篇名 | 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 |
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卷期 | 25 |
並列篇名 | Impacts of Relationship Expectations and Needs-Oriented Public Relations Strategy on Organization-Public Relationship Outcomes |
作者 | 劉正道 |
頁次 | 135-159 |
關鍵字 | 公關策略 、 組織─公眾關係 、 關係期待或需求 、 public relations strategy 、 organization-public relationship 、 relationship expectation or need 、 TSSCI |
出刊日期 | 201406 |
DOI | 10.6195/cjcr.2014.25.05 |
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。
This study involved constructing relationship expectations and needsoriented 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-serviceoriented, and personal-service-oriented approaches. The results also indicated that, in sequence, professional-service-oriented, personal-serviceoriented, and community-service-oriented approaches can generate different degrees of impact on organization-public relationship outcomes.