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

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.