The Financial Impact of the Use of Relationship Marketing Principles in the Communication of Public Institutions

Abstract

This study analyses the financial performance of public entities registered in the European Transparency Register based on their communication patters and use of relationship marketing principles. The main objective of the article is to establish whether correlations exist between financial performance and the fulfilment of relationship marketing principles such as trust and commitment, as emphasized in the communication of the analysed institutions. By using bivariate analysis and multiple linear regression, a series of correlations are found and a model of prediction is developed. The research thus entails practical recommendations for public institutions, in view of improved performance and access to finances.

Keywords

• relationship marketing
• communication
• public institutions
• financial performance