Achieve banking competitive advantage through marketing mix elements

Prepared by the researche : Dr. Ali Aboudi Nehme – Imam Alkadhim University College

Democratic Arabic Center

International Journal of Economic Studies : Thirty Issue – August 2024

A Periodical International Journal published by the “Democratic Arab Center” Germany – Berlin

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Abstract

This research seeks to identify the relationship between the marketing mix and the achievement of competitive advantage in commercial banks. To this end, the elements of the marketing mix of banking services have been adopted. (Service, Price, Distribution, Promotion) Competitive advantage dimensions were adopted (cost, flexibility, quality, creativity, delivery) The elements of the marketing mix play a prominent role in familiarizing the products with the modern services provided by banks because of their great importance in achieving competitive advantage and attracting many customers, so the research aims to measure the role of those elements in increasing the demand for banking services. In order to achieve the nature of the variables discussed and to determine the correlations between the banking marketing mix and the competitive advantage, for the purpose of achieving the research objectives, a virtual model has been built that defines the nature of the relationship between the independent variable (the banking marketing mix) and the approved variable (the competitive advantage), and a sample of employees working in Rashid Al Ahli Bank has been selected in all its branches. A series of statistical methods were used in data analysis based on the Lycert quinquennial scale and the results were obtained using the software. Therefore, a main hypothesis was developed and four sub-hypotheses were dispersed in order to determine the appropriate sample size for the current study community of 60 persons. The sample’s size was shown to be 58 persons, as 60 forms were distributed and 48 were retrieved for statistical analysis. There has been a strong positive and moral relationship (within the research sample). In the light of this, sample individuals have the obvious potential to apply the principles and dimensions of the marketing mix, and in the light of this it will enhance their competencies, skills and ability to balance their thinking and thus influence customers.

Introduction

Technological advances have a significant impact on the evolution of banks, and each bank’s main concern is not just diversification and the increase in the number of banking services, characterized by their individual characteristics such as tangible, integrative. etc., study customers’ wishes and needs, and even seek ways to create, find and meet the needs and desires of the customer. As the basis for countries’ economic activities, banks of all kinds need to apply elements of the marketing mix to see whether their application meets their desired objectives or not. By measuring the effectiveness of these elements in maintaining existing customers and gaining new customers and establishing long-term relationships with them in order to achieve the objectives of both parties. The marketing of banking services is one of the modern and important topics that is more difficult than the marketing of goods. Because of the characteristics of services, and as a result of the enormous technological developments that the world has been witnessing in recent times and the accompanying rise in competition, transformation of market mechanisms, privatization and liberalization of global trade in all its aspects, commodities and services, which means removing all restrictions that hinder the movement of goods, services and capital. All of which put banks in a big confrontation with those challenges in order to maintain their market position. Especially as the economic sector is the most important pillar of the country’s economic system, as the true competition of banks is not the provision of traditional services but the development of products and services that meet the constantly changing needs and desires of customers. While trying to attract as many prospective customers as possible and reduce reliance on manual performance and costs and improve the quality of service provided to them by using modern technology to achieve those goals. This is achieved only through the banking marketing function of elements of the marketing mix, which is one of the most important functions of the department. Because the success of an enterprise depends heavily on the efficiency and effectiveness of this function and for this function to succeed, banks should design their marketing mix in a way that enables them to promote their new services in a way that attracts the customer. This research therefore addressed the role of marketing mix elements in improving commercial banks’ competitive advantage.

Methodology

1-Research problem:

In understanding the theoretical problem, we pursue the qualitative objective of gathering information with the help of discussing and monitoring the subject’s requirements. Working on attitudes, values, perceptions and motivation of the customer with the main objective of understanding them in depth. Data compilation, analysis and theory are closely linked to much more quantitative research. Through this, the problem can be framed in the context of research’s intellectual questions, which can be summarized as follows:

1.What are the philosophical and conceptual criteria and trends of current research topics and intellectual controversy between them (banking marketing mix, competitive advantage?

2.What are the dimensions of the banking marketing mix theoretically? What is it? Does it have an impact on the customer through the main components of the competitive advantage?

