto.Google Scholar
  41. García, R. and Fernández, J.C. (2002): La Orientación de la Universidad hacia la Empresa y la Sociedad: Evaluación de la Calidad Universitaria.ESIC-Market, 111 (1), pp. 9–23.Google Scholar
  42. García-Montalvo, J. (2001): Características Socio-Demográficas de los Jóvenes Graduados de Enseñanza Superior.Capital Humano, 14, pp. 1–8.Google Scholar
  43. Galloway, L. (1998): Quality Perceptions of Internal and External Customers: A Case Study in Educational Administration.The TQM Magazine, 10 (1), pp. 20–26.CrossRefGoogle Scholar
  44. Gobierno de Aragón (2001):Libro Blanco sobre la Descentralización y Estructura Organizativa del Sistema Universitario de Aragón. Zaragoza: Gobierno de Aragón.Google Scholar
  45. Green, D. (1994): What Is Quality in Higher Education? Concepts, Policies and Practice. In Green, D. (ed.)What Is Quality in Higher Education? Buckingham (UK): Society for Research into Higher Education and the Open University Press, pp. 3–20.Google Scholar
  46. Guolla, M.: (1999): Assessing the Teaching Quality to Student Satisfaction Relationship: Applied Customer Satisfaction Research in the Classroom.Journal of Marketing Theory and Practice, 7 (3), pp. 87–98.Google Scholar
  47. Hall, D. (1996): How Useful Is the Concept of Total Quality Management to the University of the 90’s?Journal of Further & Higher Education, 20 (2), pp. 20–30.Google Scholar
  48. Harris, J.W. (1992): Key Concepts of Quality Improvement for Higher Education. In Harris, J.W. and Bagget, J.M. (eds.)Quality Quest in the Academic Process. Birmingham (AL): Samford University.Google Scholar
  49. Hebert, F.; Dellaa, S. and Bass, K. (1995): Total Quality Management in the Business School: The Faculty Viewpoint.SAM Advanced Management Journal, 60 (4), pp. 20–31.Google Scholar
  50. Hewitt, F. and Clayton, M. (1999): Quality and Complexity-Lessons from English Higher Education.International Journal of Quality & Reliability Management, 16 (9), pp. 838–858.CrossRefGoogle Scholar
  51. Hills, C.W.L. and Jones, T.M. (1992): Stakeholder-Agency Theory.Journal of Management Studies, 29 (2), pp. 131–154.CrossRefGoogle Scholar
  52. Hill, F. (1995): Managing Service Quality in Higher Education: The Role of the Student as Primary Consumer.Quality Assurance in Education, 3 (3), pp. 10–21.CrossRefGoogle Scholar
  53. Hirish, W.Z. and Weber, L. (1999):Challenges Facing Higher Education at the Millennium. Phoenix (AZ): Ory Press.Google Scholar
  54. Hüfner, K. (2003): Higher Education as a Public Good: Means and Forms of Provision.Higher Education in Europe, 28 (3), pp. 339–348.CrossRefGoogle Scholar
  55. Hwarng, H.B. and Teo, C. (2001): Translating Customer’s Voices into Operations Requirements: A QFD Application in Higher Education.International Journal of Quality & Reliability Management, 18 (2), pp. 195–225.CrossRefGoogle Scholar
  56. Johannesson, C. (2001): Reclutamiento de Estudiantes en las Universidades Suecas: La Experiencia de KTH. Paper presented at the seminarLa Demanda y la Captación de Estudiantes en las Universidades, 16/02/2001, Barcelona (Spain).Google Scholar
  57. Johnson, F.C. and Golomski, W.A.J. (1999): Quality Concepts in Education.The TQM Magazine, 11 (6), pp. 467–473.CrossRefGoogle Scholar
  58. Johnson, H.T. (1992):Relevance Regained: from Top-Down Control to Bottom-Up Empowerment. New York: The Free Press.Google Scholar
  59. Johnston, R. (2001):Service Operations Management. New York: Pearson.Google Scholar
