دور المعرفة التسويقية فى بناء الصورة الذهنية واثر ذلك فى تعزيز رضا العملاء / دراسة ميدانية على عملاء البنوك الاسلامية العاملة في الاردن

The Role of Marketing Knowledge in Building the Mental Image and Its Effect on Enhancing Customer Satisfaction: A Field Study on Clients of Islamic Banks Operating in Jordan

This study aimed to identify the role of marketing knowledge in building corporate image, and its effect on customers’ satisfaction reinforcement in Islamic banks operating in Jordan. A convenience sample method was applied in this research, and the sample size was (318) customers. The study depended on two dimensions for marketing knowledge; (1) explicit knowledge and (2) implicit knowledge. Moreover, corporate image as moderating variable and customer satisfaction as dependent variable were also determined. For statistical analysis and testing hypothesis, many statistical techniques were applied like mean, standard deviation and regression. However, the research findings indicated that there is an effect of marketing knowledge on corporate image, and there is an effect of corporate image on customer satisfaction. Finally, the study introduced many recommendations, and one of the most important of them was reinforcing marketing knowledge for customers, and to enhance the corporate image in their minds.