ASSESSING TOTAL QUALITY MANAGEMENT AS A SOURCE OF BANKING COMPETETIVE ADVANTAGE

Abstract

Competition today is one of the most important factors that assist the banks to grow , develop, expand  their business and play a critical role in improving and motivating the quality of services to  enhance their competitiveness in the marketplace,The objectives of this article  is to assessing the relationship between total quality management dimensions as a source of competitive advantage for Jordanian banks, the research looks at the effect of implementing the total quality management  practices in increasing the competitive advantage of banking by using the Porter definition of competitive advantage which cover the differentiation of services and the cost of services, the article has been studies  four dimensions of total quality management, customer focus, service quality , product innovation ,cost of quality , the study was used the cross- functional research methodology and a unit of 70 managers and supervisor from four Jordanian  banks was selected,. SPSS program was used to analysis the data for 240 responses, the main findings of the article is to improve the effect of adopting the total quality practices and in increasing the market position of Jordanian banks, the article tends to be reference guide for services sector generally and banking industry especially by considering the effect of total quality management in increasing the market positions, markets shear and the competitive advantage.