3.What is the nature of the logical theoretical relationship between the main and sub-research variables? What are the images of the intellectual controversy around them? How are they used for use on the field side of research?

4.How does marketing have to be one of the ingredients for achieving competitive advantage in Rasheed Bank as a research model?

2. Research Objectives

For the purpose of identifying the features of the research problem, this research addresses a number of basic objectives as follows:

1.Identify the level of the banking marketing mix in its dimensions (banking product, banking price, bank distribution, banking promotion) in the light of the answers of individuals in Rashid Bank sample search.

2.Recognize the level of competitive advantage in its dimensions (efficiency, quality, flexibility, creativity or innovation) in the light of the answers of individuals in Rashid Bank sample research.

3.Consolidate the logical relationship between the main and sub-research variables. This is achieved through the compatibility and accumulated knowledge of the variables and the gathering of ideas that underpins the conceptual structure that logically supports and reinforces this relationship.

4.Determine the levels of the banking marketing mix with its operations and strategies in banks, and the level of creative capabilities of employees of these organizations.

3-The importance of research

This research is a theoretical and applied attempt to study the role of the banking marketing mix in achieving competitive advantage through the role played by individuals in creating a level of change, so the importance of the research is as follows:

1-The importance of the banking marketing mix and its positive impact on the implementation of the Organization’s explored objectives.

2-The importance of competitive advantage in general and the organization particularly researched for such studies that the Arab world lacks.

4. Research hypotheses

The research is based on a number of hypotheses that reflect the objectives to be achieved by dividing them into a form: the first section is the hypotheses of the model of association between variables, and the second is the hypotheses of the model of influence, as follows:

1. Link model hypotheses:

Main premise I: There is a morally significant correlation between the banking marketing mix in its combined dimensions and the competitive advantage in its combined dimensions

1. Effect model hypotheses:

Main hypothesis II: There is a morally significant impact relationship between the banking marketing mix in its combined dimensions with the competitive advantage combined

5-Research metrics

The current study adopted a Likert scale 5 gradient scale (-Point Likert) in the questionnaire to measure the response level of the research sample, consisting of (I disagree completely, disagree, neutral, agree, agree fully) to measure study variables. For the purpose of measuring bank marketing, Maccoby (2001), (Maccoby et al., (2004), consisting of (22) paragraphs was adopted. For the purpose of measuring competitive advantage, Kurt Lewin’s (1951) scale of (12) paragraph was adopted.

6. Research community and its sample

To meet the requirements of the applied aspect of this research, and to achieve its goals and endeavors, it was necessary to choose a research society consistent with what it seeks and aspires to achieve. After research and experience, specialists and researchers of the research community (Al-Rashid Al-Ahli Bank) took the opinion and in order to determine the appropriate sample size for the current research community of 60 persons, the statistical table of Sekaran & Bougie 2010 was used, as 60 forms were distributed and 48 were retrieved for statistical analysis

