دور المواطنة التسويقية في السمعة المنظمية : دراسة تحليلية لآراء عينة من العاملين في المستشفيات الأهلية في مدينة أربيل

الملخص EN

The research focuses on identifying the role of the dimensions of marketing citizenship, namely, the economic dimension, the legal dimension, the moral dimension and the human dimension, in enhancing the organization’s reputation for a sample of hospitals operating in the city of Erbil, through field testing of research variables based on theoretical framework.

Methodological.

A questionnaire was distributed to 31 hospitals in Erbil and 300 workers to verify the hypotheses developed to address the research problem.

One of the most important conclusions of the research is the existence of a positive correlation between marketing citizenship and the reputation of the organization in its dimensions (creativity, quality of service, social responsibility).

And made several recommendations, most important of which is the need to invest and employ the marketing citizenship available in the hospitals inspected to enhance the reputation of the organization on an ongoing basis.