Customer Orientation and Ethiopian Bank Performance With Mediation of Competitive Advantage

The impact of competitive advantage in mitigating the detrimental impacts of customer orientation on business performance was examined in this chapter. Few research have examined the relationship between competitive advantage and customer orientation and how it influences business success in emerging economies, particularly in sub-Saharan Africa. This article attempted to investigate the matter from an Ethiopian perspective in order to bridge that gap. a response obtained from the 383 Commercial Bank of Ethiopia (CBE) customers in the Dilla area of southern Ethiopia using a survey questionnaire. Employing SPSS and AMOS edition 26 together with the Structure Equation Model (SEM) technique, the collected data was analysed to see if the two proposed variables were related. The results showed that customer orientation has a positive, significant influence on business performance through the competitive advantage negotiating process. The results of this study suggest that commercial banks should use client orientation to obtain a competitive advantage.