The National Student Survey and the ‘Customerization’ of University Students: A Qualitative Study of UK Higher Education

Article


Adisa, T. A., Harrison, M., Sani, K. F., Mingazova, D. and Kypuram, J. 2022. The National Student Survey and the ‘Customerization’ of University Students: A Qualitative Study of UK Higher Education. Higher Education. https://doi.org/10.1007/s10734-022-00943-4
AuthorsAdisa, T. A., Harrison, M., Sani, K. F., Mingazova, D. and Kypuram, J.
Abstract

Has the National Student Survey ‘customerized’ the UK’s university students? This article examines the ‘customerization’ of university students in the UK and the impacts of reciprocity and social exchange behaviour on National Student Survey outcomes. Using a multi-method qualitative approach, the findings suggest that the National Student Survey is an imperfect barometer for measuring teaching quality and academic standards at universities. It finds that students are being treated as customers so they will give their universities positive evaluations in the National Student Survey. The findings also reveal that the discretion and decisions of students are mostly based on reciprocity, according to which students are willing to complete the National Student Survey favourably only if they get good grades and received ‘VIP treatment’. The article concludes by explaining the implications of its findings on practice and recommending an agenda for future research.

JournalHigher Education
ISSN0018-1560
Year2022
PublisherSpringer
Accepted author manuscript
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Anyone
Digital Object Identifier (DOI)https://doi.org/10.1007/s10734-022-00943-4
Publication dates
Online12 Oct 2022
Publication process dates
Accepted05 Oct 2022
Deposited11 Oct 2022
Copyright holder© 2022, The Authors
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This version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: https://doi.org/10.1007/s10734-022-00943-4.

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