The Role of Public Relations Activities of the Social Security Organization on the Satisfaction of Insured Persons (Case Study of West Tehran Branch)

Document Type: Research Paper

Authors

1 M.A. Student of Cultural and Media Studies, Faculty of Humanities, West Tehran Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor of Sociology, Faculty of Humanities, West Tehran Branch, Islamic Azad University, Tehran, Iran

3 Assistant Professor of Social Communication Sciences, Faculty of Humanities, West Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

Public relations is a managerial process aimed at attracting and maintaining positive behaviours in favour of social groups and independent organizations to achieve the mission and goals of the organization. The main responsibility of public relations is to build and maintain a "pleasant environment" for the organization and the client, and the condition for the survival and survival of the social security organization, having dynamic, deep and effective relationships with the visitors, and the condition for success, is the level of awareness of people about the goals, The activities and results of the actions and increase the satisfaction of the insured. This research seeks to investigate the role of public relations activities on insurers' satisfaction. The theoretical framework of this research is based on the chronicle viewpoint and systematic perspective and research methodology of the questionnaire. This research has been carried out on 364 insured persons in West Tehran Branches selected through multistage cluster sampling. The data were analysed using inferential statistics and tests (Kendall, Pearson coefficient and regression coefficients). Based on the findings of the explanation between public relations performance on the satisfaction of the insured members of West Tehran branches and the variables of public relations performance (r = 0.88), advertising performance (r = 0.80), communication function (r = 0.88), notification (r = 0.80) There was a significant relationship between public relations performance and employee skill variables (r = 0.75), service quality (r = 0.79) and Regarding the results of regression coefficients, R = 78 = 78% satisfaction is explained by information function, communication function, thinking, advertising performance, age, and communication function has the most effect on the satisfaction of insured persons.

Keywords