Marketing Innovation And Creativity In Commercial Banks: An Empirical Study On Jordanian Banks

Marketing innovation and creativity requires organizations to continuously search for the development of its products and services in order to achieve new gains for its clients and fulfill their needs and requirements; furthermore, marketing innovation and creativity requires the making of unprecedented marketing operations. The aim of this study is to develop a model to show the role which marketing innovation and creativity might play in achieving competitive advantage for Jordanian commercial banks, through banking innovation and creativity in products and services, pricing, promotion, distribution, and stating the role of management perception and motivation for innovation and creativity and its encouragement to the employees and the role of the clients perception and acknowledgment for innovation and creativity. This study also aims to show the role of marketing information availability to serve marketing innovation and creativity and assist in making decisions related to the marketing innovation and creativity. Furthermore the study aims to reveal the errors and mistakes correction when delivering the banking services through a strategy which counts on delivering the services in the right way from the beginning and another strategy to counteract the mistakes if happened.The Survey results showed that there is a statistical relation between all the independent variables (The role of marketing innovation and creativity) and the dependent variable (achieving competitive advantage). The study shows that marketing innovation and creativity is crucial in organizations success and that through marketing innovation and creativity, Jordanian banks can improve their businesses and achieve competitive advantage.This study recommends the carrying or further research for variables which are not covered in this study, the study of more variables of competitive advantage and its relation with marketing innovation and creativity and the implementation of the variables in this study in other country in order to compare the results.