دور التوجه الريادي في ادراك الزبون لجودة الخدمة دراسة تطبيقية لآراء عينة من المنظمات السياحية (الفنادق) في محافظة النجف

This research deals with Entrepreneurial Orientation through three dimensions (Innovation, risk taking and proactiveness) as a variable explanatory, and it dealt with the customer to realize the service quality through the four dimensions (tangibility, reliability (reliability), the response, and security). The objective of this research is to identify the role of the Entrepreneurial Orientation in the perception of the quality of customer service. The population of research organizations is tourism (hotels) as well as a sample of customers who attend these organizations (hotels), while the research sample was the sample intentionally, as it has selected sample of (103) hotel out of the (230) Hotel and retrieved (80) questionnaire valid and represented the proportion (34%), The research includes two assumptions to test the relationship between correlation and impact of the research variables. The extracted results by use of statistical software (SPSS). The most important findings of the research is that the hotels leadership was not in the required level therefore it led to a negative impact on meeting the wishes of the customer and which refers to the absence of a clear impact on the customer's perception of the quality of service.