摘要：Customers satifaction is derived from many ways,especially from customers psychological feelings.This research has the aims to examine the relationship between customers perceived value and variety seeking behavior toward celuler card customers satisfaction.This research is conducted in Purwokerto city.This research is quantitative research with survey method.Sampling method used in this research is purposive sampling by taking 100 celuller card user in Purwokerto city.Data analysis method used in this research is multiple regression analysis.The research results show that : 1) perceived value affecting customers satisfaction,2)variety seeking affecting customers satisfaction,3 perceived value and variety seeking affecting customers satisfaction.The research implication is that companies celuller card provider is need to design their marketing programs to retain their customers satisfaction.
