Abstract: Educational institutions increasingly adopt the
students-as-customers concept to satisfy their students.
Understanding students- perspectives on the use of this business
concept in educational institutions is necessary for the institutions to
effectively align these perspectives with their management practice.
The study investigates whether students in technology and business
disciplines have significantly different attitudes toward using the
students-as-customers concept in educational institutions and
explores the impact of treating students as customers in technology
disciplines under students- perspectives. The results from
quantitative and qualitative data analyses show that technology
students, in contrast to business students, fairly disagree with
educational institutions to treat students as customers. Treating
students as customers in technology disciplines will have a negative
influence on teaching performance, instructor-student relationships
and educational institutions- aim, but a positive influence on service
quality in educational institutions. The paper discusses the findings
and concludes with implications and limitations of the study.