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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2002 MCB UP Ltd. All rights reserved.
- ISSN
- 1363-254X
- DOI
- 10.1108/13632540210807071
- Publisher site
- See Article on Publisher Site
Abstract
A survey of 463 students examined how they perceive their relationship with the University of Florida. Overall, students described the relationship as one characterised by trust and satisfaction and they tended to feel more neutral about control mutuality, commitment and an exchange relationship. Items measuring a communal relationship were the weakest relationship indicators. Data from interviews with nine administrators further validated the relationship outcomes measured in the survey.
Journal
Journal of Communication Management – Emerald Publishing
Published: Jul 1, 2002
Keywords: Public relations; Relationship management; Communication management; Relationship marketing; Higher education marketing