个人简介
Prof. Edward Rashkov Kasabov
Prof. Edward Rashkov Kasabov
University of Huddersfield, UK
标题: Customer compliance:Is there any place for it in higher education practice?
摘要: 
Higher education theory has been more recently shaped by metaphors and concepts borrowed from marketing theory. Examples include the marketing concept, relationship marketing concept, internal marketing, and the associated termof customer orientation. This article interro-gates these dominant concepts and explores their application in the area of higher education. Building upon fresh empirical findings, we argue that higher education institutions should supplant the customer-centric thinking which currently dominates education thinkingwith what we re-fer to as customer compliance practices. Customer compliance philos-ophy and its innovative thinking in terms of the design of procedures and processes when dealing with customers and especially with dissatis-fied customers during service recovery and complaint management have been shown to provide commercial companies with competitive advan-tage. In this article we argue that such a successful model of service provision can be replicated by academic institutions. In doing so, we buildupon the current critique of the considerable application of market-ing discourses and metaphors in educational practice and educational imagery, of the view of students as ‘customers of knowledge’ and of universities as ‘suppliers of knowledge to these customers’. However, we take the critique further and argue that a reversal of thinking may be required.
简介: 

I am an academic with practitioner experience in Relationship Marketing, Data Analysis, and Mass Communications. My academic and practitioner background is in two areas: 

AREA 1: In the area of Marketing, I have been researching relationships, service provision, and especially the role of control in interactions between service providers and their customers. In the past few years, I have been working on a new, state-of-the-art theory of compliance businesses and their strategic advantage. It is now accompanied by an interest in understanding confusion and theorising entrepreneurial marketing practices. My research has been consistently described as ‘brilliant’, ‘fascinating’, and ‘field-defining’ by the most preeminent marketing theorists and practitioners of our times.

AREA 2: In the area of Strategy, earlier work included research of clusters, regions and regional development. Interest in modeling, mapping high-technology clusters, identifying factors behind cluster success has now been replaced by the search to understand birth and longitudinal waves of cluster and regional development, and the lack of growth and competitiveness of high-tech and other clusters. Of interest to me are the related, practically significant matters of cluster and region periphery, cluster birth, and difficulties faced by early stage clusters. This has produced a new, much acclaimed theory of cluster and regional periphery. Increasingly, my research focuses on aspects of entrepreneurship and rurality.