اتجاهات الجمهور نحو الثقافة التنظيمية للبنوك العاملة في مصر : دراسة مسحية لعينة من عملاء البنوك المصرية

الملخص EN

Introduction:
Organizational culture is an essential element for any organization, given that it is the first engine for the success of any organization, as it plays a very important role in the cohesion of individuals and the preservation of the identity of the group and its survival, so culture is an effective tool in directing the behavior of workers and helping them to do their work better through the system of official rules and regulations In the organization, which clearly shows its members how to act in different situations in light of what is expected, the organizational culture has an important role in setting customs, trends and standards for banks, and this culture may directly or indirectly affect the public's attitudes towards this bank.

This study seeks to assess the public's knowledge of the standards and laws set by the banks in question, through their organizational culture and the public's attitudes towards them.

Objectives of the study:
Identify the public's trends towards the regulatory culture of banks operating in Egypt, Identify the extent of public confidence in the progress of the organizational culture within the operating banks in Egypt, Propose some solutions and recommendations to improve the organizational culture within governmental banks operating in Egypt, Determine the sources of information, and the issues of interest to the public to follow up on the banks operating in Egypt, Defining the role of communication means in shaping and building knowledge and public attitudes towards organizational culture in governmental banks operating in Egypt.

The theoretical framework of the study:
This study relied on (Sharpe model), which is related to the practice of public relations, and the model aims to achieve harmony and understanding between the organization and its audiences through certain behaviors.

This model is useful for the current study in knowing the extent of credibility and clarity that the banks operating in Egypt should have, as well as knowing the standards of efficiency enjoyed by these banks and the public's evaluation of their performance in light of these standards, because it represents the image of the banks to which they belong based on the information and data provided by them.

It is necessary to know the public's reaction to the current and new decisions and policies issued by these banks through their organizational culture, so that the contents of the communication programs can be corrected.

Type of study and its approach:
This study belongs to descriptive studies based on the survey approach, which aims to monitor public attitudes towards the organizational culture of banks operating in Egypt.

Any possibility of issuing generalizations regarding the situation or phenomenon under study or study.

Study Population and Sample:
An intentional sample of the study community was chosen to meet the needs of the study and serve its objectives, and to test its hypotheses and answer its questions.

Therefore, the researcher chose a deliberate sample of (450) individuals from the public dealing with banks operating in Egypt, which is the National Bank as a model for government banks and Greedy Egyricol as a model for banks.

The foreign bank and the (CIB) bank as a model for private banks, with 150 items for each bank to carry out their studies and analysis in order to express the community and be truly represented, and the reason for choosing that type of sample is to ensure that the respondents are exposed to the content provided by the banks under study.

Results:
A.

There is a close correlation between the organizational culture and the rise in the level of the bank.

The most successful bank is one that has a strong organizational culture.

B.

There are statistically significant differences between the respondents 'attitude towards the bank's role in clarifying its policies and laws for the public and the type of bank ownership.

C.

There are statistically significant differences between the respondents 'attitudes towards organizational culture according to the type of bank in favor of cib bank.

D.

The public of private banks came in first place with a rate of 91.3% in agreeing that the determinants of the success of any bank is the presence of a public relations department in the bank, followed by foreign banks with a rate of 55.3% , and government banks ranked last with a rate of 35.3% .

This indicates that the organizational culture of private banks has proven its strength in giving great importance to public relations within them