دور الثقافة التنظيمية في دعم المواطنة التسويقية : دراسة تطبيقية على البريد المصري

Abstract EN

The research aims to identify the extent of differences between the employees' perceptions of practice marketing citizenship dimensions' by the Egyptian postal, in accordance with their demographic characteristics, and to analyze their attitudes towards the role of organizational culture patterns in enhancing the practice of marketing citizenship according to their demographic characteristics, And to reveal the nature and strength of the relationship between the patterns of organizational culture in the Egyptian postal and enhancing the practice of marketing citizenship in it.

The research concluded that Egyptian postal has an organizational culture that enhanced marketing citizenship, it showed that there is a significant statistically differences between the employees' perceptions of the dimensions of marketing citizenship according to their demographic characteristics.

There is also a significant statistically differences between the employees' attitudes towards the organizational culture in the Egyptian postal to support marketing citizenship practice according to their demographic characteristics.

Finally, there is a strong and positive relationship between the organizational culture in the Egyptian postal and enhancing its practice of marketing citizenship.