Change management strategies and market competitive advantage: empirical investigation on Saudi Banks

This study investigates the impact of change management strategies (empirical-rational, normative-reeducative and power-coercive strategies) on investigating competitive advantage (cost, quality, flexibility and delivery). The study was applied on a simple random sample consisted of 222 employees in the Saudi banks of Qassim region. A questionnaire was developed to measure the study variables, it included 43 items, 24 of which measured the three change strategies, and 19 items measured the four competitive advantage dimensions. The questionnaire’s validity and reliability tests were acceptable. Outcomes of the analysis indicate that there is a significant impact of change strategies (empirical-rational and normative-reeducative strategy strategies) on investigating the competitive advantage while there was no a significant impact of applying power-coercive strategy on investigating the competitive advantage of Saudi Banks.