Ar galima studentus vadinti aukštojo mokslo institucijos klientais?

Abstract

The paper deals with the need of identifying customer of higher education institution. In order to successfully operate in higher education market, institutions first have to identify and understand their customers. Higher education institutions adopt the students as customer concept in order to satisfy needs of the students (customers). Understanding students’ perspectives on the use of this business concept in higher education institutions is necessary for their effectiveness. The term „customer” can be defined as the recipient of with the efforts of work produced production or a purchaser of services. The customers of higher education institution understand the brand, but also pay more attention (with applications) for better measured brands. Better brands achieve better quality among the students and it raises the overall reputation of the university. Students are not only customers of higher education services. Students could be called customers as well as products of higher education institutions. Student as customer concept is based on the educational processes. Student as product means being specialist after studies at higher education institution. Student as product is seen from the third side – employers – position. The scientific problem is vaguely formulated characteristics of customer of higher education institutions which beg the question what may be called the customer of higher education institution? The object of the paper: customer of higher education institution. The aim of the paper is to describe the major characteristics of higher education institution customer. Research methods: analysis, comparison and aggregation methods of scientific literature. Higher education institution customers are secreted into internal and external. Internal customers are people or departments who receive the goods and services within the organization. [...]