Title: Digital Innovation Strategy And Competitive Advantage Of Commercial Banks In South-South Region Of Nigeria
Authors: Ijeoma Ogamba and B. Chima Onuoha
Volume: 10
Issue: 1
Pages: 255-264
Publication Date: 2026/01/28
Abstract:
This research investigated the relationship between the digital innovation strategies and the competitive advantage of commercial banks in South-South, Nigeria based on increasingly poor market responsiveness, low customer loyalty and technological upheavals in the banking commercial banks in South-South, Nigeria. However, low competitive advantage is still witnessed among various commercial banks in South-South, Nigeria. The study adopted a cross-sectional research design. While the population of the study was 1.150 respondents of 14 commercial banks in South-South, Nigeria, a sample size of 285 respondents was determined using stratified random sampling technique. Data were collected via questionnaire and the filled and returned copies of questionnaire were analyzed using Pearson Product Moment Correlation Coefficient Statistic especially in hypotheses testing. The result showed that all three digital innovation strategies were shown to have the significant and positive correlation with the measures of competitive advantage. Therefore, the study colluded that with the incorporation of digital technologies and the partnerships, commercial banks can pursue in gaining a sustainable competitive advantage. Thus, the study recommended that commercial banks in South-South of Nigeria should place greater reliance on the use of automation, digital platforms ecosystem innovation strategies to achieve competitive advantage of commercial banks in South-South, Nigeria.