Advancing relationship management theory: Mapping the continuum of relationship types

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.

► This study maps three relationships to a continuum using the communality construct. ► Relationship evaluations for consumer, political, and volunteers reflect communality literature. ► Volunteer was the highest rated relationship followed by consumer and political.