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AbstractThree-party Co-orientation Model: Applied to Automobile-purchasing Situation
Hyosoon Kim, M.A. / Researcher, Communication
Research Center,
Kyunghee University
The co-orientation model developed by Chaffee and McLeod seems quite profound as a model that re- presents the accuracy of communication between interacting parties. The purpose of the present study is to demonstrate the possibility of extending the original model to include three interacting parties, while using the same perceptual dimensions. By adding another party, the model became somewhat com- plicated but capable of providing the information that can help communication strategists read the situation more accurately and make more valid judgments. In order to illustrate how the extended model works in practice, an empirical study was conducted with the employees of two leading automobile companies and their respective customers. Results indicate that the extended co-orientation model proposed in the pre- sent study may be a useful frame of analysis as it effectively summarizes and visualizes the situation that an organization is facing.
Key Words : Co-orientation, Customer, Satisfaction, Situation Analysis, Marketing Strategy |
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