Customer value and its impact on improving the organization's reputation : applied research in Hilla municipality directorate

Abstract EN

The urgent need to know the importance of the value of the customer in all profit or non-profit organizations and to determine the extent of their benefit in managing data and information and how to take the necessary measures to preserve the customer and gain his loyalty, and from the problems faced by service organizations, including the Directorate of the Municipality of Hilla in Babil Governorate, the problem of research begins From the variation in the nature of services, the diversity of the requirements to fulfill the needs of the customer (the citizen) and the difficulty of gaining his satisfaction, in addition to the challenges that the Hilla Municipality Directorate faces, especially when customers (citizens) do not cooperate with the municipality employees in preserving the environment of the city of Hilla, hence the importance of research into the extent of benefit One of the role of the customer's value in improving the reputation of the organization in general in service organizations and in particular in (Hilla Municipality Directorate), as it leads to reconsidering the maintenance of the customer by presenting all his requirements and measuring the extent of the impact of the customer's value dimensions in improving the reputation of the municipality.

A group of questions related to the research variables represented in the questionnaire's (40) paragraphs distributed to citizens in the city of Hilla, where their number reached (80) citizens according to the results of the questionnaires.

The Case for Statistical Methods for the Program (SPSS) And(Excel) And statistical tools (arithmetic mean, standard deviation, variance, simple correlation coefficient, Test T, Test F, The coefficient of determination R 2).

The research reached a set of conclusions, the most important of which are: The research showed that customer value dimensions are the main focus of any organization, as it seeks to achieve customer satisfaction and searches for factors affecting customer value.

The research also reached a set of recommendations, the most important of which are: Activating the Customer Relationship Management Department in Hilla Municipality because of its importance in improving the reputation of the organization as well as its benefits to customers.