The results of the conceptual study, “When the ‘Customer Is Always Right’: A Cross-Sector Analysis on Consumerism in Medical Education, Clinical Practice, and Professional Contexts,” have been published in the international peer-reviewed journal Journal of Education and Social Policy.

The authors of the paper are Yashar Ibragimov, Assistant Professor at Caucasus University and PhD in Management; Lamara Kadagidze, Professor and Doctor of Education; and Mariam Okruashvili, Dean of the Medical School at Caucasus University and PhD in International Relations.

Article link. 

Ibragimov, I., Kadagidze, L., & Okruashvili, M. (2026). When the “customer is always right”: A cross-sector analysis on consumerism in medical education, clinical practice, and professional contexts. Journal of Education & Social Policy, 13, 1–11. https://doi.org/10.30845/jesp.v13p1

Resume:

Contemporary developments in healthcare and higher education have increasingly emphasized participation, autonomy, and shared responsibility, reshaping traditional professional relationships. Drawing on sustained experience in teaching communication and research skills to medical students, as well as organizational behavior, and organizational psychology to business students the authors offer a critical reflection on how these shifts are enacted across clinical, educational, and broader professional contexts. While patient-centered care and student engagement have strengthened inclusion and dialogue, their intersection with consumerist logics has introduced new tensions that affect how authority, expertise, responsibility, and the sustainability of professional relationships are perceived. These patterns reflect wider transformations across service-oriented sectors, including business environments. Building on interdisciplinary literature, the paper examines parallel dynamics between doctor– patient and professor–student interactions, arguing that the language of empowerment may, under certain conditions, evolve into forms of entitlement and resistance to professional judgment. Three interrelated concepts are proposed—distorted empowerment, consumerist entitlement, and asymmetry denial—to explain how participation can shift into forms that challenge professional expertise. The analysis integrates insights from medical education, higher education studies, and social theory, while also reflecting on patterns observed in everyday professional practice. A comparative framework is developed to illustrate how similar interactional shifts emerge across domains, shaping communication, expectations, and professional boundaries. The article concludes by emphasizing the need to reframe participatory models through a renewed focus on mutual responsibility, clarity of roles, and respect for epistemic differences. By bridging theory and practice, the paper contributes to ongoing discussions on professionalism in contemporary contexts, offering a conceptual lens for understanding the evolving balance between empowerment and authority across healthcare and education.