دور الصورة الذهنية كمتغير وسيط في العلاقة بين جودة الخدمة المصرفية و رضاالعميل " دراسة مقارنة بين البنوك العامة و الخاصة في مصر"

الملخص EN

The general objective of the study is identifying the role of the mental image as a mediating variant in the relation between the quality of the banking service and customer satisfaction and that by applying on the Commercial International Bank from the private banks, and the National Bank of Egypt from the public banks and to achieve this the researcher used the questionnaire to collect preliminary data by using a sample of (390) from the customers dealing with the banks concerning the study.

And the results of the study showed an impact with a statistical evidence about the quality of the banking services on customer satisfaction in private and public banks in Egypt with the mental image as a mediating variant at significance level of )a ≤ 0.05.

( And the researcher arrived at a group of recommendations regarding how to improve the level of customer satisfaction through focusing on the quality of banking services and the mental image.