Journal of Entrepreneurship Education (Print ISSN: 1098-8394; Online ISSN: 1528-2651)

Abstract

The Role of Service Quality and Institutional Image in Establishing Relational Commitment between Private Universities and the Student

Author(s): Suparjo, Endang Sri Sunarsih

For service organization, relational commitment and outcomes have been essential for long-term relational successful. This study is purposed to identify the impact of institutional image, service quality, students’ trust on the students’ relational commitment in private higher education institutions in Central Java, Indonesia.
To examine the relationship of trust on relational commitment, some relevant variables of service quality and institutional image were studied along with the central role of mediating variable of trust. By using a two-step approach, Structural Equation Modeling (SEM) was used to test the proposed model. The sample used in this study is 500 respondents. It was taken by applying proportional random sampling.
There are several findings from this study. There is a significant and positive influence between service quality and students’ trust. There is a significant and positive influence between institutional image and students’ trust. The result also shows that there is a significant and positive influence between service quality and students’ relational commitment. There is a significant and positive influence between institutional image and students’ relational commitment. Finally, there is also a significant and positive influence between students’ trust towards students’ relational commitment. In the last part, managerial implications were widely discussed.