Patterns of communication between gen z and public institutions in times of crisis: A study based on relationship marketing principles

Abstract

In time of crisis, the role of public institutions is on the rise and the communication between citizens and institutions is increasingly important, in order to preserve society's civic fabric and ensure the maintenance of trust in the aftermath of the crisis. This study analyzes communication patterns between Gen Z citizens and public institutions in a time of crisis. Through a qualitative process, the article evaluates the levels of trust in public institutions, as trust is a main concept and indicator in relationship building and a predictor of commitment, and it provides recommendations based on relationship marketing communication principles. The research was based on 86 interviews carried out in Romania with Generation Z participants. The article adopts an anticipatory approach towards communication, because once society's normal functioning resumes, albeit in a changing environment, citizens' trust and commitment and the maintaining of civic ties are paramount.