Impact of Customer Capital on Achieving the Competitive Advantage on Banking Sector: A Field Study on Banks in Taiz, Yemen

Assoc. Prof. Dr. Mohamed Noman Mohamed Aklan; Assoc. Prof. Dr. Adel Qaid Al-Ameri; Khaled Sultan Al Qadhi

Article Details

Impact of Customer Capital on Achieving the Competitive Advantage on Banking Sector: A Field Study on Banks in Taiz, Yemen

Authors:

Assoc. Prof. Dr. Mohamed Noman Mohamed Aklan | Assoc. Prof. Dr. Adel Qaid Al-Ameri | Khaled Sultan Al Qadhi

Publisher:

University of Science and Technology, Yemen

Journal:

Journal of Social Studies Vol.26 Issue 2, pp.0-0

Document Type:

Article

Publication Date:

1/2020

Document Language:

English

Document ID (Org No.):

2001536632

pISSN:

2312-5268

Keywords:

Abstract:

 This study aimed to identify the effect of customer capital (including its dimensions:  customer acquisition, allocation, market share, customer satisfaction, and customer loyalty) on achieving a competitive advantage in the banking sector in Yemen (including its dimensions: cost reduction, innovation excellence and flexibility). The study used the descriptive analytical method on a sample of 86 participants selected purposively from the study population, which was (380) members, covering directors, managers, heads of departments and workers in Yemeni banks in the governorate of Taiz. Using the SPSS package, the descriptive and inferential statistical methods were used to analyze data. Major findings revealed there was a direct impact relationship between the customer capital and the competitive advantage in the banking sector, where the customer satisfaction dimension was found to be the largest contributor to achieving competitive advantage. Furthermore, findings showed that there was a lack of training offered to workers on customer acquisition skills (as it is an important variable in acquiring customers). There was also a disparity between Yemeni banks in having databases to track customer preferences and keep them for use whenever the need arises. The study concluded that banks need to enhance their employees' skills of customer acquisition, and to develop a marketing system to track customer preferences which are imperative to achieve the competitive advantage.
Keywords: customer capital, banking sector, competitive advantage.

Article Details

Impact of Customer Capital on Achieving the Competitive Advantage on Banking Sector: A Field Study on Banks in Taiz, Yemen

Authors: Assoc. Prof. Dr. Mohamed Noman Mohamed Aklan | Assoc. Prof. Dr. Adel Qaid Al-Ameri | Khaled Sultan Al Qadhi

Publisher: University of Science and Technology, Yemen

Journal: Journal of Social Studies Vol.26 Issue 2, pp.0-0

Document Type: Article

Publication Date: 1/2020

Document Language: English

Document ID (Org No.): 2001536632

pISSN: 2312-5268

customer capital

banking sector

competitive advantage

Issues

Authors:

Assoc. Prof. Dr. Mohamed Noman Mohamed Aklan | Assoc. Prof. Dr. Adel Qaid Al-Ameri | Khaled Sultan Al Qadhi

Publisher:

University of Science and Technology, Yemen

Journal:

Journal of Social Studies Vol.26 Issue 2, pp.0-0

Document Type:

Article

Publication Date:

1/2020

Document Language:

English

Document ID (Org No.):

2001536632

pISSN:

2312-5268