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Article
Publication date: 4 March 2021

Aloisio Henrique Mazzarolo, Emerson Wagner Mainardes and Danilo Soares Montemor

The purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward…

Abstract

Purpose

The purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment mediates the relationship between internal marketing and the three strategic orientations and whether they influence bank employees' perception of obtaining a competitive advantage.

Design/methodology/approach

The authors conducted a survey with 832 bank employees using an online questionnaire. The authors performed data analysis by modeling structural equations with data estimation using the PLS-SEM.

Findings

The results showed that internal marketing positively influences bank employees' perception of banks' strategic marketing orientations and through that their perception of a competitive advantage. The authors also note that organizational commitment can partially mediate the relationship between internal marketing and the strategic orientations tested in this study.

Research limitations/implications

The findings indicate that banks' investment in employee valuation tends to generate positive results in relation to their adherence to marketing strategies, with the potential to result in a competitive advantage.

Originality/value

The results demonstrate the strength of internal marketing in the strategic orientations of banks, indicating that having employees who are committed to their bank contributes to the delivery of a high-quality service focused on the external customers, generating a competitive advantage.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 24 May 2011

Maruf Hossan Chowdhury

Ethics have always played a crucial role in the realm of business and commerce. This paper aims to extract the principle factors of ethical practices to develop a model…

Abstract

Purpose

Ethics have always played a crucial role in the realm of business and commerce. This paper aims to extract the principle factors of ethical practices to develop a model for competitive advantage in banking and to show the relation between ethical practice and customer satisfaction and the linked reason for satisfaction as a tool for competitive advantage.

Design/methodology/approach

Based on the literature review, ethical issues in banking have been identified as a foundation work. Then an empirical study using survey research has been completed. The survey questionnaire has been designed using the literature and pilot survey input. Factor analysis has been conducted to derive ethical factors for competitive advantage from the survey data, which included 186 responses. χ2 tests were also carried out to show the linked relationship between ethical practice, customer satisfaction and reason for satisfaction.

Findings

From the analysis, two principle factors have been extracted: the cost leveraging factor; and the value leveraging factor which lead to competitive advantage. More over, it also revealed that high ethical practice results in high customer satisfaction and performance.

Practical implications

This study develops a guideline of competitive advantage for bank management through ethical practice.

Originality/value

The paper extracts how ethical factors create competitive advantage in banking and the linked reason of ethical practice and performance of banks which has not often received much focus from previous studies.

Details

Humanomics, vol. 27 no. 2
Type: Research Article
ISSN: 0828-8666

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Article
Publication date: 18 May 2015

Hardeep Chahal and Purnima Bakshi

The purpose of this paper is to investigate the impact of intellectual capital on competitive advantage in banking sector. Further, it also examines the role of innovation…

Abstract

Purpose

The purpose of this paper is to investigate the impact of intellectual capital on competitive advantage in banking sector. Further, it also examines the role of innovation as a mediating variable and organisational learning as a moderating variable in intellectual capital and competitive advantage relationship.

Design/methodology/approach

Data are collected from 144 branches of 21 public and seven private banks operating in Northern India (Jammu). Three executives (including one manager and two senior employees) from each branch are contacted purposively. Out of 576 questionnaires distributed, 339 questionnaires are returned with response rate of 62.08 per cent.

Findings

The study finds that intellectual capital has direct and positive impact on the competitive advantage. It is also verified that innovation fully mediates the relationship between intellectual capital and competitive advantage. Further, the moderating effect of organisational learning on the relationship between intellectual capital and competitive advantage is also confirmed.

Research limitations/implications

The study is limited to the banking sector of Jammu city only. Only three dimensions of intellectual capital are considered in the present study.

Originality/value

The study represents the relationship between intellectual capital and competitive advantage in banking sector. The results extend the understanding of the role of organisational learning and innovation in creating intellectual capital and building sustainable advantages for organisations.

Details

International Journal of Bank Marketing, vol. 33 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 16 May 2016

Suhail Ahmad Bhat and Mushtaq Ahmad Darzi

The purpose of this paper is to develop a comprehensive integrated model which helps in explaining the impact of Customer Relationship Management (CRM) dimensions…

Abstract

Purpose

The purpose of this paper is to develop a comprehensive integrated model which helps in explaining the impact of Customer Relationship Management (CRM) dimensions (complaint resolution, customer knowledge, customer empowerment and customer orientation) on customer loyalty and competitive advantage of a bank. The study also explores the mediating role of customer loyalty in the relationship between CRM and competitive advantage in retail banking.

Design/methodology/approach

The research is based on a theoretical model which consists of four CRM dimensions and two exogenous variables. These have been used for establishing the hypotheses to analyze relationships between the variables constituting the CRM model. The data have been collected from 278 customers of a private bank. The data were analyzed using structural equation modeling (SEM). The scale was developed and purified through factor analysis (exploratory and confirmatory factor analysis). SEM was then used to examine the causal relationships and “model fit” of the proposed model.

