The influence of public relations factors on corporate image of the National Archive of the United Arab Emirates

Alharbi, Basil Saeed

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Type :	Thesis
Subject :	HD Industries. Land use. Labor
Main Author :	Alharbi, Basil Saeed
Title :	The influence of public relations factors on corporate image of the National Archive of the United Arab Emirates
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Place of Production :	Tanjong Malim
Publisher :	Fakulti Pengurusan dan Ekonomi
Year of Publication :	2024
Corporate Name :	Perpustakaan Tuanku Bainun
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Abstract : Perpustakaan Tuanku Bainun

This study aimed to determine the influence of the public relation factors namely objectives alignment, public engagement, and technology use, on the corporate image factors namely customer satisfaction, service quality, and customer loyalty of the National Archive in the United Arab Emirates. This study adopted a quantitative approach. The study sample consisted of 272 users of The National Archive, and the sample was selected using simple random sampling. Data were collected using a questionnaire as a research instrument and analyzed using multiple linear regression, in addition to the correlation analysis to test the relationship between the public relation factors and the corporate image factors. The findings revealed that public engagement (_=-2.738, p=0.007), and technology use (_=3.790, p=0.000) as significant predictors of the corporate image at _=0.05. In particular, the influence of technology use on the corporate image of the National Archive is positive. In conclusion, the study found that to increase corporate image in the UAE government entities, particularly the National Archive, public engagement and technology use should be enhanced. In implication, the findings of the study could provide useful guidance on how the governmental sector in UAE could achieve high levels of corporate image by taking into account the significant roles of public relations factors and serve as the basis for future studies related to corporate image. As such, studies could use the findings of the current study as a background for further research and discussions.

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