البيئة المادية و أثرها في بناء الصورة الذهنية : دراسة ميدانية من وجهة نظر عملاء بنك الإسكان

الملخص EN

The study aims at identifying the physical environment and its impact on forming image from the point of view of the Housing Bank customers.

The research includes two variables; the first representing the physical environment with its internal and external dimensions, and the second representing forming image.

A random sample of 400 clients of the Housing Bank was selected.

To collect the primary data, a questionnaire was designed and distributed to respondents.

Regression analysis was used to test the main hypothesis and sub-hypotheses by using the multiple regression coefficient.

The study’s most important results found that there is a statistical significant relationship between the independent variable represented in both the external and internal physical environment with the dependent variable which is forming image among customers where it interpreted (0.567) of the variation between customers in forming the image.

The study proposes a number of recommendations; paying more attention to both the external as well as internal environments of the Housing Bank and making sure to provide sufficient lighting on windows and outside areas and the provision of clearer signs, posters in the customer service areas.