閱覽人數: 1067
June 2014 No. 25

社會變遷下文本與類型的轉向

Transformation of Text and Genre under Social Change

頁數:135 - 159

作者(中)
劉正道
作者(英)
Cheng-tao Liu
關鍵詞(中)
公關策略、組織─公眾關係、關係期待或需求
關鍵詞(英)
public relations strategy, organization-public relationship, relationship expectation or need
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.
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