Dominic Osei-Boakye, Isaac Boakye


The overall objective of the study was to compare the customer orientation attitude of selected private and public Universities in Ghana. Besides, the study also examined the probability of private or public Universities being more customer oriented than the other. The study employed the use of the descriptive design. Data was collected from three private and public Universities in Ghana. The study used standardized questionnaires as the main source of data collection instrument. In terms of the analysis of data, the study employed the use of the statistical package for social sciences version 21. Both descriptive and inferential statistics were used. The findings revealed that that there is a statistically significant difference in the customer orientation behaviour (t (420)= -1.049, p>.05) of private universities (M= 6.78, SD= 0.002) and public universities ((M= 7.02, SD= 0.82). Again, the predicted odds that a student from a public university is Exp(B) =0.303, however since the coefficient is (-1.192), that is negative, thus, a student from a public university is 30% less than likely to perceive themselves as customers compared with a student from a private university. Recommendations as well as areas for further study have been presented.

Article visualizations:

Hit counter


customer orientation, private university, public university

Full Text:



Argenti, P. (2000). Branding B-schools: Reputation management for MBA programs. Corporate Reputation Review, 3(2), 171– 178.

Bailey, J., & Dangerfield, B. (2000). Applying the distinction between market-oriented and customer-led strategic perspectives to business school strategy. Journal of Education for Business, 75(3), 183 – 187.

Brady, M. K., & Cronin, J. J. Jr. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3, 241 – 251.

Bristow, D. N., & Schneider, K. C. (2003). The collegiate student orientation scale (CSOS): Application of the marketing concept to higher education. Journal of Marketing for Higher Education, 12(2), 15– 34.

Browne, J. (2010). Securing a sustainable future for higher education: An independent review of higher education funding and student finance. Retrieved from https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/31999/10-1208-securing-sustainablehigher-education-browne-report.pdf

Chonko, L. B., Tanner, J. F., & Davis, R. (2002). What are they thinking? Students’ expectations and self-assessments. Journal of Education for Business, 77(5), 271– 281.

Clayson, D. E., & Haley, D. A. (2005). Marketing model in education: Students as customers, products or partners. Marketing Educational Review, 15(1), 1– 10.

Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.

Conway, T., Mackay, S., & Yorke, D. (1994). Strategic planning in higher education: Who are the customers? The International Journal of Educational Management, 8(6), 29 –36.

Danneels, E. (2003). Tight-loose coupling with customers: The enactment of customer orientation. Strategic Management Journal, 24, 559– 576.

Delucchi, M., & Korgen, K. (2002). We’re the customer – We pay the tuition: Student consumerism among undergraduate sociology majors. Teaching Sociology, 30(1), 100 –107.

Desai, S., Damewood, E., & Jones, R. (2001). Be a good teacher and be seen as a good teacher. Journal of Marketing Education, 23(8), 136 –144.

DeShields, O. W. Jr., Kara, A., & Kaynak, E. (2005). Determinants of business student satisfaction and retention in higher education: Applying Herzberg’s two-factor theory. The International Journal of Educational Management, 19(2/3), 128 –139.

DOI: http://dx.doi.org/10.46827/ejsss.v6i6.1153

Copyright (c) 2021 Dominic Osei-Boakye, Isaac Boakye

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2016 - 2023. European Journal Of Social Sciences Studies (ISSN 2501-8590) is a registered trademark of Open Access Publishing Group. All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.


Hit counter