The Mental Image of the Central Organization for Standardization and Quality Control Among Its Public
A Survey Study
DOI:
https://doi.org/10.33282/abaa.v18i71.1081Keywords:
Mental image, central organization, standardization and quality control, clients, controlAbstract
Objectives: This study aims to identify the mental image held by clients and stakeholders regarding the Central Organization for Standardization and Quality Control by evaluating the organization’s performance level, its credibility and transparency in dealing, and its efficiency in inspection and control, as well as identifying the main sources shaping the mental image among its audience.
Methodology: This study falls within descriptive research and adopts the survey method due to its suitability for the nature of the study. The researcher used a three-point Likert scale (Agree, Neutral, Disagree) to collect data from a purposive sample of (500) respondents from the visiting public at the headquarters of the Central Organization for Standardization and Quality Control in Baghdad during the period from 5/3/2023 to 15/5/2023. Data were analyzed statistically by calculating weighted means, standard deviations, and the relative importance of the items.
Results: The results showed that the mental image of the organization among its audience was generally positive, with the weighted mean of the positive items reaching (2.81), which is higher than the hypothetical mean. The findings also indicated a high level of agreement regarding the organization’s efficiency in providing information, examining product quality, and supporting the national economy. Direct interaction with the organization was identified as the primary source for shaping the mental image, followed by the official website and social media pages.
Conclusion: The study results indicate that the Central Organization for Standardization and Quality Control enjoys a positive mental image among a segment of its external audience, due to the quality of its performance and the effectiveness of its communication with beneficiaries. However, there is a need to enhance communication and media activities to promote its services and expand its media presence in a way that supports a culture of quality and consumer protection in Iraqi society.
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