Communication between Citizens and Public Institutions in Times of Crisis: A Study Based on a Generation Z Perspective and Relationship Marketing Principles

Public institutions are gaining in prominence as they are called upon to respond to the COVID19 pandemic. The communication between citizens and institutions is increasingly important for managing the crisis, preserving society’s civic fabric, and ensuring the maintenance of trust in the aftermath of the crisis. It is relevant to look at communication in an anticipatory way because once society’s normal functioning resumes, albeit in a changing environment, citizens’ trust and commitment and the maintaining of civic ties are paramount. This research studies the communication patterns between citizens and public institutions in a time of crisis, evaluate the levels of trust in public institutions, as trust is a main concept and indicator in relationship building and predictor of commitment, and provides recommendations based on relationship marketing communication principles. The research was conducted qualitatively, based on 86 interviews carried out in Romania with Generation Z participants.