Abstract
The number of higher education institution in Indonesia is very high. The number consist of goverment university and private university. There are Islamic private university and non Islamic private university. In each year, KemenristekDikti (Research and Higher Education Ministry) release list of quality rank. Unfortunately, private Islamic university never in the first rank or even in the second place. Islamic university takes a role as one of Islamic dakwah media, hence, it is very important to communicate the superiority of Islamic university the alumni. The previuos study used recomendation intention as a result of emotional responses, however, in this study use recommendation intention as a result of spiritual respon. The main purpose of this study is to analyze the impact of relational satisfaction and company customer identification on dakwah communication intention. We use Partial Least Square (PLS) method to analyze the data from 110 responden. Empirical result confirms that relational satisfaction and company customer identification have positive impact on dakwah communication intention. It can be concluded that the more alumni get benefit in the world and hereafter and feel as a part of the Islamic university, the more their intention to participate in dakwah communication.

Keywords : Relational Satisfaction, Company Customer Identification and Dakwah
Communication Intention