7. Hypothetical blueprint for research

Figure 1 Hypothetical chart Source: Researcher’s preparation

  Literature review

1- Concept of marketing mix

The importance of marketing services has emerged within the large space occupied by services in global economics, with a special framework for marketing banking services, which has a large part of the interests of individuals, business organizations and financial institutions. As early as the 1970s, banks turned to banking marketing, becoming one of their main functions, and it is more difficult than commodity marketing, because of the characteristics of banking service. This service marketing activity in each organization consists of a set of key elements for achieving marketing objectives called the marketing mix the marketing mix is based on the idea that only one element is unable to achieve the goals and objectives of satisfying the needs and desires of the customer,)Al-Jubouri,2022)On this basis, a set of elements of the marketing mix has emerged, which means mixing a combination of elements with each other to obtain a combination that is capable of meeting the goals and achieving the organization’s goals of using one element. This marketing mix is the key element of any marketing strategy as it must be formulated in a way that achieves this objective and is appropriate to the nature and characteristics of the services being marketed (Al Mosawi, 2013, p. 256) Count the marketing mix of means and activities taken by the bank to convince customers to buy its services. The term marketing mix first appeared by Professor Jerome McCarthy, If the marketer finds himself in the face of many options and services,)Al-Jubouri,2023) pricing methods, distribution methods and means that enable him to reach the customer in a manner commensurate with the circumstances of the bank and the changes surrounding the bank in the environment. The marketer shall constitute these activities with the capacity that suits the bank and the competitive position and also shall constantly develop the components of this mix. To suit environmental variables and the traditional marketing mix consists of four basic elements and is commonly called 4ps of marketing agencies (Grate, 2017, p.277)Real marketing activity must include an appropriate amount of these elements. These four elements form the framework of the Integrated Marketing Plan. Each element may include a set of sub-elements incorporating the success of each element in the different application conditions. These key elements that marketing works with in the planning and implementation of strategies and marketing means. The term 4ps is used in both production and service organizations. However, as a result of developments in the service sector and the increase in the number of service organizations, these four elements include concern and compl(exemplanting. 2017 p.277) Most organizations, through marketing management, always try to pay attention to the consumer or user. If work is done and efforts are consolidated to reach the consumer, And then how to achieve the principle of their needs and desires, and when you identify this consumer or consumer group,(  Al-Jubouri,2023)  that’s what’s called a market goal. Scientifically, the task of accessing the consumer, and then realizing his desires and needs comes only through a marketing strategy with many elements in its content. It is possible to reach the desired goal. On the other hand, the market objective lies in a group of consumers through whom the organization directs its efforts towards them. When a market target is selected, it is supposed to create a marketing mix through which the needs of a market target are satisfied. The marketing mix is defined as (the interconnectedness of four factors: product, price, distribution and finally promotion) and when choosing the market objective and then analyzing it in turn requires the creation of a marketing mix that varies according to the potential and values of each of these factors according to the need of the market goal, and the potency of the single organization and through its strategy is capable of achieving the state of satisfaction of the consumers (Al-Yamani, 2005, p. 73) The marketing mix can be defined as a set of policies, plans and programmes to be implemented for the purpose of achieving the goals set by optimizing the use of available means and possibilities within a time or long-term period (Ali, 2022, p. 28)

Marketing Mix Items

The concept of banking product (banking service):

When thinking about a product, the first thing that comes to mind is a physical product that is understood only to be a physical product, but also other types include services that meet certain needs (locations) for tourist fronts (ideas), (marketing organizations), (political product), banking (product) is the crucial element in the marketing mix, because other elements of the marketing mix depend on it (Janabi 31, 2011).The importance of the product at both the organizational and consumer levels can be found in the following indicators:

1.The product is the main link in the investigation of the communication process between the buyer and the seller, i.e. there is a justification for the communication between the seller and the buyer parties without anything the consumer seeks to obtain or what the seller can provide to the buyer in the market

2.The product plays a role in creating social development in individuals, adopting everything that is new, and making it easier for them to use or benefit better from.)Al-Jubouri,2022)

3.Adapts to and meets the evolving needs of humans by creating those things that meet these needs, and thus the importance of the product has emerged as it satisfies all the emerging needs of individuals.

4.Contributes to increasing the organization’s position and position in the market, thus earning profits that enable it to continue to operate. (Janabi, 2011, p. 32( The concept of bank pricing

Price is an important element of the marketing mix, since it has an impact on profits and sales in the enterprise, especially if the enterprise is of an economic nature and seeks to make a profit.

The price that the user can accept affects the prices that the enterprise can pay for productive items related to raw materials, machinery, manpower, land, capital and Baltay how attractive the marketing opportunity is. (Amen, 2014, p. 19)

– The concept of banking promotion

Effective communication is a feature of the free market system and is used as a tool to influence the sentiment, behaviour and beliefs of anticipated consumers. The concept of promotion as a distinct and specialized marketing activity with specific content and clear objectives must be highlighted. (Janabi, 2011, p. 55)The importance of promoting from the marketer’s point of view has emerged in three key roles: media, persuasion and reminding prospective and current consumers. The importance of the combination can be explained by the following points:

1. Media: – The majority of products and brands will be unsuccessful if people do not know that they are available and available, as distribution channels are often long, so the organization must inform and inform customers and brokers about the product.
2. Persuasion: – Competition between products puts enormous pressure on vendors’ promotional programs. Even when a product is designed to satisfy a basic physiological need, it also needs strong persuasive promotion. Because of the existence of other alternatives that can be chosen between them, the importance of persuading the consumer becomes more inevitable and urgent.
3. Reminder: – Consumers should always be reminded of the availability of the product and the possibilities of satisfying it to their needs. Sellers flood the market every day with thousands of messages hoping to attract new customers and establish new markets for new products.

