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IJSTR >> Volume 5 - Issue 4, April 2016 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Customer Value, Customer Relationship And Its Effect On Reputation Of Courses In Jakarta

[Full Text]



Miguna Astuti, Yuyus Suryana



Customer value, customer relationship, reputation, non-formal education SMBs, Courses, Jakarta.



The primary problem leading to this study is the limited empirical knowledge on non-formal education SMBs or known more as ‘courses’ in Indonesia and especially in Jakarta Province. This makes the adapted theories and their successful implementation difficult to developt. The paper implores three specific problems: reputation of courses and the impact of customer value (CV) as well as customer relationship (CR) factors on it. The issued and endorsed General Agreement of Trade in Services (GATS) in 1995, followed by law No. 25 of 2005 issued by the government of Indonesia and the Presidential Degree No. 76 and 76 of 2007 established the non-formal education as one of the business fields open for investment without condition. Combined with the high population density in Jakarta and the 102.6 million people of school age population in Indonesia making courses as a very lucrative business and of high level competition. The specific goals and contributions of the research include: (1) identifying customers’ perception on customer value of courses in Jakarta (2) identifying customers’ perception on customer relationship of courses in Jakarta (3) identifying customers’ perception on reputation of courses in Jakarta, and (4) analyzing the effect of customer value and customer relationship on reputation of courses in Jakarta. The research methods used are explanatory and descriptive surveys using simple random sampling technique for pulling sample. The data collecting technique used are literature studies, observations, and questionnaires. The result of the collected data with the primary data source was received in form of number of sample of 135 respondents, in this case were students of courses in Jakarta. The findings are: (1) Customer value perceived as average by customer (2) Customer relationship perceived as average by customer, while (3) Reputation perceived as above than average by customer, (4) The path analysis showed that customer value and customer relationship together have an influence on Reputation of courses in Jakarta, while individually, customer value have no significant effect on reputation of courses in Jakarta.



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