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In the business world, exceptional customer service is vital to customer satisfaction, retention, and loyalty. Until recently, colleges and universities had a monopoly on higher education in their protected territories. Today, they are facing extreme competition from online interlopers encroaching on their formerly exclusive target audiences, necessitating a shift in how they react to students’ newfound power to choose how and where they obtain their education. This paper will provide: an analysis of the arguments for and against viewing students as consumers; student perceptions on what customer service should look like in online courses; and a common-sense approach to merging best practices of customer service quality to best practices in online instruction.

THE STUDENT-AS-CONSUMER PARADOX IN ONLINE HIGHER EDUCATION