Mutual benefit as outcome indicator: Factors influencing perceptions of benefit in organization-public relationships

The notion of mutual benefit has been a foundational assumption for scholars who use the relationship management perspective. Although many studies have interred that mutual benefit links to organizational outcomes, no study to date has linked quantitatively key public member perception of benefit to positive organizational results. The current investigation sought to quantify the link between respondent perception of benefit and traditional organizational outcomes such as satisfaction and behavioral intent. Additionally, the research sought to determine which variables best differentiate those who feel they have received benefit from those who have not or were uncertain. The results suggest that mutual benefit is a stand-alone outcome indicator of programmatic success. Moreover, perceptions of benefit appear to tie to respondent evaluations of the relationship that they have with an organization. Discussion of the findings and the implications for the study and practice of public relations are considered. (c) 2005 Elsevier Inc. All rights reserved.