This study seeks to analyze the effect of management commitment to service quality on service performance, the effect of management commitment to service quality on company’s reputation, the effect of service performance to company’s reputation, and the effect of management commitment to service quality on company’s reputation through service performance. The study employed structural equation modeling (SEM) as an analysis technique. The analysis shows that management commitment to service quality had a significant and positive effect on service performance, management commitment to service quality had a significant and positive effect on the company's reputation, service performance affected the company's reputation and management commitment to service quality affected the company's reputation through service performance.