Commercial Advertising Effectiveness of Bank Saderat Iran on Attracting Rate of Interest Free Loan Savings Account Customers

Nasibeh Sharifishamili, Abdolreza Amiriraeez, Atefeh Sharifishamili, Jamshid Jafari

Abstract


The purpose of this study was to evaluate the effectiveness of Bank Saderat Iran commercial advertisements on attracting rate of Interest Free Loan savings account customers. This study is an applied research and using a descriptive approach carried out in 2016. In this study population was BSI customers and using stratified random sampling 414 subjects were selected. Required data collection tool was researcher made questionnaire whose reliability was obtained 0.89 using Cornbrash’s alpha coefficient calculation. Results showed a significant effect of BSI commercial advertisements at 95% level on attracting rate of Interest Free Loan savings account customers.

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