Has the National Student Survey 'customerized' the UK's university students? This article examines the 'customerization' of university students in the UK and the impacts of reciprocity and social exchange behaviour on National Student Survey outcomes. Using a multi-method qualitative approach, the findings suggest that the National Student Survey is an imperfect barometer for measuring teaching quality and academic standards at universities. It finds that students are being treated as customers so they will give their universities positive evaluations in the National Student Survey. The findings also reveal that the discretion and decisions of students are mostly based on reciprocity, according to which students are willing to complete the National Student Survey favourably only if they get good grades and received 'VIP treatment'. The article concludes by explaining the implications of its findings on practice and recommending an agenda for future research.