Investigating the Relationship between Agility and the Reputation of Organization's Brand in Technical and Engineering Services Firms (A Case Study: The Employees' Perspectives on the Consulting Industrial Meta-Research Sepahan Firm)

Abstract

Agility is a reaction to the existing challenges in a work environment. It dominates an environment by a change and a lack of trust. In fact, agility wants an organization to accelerate merging technology, employees, and relationship management in order to react to the customers' changeable needs in market environment, which are constantly changing and unpredictable. This trend has always been viewed as a luxury not as a practical way in Iranian organizations. On the other hand, being aware of the fact that this variable can be influential in the organization's outputs such as the customers' perspectives towards the firm and its reputation among those customers, the variable will double in importance. Nowadays, reputation is considered as the main criterion for firms and people. The organization's managers, critics, and supporters use the firm's reputation and brand in order to show their evaluation and perception. Due to this, the organizations are concerned about gaining and enjoying a good reputation efficiently because, through different ways, they have got cognizant of the relationship between brand reputation and different aspects of the organization. Regarding this matter, the present study aims at investigating the effect of organizational agility on the organization's brand reputation in the technical and engineering services firms in order to suggest useful strategies to the organization's managers. The population of the study consists of all the employees inconsulting industrial meta-researchIsfahan firm. Regarding the obtained standard deviation out of the first questionnaire, the maximum volume of the estimated sample in the error of %5 equals 93 individuals in which after distributing 115 questionnaires, 106 completed questionnaires were collected. After designing the research primary model, in order to analyze the data, using AMOS software, the structural equation was employed.Comparing the fitness indices within an acceptable range, we can acknowledge that all the indices of the final model enjoy the desired values and the final model is confirmed. Therefore, the research main hypothesis suggesting that the organizational agility has an effect on the reputation of the organization brand in consulting industrial meta-researchSepahanfirm is accepted. The amount of this positive effect in non-standard mode equals 0.97 whereas in standard mode this amount reduces to 0.45. On the other hand, among all the aspects, competence and flexibility respectively have the most effect on the reputation of the organization brand.

DOI: 10.5901/mjss.2015.v6n5s2p596