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Modeling the acquisition of a sustainable competitive advantage in corporate banking (case study: private banks of the country)
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Ali Soleimani Besheli,1   , Hormoz Mehrani 2, Shadan Vahabzadeh Monshi,3 , Zahra Alipour Darvishi,4 |
1- Ph.D. student, Department of Business Management, Faculty of Management, Islamic Azad University, North Tehran Branch, Tehran, Iran.
2- Assistant Professor, Department of Business Management, Faculty of Management, Ghazali Institute of Higher Education, Qazvin, Iran. , Mehrani63@gmail.com
3- Assistant Professor, Department of Business Management, Faculty of Management, Islamic Azad University, North Tehran Branch, Tehran, Iran.
4- Associate Professor, Department of Business Management, Faculty of Management, Islamic Azad University, North Tehran Branch, Tehran, Iran. |
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Abstract: (937 Views) |
This study was conducted with the aim of modeling sustainable competitive advantage in corporate banking in private banks of the country. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of data collection. The community of participants in the qualitative sector includes experts, professors, marketing specialists and managers of private banks in the country. Sampling was done with a purposeful method and theoretical saturation was achieved with 12 interviews. In the quantitative section, the views of 384 customers of this industry were used. The data collection tool is a semi-structured interview and a researcher-made questionnaire. Grounded theory and partial least squares were used to analyze the collected data. The research findings showed that the components of competitive intelligence, digital banking, relational marketing and customer orientation have an impact on obtaining a sustainable competitive advantage (phenomenon-oriented). It was also determined that the components of obtaining a sustainable competitive advantage (central phenomenon), the quality of banking services (background conditions) and the intensity of competition (intervening conditions) affect the corporate banking marketing strategy (strategies). Finally, the mentioned component leads to consequences such as competitiveness in the banking industry, financial stability and long-term relationships with customers.
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Article number: 10 |
| Keywords: obtaining sustainable competitive advantage, corporate banking, banking industry |
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Full-Text [PDF 1474 kb]
(250 Downloads)
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Article type: Research |
Subject:
Special
Received: 2023/02/8 | Accepted: 2023/04/15 | Published: 2023/10/2
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