Communicating corporate image into existence: the case of the Saudi banking industry
Communicating corporate image into existence: the case of the Saudi banking industry
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传播企业形象：沙特银行业案例
DOI：
10.1108/13563281011068122
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发表时间：
2010
期刊：
影响因子：
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通讯作者：
Mohamed A. Youssef
中科院分区：
文献类型：
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作者：
R. Yeo;Mohamed A. Youssef
目的-本文旨在通过对直接客户的看法，探讨影响沙特阿拉伯大型商业银行企业形象的因素。它提出了一种适当的方法来衡量企业形象在沙特银行业通过问卷调查的发展。设计/方法/方法-在沙特阿拉伯三个主要城市的一组银行客户中试用和测试了一份以英语和阿拉伯语提供的调查问卷。调查结果-结果表明，有三个因素显著影响感知：“财务前景”、“企业管理”和“企业沟通”。这些解释了总方差的67.7%。尽管该国大型商业银行的国际化趋势日益明显，但沙特银行业并未强烈感受到“市场存在”的概念。研究局限/启示-企业形象被视为一个组织的关键、战略性和持久的无形资产。f……
Purpose – The paper seeks to explore the factors that would make an impact on the corporate image of large commercial banks in Saudi Arabia through the perceptions of direct customers. It proposes an appropriate way of measuring corporate image in the Saudi banking industry through the development of a questionnaire.Design/methodology/approach – A questionnaire, presented in English and Arabic, was piloted and tested to a group of banking customers in three major cities of Saudi Arabia.Findings – Results indicate that three factors significantly influence perception: “financial prospects”, “corporate management” and “corporate communication”. These explain 67.7 per cent of the total variance. The notion of “market presence” was not strongly felt in the Saudi banking industry despite the growing trend of internationalization of large commercial banks in the country.Research limitations/implications – Corporate image is regarded as a critical, strategic and enduring intangible asset for an organization. A f...