أثر المزيج الترويجي في تكوين الصورة الذهنية لعملاء البنك الخارجي الجزائري- وكالة تبسة

الملخص EN

This study aimed to find out the elements of the promotional mix that can influence the mental image of the Algerian foreign bank-tebessa agency 46 customers, from customer perspective.

160 questionnaires were distributed to a sample of the banking agency's clients and were analyzed by the spss-22 program.

The results of the study indicated that the bank promotional mix contributes to the creating of a mental picture, and that there is a statistically signify cant effect on the mental image of the bank of algeria-tebessa customers.