Hutton, James G.Leung, VivienneMak, Angela K.Y.Varey, Richard J.Watjatrakul, Boonlert2011-04-042011-04-042011Hutton, J.G., Leung, V., Mak, A.K.Y., Varey, R.J. & Watjatrakul, B. (2011). Students, patients, citizens, and believers as “customers”: A cross-national exploratory study. Journal of Nonprofit & Public Sector Marketing, 23(1), 41-70.https://hdl.handle.net/10289/5229Even after 40 years of philosophical discussions about whether “customer” terminology is appropriate in the context of education, health care, religion, government, and other social institutions, virtually no research has been conducted to identify actual public attitudes on the subject. Thus, a large-scale, five-country study was conducted to examine the question: Should patients, students, news media readers/viewers/listeners, political constituents, and members of religious organizations be treated as “customers”? In addition to collecting and analyzing quantitative responses, the study explored the reasoning behind respondents' attitudes, provided benchmark data for future research, and highlighted critical implications for both public and private policy.enmarketingconsumer behavioursocial institutionsnon-profit organizationspublic policyJournal Article10.1080/10495142.2011.548758