Effects of Corporate Communication on Customers Case Study on Syrian Public Insurance Company

The economic environment of services has recently undergone great and dynamic transformations particularly in terms of changes in customers' tastes and behavior on one hand and increasing intensive competition between service providers on the other hand, under the influence of globalization[3]. There have been significant developments in many concepts, as companies have moved from the product or service orientation to the customer orientation, which have become at the top of their concerns, using all the resources available to them to serve their customers. The new challenge for companies today is to create lasting and profitable relationships with their customers on a mutually beneficial basis, using the ongoing activities of corporate communication aims to know them well in order to determine their tastes and desires, and to offer them the best services to gain their satisfaction[7] . Corporate communication is extensively used with current and potential customers and are based on being an interactive dialogue between them and the company. It gives a clear and unified corporate image to the customers about the company's mission without any confusion[6] . This article examines the impact of corporate communication on the customers of Syrian Public Insurance Company (SPIC) and the motives of the customers for dealing with SPIC. Furthermore, it aims to highlight the communication strategies used by SPIC to build its relationships with its customers and to identify the criteria controlling corporate communications from the perspective of SPIC 's customers. In addition to exploring the customers' evaluation of SPIC 's corporate communication's activity.