The Effect of Technostructural Intangible Resources and Marketing in the Pakistani Islamic Banking Sector

Abstract

In the Islamic banking sector of Pakistan, this study will help us to analyze the effects of intangible resources on extensive competitive advantage. As components of competitive advantage, the marketing related, technological and structural dimensions of intangibles are employed while differentiation and cost leadership strategy are used. In Jhelum, Pakistan, the population of the study consists of bank employees of ten deposit money banks. 300 people are selected for the latter. A modified 35 item structured questionnaire, previously validated by other studies, is used as the instrument for this study. To evaluate the validity of the measurement and structural model, the study uses confirmatory factor analysis and structural equation technique. Using regression analysis, the hypothesized relations are tested. The results confirm that as a competitive advantage, that marketing related, technological and structural categories of intangible resources are promoted. It is highly recommended that bank management should actively promote the development of their intangible resources