أثر وسائل الإعلان والدليل المادي في بناء الصورة الذهنية للمنظمة ( دراسة ميدانية على المصارف الخاصة في مدينة دمشق )

Abstract

The good image in the eyes of its customers is of great importance to the Organizations، and this is reflected in the importance of spare more future promotional costs to identify them by acquiring the most important promotional means are the customers themselves. Therefore، it was necessary for private banks to exploit all their marketing efforts to achieve this goal. The aim of this study is to know the effect of the means of advertising and the physical evidence in building the image of the private banks in Syria. The study included means of advertising، analysis of road advertising and advertising via the internet through its various means (website، e-mail، social networking site، Facebook) The physical evidence includes the study of (location - interior design - exterior design). In order to reach the objective of the study، a questionnaire was distributed to the current customers at the main centers of the private banks in Damascus. The number of customers who distributed the questionnaire was 356. After the questionnaire was retrieved، the researcher emptied them. Of these، only 324 were valid for analysis. Its percentage is almost 88:، which is high. The researcher also conducted personal interviews with some departments of private banks to determine the extent to which he relied on modern and traditional means of advertising and reviewed their views on the role of both advertising and physical evidence in building image. One of the most important findings of the study is that there is an impact of the physical evidence in all its components، in addition to road advertising and some elements of the online advertising in building the image of the customers of the existing private banks. While we did not notice the impact of social networking site facebook in the construction of image، and also found a negative impact of search engines in building the image of the private bank of its current customers. There were also some fundamental differences in the evaluation of the existing advertising agents due to the gender variable for the "road advertising and advertising through social networking sites facebook" attributed to males، while there were no differences in the responses of the study sample from the rest of the elements due to the gender variable، In the answers to the sample of the study on the two elements of the design of the interior of the private bank and determine the location of the private bank attributed to males too for the gender variable، while there are no differences in the responses of the sample studied on the shape of the external design of the bank belongs to the gender variable. Substantial differences were also found in the responses of the study sample to the elements of the physical evidence belonging to the age groups for the internal design form of the bank which is in favor of the age group 15-35. The study presented a number of proposals، the most important of which are: Working on developing signals and indications for private banks، which can be inferred from a distance by their new customers، thus saving them time and effort when they search for these banks. These suggestions also included the interest of banks in the social networking site Facebook and the need to organize and update their information and news continuously، being one of the most modern and widespread means that can be adopted in order to attract the largest number of customers