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Measuring the Impact of Public Relations Function on the Performance of the Jordanian Hotels

Abstract

A public relation is the essence of the elements of the promotional mix actors between individuals and groups in business organizations and their audience. Therefore, the evolution of public relations services sector in the hotel is the most prominent organizations that have characterized the current contributions to the gross national production [6]. The use of public relations function gives the beginning of the most powerful capabilities of competitive advantages in the performance of Jordanian hotels for increasing the satisfaction and dissatisfaction among customers. Thus; the understanding and knowledge of public relations services in the future with special needs are useful lead to more loyalty, improve performance and achieve goals in the homogeneity of these organizations Jordanian hotel. This study is to measure the impact of the public relations function on the performance of the Jordanian hotels. Thus, it accomplished through the practical application of the methods and concrete adopted in building relationships with high contact between customers and hotels. That is leading to the services it provides to these hotels and their customers [1]. Accordingly; managers at the hotels in the Jordanian five-star are relized that the importance of public relations, especially with the expansion of space competitiveness in global markets. Also, the contribution of public relations strategy is to build loyalty to the customers surveyed and the hotels. The study is recommended that the public relations impact on the performance of the Jordanian hotels category (5 stars). Thus, it is through the personal characteristics of the workers in providing outstanding service to customers of these hotels. Therefore, the application of public relations strategy with stakeholder efforts of the Organization of hotel business is that created motivation for customers to build relationships with them. Also, the contribution of public relations strategy is to build loyalty to the customers surveyed and the hotels.

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