الدور المعدل للتوجه الريادي في العلاقة بين جودة الخدمات الداخلية و الصورة الذهنية الذاتية للعاملين

Abstract EN

This study aimed at identifying the modified role of the entrepreneurship orientation for the relationship between the quality of internal services and the self-mental image of the employees of service organizations in Sudan.

The problem of the study was identified in the following main question: What is the role of the entrepreneurship orientation in modifying the relationship between the quality of internal services and the self-mental image of the employees? The main hypothesis of the study is that there is a relationship between the quality of internal services (interest - efficiency - interaction) and entrepreneurship orientation.

The study used the descriptive approach, based on the non-probabilistic sample (convenience sampling), and designed a questionnaire to collect the data.

The sample consisted of 243 individuals.

The study model and the hypotheses were developed based on previous studies.

Path analysis and structural equation modeling were used to test hypotheses.

The results showed a relationship between the quality of internal services and the mental image of the employees, as well as that the entrepreneurship orientation partially modifies the relationship between the quality of internal services and mental image of the employees.

The study recommended necessity of creating a suitable organizational climate for the employees, which leads to their satisfaction, and thus to improve their mental image towards the company.