Abstract
Membership departments at zoological parks and aquariums are constantly working to retain existing members. Communicating effectively with these constituents plays is a major component in enhancing the customer service aspect of member-based programs. Further, public relations management serves as the glue that provides the cohesiveness between an organization and its key publics. An organization that provides quality customer service is demonstrating its commitment to engage in proactive public relations managerial practices. This study is conducted within the theoretical framework of systems theory as it relates to public relations communication, evaluation, and feedback methods. It seeks to determine how zoo managers across the United States are employing relationship-building communication, evaluation, and feedback strategies to retain members. The rationale behind employing measurement and evaluation techniques is to help practitioners proactively make better, more informed decisions about the design of their communication programs, which, in turn, enhances quality customer service.
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