Article2006

Measurement of Organization–Public Relationships: Validation of Measurement Using a Manufacturer–Retailer Relationship

90 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Customer Service Quality and Loyalty Public Policy and Administration Research

Abstract

In this study I attempt to replicate and extend Huang's (2001) research by adding relational dimensions that could capture specific features that may characterize the organization–public relationship in South Korea. Findings indicate that trust, control mutuality, satisfaction, and commitment are closely related to each other, whereas personal network is positively associated with other dimensions in the retailer group. In contrast, the managers representing Samsung Electronics' position perceived more negatively the personal network dimension than did the retailer group. This study reveals that trust, satisfaction, and commitment are global relational measures, whereas personal network as conceptualized here may reflect unique aspects of Eastern culture. Furthermore, these 4 relational measures can be used to evaluate public relations outcomes.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1989The Practice of Social Research 1979Review of Psychometric theory (2nd ed.).1993Factors Affecting Trust in Market Research Relationships 1998Managers as Initiators of Trust: An Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior 1991Maintenance Strategies and Romantic Relationship Type, Gender and Relational Characteristics 1998Relationship management in public relations: dimensions of an organization-public relationship 2003Explicating Relationship Management as a General Theory of Public Relations

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