THE ROLE OF CREATIVE BEHAVIOR AND ITS IMPACT ON CRISIS MANAGEMENT CASE STUDY: FACULTY MEMBERS OF AL-HIKMAH UNIVERSITY COLLEGES (2025)

Abstract

This study aimed to discover the level of “Creative Behavior” in Al-Hikmah University and to test its impact on the Crisis Management of its employees, in addition to explore the significant differences between respondent’s answers of the dependent variable “Crisis Management” due to the Demographic factors. The researcher has constructed a study instrument with reference to the literature and research publications linked to the topic of research, allowing to measure the variables indicated using a component of the 30 item questionnaire divided into 15_ item measure of Creative Behavior, and 15-Item measure the service quality, a random sample of the staff from the administrators -who represented about 30% of the respondents and teaching staff levels who were 35% of the respondents- were selected then we distributed about 50 questionnaires to them in the main location of Al-Hikmah University in Baghdad and this took about 4 months before we get back 31 valid questionnaires for SPSS analyzing process. The study stated that a non-significant weak negative relationship between Creative behavior and the Crisis Management was shown after analyzing the data and testing the hypothesis, furthermore there were no significant differences in responding to the questionnaire related to the demographic factors with an exception of the educational status. Finally, this study has concluded that the future researches should take a set of variables in consideration when study the impact of the creative behavior on the crisis management like higher management role and organizational culture.