دور الرشاقة التنظيمية في تعزيز سلوك مواطنة الزبون

Citizenship Behaviors: comparative field research between international devolvement Bank and Trade Bank Of Iraq

المؤلفون

  • رنا ناصر صبر
  • سارة علي سعيد العامري
  • علي عبد الامير عبد الحسين

الكلمات المفتاحية:

الرشاقة التنظيمية، سلوك مواطنة الزبون

الملخص

    یهدف البحث الى تشخیص مستوى انعكاس الرشاقة التنظيمية في تعزيز سلوك مواطنة الزبون وذلك عن طريق تقديم اطار فكري بخصوص متغيرات البحث معززاً بالجانب التطبيقي المقارن لمصرفي التنمية الدولي والعراقي للتجارة ((TBI في بغداد حصراً،اذ تجسدت عينة البحث بـــــ (156) زبوناً ضمت (71 زبوناً لمصرف التنمية الدولي، و85 زبوناً لمصرف العراقي للتجارة )،واستعملت الاستبانة مصدراً رئیساً في جمع البیانات،وبعد التحقق من المقياس تم استخدام عدد من الأساليب والأدوات الإحصائية لإثبات صحة فرضيات البحث مثل (المتوسط الحسابي والانحراف المعياري، معامل الاختلاف،معامل ارتباط سبيرمان،اختبار الانحدار الخطي البسيط ، واختبار (Mann Whitney), وتوصل البحث الى استنتاجات محددة من اهمها وجود علاقة ارتباط وتأثير ايجابي للرشاقة التنظيمية في سلوك مواطنة الزبون لكل من مصرف التنمية الدولي والمصرف العراقي للتجارة ،فضلا عن وجود فروق معنوية بين المصرفين في مستوى الرشاقة التنظيمية بأبعادها وسلوك مواطنة الزبون بأبعادها وهذا نتيجة تباين المصرفين في مستوى توفير المقدرات والاستجابة والمرونة والسرعة في تقديم الخدمات المصرفية للزبائن والاختلاف في مستوى التوصيات والمساعدة وتقديم التغذية العكسية المقدمة لدى الزبائن الى المصرفين, كما وتم صياغة مجموعة من التوصيات التي يؤمل أن يستفاد منها المعنيين في البحث الحالي .

المراجع

اولا: المصادر العربية :-

- الدباغ،ايناس نهاد كامل،(2017)،" تأثير الرشاقة التنظيمية في الاداء العالي – بحث استطلاعي"، رسالة ماجستير غير منشورة، كلية الإدارة والاقتصاد، - جامعة بغداد.

- الطائي، يوسف حجيم، و الخفاجي، حاكم جبوري، (2015 ) ، "علاقة واثر اللقاء الخدمي في سلوك مواطنة الزبون - دراسة استطلاعية لآراء عينة من مقدمي الخدمة والزبائن في القطاع الفندقي لمحافظة النجف الاشرف "، مجلة الغري للعلوم الاقتصادية والادارية، م (13)،ع( 36), ص- ص( 103 -138).

ثانيا : المصادر الاجنبية :-

- Abbasi .A, Safarnia.H, Baradaran.M,& Abbasi.R.,(2011)," A Study of factors effecting customer citizenship behavior, Interdisciplinary Journal of Contemporary Research in Business, Vol. 3, No. 1 ,pp. 1170- 1191.

- Anaza.N.A.,(2014)," Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situations, Psychology and Marketing, Vol. 31, No. 4 ,pp. 251-263.

- Attafar, A., Ghandehari, M. ,& Momeni, G.,(2012)," Study of Required Organizational Base for Implementation of Agility", Interdisciplinary Journal of Contemporary Research in Business, Vol. 3, No. 11 ,pp. 180-190.

- Banihashemi.S.A, Sarani.A.,(2012)," Assessment of organizational agility in cement industry", African Journal of Business Management, Vol. 6, No. 27 ,pp. 8055-8064.

- Bartikowski .B.& Walsh, G., (2011) "Investigating mediators between corporate reputation and customer citizenship behaviors", Journal of Business Research, Vol. 64 , pp. 39–44.

- Bettencourt, L. A., (1997), "Customer voluntary performance: Customer as partners in service delivery, Journal of Retailing, Vol.73,Iss.3, pp. 383-406.

- Bove. L., Robertson, N., & Pervan, S., (2003)," Customer citizenship behaviours : towards the development of a typology, Conference Proceedings Adelaide , pp. 331-338.

- Bove, L. L., Pervan, S. J., Beatty, S. E, & Shiu, E., (2009),"Service worker role in encouraging customer organizational citizenship behaviors",Journal of Business Research ,Vol.62, Iss.7, pp. 698–705.

