Predictors of Organization-Public Relationship Attributes on University’s Image of a Malaysian Private University

Abstract

Relationship studies have emerged tremendously as an important field of study in communication science, particularly in the field of Public Relations. However, the influence of Organization-Public Relationship (OPR) attributes in the education industry remains understudied. The purpose of this study was to investigate the relationship between OPR attributes and image in a Malaysian private university. A quantitative (survey) method was employed using convenient sampling in which 117 valid responses were collected. The data were then analyzed using Pearson-Product Moment Correlation and Multiple Regression analysis through the Statistical Package for the Social Sciences (SPSS) version 25.0. Based on the findings, OPR attributes, namely trust, control mutuality, satisfaction, and openness yielded positive and moderate relationships with the university's image, whereas commitment generates a positive and high relationship with the university's image. In addition, multiple regression analysis showed that commitment and satisfaction were the significant two predictors that can help to increase the university's image. The study contributes to the Public Relations scholarship by incorporating Openness as another important attribute to expand the original OPR model by testing it empirically in the Malaysian private higher education context. The university's management will benefit from this study as OPR helps to shape the favorable image and perception of the institutions which serves as a