Reviewing the Role of Public Relations and Customer Respect in Organizational Performance (A Case Study of Iranian Legal Medicine Organization)

Organizational performance is the measurable results of the organizational decisions and measures that is indicative of the extent of success and obtained achievements and is subject to efficiency and effectiveness of the organizational operations. In fact, measurement of the performance is not a target rather it is a tool for the assessment of effectiveness of the management and keeping abreast of the developments and their reasons. Using variables such as the public relations (internal organizational variable) and customer-orientation and respect for the client (external organizational variable), this paper has tried to measure the performance and process of feedback of the Iranian Legal Medicine Organization (medical examiner and coroner’s office). Public relations are one of the factors that could play a determining role in accelerating and facilitating the work process of the organization. The main task and mission of the public relations is to specify the fields of activity and appropriate methods of treating the client in the organization and sound observance of the customer respect project. The theoretical framework of the research is based on the chronic theory and the systemic viewpoint. The research methodology is survey and questionnaires have been used as research tools. The research has been conducted on 190 staff members of the Coroner’s Office who have been selected by complete enumeration. The collected data were analyzed by using inferential statistics and (linear regression, Pearson coefficient, etc.) tests. On the basis of the outlook of the majority of respondents, performance of the public relations (59/5%), satisfaction of client (58/4%) and client respect (55/8%) at the Coroner’s Office is at a modest level. According to the explanatory findings there is a significant relationship between performance of the Coroner’s Office and variables of client respect (r=0/53), public relations (r=0/55), customer-orientation (r=0/55) and satisfaction of customer (r=0/43). According to B=0/36 coefficients, the variable for client respect (36%) elucidates changes and fluctuations of the tendency towards performance of the Coroner’s Office.