Effects of the organization‐public relational gap between experiential and expected relationship outcomes Relational gap analysis

Effects of the organization‐public relational gap between experiential and expected... Purpose – A monopolistic relationship between utilities and their customers creates a unique relational context in which the basic assumption of one's ability to terminate a relationship with an unsatisfactory relationship partner is violated. The purpose of this paper is to examine how attitudinal and behavioral outcomes are influenced by relational gap as the discrepancy between the expected relationships under deregulation and the experienced public relationships under monopolistic completion. Design/methodology/approach – With this purpose, an online survey was conducted with customers of a monopolistic utility provider; a sample of 1,145 adults living in the region was provided from an academic online panel database project for research participants, yielding a response rate of 32 percent. Findings – The key findings are that, among the four relational outcomes, control mutuality and satisfaction showed the biggest and significant shift to higher levels of performance expectations under competition than under a monopoly. Further, a shift in control mutuality and satisfaction led to more negative attitudes toward the company and a stronger intention to switch. Originality/value – This study can contribute to the practice and study of communication management by suggesting a sound empirical framework in managing public relationships. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Effects of the organization‐public relational gap between experiential and expected relationship outcomes Relational gap analysis

Journal of Communication Management, Volume 17 (1): 16 – Feb 8, 2013

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1363-254X
D.O.I.
10.1108/13632541311300142
Publisher site
See Article on Publisher Site

Abstract

Purpose – A monopolistic relationship between utilities and their customers creates a unique relational context in which the basic assumption of one's ability to terminate a relationship with an unsatisfactory relationship partner is violated. The purpose of this paper is to examine how attitudinal and behavioral outcomes are influenced by relational gap as the discrepancy between the expected relationships under deregulation and the experienced public relationships under monopolistic completion. Design/methodology/approach – With this purpose, an online survey was conducted with customers of a monopolistic utility provider; a sample of 1,145 adults living in the region was provided from an academic online panel database project for research participants, yielding a response rate of 32 percent. Findings – The key findings are that, among the four relational outcomes, control mutuality and satisfaction showed the biggest and significant shift to higher levels of performance expectations under competition than under a monopoly. Further, a shift in control mutuality and satisfaction led to more negative attitudes toward the company and a stronger intention to switch. Originality/value – This study can contribute to the practice and study of communication management by suggesting a sound empirical framework in managing public relationships.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Feb 8, 2013

Keywords: Monopolies; Customer relations; United States of America; Communication management; Organization‐public relational outcomes; Relational gap analysis; Problem solving; Company attitudes; Supportive intention

References

  • Relationship management and public relations: dimensions of an organization‐public relationship
    Bruning, S.D.; Ledingham, J.A.
  • Relationships between organizations and publics: development of a multi‐dimensional organization‐public relationship scale
    Bruning, S.D.; Ledingham, J.A.
  • Measuring public relationships among students and administrators at the University of Florida
    Hon, L.C.; Brunner, B.
  • Status of organization‐public relationship research from an analysis of published articles, 1985‐2004
    Ki, E.‐J.; Shin, J.‐H.
  • Problem solving and communicative action: a situational theory of problem solving
    Kim, J.‐N.; Grunig, J.E.
  • The determinants of perceived service quality and its relationship with satisfaction
    Lee, H.; Lee, Y.; Yoo, D.
  • The Mediation Process
    Moore, C.W.
  • Purchasing power: consumer empowerment and adaptation to the free market in Russia
    Treadwell, A.M.; Pridemore, W.A.

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