De Jager, Johan W.Wulandari, Nuri2024-08-212024-08-212018-12-0117326729https://hdl.handle.net/20.500.14519/506In the education industry, it is critical to understand the expectations of students concerning providing the best educational experience. Thus, in higher education institutions (HEI) the adoption of customer-oriented approaches in the management practice is widespread. Th e customer-oriented approach regarding students as customers has been discussed in academic literature from several perspectives. However, it has been rarely studied from the point of view of comparing public and private universities. Th e presented study tried to apply a student-customer orientation questionnaire (SCOQ) to investigate differences between student expectations of their educational experience in public vs. private universities. Th e sample consisted of 238 undergraduate students in Indonesia’s higher education institutions. Th e study found interesting differences within the student-customer-oriented variables between university types in terms of graduation, curriculum design, communication with service staff, classroom studies, individual studies and course design.21712 PagesenAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/Higher education institutionConsumer behaviourMarketingCustomer- orientedUniversityStudy experienceArticle