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Strategic Flexibility and its Impact on Raising the Performance of Banks

Article in Journal of Social Commerce · March 2022

DOI: 10.56209/jommerce.v2i1.9

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 ISSN 2809-929X (Print)
ISSN 2809-9303(Online)

Journal of Social Commerce

Vol. 2 No. 1, 2022 (Page: 11-23)
DOI:

Strategic Flexibility and its Impact on Raising the Performance of Banks

Hayder Jerri Mohsin1, Jawad Al- frijawy2, Ahmed Talib Hameed3, Laith Yousef Bani Hani4,
Noor Aldeen Kassem Al-alawnh5
1
Professor at management Technical College, Southern Technical University Al-Basra, Iraq
2
Department of Business Administration, Collage of Administration and Economics, Almaaqal
University, Basra, Iraq
3
College of Basic Education-Haditha, University of Anbar, Anbar, Iraq
4
Business Management and Commerce College, Osmania University, India
5
Putra business school, University Putra Malaysia, Malaysia

Article History Abstract

Submitted: 17 February Strategic issues are the core of the work of business organizations and
2022, Revised17 March occupy the main pillar of the work of commercial banks, whose fields of
2022, Accepted: 25 March work and their competitive environment have developed. Strategic
2022
flexibility has become an urgent and binding issue for the commercial
banking sector to keep pace with environmental changes and
Keywords developments and raise the performance of banks to keep pace with
Strategic environmental developments. The research aims to delve into two very
Flexibility important variables by doing The commercial banking sector, which is
Banking flexibility. The strategy and performance of the banks. Six commercial
Performance banks were chosen to be happy with the research (Baghdad, Iraqi
Commercial investment, Gulf, investment development, Al-Mansour, Babylon). A
member of bank managers, people's officials, and accountants in
commercial banks. The data were subjected to statistical analysis by
applying the statistical program (spss). The results demonstrated an
impact on the overall level of the two variables. The study (strategic
flexibility, bank performance) The findings revealed the existence of
relationships between (banking service flexibility, competitive flexibility,
investment flexibility, and human resource flexibility). And bank
performance at the sub-dimension level (financial dimension, customer
Dimension, internal operations dimension, education and growth
dimension).

1
Corresponding Author: Hayder Jerri Mohsin
Email: [email protected]

Journal of Social Commerce is licensed under Creative Commons Attribution-ShareAlike 4.0 International
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11
Journal of Social Commerce

Introduction
Today's business environment is witnessing a great challenge represented by rapid changes in
the competitive external environment, rapid technological developments, and unstable
economic conditions. The commercial banking sector, which is about to achieve its goals,
should develop its strategies to suit the accelerating and highly complex external environment
in terms of Adaptability, correct ability, adjustability, hedging, and tolerance Shocks.
Therefore, these banks need strategic flexibility to develop their strategies in changing
environments. Changing work systems has become the basic rule in banking, and innovations
and technologies have become more frequent and the fastest development in the performance
of banking work, in terms of cost, quality, speed of achievement, and the ability to achieve an
advantage. Competitiveness, achieving banks' objectives and keeping pace with developments
in the external environment. This research will be prepared through four chapters. The first
chapter includes the research methodology, while the second chapter consists of two chapters;
the first chapter is the concept of strategic flexibility and its dimensions. Conclusions and
recommendations.
Problem of the Research
The environment of the commercial banking sector is witnessing major developments and
challenges in various economic, technological, regulatory, legal, and international fields...etc.
While Iraqi commercial banks are still operating according to traditional mechanisms and
means, and thus achieving keeping pace with changes has become a fundamental problem
facing the work of banks.
To adapt the new developments in the environment, the commercial banking industry should
have strategic flexibility. This is done in light of the philosophy of improving commercial bank
performance through the financial dimension. And their financial ability in terms of deposits
and loans through winning customers. This leads to an increase in deposit and the availability
of large financial resources through internal changes in commercial banks, increasing
development, etc. education and experience, and flexibility in its business approach through
the bank's ability To recognize changes in the external environment, equip its resources with
new aspirations to respond promptly to environmental changes, reclaim its market position,
and revise any competitive plans that are no longer appropriate.
Importance of the Research
Research on banking sector issues is very important as it plays an important role in supporting
the national economy. The live broadcast sent an intellectual and practical filter to develop the
reality of the banking sector. The current broadcast is characterized by modernity in its
presentation of an intellectual proposal to complement previous research that dealt with the
impact of strategic flexibility on the performance of banks. The axis of strategic flexibility is
the main pillar in which the banking sector operates worldwide. Highlighting the issue of
strategic flexibility in the banking sector and its philosophy is a very important topic for the
banking sector. In light of the rapid changes that the external environment is witnessing and
their impact on the banking sector, the importance of the current broadcast lies in delving into
the intellectual and applied frameworks that are the subject of banks' performance.
Objectives
The significance of the current research is exemplified, including; (1) Determine the conceptual
and intellectual foundations for each of flexibility of the strategy independent variable and the
performance of the banks the dependent variable. (2) To determining and measuring the level

