Examining the role that personal, professional, and community relationships play in respondent relationship recognition and intended behavior

Abstract

At a time when organizations are being structured to decrease interaction between organizational representatives and key public members, the findings from the current investigation suggest that organization‐public relationships play a role in influencing the behavioral intent of key public members. Specifically, key public members who identify themselves as in a relationship with an organization are more likely to intend to stay with that organization in the face of competition. Because self‐identification of being in a relationship with an organization can influence intended behavior, the investigation also sought to determine those relationship variables that best differentiate those who indicate they are in a relationship with the organization from those who feel they are not or are uncertain. Suggestions fin‐managing organization‐public relationships grounded in interpersonal communication strategies are provided, and arguments for measuring key public member relationship attitudes, evaluations, and intended behaviors are presented.

Key concepts:

• Public Relations
• Relationship Building
• Banks
• Customer Relations
• Customer Attitudes