The Role of Institutional Communication in Improving Organizational Image in Saudi Arabian Airlines

Abstract

The study aimed to know and describe the nature of the mental image and the extent of its effectiveness in the Saudi Arabian Airlines Company and the factors influencing its formation, and to identify deficiencies and weaknesses in the means of communication in order to identify the challenges that hinder institutional communication from achieving its objectives, and to highlight the role that institutional communication plays in improving the mental image and the aspects it focuses on to develop the organization’s image, linking the study with reality and presenting the proposed recommendations regarding the study.
The study concluded that there is a significant statistical significance for institutional communication to improve knowledge about the Saudi Arabian Airlines Company. The damage incurred and conferences, seminars and lectures are held to introduce the company’s services and means of access to services, and the study recommended moving towards sponsoring some scientific and cultural activities in order to gain the satisfaction and support of its customers, improve its image, and carry out intensive courses for airport workers to qualify them to use the new technology, which is in Continuous development, in order to catch up with technology.