The role of modern banking services in achieving competitive advantage

Abstract

        The research aims to study the role of modern banking services in achieving competitive advantage for banks. The study concluded that modern banking services significantly enhance the competitive advantage of banks from the point of view of customers. However, banks face challenges in providing electronic banking services, including weak Internet infrastructure, cultural differences, security concerns, loss of customer confidence in electronic payments, and resistance to change. Innovation is critical to maintaining competitive advantage and outperforming other banks.

      The most important recommendations of the research include providing training for bank employees to improve their efficiency in managing modern services. In addition to motivating employees with rewards to enhance the spirit of competition and enhance their skills. Banks should invest in advanced technology to stay competitive by reducing time and effort and increasing efficiency in their operations.