A Study of the Intensity of Competition on Making Competitive Advantage through the Mediating Effect of Marketing Capability

Current research has been done with the aim of examination of mediating role of marketing capability with respect to competition intensity and competitive advantage. In survey part of research a questionnaire has been made and using that, the opinions of 280 persons including managers and experts of different branches of Mellat Bank in Tehran city were collected. After gathering and summarization, data were analyzed by factor analysis (discovery based and confirmative) and structural equations. Research results signify affirmative and significant impact of competition intensity on competitive advantage, client-based approach and innovation (technical and non-technical). Also obtained results confirmed positive and significant impact of client-based approach and innovation (technical and non-technical) on marketing capability. In the end positive and significant impact of marketing capability on competitive advantage was confirmed.