The relationship between hybrid competitive strategies and attracting the banking customer

Abstract

  The purpose of the study is to diagnose the nature of the relationship and the effect between the variables of the study (hybrid competitive strategies, attracting the banking customer), and it is an attempt to explore the possibility of applying hybrid competitive strategies in private Iraqi commercial banks, and then analyze their relationship to attracting the banking customer, and promised the importance of the study that it seeks to develop competitive mechanisms Which enables these banks to achieve a competitive advantage and to ensure that they continue to meet the latent requirements of customers before competitors. or recipients.

The study adopted the intentional sampling method in order to be able to achieve its objectives, as the sample size was 90 individuals. The study was applied to private commercial banks represented by (Spectrum Islamic Bank, Business Bay, Sumer Commercial, International Islamic, Babel Al Ahli, International Development, Al Ahli Iraqi Islamic Advisor, Iraqi Investment). , The Islamic South) A number of statistical programs have been used (Excel 2010, Spss.Var 20, Smart PLS) to process the data.

  The study reached a number of conclusions, including that the surveyed banks relied on hybridization of the strategy adopted in close proportions for each of the innovation-based differentiation strategy followed by the cost leadership strategy for most banks, and the reliance was greater on the differentiation strategy, and this indicates their interest in innovation in providing various services in commercial banks .

  The study presented a set of recommendations to pay great attention to the issue of hybrid strategies and their impact on the banking customer because of its importance in facing the wide and changing challenges imposed by the banking work environment.