The Relationship between Customer Value and Customer Satisfaction in Face-to-face Tutorials at Universitas Terbuka
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 ser...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2014-09-01
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| Series: | AAOU Journal |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/AAOUJ-09-01-2014-B010/full/pdf?title=the-relationship-between-customer-value-and-customer-satisfaction-in-face-to-face-tutorials-at-universitas-terbuka |
| Summary: | 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. |
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| ISSN: | 1858-3431 2414-6994 |