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Article history: Received: September 15 2019 Received in revised format: September 28 2019 Accepted: October 31, 2019 Available online: November 1, 2019 This empirical study aims to identify the effects of different factors influencing on customer satisfaction, such as perceived quality or perceived value in a case study in chemical industry. Understanding the effects of such variables helps us manage customers properly, balancing between perceived quality and perceived value. The research design is a quantitative method and employs Structural Equation Method (SEM) to ensure the correlation between constructs. The method results confirm that perceived value contributes a stronger influence on customer satisfaction than perceived quality does. Chemical market tends to put perceived value as a priority as long as the product quality meets the standard parameter. Perceived quality is reflected more by service while there is less point of differentiation on tangible product. The paper may limit the generalization of the findings, hence the replication in other industries are encouraged. © 2020 by the authors; licensee Growing Science, Canada

Assessing the effects of perceived quality and perceived value on customer satisfaction