INTER-ORGANIZATIONAL COMMUNICATION COMMITMENT IN A .SUBSIDIZED MARKET OF MALAYSIAN PADDY FERTILIZER INDUSTRY

Inter-Organization Communication (IOC) is one of the used communication
disciplines to communicate between two or more organizations. It is proven vital to
sustain relationship between organizations particularly between customers and
suppliers. However, there is still lack of empirical research and findings in the
subsidized market. Malaysian paddy farmers have been receiving fertilizers subsidy
since 1971 making the environment of subsidized market stand more than 40 years
long. This study presents a findings based on IOC theories of communication
management between Local Farm Association (PPKs) and the supplier based on the
perspectives of the PPK. It will critically discuss the elements of IOC and
communication commitments based on the perspectives of PPKs. The relationship of
communication willingness and communication commitment as well as mediating
effect of communication behaviour and communication quality were tested in this
study.