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Advocating a customer focus, the Total Quality Management model of leadership has led to success in raising performance levels throughout various manufacturing and service industries. Many education stakeholders, however, are resistant to the notion that postsecondary students benefit from being treated like customers. While many critics oppose the traditional business philosophy that ‘the customer is always right' and maintain that pandering to students' short-term demands is damaging to the learning process few studies explore alternative notions of what it means to ensure student satisfaction. This paper promotes a conceptual interpretation that is not governed by the philosophy that ‘the customer is always right’. [ABSTRACT FROM AUTHOR]