مدى تأثير الصورة الذهنية للمؤسسات الخدمية على القرار الشرائي للمستهلك : دراسة ميدانية على عينة من المتربصين بمؤسسات التكوين المهني الخاصة بولايتي-سيدي بلعباس و معسكر

الملخص EN

It is not in vain that one of the most important marketing rules is based on the following principle: " Before you start advertising, pay special attention to your mental image" This study aims to measure the effect of the mental image of the service establishment on the purchasing decision of the consumer in private vocational training institutions, and to achieve this goal, the views of a sample of 300 individuals from the vocational institutions in the state of Sidi Bel Abbas and Wilaya of Mascara were explored, using the survey tool according to Likert five-digit scale consisting of (36) phrases.

Statistical analyzes and hypothesis testing were performed by SPSS V 22.

And the results of the current study found that there is a moral effect of the mental image of the service institutions under study on the purchasing decision of the consumer and this effect is due to the dimensions of the mental image in (the level of services provided, reputation and appreciation, credibility and confidence, the physical environment, the quality of the performance of workers, the efficiency of marketing communication Institutional positioning).