Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals

Nowadays, public relations is seen as an important part which helps an organization in bridging the gap with its public so that the mutual relationship is established. Most previous research on Organization-Public Relationship (O-PR) investigate the relationship from an organizational perspective, w...

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Main Author:	Al-Adwan, Muhammad Noor Saleh
Format:	Thesis
Language:	eng eng
Published:	2013
Subjects:	HD28-70 Management Industrial Management
Online Access:	https://etd.uum.edu.my/3867/1/s91064.pdf https://etd.uum.edu.my/3867/7/s91064.pdf
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id	my-uum-etd.3867
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohammed, Rosli
topic	HD28-70 Management Industrial Management
spellingShingle	HD28-70 Management Industrial Management Al-Adwan, Muhammad Noor Saleh Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals
description	Nowadays, public relations is seen as an important part which helps an organization in bridging the gap with its public so that the mutual relationship is established. Most previous research on Organization-Public Relationship (O-PR) investigate the relationship from an organizational perspective, where as this research investigate from the customers’ perspectives. Previous research done in the western world show that the practices of trust, commitment, community involvement, openness, and customers’ satisfaction are attributes towards types of O-PR practice (personal, professional and community). However, literature seems to suggest that much research work is needed to better understand such attributes especially from the public relations practices in Arab country. This study is pursued to elicit the importance of O-PR and it type of practices towards organizational effectiveness in sustaining organizational image, identity, and reputation. The questionnaires were distributed to 600 patients at a major hospital in Jordan with 94.8% response rate. The research findings show significant relationships between O-PR practices and type of relationships with organizational effectiveness (image, identity and reputation). In predicting best practice of O-PR, the study elicited that commitment and patient satisfaction were shown to have the strongest contributions in O-PR as compared to previous research in western countries. Based on the type of relationships practices, personal relationship practice provides the strongest contribution towards organizational image, identity and reputation. The finding of this research will help public relation practitioners in the planning of strategic relationship management in developing best practices of O-PR. The need for improvement in this area requires serious attention especially the practices of commitment and satisfying customer satisfaction. Conclusions as to the impact of public relations as relationship management of organisation-public are offered, as well as suggestions for future areas of research.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Al-Adwan, Muhammad Noor Saleh
author_facet	Al-Adwan, Muhammad Noor Saleh
author_sort	Al-Adwan, Muhammad Noor Saleh
title	Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals
title_short	Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals
title_full	Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals
title_fullStr	Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals
title_full_unstemmed	Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals
title_sort	influence of organization-public relationship practices on organization effectiveness in jordanian public hospitals
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2013
url	https://etd.uum.edu.my/3867/1/s91064.pdf https://etd.uum.edu.my/3867/7/s91064.pdf
_version_	1776103626033332224
spelling	my-uum-etd.38672023-01-25T01:03:54Z Influence of Organization-Public Relationship Practices on Organization Effectiveness in Jordanian Public Hospitals 2013 Al-Adwan, Muhammad Noor Saleh Mohammed, Rosli Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences HD28-70 Management. Industrial Management Nowadays, public relations is seen as an important part which helps an organization in bridging the gap with its public so that the mutual relationship is established. Most previous research on Organization-Public Relationship (O-PR) investigate the relationship from an organizational perspective, where as this research investigate from the customers’ perspectives. Previous research done in the western world show that the practices of trust, commitment, community involvement, openness, and customers’ satisfaction are attributes towards types of O-PR practice (personal, professional and community). However, literature seems to suggest that much research work is needed to better understand such attributes especially from the public relations practices in Arab country. This study is pursued to elicit the importance of O-PR and it type of practices towards organizational effectiveness in sustaining organizational image, identity, and reputation. The questionnaires were distributed to 600 patients at a major hospital in Jordan with 94.8% response rate. The research findings show significant relationships between O-PR practices and type of relationships with organizational effectiveness (image, identity and reputation). In predicting best practice of O-PR, the study elicited that commitment and patient satisfaction were shown to have the strongest contributions in O-PR as compared to previous research in western countries. Based on the type of relationships practices, personal relationship practice provides the strongest contribution towards organizational image, identity and reputation. The finding of this research will help public relation practitioners in the planning of strategic relationship management in developing best practices of O-PR. The need for improvement in this area requires serious attention especially the practices of commitment and satisfying customer satisfaction. Conclusions as to the impact of public relations as relationship management of organisation-public are offered, as well as suggestions for future areas of research. 2013 Thesis https://etd.uum.edu.my/3867/ https://etd.uum.edu.my/3867/1/s91064.pdf text eng public https://etd.uum.edu.my/3867/7/s91064.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D. A. (1996). Building strong brands. New York: The Free Press. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of brand name. 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