Measurement of Organization–Public Relationships: Validation of Measurement Using a Manufacturer–Retailer Relationship

Abstract

In this study I attempt to replicate and extend Huang's (2001) research by adding relational dimensions that could capture specific features that may characterize the organization–public relationship in South Korea. Findings indicate that trust, control mutuality, satisfaction, and commitment are closely related to each other, whereas personal network is positively associated with other dimensions in the retailer group. In contrast, the managers representing Samsung Electronics' position perceived more negatively the personal network dimension than did the retailer group. This study reveals that trust, satisfaction, and commitment are global relational measures, whereas personal network as conceptualized here may reflect unique aspects of Eastern culture. Furthermore, these 4 relational measures can be used to evaluate public relations outcomes.