HALKLA ‘İLİŞKİLER’; ÖRGÜTLERİN İLİŞKİ YETİŞTİRME STRATEJİLERİ VE İLİŞKİ ÇIKTILARI ÜZERİNE AMPİRİK BULGULAR

Bu çalışma ilişki yönetimi teorisini ardalanına alarak, örgütlerle kamuların ilişkilerininyapısını çözümlemeyi amaçlamaktadır. Bu amaç doğrultusunda ilişki yetiştirme stratejilerive çıktılarına ilişkin ampirik bulgular arayan bu çalışma halkla “ilişkiler”i, kuramsalbağları koparılmış, sadece uygulamaları yöneten bir anlayışla değil, örgüt ve kamulararasındaki ilişkileri yetiştirecek stratejilere ve ilişkilerin çıktılarına odaklanan bir yönlesunmaktadır. Araştırmada, ilişki inşası sürecinde hem örgütlerin hem de kamularınalgıları, alan araştırması ile değerlendirmiştir. Örgütlerin ilişki yetiştirme stratejilerinin,ilişki çıktılarını doğrudan etkilediği sonucuna ulaşmıştır. Ayrıca, örgütlerin ilişkiçıktılarına ilişkin öngörüleri ile kamuların algılamaları arasında önemli farklarbulunmaktadır.

PUBLIC ‘RELATIONS’; AMPIRICAL EVIDENCE ON ORGANIZATION RELATIONSHIP CULTIVATION STRATEGIES AND RELATIONSHIP OUTCOMES

This study aims to solve the structure of relations between organizations and organizations by taking relationship management theory in background. Towards this end, the study, which seeks empirical evidence on relationship-building strategies and outputs, presents the relations with the public in a way that focuses on the outputs of the strategies and relations that will relate to the organization and the publics rather than an understanding that only breaks the theoretical ties away from the theoretical ties. In the research, the perception of both the organizations and the public in the construction process of the relationship was evaluated by field research. It has reached the conclusion that the relations of the organizations are directly affecting the relations outputs. In addition, there are important differences between the predictions of organizations on relations outputs and the perceptions of the publics.

