Corporate Communications: An International Journal

Purpose – This study was designed to test two models linking relationship perception, attitude, and behavior-based involvement in a membership organization. This study helps fill a gap in the relationship management literature by exploring the hierarchy of effects among a strategic public some of whom could be characterized as having low involvement.

Design/methodology/approach – After a couple of pilot tests, a state-wide mail survey was conducted. As recommended by several studies, the mail survey for this study was included in a packet with a cover letter and a pre-addressed, pre-stamped return envelope mailed to 2,100 randomly selected current members of the organization. Of the 2,100 members who received questionnaires, 493 usable responses were collected, resulting in a 23.4 per cent response rate.

Findings – For the four relationship quality dimensions used in this study – i.e. control mutuality, satisfaction, trust, and commitment – current members' perceptions of relationship trust and commitment positively influenced their attitudes toward the organization. More importantly, this study demonstrates that the public's perception of commitment can also directly engender supportive behavior toward the organization among members of a key public.

Originality/value – This study was designed to empirically test two models that link relationship quality perceptions, attitude, and behavioral intentions with members in a membership organization based on their levels of involvement. By testing a model of standard sequential order (relationship perceptions ? attitude ? behavioral intentions), this study found that the originally tested model met the criteria. However, the model was revised based on the modification index and theoretical justification. A new path directly connecting commitment of the relationship quality outcomes to behavioral intentions was added.