DETERMINANTS OF COMPETITIVE ADVANTAGE OF COMMERCIAL BANKS IN WORABE TOWN

Abstract

The main objective of this study was to examine determinants of competitive advantage of branch banks in Worabe town. From a total employees that were targeted as study population, sample size were determined considering the banks as strata(using stratified sampling technique) and questionnaire were distribute for the sample responds selected randomly. Data was collected using questionnaires. A quantitative research approach with an explanatory research type was employed in this paper. Results indicated a statistically significant relationship between competitive advantage and each of independent variable. It is also implied that the positive effects of determinants such as product differentiation, superior customer service, competitive staff, image/repetitive, accessibility and convenience and use of technology on competitive advantage in commercial banks were considered in this study. Finally the researcher forwards the recommendation. The study recommended creating an enabling working environment in Banks in terms of the level of technology they use, on delivery of quality of service, types of products, accessibility/ location and constitute competent staff to build future image and reputation for sustainable market competition multidimensional. This would increase the competitive edge of commercial banks in Ethiopia