The role of electronic banking in achieving the bank's competitive advantage and attracting customers: A survey study of the opinions of a sample of customers of a group of commercial banks in the Erbil city
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Abstract
This research aims to demonstrate the relationships of electronic banking with its components (automated teller, mobile banking, banking via the Internet) with the competitive advantage (cost, quality, creativity), as independent variables and their impact on attracting customers. This research is considered one of the important studies in its attempt to identify the relationship between electronic banking and competitive advantage and its impact on attracting customers. The research problem identified several questions centered on the nature of the correlation - and the effect between the independent research variables (automated banking and competitive advantage) and the dependent variable (attracting customers). For this reason, a hypothetical model was built, on the basis of which five basic hypotheses emerged from which a set of sub-hypotheses emerged. The use of statistical methods for analysis through the computer program (SPSS), and the research was conducted on a sample of commercial banks in the city of Erbil. The results also showed the validity of all the research hypotheses, and the research reached a set of conclusions, the most important of which was that there is a positive significant effect of the relationship between electronic banking With the combined competitive advantage in attracting customers, as for the individual results, the results have proven that there is a significant effect of automated banking in attracting customers, and also the competitive advantage in attracting customers. The research was concluded with a number of recommendations.
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