關係管理導向之大專院校留住學生公關策略的研擬與評估

Constructing and Evaluating Relationship Management Oriented Public Relations Strategies for College Student Retention

本文以維繫組織─群眾關係之「人際關係」及「管家思維」觀點，研擬大專院校留住學生之公關策略，再以組織─群眾之「關係結果」，推估此一策略對留住學生的影響力。藉由問卷調查某一私立科技大學的五百九十三位大一學生，顯示雖可採用「人際互動」、「人際溝通」及「管家式互動」等考量的公關策略，但僅「人際互動」及「管家式互動」可影響大專院校─學生之「關係成效」，且「管家式互動」又遠比「人際互動」更具影響力。

This study applies the perspectives of interpersonal relations and stewardship of organization-public relationship maintenance strategies to develop public relations strategies for retaining college students, and uses the indicators of relationship outcome to evaluate the effectiveness of such efforts. By surveying 593 freshman students of a private technological university, the results reveal when adopting relationship maintaining approaches to retain students, although can use 'interpersonal interaction,' 'interpersonal communication' and 'stewardship-based interaction' of public relations strategies, only the modes of 'interpersonal interaction' and 'stewardship-based interaction' can generate significant impacts on collegestudent relationship outcomes, and the mode of 'stewardship-based interaction' is even far more influential than the mode of 'interpersonal interaction.'