... with the college or university than students who do not have a positive college experience. Research limitations/implications By focusing on antecedents of student satisfaction, colleges and universities can align their organizational structure, processes and procedures to become more customer‐oriented. Small...

...John Nicholls; John Harris; Eleanor Morgan; Ken Clarke; David Sims Given the increasing competition in higher education, including that on MBA degrees, it is surprising that more attention has not been paid to marketing issues, such as are educational institutions really“customer‐oriented”?; do...