The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 95
establish a strong relationship with his alma mater. Even in the long run allow private universities to
understand the expectations and needs of the student and can further improve the quality of service. The
existence of the provision of effective communication and information and quality services is expected to
increase the confidence of students who eventually will create a strong commitment is a Relationship
Commitment. With regard to the above, the problem in this research
is how the influence of communication effectiveness, quality of service and confidence in the Relationship
Commitment?. The purpose of this study was to analyze the influence of communication effectiveness,
quality of service and confidence in the commitment of the student connectedness UNISBANK Semarang.
2. THEORY AND HYPOTHESES DEVELOPMENT
Discussion of theoretical concepts are the foundation that gives direction and form the theoretical framework
theoretical framework research conducted. The substance of the concept of theory and research in turn
is the basis for the formation of hypotheses. In a theoretical study will be described also examine
the literature on concepts and theory and previous research, which supports and relatively relevant to the
research. Theoretical concepts include aspects of communication effectiveness, kualital services, trust
and Relationship Commitment. 2.1 Communication Effectiveness influence on the
Quality of Service The effectiveness of communication is also greatly
affect the quality of service. Improved communication plays a strong role in increasing consumers views on
the quality of service Franke, 1988 in Sharma and Patterson 1999. Providing information that is positive
and vice versa if the negative information will affect the quality of service that negative perepsi.
Clark 1992; Stewarr 1992; and Headley 1992 asserts that the communication is crucial to improve
the perceived quality of service, while Benson 1994 states that a financial planning services is a blend of
technical knowledge and communication skills. Strong communication skills are needed to give sense to the
client to make an investment which later became more confident in accepting financial risk and value added
and to help them through the inevitable development of the investment. At the time communication between
financial advisors, a client receives information about the status of their current investments, opportunities
and risks in the future, and their chances of getting financial benefits expected. Based on it, the frequency
and effectiveness of communication, will form the perception of quality of service.
2.2 Communication Effectiveness influence on Trust
The ability of effective communication is also an instrument to develop client trust. Moorman et al.
1993 gives the pressure that communication often becomes necessary to correct perceptions and develop
confidence. And very often means that communication helps clients to appreciate the recent market
developments
and help
solve problems
and misconceptions. With regular client contact, answering
their questions and gives them regularly development investment will help develop trust in a relationship
Sharma and Patterson, 1999. Morgan and Hunt 1994 found that repeated communication and quality will
produce greater confidence, while Anderson and Narus 1990 stated that the perception of both the distributor
and manufacturing, communication is positively associated with trust.
2.3 Communication Effectiveness influence on Relationship Commitment
For individual financial service providers, the relationship
between the
effectiveness of
communication and connectedness commitment will be stronger than in the context of services due to repeated
interactions between clients with financial advisory, risk and uncertainty involved, as the complexity of a
services Sharma and Patterson , 1999.
Intensive customer relations, interpersonal and require long-term
attention and
professional way
of communicating
between individuals within the
organization displayed in advertising, direct marketing and public relations. High-frequency relationship
between the company and its customers will succeed in creating connectedness commitment. The addition
level of communication dimension is also found to be associated with commitment Keith et al., 1990 and
coordination Guiltinan et al., 1980 in Mohr et al. 1996.
2.4 Quality of Service influence on Trust
Morgan and Hunt 1994 suggests that the perception of the quality of service in the past were often of high
quality and will generate confidence grew. High quality in this case is intended as a relevant, timely and
reliable. In his research, Unrih 1997 showed that the frequency of interaction and quality of service will
affect consumer confidence in a relationship. Further explained that the quality and frequency of
communication is the decisive factor in convincing level of mutual understanding between members in a
relationship in achieving a common goal. For the quality of service providers is considered to
provide reliable informsi with an acceptable level of risk that help customers to achieve the goal.
Fulfillment of a hope customers make their meiliki greater perception tehadap technical quality. Functional
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 96
quality is also an important commodity in the creation of customer kepercyaan. Behavior responsive, attentive,
polite and professional in providing this service is a hallmark of functional quality. Satisfying experience
with repeated interaction will increase the confidence that will carry on the service creation process is
important in the formation of trust.
2.5 Quality of Service Influence on Relationship Commitment
According to Mittal and Lassar 1996 both groups of service quality is the quality of technical and functional
quality has different characteristic. In a company that has low interpersonal relationships low contact the
technical quality has a significant effect on the Relationship Commitment, while a company with
interpersonal relationships high contact then the functional quality has significant influence over the
Relationship Commitment. In addition, the technical quality makes customers tend to be loyal, which in turn
will create connectedness commitment. While the functional quality makes customers tend to be satisfied.
Customer satisfaction is still no tendency to move switching. In contrast to loyal customers, they tend
not to
move separately
non-switching. The
commitment of the relationship between service provider and its customers because of the high feelings
of loyalty. Oliver 1999 also added that in general the commitment is explicit or implicit ability of relational
continuity.
2.6 Trust Influence on Relationship Commitment