  60. Juran, J.M. (1988):Juran on Planning for Quality. New York: The Free Press.Google Scholar
  61. Kanji, G.K. and Tambi, A.M. (1999): Total Quality Management in UK Higher Education Institutions.Total Quality Management, 10 (1), pp. 129–153.CrossRefGoogle Scholar
  62. Karapetrovic, K. and Willborn, W. (1997): Creating Zero-Defects Students.The TQM Magazine, 9 (4), pp. 287–291.CrossRefGoogle Scholar
  63. Kotler, P. and Fox, K. (1995):Strategic Marketing for Educational Institutions. Englewood Cliffs (NJ): Prentice-Hall.Google Scholar
  64. Lenschow, R. (1991): The Maintenance of the Viability and Integrity of the University Faces a New Pattern of Funding. InThe Mission and Means of the Universities. Barcelona: Universitat de Barcelona.Google Scholar
  65. Lewis, R.G. and Smith, D. H. (1994):Total Quality in Higher Education. Delray Beach (FL): St. Lucie.Google Scholar
  66. Lindsay, A. (1994): Quality and Management in Universities.Journal of Tertiary Education Administration, 16 (1), pp. 55–68.Google Scholar
  67. de Llano, P. (2004): La Excelencia de la Enseñanza Universitaria. Paper presented at the congressXVIII Congreso Anual y XIV Congreso Hispano-Francés de AEDEM, 02–04/06/2004, Orense (Spain).Google Scholar
  68. Lozano, F.J. (2003): La Orientación al Mercado de la Universidad Pública. Un Reto para el Sistema Educativo Español. In Flavián, C. (ed.)Aplicaciones del Marketing en la Administración Pública y Organizaciones No Lucrativas. II Jornadas Internacionales de Marketing Público y No Lucrativo. Zaragoza: Universidad de Zaragoza, pp. 47–63.Google Scholar
  69. Macfarlane, B. and Lomas, L. (1999): Stakeholder Conceptions of Quality in Single Company Management Education.Quality Assurance in Education, 7 (2), pp. 77–84.CrossRefGoogle Scholar
  70. Madu, C.N. and Kuei, C. (1993): Dimensions of Quality Teaching in Higher Education.Total Quality Management, 4 (3), pp. 325–338.Google Scholar
  71. Madu, C.N.; Kuei, C.H. and Winokur, D. (1994): TQM in the University: a Quality Code of Honor.Total Quality Management, 5 (5/6), pp. 325–338.Google Scholar
  72. Marcet, X. (2001): La Captación de Estudiantes en las Universidades Españolas: entre la Inercia y el Marketing. Paper presented at seminarLa Demanda y la Captación de Estudiantes en las Universidades, 16/02/2001, Barcelona (Spain).Google Scholar
  73. Martín, E. (2003):An Application of the Data Envelopment Analysis Methodology in the Performance Assessment of the Zaragoza University Departments. Working Paper 6. Zaragoza (Spain): Facultad de Ciencias Económicas y Empresariales de la Universidad de Zaragoza.Google Scholar
  74. Matthews (1998):The Transformation of Higher Education through Information Technology Implications for State Higher Education Finance Policy. Report to the Western Interstate Commission for Higher Education (State Council of Higher Education for Virginia) on January, 1998.Available at [http://www.schev.edu/ reportstats/Pre1998ReportsHtml/matthewsshort.asp] (accessed at 30/04/2007).Google Scholar
  75. Michavila, F. y Calvo, B. (1998):La Universidad Española Hoy. Propuestas para una Política Universitaria. Madrid: Síntesis.Google Scholar
  76. Michavila, F. and Calvo, B. (2000):La Universidad Española hacia Europa. Madrid: Fundación Alfonso Martín Escudero.Google Scholar
  77. Michavila, F. and Tabatoni, P. (1997): Alternativas de Mejora y Evaluación Institucional. Paper presented at the symposiumJornada Internacional Universidad y Calidad: Valores, Estrategias y Gestión de la Calidad en la Universidad, 09/05/1997, Barcelona (Spain).Google Scholar