- Chamanifard.R, Nikpour.A, Chamanifard.S, Nobarieidishe.S.,(2015)," Impact of organizational agility dimensions on employee’s organizational commitment in Foreign Exchange Offices of Tejarat Bank, Iran", Journal of Natural and Social Sciences, , Vol. 4, No. 1 ,pp. 199-207.

- CHUNG .T-W.,(2006)," The Moderating Effects of Involvement on the Relationships Among Perceived Service Quality, Customer Satisfaction, and Customer Citizenship Behavior", partial fulfillment of the requirements for the degree of Doctor of Philosophy OF Department of Sport Management, Recreation Management and Physical Education, Florida State University.

- Dalvi ,M.R., Shekarchizadeh,A.R., Baghsorkhi,G.R,(2013)," investigating of organizational agility components (innovation speed, accountability, integrated information systems, flexible and multi-skilled employees and flexibility) on the organizational performance based on the satellite model (snowa company as a case study), G. J. P&A Sc and Tech, Vol.3, Iss.4, pp. 1 – 14.

- Dehaghi ,A ,K , Navabakhsh , M ., (2014) "Study the Effect of Organizational Factors to Implementing the Agility Strategy in Isfahan Municipality ",International Journal of Academic Research in Business and Social Sciences , Vol. 4, No. 1, pp.315-326.

- Dewberry, C. (2004)," Statistical Methods for Organizational Research : Theory and practice, 1st ed , Published in the Taylor & Francis.

- Ford, W. S. Z., (1995).," Evaluation of the indirect influence of courteous service on customer discretionary behavior", Human Communication Research, Vol.22, No.1, pp. 65-89.

- Fowler. J. G.,(2013),"Customer Citizenship Behavior: An Expanded Theoretical Understanding, International Journal of Business and Social Science, Vol. 4 No. 5, pp.1-8.

- Garma.R., & Bove .L.L.,( 2009)," Customer Citizenship Behaviours Directed at Service Personnel: What the Experts have to Say",Australian and New Zealand Marketing Academy Conference, pp. 1-8.

- Groth, M., (2005)," Customers as Good Soldiers Examining Citizenship Behaviors in Internet Service Deliveries", Journal of Management, Vol. 31, No.1, pp. 7-27

- Gruen, T.W. ,(1995),"The outcome set of relationship marketing in consumer markets", International Business Review, Vol. 4, Iss.4, pp. 447-469.

- Hair , J. F., Black, W.C., Babin, B. J. & Anderson, R. E. (2014), "Multivariate Data Analysis; a Global Perspective", New Jersey: Prentice Hall.

- Hamad. Z. M. M, Yozgat.U.,(2017)," Does organizational agility affect organizational learning capability? Evidence from commercial banking ", Management Science Letters, Vol. 7, Iss.8, pp.407 – 422.

- Hill, C. & Jones, G., (2009),"Strategic Management, An Integrated approach”, 13th ed., Houghton Mifflin Company, Boston.

- Holsapple .C.W.,& Li. X.,(2008)," understanding organizational Agility :A work- Design Perspective", Research in sponsored in part by the office of the Assistant secretary of defense for Networks and information integration ,Naval Postgraduate school. , pp. 1-25.

- Hosseini. S, Zare.F., Nematollahi. K., & Avatefi. .E.,(2013),"The Role of Servant Leadership in Organizational Agility:A Case Study in Fars Social Security Organization ",European Online Journal of Natural and Social Sciences , Vol. 2,No 3, pp.2935-2943.

- Idris, W.M.S.& AL- Rubaie ,T.K., (2013),"Examining the Impact of strategic Learning on strategic Agility", Journal of Management and strategy, VOL. 4,NO. 2. pp.70-77.

- Jones ,Gareth R. & George , Jennifer M., (2006)," Contemporary Management", 5 ed,McGraw-Hill, Inc, New York.

- Kanten,P., Kanten ,S., Keceli ,M., Zaimoglu.,Z ., (2017)," The antecedents of organizational agility: organizational structure, dynamic capabilities and customer orientation", Press Academia Procedia, Global Business Research Congress, Vol..3 , pp. 749-758.

- Karimi.O, Daraei.M, Sepehr.M.,(2016)," The Effect of Transformational Leadership Style on Components of Organizational Agility in Isfahan University of Technology", International Research Journal of Management Sciences, Vol..4 ,No.2, pp. 49-155.

- Kuleelung ,T. & Ussahawanitchakit,P.,(2015), "Organizational agility and firm performance: evidence from information and communication technology (ICT) businesses in Thailand", The Business and Management Review, Vol..7, No.1, pp. 206-217.

