The effect of organizational capabilities on competitive advantage in Melli Bank of Iran with regard to the role of market dynamics and building relationships with customers

Today, the development of organizational capabilities plays a significant role in gaining a competitive advantage in organizations, and leading organizations try to strengthen their relationships with customers by creating innovation. The current research has been conducted with the aim of knowing the effect of organizational capabilities on competitive advantage in Melli Plus branches of Melli Bank of Iran, considering the role of market dynamics and building relationships with customers. The research method is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the research is all the employees of the National Plus Bank branches and 120 questionnaires were distributed among them using the census method. In order to collect information, the questionnaire of Romina et al. (2021) was used, whose construct validity was checked and confirmed with the help of confirmatory factor analysis, and its reliability was obtained using Cronbach's alpha coefficient. Data analysis was done using structural equation method and using SPSS and AMOS software. The results of the research indicate that organizational capabilities have a positive effect on competitive advantage in Melli Plus branches of Melli Bank of Iran due to the mediating role of establishing relationships with customers; But the regulator of market dynamics does not affect it. Organizational capabilities have a positive effect on creating relationships with customers in the National Bank of Iran. Establishing a relationship with the customer has a positive effect on the competitive advantage of National Bank of Iran. Establishing relationship with the customer has a positive effect on the influence of organizational capabilities on competitive advantage in National Bank of Iran