The role of Ambidextrous leadership in enhancing the positive mental image of customers An analytical study of the opinions of a sample of workers in the Kufa Cement Factory

Abstract

Abstract: The research aims to explore the role that Ambidextrous leadership behaviors can play in enhancing the positive mental image of customers, given that Ambidextrous leadership behaviors have an important role in contributing to improving the positive image of customers towards organizations and improving their competitive position by relying on a set of activities and procedures. Which enables it to achieve that success, and was relied on three dimensions to measure the independent variable Ambidextrous leadership, namely (open behavior, closed behavior, temporal flexibility) Its customers through the availability of Ambidextrous leadership behaviors in it, so the importance of research emerged that works to show the level of availability of the dimensions of both Ambidextrous leadership and the mental image of the organization, and the Kufa Cement Factory was chosen as the field for the research, and the research sample consisted of 262 workers in the Kufa Cement Factory, and it was approved The questionnaire was used as a data collection tool, and the analytical descriptive approach was used, and the data was analyzed using the (SPSS V.26) program to find (the median, standard deviation, correlation and degree of influence) where the researcher concluded that there is a direct and significant correlation and effect relationship between Ambidextrous leadership and the positive mental image of customers, and this result reflects the capabilities of leaders and individuals working to enhance the mental image of customers if they show their ability to practice these behaviors in a manner In addition, the research concluded that the Ambidextrous leadership of the organization is positively reflected in enhancing the mental image of customers in general