Promotion: – Enhancing consumers’ satisfaction with the product after purchasing it and strengthening their loyalty to it.Delivery and use of product information to the prospective consumer.Increase the organization’s profits and sales or maintain sales stability at least.Provide information to both the public and the organization.

8. Moving Demand (Sales). (Janabi, 2011, p. 58)

– Concept of bank distribution

Distribution plays an essential role in the banking marketing mix, and this role may make it superior to other elements. Distribution showsBank’s ability to deliver its services to existing or potential customers at the right time and place either by openingNew branches close to the customer’s residence or place of business for benefit. (Ali, 2022, p92)Distribution and supply chain management consist of two interrelated components: –

1-Marketing channels: they are either marketing organizations through which products, resources and information flowing from producing organizations to the end consumer such as (wholesalers, distributors, retailers) or simple facilities for the operation such as (agencies, brokers, financial institutions).

2. Physical distribution: It is necessary to coordinate the flow of information and products between channel members to ensure the availability of products in appropriate places, quantities and times at the lowest cost. (Janabi, 2011, p. 70)

It is not easy to define distribution objectives in isolation from the overall objectives of the organization and the main objectives of the proposed marketing program. The organization rarely identifies distribution objectives in isolation from other objectives. Generally speaking, the most important objectives of the marketing activity are:

1. Reduce costs, each distribution system is a cost, in addition to all other marketing costs. Therefore, distribution reduces them while maintaining the delivery of goods in sufficient quantities and in appropriate quality.

2-Improving the enterprise’s market share, which deals with distribution channels, such as increasing the number of distributors, resulting in an increased flow of goods and services to the market and achieving a high degree of dissemination to the enterprise.

3. Arranging and determining supply and demand through modes that allow each consumer to obtain the goods he needs as well as the product he disburses his products. (Winning, 2007, p. 4)

Second: What is the competitive advantage and its importance:

The concept of competitive advantage: This concept refers to the ability of the company to formulate and apply strategies that make it in a better position for other companies operating in the same activity. The competitive advantage is achieved through the best use of physical, technical, financial and organizational capabilities, competencies, knowledge and other capabilities that the company enjoys and enables it to design and apply its competitive strategies. The achievement of pain is linked

Dimensions of competitive advantage

1. Cost: The enterprise’s ability to produce and distribute products at the lowest possible cost compared to its competitors in the same industry. The focus on cost reduction will positively reflect the final price of the product and give the enterprise the competitive advantage especially in markets where the price factor is more important to the consumer.

2.Flexibility: Being able to match changes in customers’ needs and desires by designing aspects of product specifications on the one hand, and matching demand on the other, as well as being able to respond to productive changes and product mix, where flexibility has become a critical competitive advantage at present

3.Quality: Quality can be achieved by adding unique features to the products you provide, whether goods or services to enhance their competitive attractiveness, so as to benefit customers from the final stage in the delivery of products, and achieving quality through two dimensions: the design of the product to adapt to its function and quality, and depends on the organizational ability to shift inputs to matching outputs.

4. Creativity: It is to achieve the development of creative work in order to achieve creativity in the production and technology used or to find new ways of producing or distributing the product differently from the current ones. The advantage of innovation and creativity is also achieved by exploring new opportunities in the external environment and monitoring the work of competitors.
5. Delivery: refers to the ability of the enterprise to adhere to the agreed time of service delivery. This usually means that the enterprise provides services or provides them early before the time specified and agreed upon as well as attention to the speed and rapid transfers occurring in the market and its results on the achievement of the enterprise’s objectives. (Mona, 2020, p33,34)

Practical Framework for Research

Specialist descriptive analysis of research variables is presented in this paragraph through statistical tools such as weighted computational medium, standard deviation, difference factor, correlation and impact relationships of independent and approved research variables and hypothesis testing, and through the following axes:

Description of search variables:

This theme describes the views of the sample research, as it includes presenting the data shown by the questionnaire form and analysing the responses of the sample individuals with respect to variables.

