انعكاسات الروتين التنظيمي على الاحتفاظ بالزبائن : دراسة تطبيقية في عدد من فروع المصرف الزراعي في محافظة واسط

Abstract EN

The research aims to identify the role of the organizational routines in customer retention in a number of branches of the Agricultural Bank in Wasit province.

It was relying on the questionnaire as a key tool in the collection of information, as the questionnaire included three parts specialized the first part of which the personal information of the sample individuals totaling (93) individuals, The second part include paragraphs on interpretative variable search "organizational routines" by (12) items distributed among the three dimensions (working memory, organizational adaptation, organizational rules and values), While the third part of the questionnaire included paragraphs on variable-response research "customer Retention" by (25) items distributed on five dimensions (direction, organizational structure, choice, information systems, and Staffing).

The researcher used a number of methods and statistical methods to test his hypothesis.

The research concluded a number of conclusions the most important was that organizational routines affect significantly in customers retaining at the macro level, The research also detect that organizational routines dimensions (organizational adaptation, organizational rules and values) followed in banks (sample) did not record a significant effect in the customers retaining.

The Search recommends the need to move away the surveyed banks from literal stick to apply the organizational routine and only implementing the content of the routine measures are to ensure that no legal contravention , that will ensure the provision of services is compatible with the needs of customers.