دور إدارة العلاقات العامة في أداء المنظمات

Abstract

The intention of a repeat visit to the Public Relations Department in hotels is an important factor which plays a role in determining the perceived quality level through repetition visiting guests of the hotels, as well as longer-quality one area where hotels can be achieved through it a competitive advantage to be able to maintain its market reputation. Use the analytical method description as is typical for the study in the hotel sector and achieving the objectives of the study were distributed (151) questionnaire on a sample of clients Sudanese hotels in Khartoum state and data analysis has been used several statistical such as descriptive statistics tools methods, showed results of the analysis that the service quality dimensions in Sudanese hotels consists of three dimensions instead of the five dimensions and that there is a strong positive statistical relationship between public relations and the intention of repeating hotel visit, the results also showed that there is a positive relationship to the quality of the perceived intention to repeat the hotel visit was the dimensions of tangibility and emotional, while the relationship was negative clearing the reliability, responsiveness and security , study results to the existence of an intermediate relationship to the quality of service mediates the relationship between public relations and the intention of repeating hotel visit but mediate molecule of tangibility and response while there is no mediate in the relationship of the dimensions of the reliability and security and emotional. Based on the research results of the researcher presented several recommendations, including increasing the interest of hotel organizations (study sample) with public relations for it's greater importance in achieving the satisfaction of guests and attention to the training of the public relations staff in the art of dealing with customers in order to attract more guests in addition to the interest in the quality of services provided in order to create an advantage competitive, and it has been recommending future research.