Influence of Customer's Relation to Customer Value and Implication on Image University and Word of Mouth Student

摘要

According to the regulation of the minister of education and culture of republic of Indonesia number 109 in 2013 about the provision of distance education, make UT should be ready to compete with other Universities which are most likely organize distance learning system. In connection with that matter, UT should be able to change people's recognition (image)., become a quality choice university with good service, through the well - connected student relationships, so that students feel satisfaction and conformity on the value of service which is obtained. By gaining satisfaction, they automatically do positive word of mouth in building the image of UT. The research method that is used, is explanatory survey and data analysis is path analysis using SPSS software. The result of research shows that customer's relation and customer value influence to image and word of mouth of students. Customer's relation significantly influence customer value and it has a great influence. Students rate good category to UT in building good relationships with its students. Customer's relation is done by keeping trust and commitment. The better the relationship built with the customer, the higher customers value. The influence of customer's relation to the image indirectly through customer value has greater influence compared to word of mouth.