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Cited by 302

The DOI matches its Crossref record; 71 of the 71 references it cites were found in a registry or an index.

Education as Service: The Understanding of University Experience Through the Service Logic

Ng, Irene C. L., Forbes, Jeannie·2009·Journal of Marketing for Higher Education
DOI 10.1080/08841240902904703
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Abstract

With the marketization of UK higher education, this paper develops a framework from services marketing that can assist universities in understanding what market orientation means and how students would value their offerings. Our study shows that the core service in a university experience is a learning experience that is cocreated and that the value is emergent, unstructured, interactive, uncertain, with a hedonic dimension. Our paper modifies the gap model of service quality to show that an ideological gap exists that may also impede the quality of the university experience. We propose that a one-sided expectation by students leads to student consumerism and disengagement. Paradoxically, we show that a true student-orientated marketing puts the university ideology at the center of marketing efforts and that marketing may well be an effective tool to communicate such ideologies.

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Registry

Crossref · 10.1080/08841240902904703

Cites

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Citations

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Metadata

Authors
Ng, I. C. L., & Forbes, J.
Venue
Journal of Marketing for Higher Education
Publisher
Informa UK Limited
Published
2009-05-28
Volume
19
Issue
1
Pages
38-64
ISSN
  • 0884-1241 (ISSN-L)
  • 1540-7144
DOI
10.1080/08841240902904703
OpenAlex
W1998772841
Cited by
302
References
71
FWCI
14.14
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: Education as Service: The Understanding of University Experience Through the Service Logic. https://app.cochat.ai/papers/10.1080/08841240902904703
The paper
Ng, I. C. L., & Forbes, J. (2009). Education as Service: The Understanding of University Experience Through the Service Logic. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841240902904703

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.