- Madani. F.A,, Khodadad., Hosseini. S.H.K., Kordnaeij .A., Isfahani. A.M., (2015)," Intellectual Capital: Investigating the Role of Customer Citizenship Behavior and Employee Citizenship Behavior in Banking Industry in Iran, Management and Administrative Sciences Review, Vol..4, Iss.4, pp. 736-747.

- Moshki.M.K.,& Teimouri.H.,(2013)," A survey on the level of Organization Agility and proposition of a Comprehensive model (the case of Nir Pars Company)", International Journal of Human Resource Studies, Vol. 3 ,No. 3 , pp. 62-77.

- Nafei.W.A.,(2016)," The Role of Organizational Agility in Enhancing Organizational Excellence: A Study on Telecommunications Sector in Egypt", International Journal of Business and Management, Vol. 11 ,No. 4 , pp. 121-135.

- Shahsavari .A,& Faryabi.M,(2013)," The Effect of Customer-Based Corporate Reputation on Customers’ Citizenship Behaviors in Banking Industry, Research Journal of Applied Sciences, Engineering and Technology, Vol.6, No.20, pp. 3746-3755.

- Soch .H.,& Aggarwal .N.,(2013)," Influence of Commitment on Customer Discretionary Behaviour : A Survey in Retail Sector, Universal Journal of Management, Vol. 1, No. 2,pp. 103–110.

- Swafford P. M, Ghosh S.,& Murthy N. ,(2006)," The antecedents of supply chain agility of a firm: Scale development and model Testing, Journal of Operations Management, Vol. 24 , Iss.2,pp. 170–188.

- Tan .V.M, Quoquab .F, Ahmad .F,& Mohammad.J.,(2016)," Effect of Self-esteem on Customer Citizenship Behaviors among International University Branch Campus Students", International Review of Management and Marketing, Vol.6, Iss.3, pp. 467-475.

- Thijs .K.,(2015)," The influence of customer relationship management on customer citizenship behavior", partial fulfillment of the requirements for the degree of Master of Science in Management, Hasselt University.

- Tonder .E.V,& de Beer .L.T.,(2018)," New perspectives on the role of customer satisfaction and commitment in promoting customer citizenship behaviors, South African Journal of Economic and Management Sciences, , Vol. 21 , No. 1,pp. 1–11.

- Van.N.T., Chi .T.T.H, Chi.V.T.M.,& Quang.N.V.,(2016)," The Relationship between Customer-Based Corporate Reputation and Customer Citizenship Behavior: The Case in Vietnam", International Journal of Business and Management, Vol.11, No.9, pp. 298–309.

- Yang .S., & Qinhai .M., (2011) ,"Review of Customer Citizenship Behaviors Scales in Service Perspective, " Innovative Computing and Information,p:238-243.

- Yeganegi ,M.& Zahiri ,M.S., (2012),"The Effect of IT on Organizational Agility", Proceedings International Conference on Industrial Engineering and Operations Management Istanbul, Turkey, pp. 2537-2544.

- Yi. Y., & Gong.T.,(2008)," The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior", Industrial Marketing Management, Vol..37 Iss.7, pp. 767-783.

- Yi. Y, Rajan .N., & Gong.T., (2011),"Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention, Journal of Business Research, Vol. 64. pp .87–95.

- Yi. Y, Gong.T.,& Lee.H.,(2013),"The Impact of Other Customers on Customer Citizenship Behavior ". Psychology and Marketing, Vol.30, No.4, pp. 341–356.

- Young .A.G., (2013),"Identifying The Impact of Leadership Practices on Organizational Agility, ", partial fulfillment of the requirements for the degree of Master of Science in Organization Development, Pepperdine University.

- Zhang, Z. & Sharifi, H. ,(2000), “A Methodology for Achieving Agility in Manufacturing Organizations”, International Journal of Operations and Production Management, Vol. 20, No.4, pp.496-513.

- Zitkiene.R .,& Deksnys.M.,(2018)," Organizational Agility Conceptual Model", Montenegrin Journal of Economics, Vol.14, No.2, pp. 115-129.

التنزيلات

منشور

2024-09-19

كيفية الاقتباس

رنا ناصر صبر, سارة علي سعيد العامري, & علي عبد الامير عبد الحسين. (2024). دور الرشاقة التنظيمية في تعزيز سلوك مواطنة الزبون : Citizenship Behaviors: comparative field research between international devolvement Bank and Trade Bank Of Iraq. المجلة العراقية للعلوم الادارية, 15(59), 179–206. استرجع في من https://journals.uokerbala.edu.iq/index.php/ijas/article/view/2378