Abstract
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.
 
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Highlights
1.1 Background of the Study The phenomenon of customer orientation at a higher educational institution (HEI) and marketization of higher education started to gain ground in the beginning of the 1970s, as more radical and progressive positions were taken in education
In terms of practical contribution, the study conducted among undergraduate business students shows whether HEIs offering business education, which have decided to position themselves as customer-oriented institutions, should employ student customer orientation across all or only some categories of educational experience
The predicted odds that a student from a public university is Exp(B) =0.303, since the coefficient is (-1.192), that is negative, what it implies is that a student with from a public university is 30% less than likely to perceive themselves as customers compared with a student from a private university
Summary
1.1 Background of the Study The phenomenon of customer orientation at a higher educational institution (HEI) and marketization of higher education started to gain ground in the beginning of the 1970s, as more radical and progressive positions were taken in education. Has been studied, the existing instruments and tools fail to gain an in-depth knowledge on whether or not students as the primary beneficiaries of education expect a HEI to be customer oriented (Danneels, 2003) This knowledge is of utmost relevance when positioning a HEI as a customer-oriented institution. This problem whether a HEI should be customer oriented has been long debated on in the context of the marketized sector of education and this represents an opportunity for further investigation and insight, providing a significant contribution to the existing conceptual and empirical evidence. In terms of practical contribution, the study conducted among undergraduate business students shows whether HEIs offering business education, which have decided to position themselves as customer-oriented institutions, should employ student customer orientation across all or only some categories of educational experience. The aim of this doctoral dissertation is to contribute to the concept of student-customer orientation and to identify, at the detailed level of different educational experiences, whether, in which categories of educational experience and to what extent students expect/do not expect a HEI offering business education to be student-customer oriented
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