Customer-orientation and its Application in Higher Education System: The Case of Agricultural Higher Education in Khuzestan Province

In this paper, the customer-orientation as a key principle of Total Quality Management has been investigated in Agriculture and Natural Resources University of Ramin and College of Agriculture in Shahid Chamran University of Ahwaz. The study is a descriptive survey research. Data was gathered using questionnaire and elicited from 322 students and 81 faculty members in two universities. The classified random sampling technique was used for selection of BS students and numeration technique was used for post-graduate students and faculty members. The results showed that the customer-orientation in two universities is not satisfactory. There is significant difference between attitudes of students and faculty members relating customer-orientation in two universities. Based on the results, the highest and lowest rates of customer-orientation were in ‘tangible’ and ‘delivery’ constructs, respectively. The education departments of agronomy and plants breeding, biotechnology, agricultural machineries, plant protection, penology and horticulture had similar educational needs. Also, departments of agricultural extension and education, livestock sciences and food industries had different needs. Finally, the paper has been provided recommendations for improvement of the process of customer-orientation in the universities.