  78. Mir, P.; Rosell, A. and Serrat, A. (2003): La Asociación de Amigos de la UPC: Hacia un Modelo Dinámico de Relación con las Empresas. Paper presented at the congressXI Congreso de Innovación Educativa en las Enseñanzas Técnicas, 23/25/07/2003, Villanova i la Geltru (Spain).Google Scholar
  79. Mora, J.G. (2000): La Universidad: Una Empresa al Servicio de la Sociedad del Conocimiento.Cuadernos de Educación Superior, 01/04/1999. Jounal online. Available at [http://www.depcuadernos.net/interface/asp/web/ article_fitxa.asp?ArticleID=39%20%20&paraula=%20%20&numpag=1&cb_temes=0&cb_autors=116] (accessed at 30/04/2007).Google Scholar
  80. Mora, J.G. (2003): La Mejora de la Eficacia de la Enseñanza Superior en el Nuevo Contexto Europeo.Papeles de Economía Española, 95, pp. 188–194.Google Scholar
  81. Mora, J.G. and García, A. (2004): University-to-Work Transition Among Young Spanish Higher Education Graduates: Analytical Approaches and Results. Paper presented at the SymposiumJornada Internacional La Transición al Trabajo de los Jóvenes Graduados Europeos, 13/05/2004, Valencia (Spain).Google Scholar
  82. Näsi, J. (1995): A Scandinavian Approach to Stakeholder Thinking: An Analysis of Its Theoretical and Practical Uses, 1964–1980.In Näsi, J. (ed.)Understanding Stakeholder Thinking. Helsinki (Finland): LSR-Publications, pp. 97–115.Google Scholar
  83. National Institute Standards and Technology, NIST (1995): Education Pilot Criteria 1995.Malcom Baldrige National Quality Award. Gaithersburg (MD): NIST.Google Scholar
  84. Nguyen, N.; Yshinari, Y. and Shigeji, M. (2004): Value of Higher Education Service: Different View Points and Managerial Implications. Paper presented at theSecond World Conference on POM and 15th Annual POM Conference, 30/04–3/05/2004, Cancun (Mexico).Google Scholar
  85. O’Neil, H.F.; Bensimon, E.M.; Diamond, M.A. and Moore, M.R. (1999): Designing and Implementing an Academic Scorecard.Change: The Magazine of Higher Learning, 31 (6), pp. 32–40.CrossRefGoogle Scholar
  86. de la Orden, A.; Asensio, I.; Carballo, R.; Fernández, J.; Fuentes, A.; García, J.M. and Guardia, S. (1997) Desarrollo y Validación de un Modelo de Calidad Universitaria como Base para su Evaluación.Revista Electrónica de Investigación y Evaluación Educativa (RELIEVE), 3 (1). Available at [http://www.uv.es/ RELIEVE/v3n1/RELIEVEv3n1_2.htm] (accessed at 30/04/2007).Google Scholar
  87. Owlia, M.S. and Aspinwall, E.M. (1996): Quality in Higher Education: A Survey.Total Quality Management, 7 (4), pp. 161–171.CrossRefGoogle Scholar
  88. Owlia, M.S. and Aspinwall, E.M. (1997): TQM in Higher Education — A Review.International Journal of Quality & Reliability Management, 14 (5), pp. 527–543.CrossRefGoogle Scholar
  89. Owlia, M.S. and Aspinwall, E.M. (1998): A Framework for Measuring Quality in Engineering Education.Journal of Retailing, 67 (4), pp. 420–450.Google Scholar
  90. Peña, D. (1997): La Mejora de la Calidad en la Educación: Reflexiones y Experiencias.Boletín de Estudios Económicos, 52 (161), pp. 207–226.Google Scholar
  91. Pereira, M.A.C. and da Silva, M.T. (2003): A Key Question for Higher Education: Who are the Customers? Paper presented at the31 st Annual Conference of the Production and Operations Management Society, POM-2003, 04–07/04/2003, Atlanta (GE).Google Scholar
  92. Prendergarst, J.; Saleh, M.; Lynch, K. and Murphy, J. (2001): A Revolutionary Style at Third Level Education Towards TQM.Journal of Materials Processing Technology, 118 (1–3), pp. 362–367.CrossRefGoogle Scholar
