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The Relationship between Customer Value and Customer Satisfaction in Face-to-face Tutorials at Universitas Terbuka

The Relationship between Customer Value and Customer Satisfaction in Face-to-face Tutorials at... This article discusses the relationship between Customer Value and Customer Satisfaction in the context of face-to-face tutorials at Universitas Terbuka, Indonesia. In this study, the idea — which was derived from marketing theory for tangible products — was implemented for face-to-face tutorial services. The sample consisted of 200 students involved in face-to-face tutorials whose perceptionsof the tutors' performance,tutorial results,tutorial costs and students' satisfactionwere measured by using six scales.Customer Value consists of the tutors' performance, tutorial results and tutorial costs; and Customer Satisfaction was derived from SERVQUAL. The findings show that there is a significant positive correlation between Customer Value and Customer Satisfaction. This finding indicates that marketing theory for tangible product can also be used for face-to-face tutorials as an intangible product. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asian Association of Open Universities Journal Emerald Publishing

The Relationship between Customer Value and Customer Satisfaction in Face-to-face Tutorials at Universitas Terbuka

Herman,
Asian Association of Open Universities Journal , Volume 9 (1): 10 – Sep 1, 2014
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1858-3431
DOI
10.1108/AAOUJ-09-01-2014-B010
Publisher site
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Abstract

This article discusses the relationship between Customer Value and Customer Satisfaction in the context of face-to-face tutorials at Universitas Terbuka, Indonesia. In this study, the idea — which was derived from marketing theory for tangible products — was implemented for face-to-face tutorial services. The sample consisted of 200 students involved in face-to-face tutorials whose perceptionsof the tutors' performance,tutorial results,tutorial costs and students' satisfactionwere measured by using six scales.Customer Value consists of the tutors' performance, tutorial results and tutorial costs; and Customer Satisfaction was derived from SERVQUAL. The findings show that there is a significant positive correlation between Customer Value and Customer Satisfaction. This finding indicates that marketing theory for tangible product can also be used for face-to-face tutorials as an intangible product.

Journal

Asian Association of Open Universities Journal – Emerald Publishing

Published: Sep 1, 2014

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