cognitive ability and its role in enhancing the reputation of the organization

An analytical survey of the opinions of a sample of employees in private banks in the holy governorate of Karbala

A research submitted to the Board of the College of Administration and Economics at the University of Karbala, which is part of the requirements for obtaining a higher diploma in project management

From before

Zahraa Hussein Kazem Khirbat

Supervised by

Prof . Dr

Omaima Hamid Al-Adly

This research aims to know the role of cognitive ability in enhancing the reputation of the organization at the level of private banks in the holy governorate of Karbala. Represented by the private banks / Karbala for cognitive ability, which in turn affects the surveyed banks, and the research adopted the                 (Al-Hasnawi, 2019) scale in measuring the dimensions of cognitive competence, which included three sub-dimensions (information technology, decision-making, creative thinking), and the (sala, 2011) scale was adopted  to measure the reputation of the organization, which consists of four sub-dimensions (quality, attractiveness, performance, responsibility), the research adopted an analytical reconnaissance approach in the organization in question to obtain the data and information necessary for that, and the questionnaire tool was used to collect data on the field study, which was distributed to the employees In the surveyed banks, the number of the sample size was (80) respondents, and for data analysis, the statistical program (spss v. 25) was relied on, and a group of One of the descriptive statistics measures (arithmetic mean, standard deviation, coefficient of variation, relative importance, answer level, simple correlation coefficient, simple regression). Several results were reached through the research, the most important of which was that there is a positive correlation between the dimensions of cognitive competence and the organization’s reputation variable in each of the dimensions (information technology and decision-making as well as creative thinking), as this correlation is significant, and this is evidence of the importance of cognitive ability. And his role in the private banks in the holy province of Karbala and his ability to achieve the reputation of the good organization of these banks, the research sample. The research came out with a set of recommendations, the most important of which was the need for the departments of private banks in the province of Karbala to employ the dimensions of cognitive ability represented by (information technology, decision-making and creative thinking) in all its banking activities and operations; Because it contributes significantly to increasing work motives and realizing more opportunities, as well as enhancing the organization’s reputation and value by competing organizations.