The effect of marketing and technostructural intangible resources in the Nigerian banking sector

Abstract

This study analyzes the effects of intangible resources on competitive advantage in the banking sector of Nigeria. The marketing related, technological and structural dimensions of intangibles are employed while differentiation and cost leadership strategy are used as components of competitive advantage. The population of the study consists of bank employees of ten deposit money banks in Benin City, Nigeria. A sample size of 300 is adopted for this study. The instrument is a modified 35 item structured questionnaire previously validated by other studies. The study uses confirmatory factor analysis and structural equation technique to evaluate the validity of the measurement and structural model. The hypothesized relations are tested using regression analysis. The results confirm that marketing related, technological and structural categories of intangible resources promoted competitive advantage. It is recommended that bank management should promote the development of their intangible resources.