Findings

The results provide evidence that the four CRM dimensions have a positive effect on customer loyalty and competitive advantage of the bank. Among the CRM dimensions, customer knowledge is most influential of all the dimensions. Furthermore, customer loyalty acts as the mediator in the CRM model between CRM and competitive advantage.

Research limitations/implications

Since, the study involved a single bank and therefore the results should be generalized cautiously. Only four CRM variables were included in the study; additional variables can be introduced in further studies involving different contexts.

Practical implications

The study highlights and supports the need for mangers to devote additional resources toward developing a better CRM system. Therefore, mangers need to think beyond the technological aspects and should focus on these four dimensions, especially customer knowledge, to enhance the loyalty and competitiveness.

Originality/value

The paper investigated hitherto unexplored relationships between customer-centric CRM dimensions instrumental in providing competitive advantage to a bank through mediational analysis. Thus, it contributes to the information on the implementation of CRM practices valuable for banking sector.

Details

International Journal of Bank Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 2 October 2017

Jennifer Mullan, Laura Bradley and Sharon Loane

Bank adoption of mobile banking globally remains sporadic. Factors influencing this remain under researched. The purpose of this paper is to explore drivers and barriers…

Abstract

Purpose

Bank adoption of mobile banking globally remains sporadic. Factors influencing this remain under researched. The purpose of this paper is to explore drivers and barriers of bank adoption of mobile banking from a stakeholder perspective.

Design/methodology/approach

Using diffusion of innovation (DOI), a mixed method study was conducted. Data were collected using blogging to inform a two-round modified Delphi study. The opinion of 72 members from six stakeholder industries was sought.

Findings

The results indicate that DOI theory is still applicable within mobile environments in helping to understand the diffusion of mobile banking. Key drivers of bank adoption were global mobile phone penetration, competitive advantage, customer convenience, strategic importance, customer demand, low perceived risk/security concerns and stakeholder partnerships. Findings suggest low levels of customer demand and lack of return on investment (ROI) are key barriers for banks. The findings have strategic implications for industry players highlighting the importance of mobile banking to maintain market share and customer relations. These influences will inform successful mobile banking strategies by raising awareness of major barriers.

Originality/value

This study concentrates on a bank/stakeholder perspective. It confirms that DOI theory is still applicable within mobile environments. It extends understanding of bank adoption providing useful information for all stakeholders. It has implications for banks regarding multi-channel banking and the motivators and challenges influencing its adoption.

Details

International Journal of Bank Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 April 1998

Mark Colgate

The intensity of competition has increased within the retail banking industries in virtually all developed economies. Creating a sustainable competitive advantage

Abstract

The intensity of competition has increased within the retail banking industries in virtually all developed economies. Creating a sustainable competitive advantage, therefore, has become of paramount importance. One way through which retail banks have sought to create this sustainable competitive advantage has been the utilisation of information technology to support the marketing function. In light of this, this paper hypothesizes that marketing information system technology can leverage this sustainable competitive advantage ahead of other marketing technologies which bank management have implemented or are thinking of implementing. An analysis of the current use of marketing information system technology, however, reveals low levels of sophistication throughout the UK and Irish retail banking industries. Given this fact, the factors involved in successfully implementing marketing information system technology are presented. Empirical evidence was drawn from 48 postal questionnaires conducted in the UK and Ireland and ten case studies undertaken in the UK, USA and Australasia. Results show that marketing sophistication, organisational size, and previous implementation experience were all critical factors in a successful implementation process.

Details

International Journal of Bank Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 10 July 2017

Dhruba Kumar Gautam and Sunita Bhandari Ghimire

This paper aims to assess the existing situation of psychological empowerment to employees and explore the relationship between psychological empowerment and competitive

Abstract

Purpose

This paper aims to assess the existing situation of psychological empowerment to employees and explore the relationship between psychological empowerment and competitive advantages in service sector of Nepal.

Design/methodology/approach

The study followed descriptive cum exploratory research design. Data collected through structured questionnaire based on Menon’s three-component model and Wright’s four-component model used to measure psychological employment and competitive advantages from employees of banking and hospital sector.

Findings

Psychological empowerment of employees in service sector is significantly different between public and private organizations. Even though the factors that are extracted are quite different than of Western practices, psychological empowerment has positive and significant impact on the competitive advantages.

Research limitations/implications

This study is mainly based on service sector of Nepal: Banking and Hospital.

Practical implications

This paper is useful to academicians and practitioners seeking to develop psychological empowerment to achieve competitive advantages in their organizations and help to add values in people management areas particularly in South Asian corporations.

