Abstrak 
The Relationship Between The Customer Value And Satisfaction To Advocacy Behavior : The Empirical Study In Higher Education
Nurdin Hidayah, Diana Sari, Arief Helmi
Universitas Padjadjaran, VSRD International Journal of Business and Management Research, Vol. III Issue VIII August 2013 e-ISSN : 2231-248X, p-ISSN : 2319-2194 © VSRD International Journals : www.vsrdjournals.com
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Universitas Padjadjaran, VSRD International Journal of Business and Management Research, Vol. III Issue VIII August 2013 e-ISSN : 2231-248X, p-ISSN : 2319-2194 © VSRD International Journals : www.vsrdjournals.com
Customer Advocacy, customer value, Higher Education., satisfaction
This paper is an empirical study that presents a comprehensive framework of relationships among customer value, customer satisfaction and customer advocacy behavior in the higher education industry. While previous studies reveal customer satisfaction lead to customer advocacy behavior, this study shows dissimilar result. The samples were collected from the final level students. A total of 150 respondents participated in this study. The results indicated that customer value is a crucial role in the higher education. The study finds that customer satisfaction is statistically not significant to customer advocacy behavior. It maybe because customers search more than a satisfaction, they search for delight on higher education. It suggests that higher customer advocacy behavior arises when higher education delivers superior customer value and maintenance the customer’s delight.