1. Description of sample study opinions on the bank marketing variable.

Table No. (1) Repetitive Distribution, Weighted Computational Medium, Standard Deviation and Centennial Weight of Sample Individuals’ Answers to Bank Marketing Mix Variable

Source: From the research on computer results using Spss.v.22 N = 48

The overall weighted arithmetic of the total banking marketing variable (4.01). The total standard deviation was 0.833, indicating data compatibility, while the relative adequacy of the sample response was approximately (89%) This indicates that the sample’s opinions give an interest in this variable and this is reflected positively in the sample’s answers and we see it clear that the weighted arithmetic circles of all paragraphs were higher than the arithmetic medium.

1-Note through Table (1) that after the banking product was measured through (5) paragraphs and the percentage of the agreement to this dimension has reached (75%) This is a very good indicator and clearly indicates the enjoyment of most of the procedures adopted by the Bank of Research in its operations through the production of services suitable for all individuals. The results are confirmed by the value of the weighted computational medium of this dimension which has reached (3.10), the standard deviation of this dimension was 0.644, reflecting a high consistency between the answers of the research sample individuals, and the value of the difference factor (0.206). This means that a well-researched bank adopts laws, legislation and instructions clarifying rights and defining duties. It is the main safety valve guaranteeing the best banking service. It also directs the sources of work and identifies areas of activity for work and provides a good tool for guidance, control, supervision and greater transparency. It also works to accelerate any deficiencies or deviation.

2-Table (1) shows that the weighted arithmetic of the banking price principle has reached (3.22), the standard deviation has reached (0.201) and the relative adequacy of this variable has reached (77%) The difference coefficient was 0.201. This means that the bank in question carries out the practice of producing services at lower prices by distributing the customer’s tasks and reducing its own work obstacles to all workers.

3-Table 1 also indicates that the weighted arithmetic of the principle of bank distribution is 4.01, the standard deviation is 0.833 and the relative adequacy of this variable is (89%)and the difference factor is 0.155. This means that the bank in question is working to provide effective and modern distribution systems that can reach the largest number of customers.

4-Table (1) also indicated that the weighted accounting medium of the banking promotion principle was 4.11,The standard deviation is 0.722, while the relative adequacy of this variable is 90%. The difference factor is 0.300. This means that the bank in question is keen to set up joint working committees to activate the promotion of banking services, as well as workers’ participation in the promotion of these services.

B-Description of sample study opinions on the competitive advantage variable.

Table No. (2) Repetitive Distribution, Computational Medium, Standard Deviation and Centennial Weight of Sample Individuals’ Answers to Competitive Advantage Variable

Source: From the research on computer results using Spss.v.22 N = 48

The weighted arithmetic medium for the overall competitive advantage variable (5.08) and the total standard deviation was 0.655) This indicates the consistency of the data, while the relative adequacy of the sample response is approximately (78%) This indicates that the sample’s opinions give an interest in this variable and this is reflected positively in the sample’s answers and we see it clear that the weighted arithmetic circles of all paragraphs were higher than the arithmetic medium.

1. Table 2 indicates that the weighted computational medium of the efficiency dimension is 5.02. The standard deviation is 0.684. The relative adequacy of this variable is 79%. The difference factor is 0.200. This means that the bank in question has a clear perception of the efficiency dimension. The bank in question has a positive impact on the bank’s expected performance.
2. Table 2 shows that the weighted computational medium of the quality dimension has reached (5.08), the standard deviation has reached (0.655) and the relative adequacy of this dimension has reached (77%) The difference coefficient was 0.177. This means that the bank in question conducts the necessary studies in order to determine the quality of the service provided to the customer. The management of the company depends on the specialists in polarization and assignment of the professional course of quality.
3. Table 2 also indicates that the weighted arithmetic medium of the flexibility dimension has reached (5.18), the standard deviation has reached (0.720) and the relative adequacy of this variable has reached (78%) The difference coefficient is 0.185. This means that the bank in question has a clear perception of the flexibility strategy by making the required efforts to assist workers and relying on specialized teams from within to contain the required work.
4. Table (2) shows that the weighted calculus of the dimension of creativity is 4.99, the standard deviation is 0.086, while the relative adequacy of this variable is 80% and the difference factor is 0.197. This means that the bank in question has an interest in the strategy of creativity through its ability to develop new services.

