The Impact of the Marketing Mix in Competitive Advantage of Jordanian Islamic Banks: The Moderating Role of Bank Size

Abstract

The study amid to measure the impact of the marketing mix in terms of its dimensions represented in (product, price, promotion, people, processes, physical evidence) in the competitive advantage represented in (return on equity, market share of credit facilities) depending on size of the bank for Jordanian Islamic banks during the period (2011-2022), by following the descriptive analytical approach. The primary data were Collected through the annual reports issued by the Jordanian Islamic banks, the study sample during the period (2011-2022), and the study concluded the there was no statistically significant impact at a significance level (α ≤ 0.05) for the marketing mix in the competitive advantage in (return on equity, market share of credit facilities) depending on the size of the bank for Jordanian Islamic bank. The study recommended that Jordanian Islamic banks reconsider their banking marketing mix to have a significant impact in their competitive advantage. It also recommended the need to conduct more studies to identify the impact of the marketing mix in the competitive advantage in Jordanian Islamic banks. The study recommended that Jordanian Islamic banks reconsider their banking marketing mix to have a significant impact in their competitive advantage. It also recommended the need to conduct more studies to identify the impact of the marketing mix in the competitive advantage in Jordanian Islamic banks.

Keywords: Jordanian Islamic banks, competitive advantage, marketing mix, bank size.