Performance Of Academic Services In Distance Education: Customers Perspective

Customers perspective is one of perspective in Balance Scorecard that have to be concerned by organization, especially in organization of public sector. Since the driver in the balance scorecard in public organization is a mission to provide services to the public. The low achievement in this perspective will reduce total consumers in the future, although currently financial performance looks good. Universitas Terbuka (UT) is as educational Institution is one of public organization that is very concerned of this customer perspective, therefore UT will improve its services sustainably. This research was conducted in eight UT Regional Office, whose respondents were students and stakeholders. Analysis Importance-Performance Analysis (IPA) of students showed that 27% of 33 services were assessed to be in Quadrant 1, 12 % was in Quadrant II, 57,5% was in quadrant III and 3,5% services assessed by students was in quadrant IV. While IPA Analysis of stakeholders showed the assessment of academic services of UT, 50% was in quadrant II, 29% was in quadrant III, 14% was in quadrant IV and 7% of services was assessed be in quadrant I. This research indicates that the necessary of UT to review its academic services provided to the customers in order to increase customers’ satisfactio