The reseearch studied institutional advertising and its effect on clients’ satisfaction.
The research gave suggestions to the Syrian banks that help banks choose the most
effective type of institutional advertising in order to reach a high level of
clients’
satisfaction. Descriptive statics were used to test the hypothesis and to describe the
relationship between variables. Previous studies in this field were reviewed. Primary data
were collected through conducting a questionnaire on a sample of (210) clients of private
and public banks. The questionnaire was to measure both the dependent variable (clients’
satisfaction), and the independent variable (institutional advertising).
The research found the following results:
1- There is a statistically significant influence between institutional advertising and
clients’ satisfaction.
2- Institutional advertising accounts only to (43.7%) of the changes in the clients’
satisfaction.
3- There is a statistically significant influence of the type of institutional advertising
used on clients’ satisfaction.
5- Institutional advertising that supports a cause has the most significant influence on the
satisfaction of banks’ clients, followed by institutional advertising that promotes a
positive image of the bank.
The importance of this research due to the importance of the health services sector, and the importance of performance evaluation of public hospitals to see the progress of its performance towards achieving the standards and goals set at the required
level , as well as a reference to the self-assessment techniques, using one EFQM model that on the one hand to assess today's performance of hospital, and situation and identify area to improve for survive, and on the other hand the map and guide of act of organizations for pay attention to effective factors, finding strong points and improve areas, down to the financial and non-financial performance indicators , and to propose appropriate measures to overcome the weaknesses in order to raise the capacity and activate services in the hospital .and to improve their performance for multiple stakeholders.
