Whatever you do, don't Treat your Students Like Customers!
Randal S. Franz · Organizational Behavior Teaching Review · 1998
Treating students like customers undermines their education. Catering to their every need and desire in an effort to delight the customer robs students of an active role in their own education. Instead of "Nordstromizing" education, we should adopt a different guiding metaphor: the fitness center, casting students as partners in the development of character.