الدور التفاعلي قياس تأثير روابط العقد النفسي على السلوك التطوعي للزبون لسمعة المنظمة : دراسة استطلاعية لآراء عينة من زبائن شركة زين العراق للاتصالات المتنقلة

الملخص EN

In light of shift paradigm in marketing exchange, many studies have emerged that focus on different types of exchange in light of customer relations.

The psychological contract theory has given rise to many intellectual developments in the field of management and marketing.

Therefore, the current study seeks to employ the moderator role of the organization’s reputation in the relationship between the psychological contract and the voluntary behavior of the customer in Zain Iraq for Wireless telecommunications.

A sample of the company's customers was selected (266) a customer.

The questionnaire was used as a basic tool for collecting data after preparing a special measure for research in light of experimental studies.

precedent.

The contribution of the study lies in re-testing the relationship between the relationship ties of the psychological contract and the voluntary behaviors through the mediation of the reputation of the organization.

The study problem centered on the extent to which the customer's volunteer behaviors (represented by sportsmanship, assistance behavior, civilized behavior, creative participation) can be strengthened through the levels of the customer's attachment to a psychological contract of both types (the relationship contract and the deal-based contract) through the mediation role of the organization's reputation.

The study used many statistical methods such as standard deviations, arithmetic averages, and the modeling of the structural equation with the help of programs (SPSS.

var.

24, statistical) and the current research reached a set of conclusions, the most important of which is that the relationship between the psychological contract and the voluntary behavior of the customer can be strengthened by the interactive mediation of the reputation The organization, therefore, the study presented many recommendations, the most important of which is Work to consolidate the relationship with the company's customers by relying on the psychological contract based on the relationship more than the deal because it represents a long-term relationship based on stability, loyalty and trust, as well as providing an impression to the customer that the relationship between the two parties is based on give and take and that any benefits provided by the customer to the company are possible To return to him with returns that meet his special needs and to notify him of the continuous support provided by the company in the form of material, social and emotional benefits.