مدى تطبيق عناصر الجودة في الخدمات المصرفية كمدخل لتحقيق الميزة التنافسية : دراسة على المصارف التجارية الأردنية

Abstract EN

This study aims to find out how the application of quality elements to achieve competitive advantage in the Jordanian commercial banks, and determine whether there were statistically significant differences between the quality elements and strategies for competitive advantage in commercial banks keep a relationship, as well as to ensure that there is a significant effect of the independent variables (strategic planning, customer satisfaction, workforce) on the dependent variables of competitive advantage (competition strategy to led by the costs ,competitive strategy to excellence and diversification) at the Jordanian commercial banks To achieve the objective of the study, have been identified study population consisted of senior and middle management staff and managers of the branches of Jordanian commercial banks, made up the study population of (6) commercial banks, and the sample has been taken stratified random sample representative at the bank.

The application of statistical methods in proportion to the nature of the study and data through the use of statistical program Statistical Package for Social Science) (SPSS) and (Minitab).

The finding of this study indicate the following: 1- There was statistically significant relationship between: strategic planning, customer satisfaction and competitive strategy to excellence and diversification, while there is no statistically significant relationship between these elements and competition strategy, led by the costs.

2- There is an application for strategic planning, and efficient workforce in commercial banks 3- There is reliability between elements of quality and competitive advantage strategies where we note that all of the strategic planning, customer satisfaction and efficiency of the workforce is independent of competition to excellence and diversification strategy 4- There are no statistically significant relationship between the workforce and the efficiency of all strategies for competitive advantage (competition costs and competition led to excellence and diversification) 5- There is a significant effect of component quality customer satisfaction on the dependent variable of competitive advantage.

While there is no significant effect for each of the two components of the independent quality of strategic planning and the efficiency of the work force on the dependent variable (competitive advantage)