To Investigate the Factors Creating Competitive Advantage in RefahKargaran Bank

This article discusses some of the competitive advantages in banks, especially in the Refah Kargaran Bank. Social Media have changed dramatically our life and the style of connecting with others. So the aims of this research is to investigate the alternatives by which Refah Kargaran Bank can makes a competitive advantage especially by Social Media. In this way the qualitative research was utilized to collect data from the 38 experts in banking and e-commerce industries. By semi-structured and structured interview data from the sample was collected and analysed. The result showed that one of the most important factors by which bank could get relationship with its customers and enhances its competitive advantage was social media. Based on the result of this research based on Paradigm model 6 vital were supported included, Causal conditions, intervening conditions, central phenomenon, strategies, main context and consequences. Therefore, the article has examined the topic in several sections.