INTRODUCTION
Attracting new customers remains an important marketing management task. However, today's companies must also focus on retaining current customers and building profitable, long-term relationships with them. The satisfaction [1]. Loyal customers are more likely to repurchase the same service or brand, provide positive word-of-mouth and be willing to pay a premium price [2]Public relations (PR) is defined by Grunig and Hunt (1984)as "management of communication between an organization and its public," while Ledingham andBruning (1998) define PR as "relationship management." Cutlip et al. (2006) argue that PR is "the management function that establishes and maintains mutually beneficial relationshipsdepends." Similarly, Dozier and Lauzen (2000) argue that between an organization and the publics on whom its success and failure defining PR as a management function is a "myopic focus" on PR theory, particularly at the organizational level (p. 529) [3].