The Impact Of Marketing Relationships At Achieving Competitive Advantage :A Prospective Study On A Sample Of Banks Employees In Jordan

Abstract

This study aims at showing the Impact of Marketing relations management and its relationship with achieving a
competitive advantage at the level of some banks that work in Irbid city. The importance of the study comes in its
theoretical and application framework through the attempt to present the Impact of marketing relationships at
achieving a competitive advantage, and the researchers concern of the challenges of the twenty first century, which
is characterized by uncertainty, complication and fast changes. This will be accompanied with risks could be faced
by depending on the Impact of Marketing relations management in achieving the competitive advantage. The study's
problem is embedded theoretically through the reference review of the studies and researches that are conducted
in this field, where it appeared the lack of such studies and research, especially the Arabic ones. Most of the studies
indicate to the increase of services in most economics of the world's countries. Tom peters emphasizes that there is
a clear transformation towards producing to services compared with good, production. The banks managers and
head of sections in the banks in Irbid city represented the study’s community. The study's community consists of
(34) individuals distributed as follows: Banks managers (19) and head of sections (15). The questionnaire was
distributed randomly, where (50) questionnaire were distributed, (34) of them found valid for statistical analysis.
The study's results indicate that the banks management focused on achieving the competitive advantage through
the quality of the services presented to the customers. The most important findings and recommendations were as
follows: The banks organizations, (the study's sample) gave the administrative responsibilities to the holders of
certificates, such as diplomas, bachelors, and higher certificates, which forms positive features of development of
these organizations and achieving the competitive advantage. The study's findings showed a significant positive
correlation between the Marketing relations management and achieving the competitive advantage. The results of
regression analysis showed existence of significant positive impacts of the Marketing relations management in
supporting the competitive advantage for the researched banks.
The recommendations included the necessity of the mangers of the researched organizations to develop the relation
with the customers in order to achieve the competitive advantage in the light of the current challenges, after the
results of the regression analysis showed a significant impact of the Marketing relations management in achieving
the competitive advantage. The researchers also recommended with the necessity of the researched banks adoption of the virtual model of the study as a work mechanism to develop the relation with the Marketing in order to
achieve the competitive advantage, the concern of the current Marketing through delivering the service according
to their needs and wants, as cost of acquiring new Marketing represents five folds of the cost of maintaining the
current Marketing , and the worse than that, the new Marketing need a long period of time to buy deals with
same average of the old Marketing , therefore the banking organizations are required to recognize this matter.