Strategic Flexibility and its Impact on Marketing Performance: A Field Study at Yemeni Private Banks in the Capital Municipality of Sana'a

Abstract

This study aimed to identify the impact of strategic flexibility on marketing performance at Yemeni private banks in the capital Municipality of Sana'a. The study used the descriptive analytical approach to achieve the objectives of the study and test its hypotheses. The study also used the questionnaire to collect the primary data from the sample consisting of (205) individuals were selected through using Proportional Stratified Random Sampling approach from the workers in the senior positions at the Yemeni private banks in Sana'a, with a total number reached (436) workers representing the population of the study. For data analysis, the study used the Statistical Package in Social Sciences (SPSS). The study findings revealed that there is a high level of strategic flexibility in all its dimensions was achieved by private Yemeni banks in Sana’a, with a variation in the level of practice of the strategic flexibility dimensions, where the most practiced dimension was (competitive flexibility), followed by the (productive flexibility) dimension, and the least practiced dimension was (resource flexibility) dimension. As well as a high level of marketing performance has been achieved in all of its dimensions, with a variation in the level of achievement of the dimensions of marketing performance, where the highest achieved dimension was the dimension of (profitability), followed by the dimension of (customer satisfaction), and the least achieved dimensions was the dimension of (market share). The findings also showed that there is a statistically significant impact of practicing strategic flexibility on marketing performance, and there are no statistically significant differences in the levels of marketing performance attributed to the age of the bank variable, with statistically significant differences in the levels of marketing performance attributed to the bank size variable in favor of banks that have more than (200) employees. Based on the study findings, the study recommended the need of working to promote and enhance the practice of strategic flexibility with all of its dimensions due to its importance in leveraging the level of marketing performance of the banks of the study. The study also recommended the enhancement of the marketing performance level with all of its dimensions with the aim of continuous improvement and bringing marketing performance to higher levels.