ABSTRACT
During the global covid-19 pandemic, most of higher education institutions (heis) were forced to migrate to an e-learning methodology in order to continue their academic activities. At the same time, the student complaint behavior (scb) increased due to new experiences of dissatisfaction or non-satisfaction. In this context, and seeking to ensure student satisfaction, heis have managed this behavior in the same form that companies do with their customers. Therefore, we present a critical analysis on the generic and standardized approach in the literature and practice to understanding and managing scb in the same way as customer complaint behavior (ccb) is man-aged. A review of the literature on the theories and studies related to scb and ccb and the student/ customer treatment debate are presented, highlighting the complexity of higher education (he) service, which is considered a pillar of development due to its social value. The authors argue the suitable application of the Service-Dominant Logic (sdl), specifically its value co-creation premise, as well as the principles of the Service Ecosystem theory to differentiate scb from ccb. This may allow heis to continue to ensure student satisfaction through the management of their complaints without compromising educational quality and service sustainability. The reflection hereby presented is limited to the Latin America region educational contexts and their structures. © 2023, Universidad Nacional de Colombia. All rights reserved.