Mutual benefit as outcome indicator: Factors influencing perceptions of benefit in organization–public relationships

The notion of mutual benefit has been a foundational assumption for scholars who use the relationship management perspective. Although many studies have inferred that mutual benefit links to organizational outcomes, no study to date has linked quantitatively key public member perception of benefit to positive organizational results. The current investigation sought to quantify the link between respondent perception of benefit and traditional organizational outcomes such as satisfaction and behavioral intent.