The Impact of Banking Marketing on Achieving Competitive Advantage - A Field Study on Sahara Bank

Abstract

The aim of this study was to identify the impact of banking marketing across its seven dimensions (banking services, pricing, distribution, personnel, operations, physical environment, and promotion) on achieving competitive advantage, by applying the study to Al-Sahara Bank – General Management in Tripoli. The study adopted a descriptive-analytical approach, and a questionnaire was used as the primary tool for collecting data from a random sample of 106 employees, from which 83 valid questionnaires were recovered for analysis, representing a response rate of 78 per cent. The results showed that the level of banking marketing was low (arithmetic mean 2.59), whilst the level of competitive advantage was average (arithmetic mean 2.98). The study also found a statistically significant effect of the dimensions of banking marketing on the achievement of competitive advantage, where the correlation coefficient was 0.453, indicating a positive direct relationship. The study recommended the need to focus on staff training in Libyan banks in general, and in the bank under study in particular, as well as the need to prioritise the marketing function within the bank to strengthen its position in the banking market.