THEORITICAL FRAMEWORK Trust Influence on Relationship Commitment

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

According to Crosby et al. 1990 belief is the belief that service providers can use it as a tool to establish a long term relationship with the buyers who will be served. So it can be concluded that the trust is a willingness or confidence in an exchange partner to establish long-term relationships to generate positive performance. Morgan and Hunt 1994 argues that trust exists when a group believes in nature reliable and integrity of partners. Trust is the expectation held by individuals that greeting someone reliable. Reliable group need to have high integrity and reliable, which is associated with quality, namely: consistent, competent, honest, fair, responsible, helpful and kind. Parasuraman et al. 1991 found that customer relationships with companies require trust. Trust as a process of learning and adaptation interorganizational interorganisasi that aims powerful groups for the continuation continuity of relationships Granovetter, 1985; Hallen et al., 1991 in Geyskens et al. 1996. Relationships characterized by trust high value so that the group wants to commit to the relationship. Hreviniak, 1974 and Morgan and Hunt 1994. Trust is important in a relational context where individuals seeking behavior can be predicted and must be done their relationship partners, so that there is a relatively high degree of certainty associated with the results at a later date Mac Neil, 1980; Millar Rogers, 1987 in Crossby et al . 1990. Relationships are built on trust the buyer to the seller allows the seller to better meet the needs of buyers and this is one of the most fundamental step in establishing a long-term relationship. Determine the continuity of the relationship of trust, but if it doubted the trust of customers may be reluctant to continue the relationship .From the study of theory and previous research that has been described above, the development of the research hypothesis is as follows: 1. Effectiveness of communication significant positive effect on the quality of service. 2. Effectiveness of communication significant positive effect on trust. 3. Effectiveness of communication significant positive effect on relationship commitment. 4. Quality of service significant positive effect on trust. 5. Quality of service is significant positive effect on the relationship commitment. 6. Trust significant positive effect on the relationship commitment.

3. THEORITICAL FRAMEWORK

The effectiveness of communication greatly affects 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. By providing information both positive and negative a major role in shaping the perception of service quality. For the quality of the service providers very considered to provide reliable information to the level of acceptable risk thus helping students to achieve the goal. Satisfying experience with repeated interaction will increase the confidence that will carry on the service creation process is important in the formation of the belief that in the end of the trust established with the student, brings consequences for students in establishing and continuing a long-term relationship. Based on the basic theory and previous research studies that have dikemukakakan above can be developed a research model as follows: Figure-1 Conceptual Model: Determinants of Relationship The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 97 QUAL .11 COM COMIT TRUST x1.1 .50 e1 1.00 1 x1.2 .38 e2 1.39 1 x1.3 .34 e3 1.64 1 x1.4 .57 e4 .82 1 x3.7 .45 e16 1.00 1 x3.6 .48 e15 1.13 1 x3.5 .32 e14 1.16 1 x3.4 .69 e13 .95 1 x3.3 .56 e12 .98 1 x3.2 .55 e11 1.11 1 x3.1 1.07 e10 1.52 1 y1.1 .32 e17 1.00 1 y1.2 .33 e18 1.12 1 y1.3 .39 e19 1.07 1 y1.4 .46 e20 1.13 1 5.02 .03 -.53 .21 .02 .72 3.50 z1 1 .13 z3 1 .18 z2 1 y1.5 .92 e21 .74 1 Chi-squares=345.671 df=171 prob=.000 GFI=.865 AGFI=.817 TLI=.898 RMSEA=.071 emp 2.78 e9 1.00 1 ass 2.02 e8 .87 1 res 2.95 e7 1.03 1 rel 3.23 e6 1.05 1 tan 4.29 e5 .64 1 .45 .10 .13 .18 -.35 -.15 -.10 -.06 .51 .05 -.18 .22 .10 COM X1.1 .51 e1 1.00 1 X1.2 .39 e2 1.40 1 X1.3 .31 e3 1.77 1 X1.4 .56 e4 .90 1 QUAL EMP 2.69 e9 1.00 1 ASS 1.98 e8 .87 1 RES 2.99 e7 1.03 1 REL 3.36 e6 1.04 1 TRUST COMMIT .39 z2 .53 z3 3.81 z1 4.96 .62 -.73 1 .29 .20 1 1 TAN 4.36 e5 1 .63 .08 Chi-square=56.671 df=40 p=.042 GFI=.954 AG|FI=.924 TLI=.977 RMSEA=.046 Commitment X 2 = a0 + β 1 X 1 + e X 3 = a1 + β 2 X 1 + β 3 X 2 + e Y = a2 + β 4 X 1 + β 5 X 2 + β 6 X 3 + e

4. RESEARCH METHOD