أثر المسؤولية الاجتماعية على تكوين الصورة الذهنية لدى عملاء البنوك التجارية الأردنية

Abstract EN

The study aimed to identify the impact of social responsibility on formation of the mental image among the customers of Jordanian commercial bank.

To achieve the objectives of the study, a descriptive analytical approach was adopted.

In this approach, the researcher developed a questionnaire consisting of (42) paragraph distributed over seven dimensions and distributed an appropriate sample through the distribution of (400) questionnaire on a sample of customers of the following commercial banks: (Arab Bank, Housing Bank for trade and finance, Bank of Jordan, and Cairo Amman Bank).

In the governorate of Irbid, the valid questionnaires were (352).

They represented (88%) of the total distributed questionnaires.

The study showed that there is a statistically significant effect at the level of significance (α≥ 0.05) for the dimensions of social responsibility (towards society, customers, the environment and employees) on the mental image among the customers of Jordanian commercial banks.

The results also showed that there is no a statistically significant effect at the level of significance (α≥ 0.05) for dimension (towards the environment) on the formation of the mental image.

The study recommended the need to hold workshops to educate employees of Jordanian commercial banks and prepare them for social responsibility and the importance of their role in forming the positive mental image of customers.