建構及評估關係期待或需求導向之公關策略對組織－群眾關係結果之影響

Impacts of Relationship Expectations and Needs-Oriented Public Relations Strategy on Organization-Public Relationship Outcomes

劉正道(Cheng-Tao Liu)

《中華傳播學刊》 25期 (2014/06) Pp. 135-159

https://doi.org/10.6195/cjcr.2014.25.05

摘要

本研究試圖建構關係期待或需求導向之公關策略，並檢視此一策略對組織－群眾關係結果的影響。根據隨機抽樣電訪某一國營企業之254位顧客的看法，顯示擬訂關係期待或需求導向之公關策略，可從「專業服務取向」、「個人服務取向」及「社區服務取向」等方向來加以考量。此外，研究結果也顯示依序為「專業服務取向」做法、「個人服務取向」做法及「社區服務取向」做法，會對組織－公眾關係結果產生不同程度的影響。

關鍵字

公關策略 ； 組織－公眾關係 ； 關係期待或需求

並列摘要

This study involved constructing relationship expectations and needs-oriented public relations strategies, and examining the impacts of such strategies on organization-public relationship outcomes. A total of 254 customers living in five major cities of a national power company in Taiwan were randomly surveyed using the CATI. The results indicated that constructing relationship expectations or needs-oriented public relations strategies are considered professional-service-oriented, community-service-oriented, and personal-service-oriented approaches. The results also indicated that, in sequence, professional-service-oriented, personal-service-oriented, and community-service-oriented approaches can generate different degrees of impact on organization-public relationship outcomes.

並列關鍵字

public relations strategy ； organization-public relationship ； relationship expectation or need

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