For the purpose of testing the first main hypothesis, a table was prepared (3)

Table No. (3) Assessment of linkage relationships

Source: From the research on computer results using Spss.v.22 N = 48

The results of the analysis in table 3 indicate a strong and positive correlation between banking marketing combined with the competitive advantage dimensions of the Bank of Babylon, with the value of the coefficient (0.808). This finding indicates that the increased interest of the management of the bank in question in the banking marketing dimensions will contribute to improving workers’ careers. This leads to acceptance of the first main hypothesis. The table also shows the linkages between individual banking marketing and the dimensions of competitive advantage combined, depending on the following sub-hypotheses:

1. Table (3) indicates a moral and positive correlation between the banking product and the competitive advantage dimensions of the bank in question, with the value of the correlation factor reached (0.87), which is a morally significant relationship because the value (t calculated and exaggerated ((5.968 greater than (t) values for a schedule of 1.96) at a morale level (1%. This finding indicates that whenever the Bank’s research sample is clear with its procedures and policies, adopts specific laws and legislation for duties, directs the sources of work and provides clear tools for the production of services, this contributes to strengthening and improving competitive advantage.
2. Table 3 also indicated that there is a moral and positive correlation between the bank price and the competitive advantage dimensions in question, as the value of the correlation factor was (0.82), which is a morally significant relationship because the value (t) calculated and exaggerated (5.625 greater than the value (TaTL) of 1.96 at a morale level (1%) This result indicates that whenever the bank is interested in applying its price transparency standards by disclosing the special regulations of all and disclosing performance and financial reports whenever the appropriate ground is set for applying and promoting the implementation of competitive advantage strategies. The second sub-hypothesis arising from the first main hypothesis is accepted (there is a statistically significant relationship between the bank price and the competitive advantage dimensions of the research sample.
3. Table (3) shows a moral and positive correlation between bank distribution and competitive advantage dimensions in the bank in question. The value of the correlation coefficient (0.83)which is a morally significant correlation because the calculated value (t) is greater than the value (5.694)greater than that of (1.96) at a moral level (1%).This finding indicates that whenever the bank in question works to provide effective systems through its adoption of systematic distribution regulations and the imposition of laws to ensure the distribution of services, this is reflected in the successful application of the bank’s service distribution. The third sub-hypothesis arising from the first main hypothesis is accepted ((there is a statistically significant relationship between bank distribution and the competitive advantage dimensions of the bank’s research sample
4. The correlation factor between the banking promotion and the competitive advantage dimensions of the bank in question was valued (0.79)It reflects a strong and positive correlation between the two variables which is morally significant because it is valuable (t) calculated and amounting to (5.914)greater than the value ((t) tabular which reached (1.96) at a morale level ((1% and this is shown through the table (3) This result indicates that whenever the bank in question is interested in operationalizing the principle of banking promotion of business execution and the participation of all its employees, this contributes to enhancing the application of the bank in question’s career. Aqia accepts the fourth sub-hypothesis arising from the first main hypothesis that (there is a statistically significant relationship between banking promotion and competitive advantage dimensions in the bank’s research sample

2-Impact relationships between banking marketing dimensions and competitive advantage dimensions.For the purpose of testing the second main hypothesis and the sub-hypotheses arising therefrom, Table No. (4) was prepared.

