Social work education has become a consumers market, and social work faculty are increasingly expected to fill certain customer service roles in order to retain students as customers. Using the Academic Entitlement Questionnaire, this study sought to examine social work faculty in the USA (N = 57) who are members of the Association of Baccalaureate Social Work Program Directors listserv perceptions of student customer service expectations. Findings were that these social work faculty are under increased pressure to fill certain customer service roles, and that they feel conflict about doing so. Implications for the delivery of social work education and practice are explored.
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