Presenting the analysis model of the internal factors of the National Bank of Iran with regard to the professional ethics of the employees to gain a competitive advantage

The purpose of this research is to identify and rank the internal factors affecting the competitive advantage of National Bank in Kohgiluyeh and Boyer Ahmad provinces. The method of conducting this research was done with a combination of qualitative and quantitative methods. The data collection tool is suitable for qualitative research method, in-depth interview and quantitative research method, using researcher-made questionnaire. The statistical population was the managers and employees of the National Bank of Kohgiluyeh and Boyer Ahmad branches, and in the survey section, 100 employees and managers of the National Bank of Kohgiluyeh and Boyar Ahmad branches were selected. The results are based on SPSS 24 software and PLS SMART structural equation approach. The plots have shown the path coefficients in the model for: creating differentiation in services (0.492+), reducing the total price of services (0.174+), customer attraction power (0.167+), resource attraction power (0.428). +), ability to collect claims (+0.107), marketing capabilities (+0.298), bank branding (+0.140), capable human resources (+0.185), modern banking services (+0.228) ), the number of Bank Melli branches (+0.174), staff management (+0.480), appropriate information (+0.453), the image of the bank (+0.414), trust in Bank Melli (+0.294) , service quality (+0.645), suitable facilities (+0.337), suitable internet services (+0.171) and professional ethics (0.185) have a direct, positive and significant impact on the competitive advantage of National Bank. According to the analyzes of this research, 18 internal effective factors on the competitive advantage of National Bank branches were identified. Among these factors, the quality of service has the greatest effect and the ability to collect claims has the least effect, which requires the attention of the stakeholders and decision makers of National Bank to improve and correct them. Also, the factor of professional ethics is an important point of this research that among the various factors from marketing to finance, the existence of such a factor must be included in the bank's plans.