Competitive Advantage Evaluation of Competitive Firms: Bank Service Quality and its Impact on the Competitive Advantage (Case Study: Mazandaran Province Melli Banks)

Due to the existence of intense competition in the banking industry between public and private banks they can increase the quality of their services and through which they can have a competitive advantage and also increase its market share. In this paper according to the researches that has done in the field of competitive advantage we study the competitive advantage dimensions in the banking industry that we reached to 7 variables including differentiation strategy, Focus strategy, leadership strategy, Connectivity capabilities, Organizational capabilities, Key competencies. SERVQUAL model is used for the Bank services quality dimensions. In this research we are seeking the impact of the banks services quality on their competitive advantage and finally identifying the most important variables of services quality that impact on a particular competitive advantage. Statistical population of this research Melli Bank branches in Mazandaran province that according to the center website of the Iran Melli Bank the branches number of this province is 149 branches and the sample size is 85 branches which are selected randomly from the statistical population by Morgan table. The collection of data was done using two questionnaires. The results of the present investigation have shown that the quality of services has a significant positive impact on competitive advantage.

Competitive advantage, services quality, competitive firms, Melli bank, Mazandaran province