Quality Improvement of Business Education in Romanian Universities: The Student as Customer and Client

This study frames the quality transition of Romanian business education embracing the role of students as clients and customers. In the first part of the study, responses from ninety‐four fourth‐year Romanian students provided a statistically significant gap between the level of importance of business competences and their level of preparation. The second part used content analysis to establish four major improvement themes: 1) new course specification; 2) pedagogical modification using practical applications; 3) course delivery improvement; and 4) university‐directed field experiences. The findings support the notion that Romanian students provide reliable and unique assessments of their education.