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الاتصالات التسويقية ودورها في تعزيز مكانة المصرف في ذهنية الزبون : دراسة استطلاعية في عينة من المصارف الحكومية والاهلية العراقية == Marketing Communications And Their Role In Enhancing Bank Position In The Customer’s Mind
Author name:
سناء حسن حلو العبودي
Supervisor name:
عباس علي ظاهر العامري
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
University of Baghdad - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Baghdad
First pages:
07T3750 - p.pdf
Abstract:
تناولت الدراسة الاتصالات التسويقية ودورها في تعزيز مكانة المصرف في ذهنية الزبون، اذ يتركز اهتمام هذه الدراسة على شريحة من المستويات الادارية في المصارف المبحوثة، وهم المديرون الاداريون.وتمثلت مشكلة البحث في محاولة دراسة وتحليل مستوى اسهام الاتصالات التس | This study deals with marketing communications and their role in enhancing bank position in the customer’s mind. It concentrates on one section of management levels in the studied banks, which is that of administrative managers. The objective of the research is to attempt to study and analyses the contribution level of the marketing communications in terms of their consolidation for the bank position in the customer’s mind, and to specify the actual and vital role played by such communications and their position within the mind. The study aims at achieving a number of cognitive and applicable goals depending on three major hypotheses and other minor ones. I made use of a questionnaire in collecting the data and information relating to the study, which was distributed to a sample of 70 department managers and heads of sections in 4 governmental and private banks. In order to process the data, I resorted to many statistical methods. Such as the arithmetic mean, the standard deviation, the coefficient link, the slope, and the mann - whiteny test.These statistical methods have shown a number of results the most obvious of which may be the presence of a moral link between the marketing communications and the mind position, and a presence of a moral impact played by such communications in the mind position, on the governmental bank level, on the private banks level, there has been a link and impact of one of the dimensions of marketing communication in relation with the goals, It has also become clear that there has been no difference In the opinions and points of view of the sample between the governmental and private banks concerning the dimensions of marketing communications and those of the mind position. As to the discussion of the results, the practical study has put emphasis on the attention required for both the marketing communication dimensions and those of the mind position in order to realize the desired mind position.
