The Role of the Institutional Advertising on Customers Satisfaction: A Field Study on a Sample of Syrian Banks Customers


Abstract in English

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.

References used

SANDIN ، D. Public Relations As Perceived and Practiced by Commercial Banks. Lulea : Lulea University of Technology ، 2006.: 1402-1552.M.S. Thesis
EHRENBERG، A. Brand Advertising as Creative Publicity: Bring Theory into Line with Practice . Ehrenberg-Bass. 2002، Vol. report 13. p 837
CATALINA، T. CONCEPT AND EVOLUTION OF BANK MARKETING. Brasov: Transylvania University of Brasov، Faculty of Economic Sciences. (2009)، p924

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