دور مدير العلاقات العامة في تنمية ولاء الموظفين بالمؤسسة : دراسة تطبيقية على عينة من مؤسسات القطاع العام في مدينة الرياض

Abstract EN

The Role of Public Relations Director in Developing Employee Loyalty in the Institution: An Applied Study on a Sample of Public Sector Institutions in Riyadh

The study aimed to identify the reality of public relations management in public sector institutions in Riyadh, and to identify the role of the director of public relations in developing employee loyalty in public sector institutions in Riyadh from their point of view.

Also, to identify statistical differences at the level of significance (α≤.0.05) In the estimates and responses of the sample individuals about the role of the director of public relations in developing employee loyalty in public sector institutions in Riyadh according to (age, educational qualification, years of experience) variables.

The study followed the descriptive approach, and the study population consisted of public relations employees in the Ministry of Education, the Ministry of Housing, the Ministry of Interior, and King Saud University, while the study sample was limited to (84) public relations employees in the aforementioned institutions.

The study came out with some conclusions, most important of which are: The degrees of sample members estimation on the item "the role of the director of public relations in developing employee loyalty in public sector institutions in Riyadh" ranged between (55% -75% ), and the overall degree of responses reached 66.4% , which indicates a neutral degree.

There are statistically significant differences in the estimates and responses of the sample individuals regarding the role of the director of public relations in developing employee loyalty in public sector institutions in Riyadh depending on the age and years of experience variables.

There were no statistically significant differences in the estimates and responses of the sample individuals regarding the role of the director of public relations in developing employee loyalty in public sector institutions in Riyadh, according to the variable of the educational qualification.

In light of the results, the study recommended organizing business and leisure activities for employees to increase their loyalty to the institution they work in, and creating an enabling work environment to improve their performance and job satisfaction in order to achieve full loyalty to the institution.