Impact of Customer Capital on Achieving the Competitive Advantage on Banking Sector: A Field Study on Banks in Taiz, Yemen

Abstract

This study aimed to identify the effect of customer capital (including its dimensions:  customer acquisition, allocation, market share, customer satisfaction, and customer loyalty) on achieving a competitive advantage in the banking sector in Yemen (including its dimensions: cost reduction, innovation excellence and flexibility). The study used the descriptive analytical method on a sample of 86 participants selected purposively from the study population, which was (380) members, covering directors, managers, heads of departments and workers in Yemeni banks in the governorate of Taiz. Using the SPSS package, the descriptive and inferential statistical methods were used to analyze data. Major findings revealed there was a direct impact relationship between the customer capital and the competitive advantage in the banking sector, where the customer satisfaction dimension was found to be the largest contributor to achieving competitive advantage. Furthermore, findings showed that there was a lack of training offered to workers on customer acquisition skills (as it is an important variable in acquiring customers). There was also a disparity between Yemeni banks in having databases to track customer preferences and keep them for use whenever the need arises. The study concluded that banks need to enhance their employees' skills of customer acquisition, and to develop a marketing system to track customer preferences which are imperative to achieve the competitive advantage. Keywords: customer capital, banking sector, competitive advantage.