دور العلاقات العامة على رضا عملاء مؤسسات القطاع المصرفي

Abstract

Abstract The research aimed mainly to recognize the importance role of public relations at the satisfaction of the banking sector institutions, and this is represented by focusing on the role of public relations in farms commercial Bank to improve the bank's reputation and mental image and attract new customers through the activities of public administration relations programs, and to identify the Means of communication used for this purpose in addition to the role played by public relations officer in communication with the public internally and externally. The researcher used the descriptive and analytical approach to the development of ideas and concepts on the subject of public relations. The research was based on the personal interview with the help of deputy Marketing Unit and Public Relations director of farms commercial bank, and Head of Marketing and Public Relations Department, and other stakeholders of farm Commercial Bank management. The research concluded that there is a consensus on the importance of the role played by the Public Relations Department in farms Commercial Bank has showed that the General Public Relations active role in the public definition of all banks and advertising activities on its efforts in the field of activity and cause of the reputation and good mental picture of the excellent Foundation. Public relations play an active role in the transfer of the point of view for the public senior management. The primary objective of public relations is to facilitate communication between the internal and external public institution. Public Relations Department seeks to customer satisfaction and confidence to provide what can be to keep the client in the banking system.The study came up with several recommendations, including: achieving efficiency and effectiveness of the banking system and through the training of the staff and develop their abilities .create the spirit of harmony and encourage entrepreneurship and innovation and contribute to the effective coordination and control between the internal and external public institution. Develop programs for public relations in order to improve its services. Hold specialized training courses for public relations