Originality/value

This is perhaps the very first investigation of its kind in the Nepalese context.

Details

International Journal of Law and Management, vol. 59 no. 4
Type: Research Article
ISSN: 1754-243X

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Article
Publication date: 29 May 2019

Suvendu Kumar Pratihari and Shigufta Hena Uzma

The purpose of this paper is to understand the perception of the bankers towards an integrated approach to corporate social responsibility (CSR) initiatives in a strategic…

Abstract

Purpose

The purpose of this paper is to understand the perception of the bankers towards an integrated approach to corporate social responsibility (CSR) initiatives in a strategic way of achieving sustainable growth of the banking sector. The paper additionally provides insights into different CSR initiatives and their implementation process in the context of scheduled commercial banks (SCB) of India.

Design/methodology/approach

The study is exploratory and endorses the qualitative approach of primary research methodology by adopting a non-random stratified sampling method. The localist approach of the face-to-face interview has been applied to collect the data from 26 elite class respondents from 13 SCBs. The interview method was semi-structured and open-ended. The conformity, trustworthiness, credibility, transferability, dependability test of the study have ensured the quality of the data.

Findings

The study reveals that the bankers perceive CSR as a moral obligation for the benefit of the society, beyond the regular banking operations. Further, the study comprehends that the CSR initiatives play a vital role in establishing the bank's image, brand and reputation, as well as, building a strong bond of trust among the employees and the bank management. Besides, CSR activities facilitate to cultivate a better culture by improvising in the quality of customer service for achieving competitive advantages.

Research limitations/implications

The findings of the study represent a significant contribution to CSR theory from the interface of banking and society. Significantly, the results confirm that CSR initiatives play a vital role in building trust and minimise the gap between the employees and the management of the bank. The banks can increase its acceptance in the society and achieve competitive advantage by integrating CSR objectives with the business objectives to strengthen the corporate personality and brand.

Practical implications

The study will help practitioners to develop the social identity of their firm to achieve competitive advantages in long-run. The bankers can channelise their limited resources while planning, designing and the implementation of different CSR activities with the overall goal of the bank in a cost-effective way. The study is confined only to public and private SCBs and limited to the geographical scope of one state in India. Therefore, further exploration may be carried out by considering other banks and geographic regions in India and different cross-cultural settings.

Originality/value

The originality of the study lies with the in-depth analysis and quality check of the data. The results can contribute significant value to the qualitative method of conducting research.

Details

Social Responsibility Journal, vol. 16 no. 2
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 16 October 2017

Chong-Hoe Kim and Byung Il Park

The purpose of this paper is to pinpoint key conduits promoting knowledge spillovers through inward foreign direct investment in the banking sector.

Abstract

Purpose

The purpose of this paper is to pinpoint key conduits promoting knowledge spillovers through inward foreign direct investment in the banking sector.

Design/methodology/approach

The data were obtained by a survey. The survey data were collected from managers of five major local banks in Korea. The survey was conducted during May 10-June 30, 2015 with a total of 581 self-administered responses finally collected at the end (response rate: 60.5 percent).

Findings

Based on the survey data collected from the survey, the results indicate that knowledge spillovers from foreign to local banks occur in the Korean context. Demonstration effect, worker mobility and absorptive capacity of local banks are found to be effective conduits for knowledge spillovers. In addition, the authors have also found that competitive pressure negatively influences worker mobility leading to knowledge spillovers while two other elements (i.e. demonstration effect and absorptive capacity) positively mediate the relationship between competitive pressure and knowledge spillovers.

Practical implications

It is essential for the managers of multinational banks vigorously consider placing a strong emphasis on security of internal information and management of own personnel as the knowledge outflow through the demonstration effect and worker mobility is critical. For the managers of local banks, the discoveries suggest that active investment in human resources to maximize knowledge spillovers through the demonstration effect and through absorptive capacity is heightened by building an internal knowledge base.

Originality/value

The study contributes to the extant literature in the field of international business in two key ways. First, it examines the knowledge spillovers in the banking sector, a regulated industry, in Korea where empirical research is sparse. This paper’s second contribution is the finding of the key conduits of knowledge spillover phenomena by predicting and identifying the elements which affect the magnitude of knowledge flows from foreign to local banks.

Details

Management Decision, vol. 55 no. 9
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 April 1996

Peter W. Turnbull and Theofanis Moustakatos

Follows the previous article by presenting results of empirical research using a sample of investment banks and their large corporate customers. Focuses on how the banks

Abstract

Follows the previous article by presenting results of empirical research using a sample of investment banks and their large corporate customers. Focuses on how the banks define their source of competitive advantage. Compares and contrasts the views of the banks with those of their customers relating to the purchasing of investment bank services and the principal criteria used for selection of those services.

Details

International Journal of Bank Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

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