Student Customer Orientation in Higher Education

The objective of this quantitative research was to study the phenomenon of student-customer orientation in two higher education settings, in order to better understand student expectations and identify areas in which improvements can be made.

Fourteen educational experiences were investigated: admission, student feedback, graduation, curriculum, communication with service staff, rigor, grading, classroom behaviour, relational level, communication with lecturers/tutors, classroom studies, individual studies, teaching methods, and course design.

The research targeted 250 postgraduate and undergraduate students using an online survey already used by other international partner organisations. Toi Ohomai took a supporting partner role following direction from the lead researcher to ensure alignment of the data collected, so that cross-institutional analysis was meaningful.