Customer Preferences for the Use of Tutoring Services

Abstract

This study aimed to determine customer preferences for the use of tutoring services. The attributes studied were teacher (X1), location (X2), facilities (X3) and method (X4). The population were students in Surabaya. The sample of this study was students in NMC in 2019-2020 who had children 7-17 years old and had used another course located in Surabaya. The total number of respondents was 96. Based on the results of conjoint analysis, the main preferences were a teacher with a degree above a bachelor’s degree who can speak English, the location in West Surabaya, a facilities exercise module, and an offline method. The most important attribute was the learning method. Keywords: Course, conjoint analysis, consumer preferences