RELATIONSHIP BETWEEN CUSTOMER VALUE AND CUSTOMER SATISFACTION IN FACE TO FACE TUTORIAL AT UNIVERSITAS TERBUKA
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This article discusses a relationship between Customer Value and Customer Satisfaction in face-to-face tutorial at Universitas Terbuka, Indonesia. The idea was derived from marketing theory for tangible products. In this study, the theory was implemented for face to face tutorial services. There were 200 students in the sample. The respondents were students who were involved in face-to-face tutorials. Students’ perception on tutors’ performance, tutorial result, tutorial cost, and students’ satisfaction were measured by using six scales. Customer Value consists of Tutors’ Performance, Tutorial Result, and Tutorial Cost. Customer Satisfaction was derived from SERVQUAL. The result showed that there is significant and positive correlation between Customer Value and Customer Satisfaction. This finding shows that marketing theory for tangible product could also be used for face to face tutorial as an intangible product.