The Impact Of Impression Management On Improving Competitive Advantage In Syrian Commercial Banks

Abstract

The study aimed to analyze the role of impression management in enhancing the competitive advantage of three branches of the Syrian Commercial Bank in the governorates of Latakia, Jableh, and Tartous. It relied on three main dimensions: self-promotion, flattery, and seeking help, using a descriptive-analytical approach. Data were collected through a questionnaire distributed to 115 employees.

The results revealed a statistically significant positive effect of impression management practices, where self-promotion enhanced customer trust, flattery contributed to building positive relationships, and seeking help strengthened the bank’s image as a cooperative entity.

The study recommended adopting systematic strategies including training employees in effective communication, developing distinguished customer services, and updating the visual identity (logos, colors) to reflect a modern image. It also emphasized the importance of fostering an organizational culture that supports knowledge sharing to improve service quality and customer loyalty.

The findings provide a practical framework for Syrian banks to enhance their competitiveness under difficult economic conditions by employing impression management as a tool to differentiate services and attract customers, thereby contributing to the sustainability of their performance.