THE INFLUENCE OF CUSTOMER RELATION ON CUSTOMER VALUE OF UNIVERSITAS SANGGA BUANA YPKP BANDUNG
Yuli Hapsari, Ayuning tyas
Adriansyah Anwar, Tezza
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This research aimed is to know about how the customer relation will affect customer values from Universitas Sangga Buana YPKP’s students. The customer relation has been carried out by university management party until today has been good, but there are still any other problems, for example, many students go out from this university and select other university and its students have less competitive power. Consequently, the problems would be approached in this research from customer relation concept and theory and its customer value itself. The explanatory research method is used in this research is to attribute its relationship with the third research objective. This method is selected because author wishes to see what’s reasons for appearance of the phenomenon. Other factors that affect toward USB YPKP students’s customer value formation, among other are : promotion efforts launched by university management, less sense of belonging from its alumni so that it does not grow up university brand, and innovative drawbacks from management party in challenging global competition. Another variables such as the promotion efforts, sense of belonging, innovative drawbacks can be used in the next research to discover the customer values.