دور الفاعلية التنظيمية في تحقيق رضا الزبون بحث وصفي تحليلي في مجموعة مختارة من الشركات السياحية في بغداد
محتوى المقالة الرئيسي
الملخص
يهدف البحث الى تحديد مستوى اثر الفاعلية التنظيمية في رضا الزبائن عبر تقديم اطار
فكري يتعلق بالمتغير المستقل )الفاعلية التنظيمية( والمتغير التابع )رضا الزبون( من خلال وصفي
تحليلي في مجموعة مختارة من الشركات السياحية في بغداد، اذ تمثلت عينة البحث ب ) 182 ( زبون
للشركات السياحية المستهدفة من البحث واعتمد البحث على الاستبانة في جمع البيانات والتعرف
على استجابة العينة المبحوثة، وقد تم الاستناد الى عدد من الادوات الاحصائية لتحليل البيانات
واختبار فرضيات البحث مثل )الوسط الحسابي، والانحراف المعياري، ومعامل الاختلاف، ومعامل
الارتباط بيرسون، واختبار الانحدار الخطي البسيط(، وتوصل الى عدد من الاستنتاجات اهمها
وجود علاقة ارتباط وتأثير معنوي للفاعلية التنظيمية في تحقيق رضا الزبون، كما تبين ان مستوى
اهتمام وادراك الزبائن في ابعاد رضا الزبون تدرج في المرتبة الاولى جودة الخدمة والمرتبة الثانية
من نصيب ثقة الزبون ومن ثم سمعة العلامة التجارية، واخيراً القيمة المدركة، كما قدم البحث عدد
من التوصيات بغية الافادة منها من قبل الباحثين والمختصين.
التنزيلات
تفاصيل المقالة
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