تاثیر همسو سازی استراتژی های کسب و کار، فناوری اطلاعات و بازاریابی بر خلق مزیت رقابتی و بهره وری در سیستم بانکی (مطالعه موردی: بانک سپه)

The aim is to investigate the effect of aligning business strategies, information technology and marketing on creating competitive advantage and productivity in Sepeh Bank. The current research, in terms of its purpose, is in the category of applied research and based on the research design, it is in the category of descriptive-survey research. The statistical population of the research is 1023 heads and deputy heads of Sepeh Bank in Tehran. Sampling using Cochran's formula for a population of 1023 people, the selected sample is 280 people who were randomly selected from available strata. The collection tool is a questionnaire and the standard questionnaire of Al-Sourmi et al. (2020) and Al-Sharnoubi and Albana (2021) was used. In order to test the hypotheses, structural equation tests were used. After collecting the data, it was analyzed using specialized software, Excel and PLS4. The findings indicate that the alignment of business strategies (general business strategy, information technology strategy and marketing strategy) has a positive and significant effect on creating a competitive advantage in Sepeh Bank. Also, the alignment of business strategies (general business strategy, information technology strategy and marketing strategy) has a positive and significant effect on productivity in Sepeh Bank.