Organization-Public Relationship: Satisfaction and Intention to Retain a Relationship with a Cell Phone Service Provider

This investigation examined five dimensions (anthropomorphism, professional benefit/experience, personal commitment, comparison of alternatives, and community involvement) of Bruning and Galloway's (2003) organization-public relationship as related to consumer satisfaction with and willingness to continue a relationship with a cell phone service provider. Results showed that personal commitment and anthropomorphism were associated with perceived satisfaction and that personal commitment was associated with likelihood to pursue a future relationship with the organization. The discussion addresses implications for the study of organization-public relationships.