Advancing relationship management theory: Mapping the continuum of relationship types

Richard D. Waters, Denise Sevick Bortree

Research output: Contribution to journalArticlepeer-review

34 Scopus citations


Building on the literature of relationship management, this study explores the way organization type influences the nature of the organization-public relationship. Three types of organization-public relationship were examined (nonprofit organization-volunteer, retailer-consumer, and political party-member) and which were mapped to Hung's (2005) continuum of relationships, ranging from communal to exploitive. Four dimensions of the relationship were examined: trust, control mutuality, satisfaction, and commitment. Surveys were completed by 313 respondents to measure their relationships with all three organizational types. Significant differences were detected between organizations which were deemed high, medium and low in communality. Results provide insight into the role that communality plays in levels of relationship quality in the organization-public relationship.

Original languageEnglish (US)
Pages (from-to)123-127
Number of pages5
JournalPublic Relations Review
Issue number1
StatePublished - Mar 2012

All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing


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