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題 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=Impacts of Relationship Expectations and Needs-Oriented Public Relations Strategy on Organization-Public Relationship Outcomes |
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作 者 | 劉正道; | 書刊名 | 中華傳播學刊 |
卷 期 | 25 2014.06[民103.06] |
頁 次 | 頁135-159 |
分類號 | 541.84 |
關鍵詞 | 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; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。