أثر الدليل المادي في تكوين الصورة الذهنية لدى عملاء بنك CNEP

Abstract EN

CNEP.

This study aims to identify the physical evidence of banking service as an element of the banking marketing mix, and its effect on forming the mental image of bank clients.

As the study dealt with two sides, The theoretical side, in which we dealt with general concepts about the physical evidence variable and its components that were relied upon in the field study, As well as the concepts related to the mental image variable and the factors affecting its formation.

And the practical side, a questionnaire was distributed to a sample of 103 clients of CNEP - Al-M'sila Agency -, To test the validity or invalidity of the study hypotheses.

The study found that the physical evidence of the banking service positively affects the formation of the mental image of CNEP Bank clients.