MARKET OF HIGHER EDUCATION: STUDENTS AS POTENTIAL CUSTOMER?

Abstract

Despite the fact that showcasing in advanced education particularly HE sector is entrenched,
It has proceeded with discussion about identity of true client, with majority still not accepting
that understudies ought to be seen as clients in HE. The understudy considered as clients has
its rivals and advocates. This paper has tried to reframe the discussion utilizing the structure
of market introduction, client introduction, and administration (counting co-creation) and
relationship promoting. Utilizing more current conceptualizations of the job of clients, this
paper prescribes investigating how one should react to students considered as customers vs.
denying to consider the fact for students are customers. The current study is scientometric. A
total 373 paper have been downloaded from the Scopus and 97 have been selected for the
purpose of study.