Students’ experience with higher education: A case study of the University of Economics, Hue University


higher education
University of Economics
Hue University
customer experience
student giáo dục đại học
Trường Đại học Kinh tế, Đại học Huế
trải nghiệm khách hàng
sinh viên


This study aims to analyze students' experiences in higher education at the University of Economics, Hue University. Through a survey of 148 graduate students and the use of descriptive statistical techniques, the research findings provided insight into the experiences of students at three distinct stages of their university journey: prior to admission, throughout their studies, and post-graduation. The results indicated that, while some experiences were not particularly valued, students generally had positive opinions of university activities corresponding with each phase. The study also made managerial recommendations for improving future student experiences in terms of higher education.


  1. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009), Customer experience creation: Determinants, dynamics and management strategies, Journal of Retailing, 85(1), 31–41.
  2. Oldfield, B. M., & Baron, S. (2000), Student perceptions of service quality in a UK university business and management faculty, Quality Assurance in Education, 8(2), 85–95.
  3. Paswan, A., & Ganesh, G. (2009), Higher education institutes: satisfaction and loyalty among international students, Journal of Marketing for Higher Education, 19(1), 65–84.
  4. DeShields Jr, O. W., Kara, A., & Kaynak, E. (2005), Determinants of business student satisfaction and retention in higher education: applying Herzberg's two-factor theory, International Journal of Educational Management, 19(2), 128–139.
  5. Brown, R. M., & Mazzarol, T. W. (2009), The importance of institutional image to student satisfaction and loyalty within higher education, Journal of Higher Education, 57(1), 81–95.
  6. Assié-Lumumba, N. T. (2005), African higher education: From compulsory juxtaposition to fusion by choice-forging a new philosophy of education for social progress, African (a) philosophy of education: Reconstructions and deconstructions, 19–53.
  7. Ostrom, A. L., Bitner, M. J., & Burkhard, K. A. (2011), Leveraging Service Blueprinting to Rethink Higher Education: When Students Become "Valued Customers" Everybody Wins. Center for American Progress.
  8. Cuthbert, R. (2010), Students as customers, Higher Education Review, 42(3), 3–25.
  9. Caru, A., & Cova, B. (2003), Revisiting consumption experience: A more humble but complete view of the concept, Marketing theory, 3(2), 267–286.
  10. Mazzarol, T. (1998), Critical success factors for international education marketing, International Journal of Educational Management, 12(4), 163–175.
  11. Khanna, M., Jacob, I., & Yadav, N. (2014), Identifying and analyzing touchpoints for building a higher education brand, Journal of Marketing for Higher Education, 24(1), 122–143.
  12. Voss, C., & Zomerdijk, L. (2007), Innovation in experiential services: an empirical view, Hockessin: AIM Research.
  13. Ng, I. L., & Forbes, J. (2009), Education as service: The understanding of university experience through the service logic, Journal of Marketing for Higher Education, 19(1), 38–64.
  14. Carbone, L. P., & Haeckel, S. H. (1994), Engineering customer experiences, Marketing management, 3(3), 8–19.
  15. Shaw, C. (2007), Moving from a Religion to a Financial Imperative, In The DNA of Customer Experience: How Emotions Drive Value (pp. 1–16), London: Palgrave Macmillan UK.
  16. Pareigis, J. (2012), Customer experiences of resource integration: Reframing servicescapes using scripts and practices (Doctoral dissertation, Karlstads universitet).
  17. Meyer, C., & Schwager, A. (2007), Understanding customer experience, Harvard business review, 85(2), 116.
  18. Woodall, T., Hiller, A., & Resnick, S. (2014), Making sense of higher education: Students as consumers and the value of the university experience, Studies in higher education, 39(1), 48–67.
  19. Ambar, K. (2017), Understanding customer experience in the service industry.
  20. Berry, L.L., Wall, E.A. and Carbone, L.P. (2006), Service clues and customer assessment of the service experience, Academy of Management Perspectives, 20, 2, 43–57.
  21. Roth, A. V., & Menor, L. J. (2003), Insights into service operations management: A research agenda, Production and Operations Management, 12(2), 145–164.
  22. Suliyanto, S. (2009), Business research methods, Yogyakarta: Penerbit ANDI.
Creative Commons License

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

Copyright (c) 2024 Array