دور الفاعلية التنظيمية في تحقيق رضا الزبون: بحث وصفي تحليلي في مجموعة مختارة من الشركات السياحية في بغداد

Abstract EN

The research aims to determine the level of reflection of organizational effectiveness in customer satisfaction by providing an intellectual framework related to the independent variable (organizational effectiveness) and the dependent variable (customer satisfaction) through an applied research on a number of tourism companies in Baghdad, as the research sample consisted of (182) customers For the tourism companies targeted by the research, the research was based on the questionnaire in collecting data and identifying the response of the surveyed sample, and a number of statistical tools were used to analyze the data and test research hypotheses such as (arithmetic mean, standard deviation, coefficient of variation, Pearson correlation coefficient, and linear regression test), and it reached a number of conclusions, the most important of which is the existence of a correlation relationship and the moral impact of organizational effectiveness in customer satisfaction, as it was found that the level of customer interest and awareness in the dimensions of customer satisfaction ranged from in the first place the quality of service and the second place in the share of customer confidence and then The reputation of the brand, and finally the perceived value.

The research also made a number of recommendations in order to benefit from researchers and specialists.