THE ROLE OF SERVICE QUALITY IN AFFECTING CUSTOMER SATISFACTION: THE MEDIATING ROLE OF CUSTOMER VALUE

Background – In service sector, there is always a possibility for customers to selectively choose their desired service that will meet their satisfaction. Organizations are thus required to identify the factors that determine customer satisfaction. Aim – This study aims to investigate the mediating effect of customer value on the relationship between service quality and customer satisfaction at the library of Widyatama University, Bandung, Indonesia. Design/ Methodology/ Approach – Using quantitative approach, this study distributed 800 questionnaires to respondents, and receive 713 questionnaires that can be used for further analysis. The data analysis is carried out using structural equation modeling (SEM) with AMOS. Findings – This study shows that customer value has no effect on satisfaction, meaning that customer value does not play a role in mediating the relationship between service quality and satisfaction. Only two variables based on dimensions of Service Quality Analysis (SERVQUAL) have an effect on other variables, namely assurance and empathy. Conclusion - Customer value and satisfaction for library users at Widyatama University are two different things that have no relationship or connection at all. The service quality variable that affects customer value is assurance, while the variable that affects satisfaction is empathy. Research implication – There are two things that must be considered by the library manager, namely the assurance perceived by library users, and the empathy that the library’s managers and staff mus t have, especially as the providers of library service. Limitations – This research was only conducted in one university library, so the results about the condition of the library or services cannot be generalized. It also only utilizes the two-dimensional model of SERVQUAL, thus future research are required to address and develop this topic.


INTRODUCTION
Marketing is one of the most important activities in an organization or company. It is the breath and soul of every function, strategy, and policy enacted by a company.
Without exception, companies should be able to act as marketers and feel involved in the process of satisfying their customers, either directly or indirectly (Preko et al., 2014). To face the tight competition, business entities need to be more careful in observing the development of the market and defining customer needs (Holma, 2014), as when needs are met, satisfaction will be created.
Many scholars have revealed that realizing customer satisfaction is not an easy task that can be completed in one day.
To achieve customer satisfaction, customer value and the marketing activities of the company should be developed, since customer value is one of important steps in providing customer satisfaction. However, in the future, research is needed to describe the process and mechanisms by which customer satisfaction can be realized based on the construct of customer value (Yang & Peterson, 2004;Sihombing et al., 2016;Sihombing, 2014;Jahanzeb et al., 2013) and service quality (Caruana et al., 2000;Jahanzeb et al., 2013;Mittal et al., 2015). In addition, Oh & Kim (2017) revealed that there is the growing research on service quality, customer value, and customer satisfaction in the field of marketing or customer behavior.

Service Quality and Perceived Value
Customers, when evaluating and choosing a product or service, do not only depend on the quality of services; they also depend on the value that they perceive. The company must If the product performance exceeds expectations, the customer will be happy.
However, if the performance of the product is below expectations, then the customer will be dissatisfied.
Value is defined by Rokeach (1973) as belief that is important to a person as a guide in making judgments and engaging in certain behavior. In the context of marketing or customer behavior, value is defined as benefit that customers get from the purchase of a product (Kotler & and Keller, 2012

RESEARCH METHODOLOGY
This research approach uses verification, namely the methods used to test the truth of the knowledge yielded by previous research (Singh, 1986). Meanwhile, the research method used was a survey which employed a questionnaire as its data collection tool Sekaran (2003) with the unit of analysis being the students who were users of the library of Widyatama University in Bandung. it is used to measure the attitudes, opinions and perceptions of a person or a group in relation to a social phenomenon (Sekaran, 2003).

Quality at Widyatama University Library
The 713 returned questionnaires, descriptively statistic analytic then describe in

Validity and Reliability
The testing of reliability and validity of the variables was conducted using confirmatory factor analysis (CFA) and the results are shown in Tables 3 and 4.  (Hair et al., 2013;Chau, 1997).

The Mediating Variable
To   Table 5.
The goodness of fit values in Table 5 indicate that the model is quite fit to the data.
Among them are the Cmin/DF value which is less than five, the RMSEA value is less than 0.08, the GFI value is close to 0.9 (0.883 rounded up to 0.9), the AGFI value is also close to 0.9 (0.864 rounded up to 0.9), although TLI and CFI is still below 0.9.
Meanwhile, the author's structural model is presented in Table 6. There is another perspective which uses the service quality theory proposed by Gronroos, (1984), namely that service quality consists of parts; the first is technical quality, while the second is functional quality.
Technical quality is what the customer receives when he or she interacts with the service provider, while functional quality is related to how the service is presented. This is related to problems with the behavior of service providers who interact with customers; for example, problems of service speed and response to customer requests.
Based on the distribution of service quality proposed by Gronroos, (1984) (Gronroos, 1984) in order that the SERVQUAL dimension can be simplified into functional and technical dimensions.

ACKNOWLEDGEMENT
The author would like to express sincere gratitude to those who have contributed to the completion of this article.