  93. Reavill, L.R.P. (1998): Quality Assessment, Total Quality Management and the Stakeholders in the UK Higher Education System.Managing Service Quality, 8 (1), pp. 55–63.CrossRefGoogle Scholar
  94. Robinson, A. and Long, G. (1987): Marketing Further Education: Products or People.NAFTHE Journal, March, pp. 42–51.Google Scholar
  95. Rowley, J. (1997): Beyond Service Quality Dimensions in Higher Education.Quality Assurance in Education, 5 (1), pp. 7–14.CrossRefGoogle Scholar
  96. Sahney, S.; Banwet, D.K. and Karunes, S. (2004): Conceptualizing Total Quality Management in Higher Education.The TQM Magazine, 16 (2), pp. 145–159.CrossRefGoogle Scholar
  97. Sallis, E. (1996):Total Quality Management in Education. London: Kogan Page.Google Scholar
  98. Santesmases, M. (2004):Marketing. Conceptos y Estrategias. 5th ed. Madrid: Pirámide.Google Scholar
  99. Savage, G.T.; Nix, T.H.; Whitehead, C.D. and Blair, J.D. (1991): Strategies for Assessing and Managing Organizational Stakeholders.Academy of Management Executive, 5 (2), pp. 61–75.Google Scholar
  100. Sax, B. (2004): Students as ‘customers’.On the Horizon, 12 (4), pp. 157–159.CrossRefGoogle Scholar
  101. Schultz, T.W. (1981):Investing in People. The Economics of Population Quality. Berkeley (CA): University of California Press.Google Scholar
  102. Sirvanci, M.B. (1996): Are Students the True Customers of Higher Education?Quality Progress, 29 (10), pp. 99–102.Google Scholar
  103. Sirvanci, M.B. (2004): Critical Issues for TQM Implementation in Higher Education.The TQM Magazine, 16 (6), pp. 382–386.CrossRefGoogle Scholar
  104. Spanbauer, S. (1995): Reactivating Higher Education with Total Quality Management: Using Quality and Productivity Concepts, Techniques and Tools to Improve Higher Education.Total Quality Management, 6 (5–6), pp. 519–537.CrossRefGoogle Scholar
  105. Svensson, G. and Wood, G. (2007): Are University Students Really Customers? When Illusion May Lead to Delusion for All!International Journal of Educational Management, 21 (1), pp. 17–28.CrossRefGoogle Scholar
  106. Thompson, J.K.; Wartick, S.L. and Smith, H.L. (1991): Integrating Corporate Social Performance and Stakeholder Management: Implications for a Research Agenda in Small Business.Research in Corporate Social Performance and Policy, 12, pp. 207–230.Google Scholar
  107. Tsarenko, Y.; Mavondo, F.T. and Gabbot, M. (2004): International and Local Student Satisfaction: Resources and Capabilities Perspective.Journal of Marketing for Higher Education, 14 (1), pp. 41–60.CrossRefGoogle Scholar
  108. Tuttle, T.C. (1994): Is Total Quality Worth the Effort? How Do We Know?New Directions for Higher Education, 86, pp. 21–32.CrossRefGoogle Scholar
  109. UNESCO (1995):Documento de Política para el Cambio y el Desarrollo en la Educación. Paris: UNESCO.Google Scholar
  110. Weaver, T. (1976): What Is Good of Higher Education.Higher Education Review, 8 (3), pp. 3–14.Google Scholar
  111. Winch, C. (1996):Quality and Education. Oxford (UK): Blackwell.Google Scholar
  112. Winston, G.C. (1997): Why Can’t a College Be More like a Firm?Change, 29 (5), pp. 32–39.Google Scholar

Copyright information

© Springer-Verlag 2007

Authors and Affiliations

  • Mercedes Marzo
    • 1
  • Marta Pedraja
    • 1
  • Pilar Rivera
    • 1
  1. 1.Departamento de Economía y Dirección de Empresas-Universidad de ZaragozaFacultad de CC. Económicas y EmpresarialesZaragoza(Spain)

Personalised recommendations

Cite article

Buy options