Faculty Publications

Title

Measuring public relationships among students and administrators at the University of Florida

Document Type

Article

Keywords

Communication management, Higher education marketing, Public relations, Relationship management, Relationship marketing

Journal/Book/Conference Title

Journal of Communication Management

Volume

6

Issue

3

First Page

227

Last Page

238

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. © 2002, MCB UP Limited

Original Publication Date

7-1-2002

DOI of published version

10.1108/13632540210807071

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