PDF

___

Amin M, Isa Z and Fontaine R (2013) Islamic Banks: Contrasting The Drivers of Customer Satisfaction on Image, Trust, And Loyalty of Muslim and Non-Muslim Ustomers In Malaysia, International Journal of Bank Marketing, 31(2), 79-97.
Berko R M, Rosenfeld L and Samovar L A (1997) Connecting, 2nd ed., Harcourt Brace College Publisher, New York, NY.
Broom G M, Casey S and Ritchey J (1997) Toward A Concept and Theory of Organization-Public Relationships, Journal of Public Relations Research, 9(2), 83- 98.
Dick A S and Basu K (1994) Customer Loyalty: Toward An Integrated Conceptual Framework, Journal of Academy of Marketing Science, 22(2), 45-6.
Erjavec S H, Dmitrović T and Bržan P P (2016) Drivers of Customer Satisfaction And Loyality In Service Industries, Journal Of Business Economics and Management, 17 (5), 810-823.
Ferguson M A (1984) Building Theory in Public Relations: Inter-Organizational Relationships. Paper Presented To The Public Relations Division, At The Annual Conference Of The Association For Education In Journalism And Mass Communication, Gainesville, FL, August
Garbarino E and Mark S J (1999) The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, 63(2), 70-87.
Grunig J E and Hung C J (2002) The Effect of Relationships on Reputation and Reputation on Relationships: A Cognitive, Behavioural Study. Paper Presented To The Public Relations Society Of America Educator's Academy, Miami, Florida.
Grunig J E (1993) Image and Substance: From Symbolic to Behavioral Relationships. Public Relations Review, 91(2), 121-139.
Grunig J E and Huang Y H (2000) From Organizational Effectiveness to Relationship Indicators: Antecedents of Relationships, Public Relations Strategies, and Relationship Outcomes. In J. A.
Grunig L A, Grunig J E and Dozier D M (2002) Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries. Mahwah, NJ: Lawrence Erlbaum Associates.
Guiniven J (2005) "Podcast as a PR Tool: What Do You Need To Know?" Public Relations Tactics, 12(9), 6.
Holtzhausen D R (2000) Postmodern Values in Public Relations, Journal of Public Relations Research, 12(1), 93-114.
Holtzhausen D R and Voto R (2002) Resistance From the Margins: The Postmodern Public Relations Practitioner as Organizational Activist, Journal of Public Relations Research, 14(1), 57-84.
Hon L C and Grunig J E (1999) Guidelines for Measuring Relationships in Public Relations. Gainesville, FL: The Institute for Public Relations. Retrieved January 26, 2006, from http://www.instituteforpr.com/pdf/1999_guide_measure_relationships.pdf
Huang Y-H (1997) Public Relations Strategies, Relational Outcomes, And Conflict Management Strategies, Unpublished Doctoral Dissertation, University of Maryland, College Park, MD.
Hung C J F (2005) Exploring Types of Organization-Public Relationships and Their Implications for Relationship Management in Public Relations. Journal of Public Relations Research, 17, 393–425.
Jensen I (1997) Legitimacy And Strategy of Different Companies: A Perspective Of External And Internal Public Relations, In, Public Relations Research: An International Perspective. In D. Moss, T.Macmanus, D.Verdic. London: International Thomson Business Press.
Jo S and Kim Y (2003) The Effect of Web Characteristics on Relationship Building, Journal of Public Relations Research, 15 (3), 199-223.
Ki E J and Hon L C (2006) Relationship Maintenance Strategies on Fortune 500 Company Web Sites, Journal of Communication Management, 10 (1), 27-43.
Kaura V, Prasad C S D and Sharma S (2015) "Service Quality, Service Convenience, Price And Fairness, Customer Loyalty, And The Mediating Role of Customer Satisfaction", International Journal of Bank Marketing, 33(4), 404-422.
Kim J N and Sriramesh K (2009) A Descriptive Model of Activism in Global Public Relations Research and Practice. In K Sriramesh, D Vercic (Eds.), The Global Public Relations Handbook (Rev. ed.) New York: Routledge.
Ledingham J A and Bruning S D (2000) A Longitudinal Study of OrganizationPublic Relationship Dimensions: Defining The Role of Communication In The Practice Relationship Management. In J A Ledingham, S D Bruning (Eds.), Public Relations as Relationship Management: A Relational Approach To The Study And Practice of Public Relations, Mahwah, NJ: Lawrence Erlbaum Associates.
Ledingham J A and Bruning S D (1998) Relationship Management in Public Relations: Dimensions of An Organization–Public Relationship, Public Relations Review, 24 (1), 55-65.
Miyamoto T and Rexha N (2004) Determinants of Three Facts of Customer Trust, A Marketing Model of Japanese Buyer-Supplier Relationships, Journal of Business Research, 57 (3), 312-319.
Millar F E and Rogers L E (1987) Relational Dimensions of Interpersonal Dynamics. In M E Roloff ve G R Miller (Eds.), Interpersonal Process: New Directions in Communication Research, Newbury, CA: Sage.
Martinez P and Rodriguez I B (2013) CSR and Customer Loyalty: The Roles of Trust, Customer Identification With The Company and Satisfaction, International Journal of Hospitality Management, 35, 89-99.
O’Hair D, Friedrich G W, Wiemann J M and Wiemann M O (1995) Component Communication, New York: St.Martin’s Press.
Preston C C and Colman A M (2000) Optimal Number of Response Categories In Rating Scales: Reliability, Validity, Discriminating Power, And Respondent Preferences, Acta Psychologica, 104, 1-15.
Seltzer T (2005) The Dialogic Potential of Weblogs in Relationship Building. Paper Presented To The Public Relations Division At The Annual Meeting of The Association For Education In Journalism And Mass Communication, San Antonio, TX.
Tuncer U (2011) Halkla İlişkilerde Meslek Standartları: Uygulayıcılara Yönelik Bir Araştırma, İletişim Kuram ve Araştırma Dergisi, Gazi Üniversitesi, 32, 63-86.
Wright H P (1984) Self-Referent Motivation and The Intrinsic Quality of Friendship Journal of Social And Personal Relationships 1 (1), 115-130.