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