Digital marketing ambidexterity and its role in enhancing competitive advantage in banks An analytical study of the opinions of a sample of customers of government banks in the city of Najaf

Abstract

The current study project aims to demonstrate the role of marketing ingenuity in light of digital transformation in enhancing the competitive advantage in banks. In order to address the study problem, the necessary information was collected by adopting the study scale (questionnaire form), and then classifying and analyzing the data using the approved statistical methods. The questionnaire data was analyzed using the statistical analysis program (SPSS v.23), in addition to adopting the descriptive analytical approach. , in tackling the problem. The study sample is represented by (194) clients of government bank branches in Najaf Governorate, who were chosen randomly. The study reached conclusions, the most important of which is the existence of a positive correlation and influence with a moral significance between marketing ingenuity and the promotion of competitive advantage, in addition to the weakness of the tendency towards adopting marketing ingenuity in the banks in the field of study, which was reflected in the weakness of the competitive advantage in them, and that the integration between the elements of ingenuity Marketing achieves a sustainable competitive advantage. The study ended with a set of recommendations, the most important of which is the necessity of directing the surveyed banks towards adopting the concept of marketing prowess by banks and considering it as part of their culture, in addition to the necessity of bank administrations adopting the field of study and in light of the digital transformation, follow up on improving the digital activities and skills necessary for human capital.