مساهمة رجال البيع في بناء الصورة الذهنية للمصارف الإسلامية : دراسة تطبيقية لعملاء بنك البركة الجزائري -وكالة باتنة-

Abstract EN

The present study aims to identify the role of personal selling in building the mental image of Islamic banks, through studying the effect of banking salesmen skills on dimensions of clients’ perceived mental.

To achieve that, a field study was conducted following the descriptive-analytical method on a sample of clients of the Algerian Al Baraka Bank branch of Batna, which concluded to the presence of an effect of salesmen's skills on all the dimensions of clients’ perceived mental image especially on the cognitive one, while the most important recommendations were the training personal selling and developing their skills.