The role of the transformation strategy for comprehensive banking dimensions in improving competitive advantage: an analytical study of a sample of government and private commercial banks in the Najaf Governorate for the period 2023-2024

Abstract

The research aims to reveal On the role of the transformation strategy for universal banking dimensions in improving the competitive advantage of government and private commercial banks in the Al-Najaf Governorate, through an analytical study of the (intentional) Through an analytical study of the opinions of a purposive sample on a group of governmental and private commercial banks in the Al-Najaf Al-Ashraf Governorate. It was distributed to employees randomly search in the Al-Najaf Al-Ashraf Governorate was (209) questionnaires, (5) of which were not returned and (4) were not suitable for analysis. There were errors in them, except for the number of Emirates suitable for statistical analysis (200) forms that were analyzed using spss28 program, The research came out after the most important of them: the presence of a statistically significant impact relationship between the independent variable (comprehensive banking) and the variable (the differentiating advantage) at the macro level, but at the micro level four dimensions were broken down (reducing the cost of serving the service, quality in performing the service for two months, and death in performing the service). Service to service, creativity. There is a relationship supporting a significant effect on comprehensive banking. An objection between the dimension (tor time for exchange) and comprehensive banking was rejected, through the achieved significant level (0.03), less than the proposed significant level (0). , 05) Therefore, this hypothesis is rejected at the research level, and the researcher also recommended a set of recommendations, therefore adopting a strategy of diversification for comprehensive banking and creating good banking knowledge In the research sample banks, especially identifying everything that is new and distinctive that meets the interest of customers, in addition to keeping pace with technological development. In the field of services, even in order to increase and satisfy the desires and needs of customers.