إعادة هندسة عمليات الخدمة و أثرها في سلوك مواطنة الزبون : دراسة استطلاعية في عينة من المصارف في محافظة نينوى

Abstract EN

The aim of the research was to present a theoretical framework that revolves around the re-engineering of service processes and customer citizenship behavior and testing the relationships and influence between them through the distribution of 62 questionnaires.

It was analyzed using the (SPSS and AMOS) program, and a number of conclusions were reached, perhaps the most prominent of which is the existence of a significant relationship between the research variables at the macro level, as well as a significant impact of re-engineering service operations in the behavior of customer citizenship.

The research presented a number of proposals, the most important of which is increasing the interest of the management of the banks in question with the contents of administrative thought in the areas of re-engineering service operations and customer citizenship behavior and enhancing it among managers because of its contribution to survival in the business world, as well as increasing the interest of the management of the company in question in re-engineering service operations and customer citizenship behavior and work to apply them properly through holding conferences and training courses for managers with the aim of improving performance in the areas of service process re-engineering and customer citizenship behavior.

In testing its hypotheses, the research relied on the descriptive analytical method.