Impact of RBV Approach usage on E-banking performance, Mediating Role of Innovation

Banks need to gain competitive advantage in order to reach high performance. They can use their unique capabilities. This approach is known as RBV. RBV can affect performance directly, or through mediating role of innovation in their services. Using internet banking, banks will be capable of offering new services to their customers that will lead to higher performance. In this study effect of RBV as a proxy of appetitive advantage on E-banking performance will be investigated directly and through mediating role of innovation. We conducted a survey to test the hypotheses, using data obtained from 22 banks of Tabriz, Iran. Using structural equation modeling results show that RBV has significant and positive effect on E-banking performance and also innovation can mediate effect of RBV on E-banking performance.