دورُ القدرات المميـزة في العلاقةِ بيـن أخلاقياتِ العملِ والمواطنة التسويقية: دراسة ميدانية على قطاعِ البنوکِ في منطقةِ الجوف

نوع المستند : بحوث باللغة العربیة

المؤلفون

1 کلية الأعمال، جامعة الجوف، المملکة العربية السعودية

2 أستاذ مساعد، کلية التجارة، جامعة أسيوط، مصر

المستخلص

الغرض من الدراسة: التعرف على دور القدرات المميـزة في العلاقة بيـن أبعاد أخلاقيات العمل وأبعاد المواطنة التسويقية.
منهجية الدراسة: تبنّت الدراسة المنهج الوصفي التحليلي کمنهج للدراسة، وقد طُبقت على عينة بلغت (170) عاملاً يعملون في البنوک في منطقة الجوف (المملکة العربية السعودية) تم اختيارها من مجتمع بلغ (308) عاملاً. وتم إجراء التحليلات الإحصائية باستخدام بـرنامج الحزمة الإحصائية للعلوم الاجتماعية SPSS النسخة (25) في تحليل البيانات، وبـرنامج AMOS النسخة (26).
نتائج الدراسة: توصلت الدراسة إلى النتائج التالية: کانت درجة إدراک الأفراد لأبعاد أخلاقيات العمل، وأبعاد القدرات المميـزة، وأبعاد المواطنة التسويقية فوق المتوسطة. کما وجدت الدراسة أن هناک تأثيـرًا غيـر مباشرٍ ومعنوي لبعض أبعاد أخلاقيات العمل (مدخل النفع العام، ومدخل الحقوق، ومدخل الالتـزام، ومدخل السمات) على بعض أبعاد المواطنة التسويقية (المسئولية القانونية، والمسئولية الأخلاقية، والمسئولية الإنسانية) عبـر بعض أبعاد المتغيـر الوسيط التداخلي القدرات المميـزة تحديدًا (الأفراد، والتسويق، والعلاقات العامة والحکومية).
توصيات الدراسة: تقتـرح الدراسة على البنوک محل الدراسة تشجيع القيادة الأخلاقية داخل البنک، وفحص القرارات المتخذة داخل البنک من جانبها الأخلاقي، وإعداد البـرامج التدريبية للعامليـن في البنکِ لتعريفهم باستـراتيجية المواطنة التسويقية، ودعم قطاعات المجتمع المحلي الذي تعمل فيه.

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