ELECTRONIC BANKING SERVICES AS A MECHANISM TO BUILD COMPETITIVE ADVANTAGES OF ALGERIAN BANKS

Abstract

The study aimed to identify the role of electronic banking services to enhance the competitive advantage in the Algerian commercial bank. The study used the descriptive analytical research method which was appropriate for the purposes of research. The target population consists of employees of the surveyed banks, the questionnaire was used as a data collection tool, (32) questionnaire were distributed to the sample, the data were analysed using the SPSS program, and a number of statistical methods were used to test the hypotheses. The results of the study showed that there is a significant effect of the electronic banking services offered by commercial bank of Algeria to enhance the competitive advantage from the point view of the employees. The results also showed that a banking service bay using the electronic card had a largest impact to enhance the competitive advantage from the point view of the employees, and the service of e-banking via internet had the lowest impact on the competitive advantage of commercial bank. Finally, the research recommended that the commercial bank should focus on electronic services via internet especially under the current conditions, and services via the smart mobile phone that are getting more important. The study also recommended bank management making awareness technology programmers from current and expected customers. Keywords: Electronic Banking Services, Competitive Advantage, Electronic Card, E-Banking