Table No. (4) Estimate simple linear slope model transactions to measure bank marketing dimensions and competitive advantage dimensions

Source: From the research on computer results using

he results of the analysis in Table 4 indicate the following:

1-   Table 4 indicates that the calculated value (F) of the simple linear regression model of the banking product (X11) has reached (301.471) which is greater than its tabular value and exceeding (3.09) At a moral level ((1% this indicates that the banking product has a moral impact on the bank’s competitive advantage, and the value of the interpretation coefficient R2 is 0.757, which means that the banking product explains the percentage. 75.7of changes in competitive advantage (Y) and the remaining percentage and adult (24.3%) is due to the contribution of other variables not included in the search chart. The first sub-hypothesis arising from the second main hypothesis is accepted (there is a morally significant effect of the banking product dimension on the bank’s competitive advantage sample research.

2-   Table 4 also indicated that the value of F Calculated for simple linear slope model for bank price dimension (X12) has reached (57.401) which is greater than its tabular value of (3.09) at a moral level ((1% This indicates that the bank price dimension has a moral impact on the bank’s competitive advantage, and the value of the interpretation coefficient (R2 has reached (0.672) which means that after the bank price interprets the percentage (67.2%) of changes in the Bank’s competitive advantage (Y) and the remaining percentage and adult (32.8%) is due to the contribution of other variables not included in the search chart. It accepts the second sub-hypothesis of the second main hypothesis that there is a morally significant impact of the bank price dimension on the bank’s competitive advantage.

3-   Table 4 also shows the value of F. Calculated for simple linear slope model for bank distribution dimension (X13) has reached 79.895)which is greater than its tabular value (3.09) at a morale level ((1% This indicates that bank distribution has a moral impact on the bank’s competitive advantage, and the value of the interpretation coefficient R2 is 0.689, which means that bank distribution explains the proportion. (60.8%) of changes in the Bank’s competitive advantage (Y) and the remaining proportion of the (39.2%) is due to the contribution of other variables not included in the search chart. The third sub-hypothesis of the second main hypothesis is accepted (there is a morally significant effect of the bank distribution dimension in the bank’s research sample competitive advantage.

4-   Table 4 indicates that F is calculated for the simple linear slope model of the banking promotion dimension. (X14) has reached (194.627)which is greater than its tabular value and exceeding (3.09) At a moral level ((1%) this indicates that the bank promotion dimension has a moral impact on the bank’s competitive advantage stages, and the value of the interpretation coefficient (R2 has reached 0.600) which means that the banking promotion explains the percentage 0.600of changes in the Bank’s competitive advantage (Y) and the remaining proportion of   is due to the contribution of other variables not included in the search chart. He accepted the fourth sub-hypothesis of the second main hypothesis that there was a morally significant impact of the banking promotion dimension in the bank’s research sample competitive advantage.

Conclusions and recommendations

Conclusions

1-   Banking marketing involves many areas, requirements or aspects, including four dimensions agreed upon by most writers and researchers (product, price, distribution, promotion). Banking marketing aims to take decisions and administrative actions in accordance with the legislation in force so as to meet the expectations of the relevant parties in addition to managing the bank’s operations and providing services efficiently and effectively.

2-   Research has shown increased interest in banking marketing due to the growing complexity of the environment, and the rise in competition at the domestic and international levels so that it becomes the means for the survival, continuity and growth of service banks.

3-   Research results through statistical analysis showed that there is a morally significant correlation between banking marketing and competitive advantage.

4-   Research results from statistical analysis showed that there are meaningful impact relationships between the interpretive search variable (banking marketing) and its positive variable (competitive advantage). So a major hypothesis was developed and four sub-hypotheses were branched out.

2: Recommendations:

1-   Attention to the application of the principles of banking marketing through attention to the application of its standard in order to address and limit its career.

2-   Emphasize the importance of banking marketing because of its effective impact to increase competitive advantage and obtain the greatest space among organizations.

3-   The need to enhance the bank’s interest in adequate knowledge in improving competitive advantage efficiently and effectively.

4-   Promoting a culture of marketing of good banking services with its modernity and speed of service, which is reflected in the bank’s high performance and efficiency.

5-   Strengthen policies in relation to reliance on modern and sophisticated standards in measuring customer satisfaction.

6-   Strengthen the principle of collective action and ensure wider participation of workers in decision-making and appropriate adjustments to enhance the principle of cooperation in marketing.

References

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