Product details

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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 1998
Length: 9 pages

Abstract

The purpose of this research is to consider the classroom setting from a Services Marketing perspective. Students take on a variety of different roles ranging from customer to end product as they enter and matriculate through their educational experience at a university. Given entrance prerequisites (job qualifications), course syllabus (job description), class assignments (job tasks), and course evaluations (performance appraisals) viewing the student as a 'partial employee' may provide insights into enhancing the delivery of quality education. Considering students as 'partial employees' is consistent with the Services Marketing perspective that views customers as 'partial employees' (Mills, 1986). As a 'partial employee' a student adapts to and comes to appreciate the values, norms and required behaviors of the classroom and university. This study examines the organizational socialization process in which students pass through by replicating and extending Hoffman and Kelly's (1991) application of Feldman's (1976) Contingency Theory of Socialization in an educational context. Implications for enhancing the delivery of quality education are presented based on the findings.

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Abstract

The purpose of this research is to consider the classroom setting from a Services Marketing perspective. Students take on a variety of different roles ranging from customer to end product as they enter and matriculate through their educational experience at a university. Given entrance prerequisites (job qualifications), course syllabus (job description), class assignments (job tasks), and course evaluations (performance appraisals) viewing the student as a 'partial employee' may provide insights into enhancing the delivery of quality education. Considering students as 'partial employees' is consistent with the Services Marketing perspective that views customers as 'partial employees' (Mills, 1986). As a 'partial employee' a student adapts to and comes to appreciate the values, norms and required behaviors of the classroom and university. This study examines the organizational socialization process in which students pass through by replicating and extending Hoffman and Kelly's (1991) application of Feldman's (1976) Contingency Theory of Socialization in an educational context. Implications for enhancing the delivery of quality education are presented based on the findings.

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