공공서비스에 대한 신뢰형성 요인 연구: 수돗물에 대한 태도를 중심으로

초록

This study explored the public's attitude of tap water, public relations program and factors of trust building dimensions based on the perceptions of public. The prticipants of focus group mentioned that they perceived the scientific and bahavioral communication focused on public relations events. For example, they want to ensure the quality of water by observing and experienced the quality of clean water. Thus, the trust building primarily stem from the change of substance change and then the quality change can result in public's perception via public communication. The study showed that the effective public relations campaign would be combination of symbolic begins primarily perceived quality of service and then this elicits public's favorable attitude, which is organization reputation.

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