Hayder Jerri Mohsin et al

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of importance of the research variables (strategic flexibility, banking performance) in

commercial banks, the same research. (3) Measure and determine the level of senior
management thinking (a sample of research with strategic issues, building a hypothetical model
to test the research hypotheses and determine the nature of the impact of the independent
variable (strategic flexibility) on the dependent variable (banks performance).
Hypothesis
The hypothetical diagram shows the relationships between the research variables and their
flow. The research consists of two primary variables, the independent variable strategic
flexibility in terms of its sub-dimensions (the flexibility of banking services, competitive
human resource flexibility, and investment flexibility). All of them are variables of the
measurement vector, strategic flexibility. As for the variable adopted for research, the
performance of commercial banks in terms of its dimensions: the financial dimension, the
customers dimension, the internal operations, the learning, and the growth dimension). There
is a statistically significant relationship between strategic flexibility and banking performance
in the studied commercial banks. There is a statistically significant relationship with strategic
flexibility in raising the Performance of banks in the commercial banks studied.

Banking performance Strategic flexibility

financial Flexibility of
dimension banking

internal Competitive
operations flexibility

after customers HR flexibility

Education and Investment

growth flexibility

Figure No. (1) the hypothesis of the research

Source: Created by researcher
Samples of the Study
The Iraqi commercial banking sector in the south was chosen to be a community to test the
model and hypotheses of the study, as it is one of the sectors that play an important role in
developing the national economy through investing money, increasing deposits, and providing
loans.

Table 1. the research sample banks

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Capital Date of listing

Year number of Number of
Bank name headline (billion in the financial
Founded branches employees
Dinar market
Red 250
Baghdad Bank 1995 26 764 1983
Baghdad billion
Al-Mansour Baghdad/ 250
2005 9 243 1997
Bank Karrada billion
Baghdad 300
Gulf Bank 1999 20 297 2004
billion
Baghdad/ 264
Babel Bank 2005 9 198 2007
Karrada billion
Investment
Baghdad/ 250
Development 2011 8 274 2017
Karrada billion
Bank
investment Baghdad/ 250
1993 16 247 2004
bank Iraqi Alawiya billion
Source: Prepared by researchers
Data collection
The source of the present study consitsts of several sources, including books, research, studies,
theses, and university theses related to research variables. The World Wide Web (the Internet,
as researchers, conducted a comprehensive survey of the intellectual contributions about
research variables. Field visits and personal interviews were conducted by researchers with
several managers of commercial banks in the research sample. And highly experienced workers
to clarify some data and obtain some information about the nature of the work of commercial
banks for the activities they practice. It was used in analyzing the performance variable of
banks.
Practical Side
This deals with presenting the data that included the questionnaire and the resulting data
through the (Likerth Five) scale to measure trends. Which is graded to five degrees, each of
which represents a specific case of trend or agreement regarding the paragraphs of the
questionnaire and loading the responses using statistical analyzes. Such as frequency
distributions, percentages, standard deviations, and means Arithmetic for each of the main
study variables represented in the dimensions of strategic flexibility as an (independent)
variable and the performance of banks with descriptors of a (dependent) variable using the
(SPSS) program. The tables also indicate the direction of the highest measure among the
frequencies of the envoys' responses by comparing the distribution rates of the responses of the
study community individuals for each paragraph of the table. Private commercial banks were
selected in Basra Governorate, and (100) forms were distributed to a random sample of workers
in the mentioned quantity.

Results and Discussion

Personal Data
It is clear from a table (2) that the majority of the respondents are females, and their number is
(55) personally, with a percentage of (55%), and the number of males is (45) people, and they
constitute (45%)
Table 2. Gender
Gender the number percentage

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Male 45 %45
female 55 %55
Total 100 %100
Source: Created by researchers
The data in the table (3) refer to the age group of the research sample, as we note from the table
that the age group that ranges between (31-40) years of the respondents came in the first rank
with a percentage of (35%), and in the second rank The age group ranging from (20-30) years
came at a rate of (28%), while the age group that ranged between (41-50) years (50 years and
over) decreased by (22%) and (15%) for both categories. straight uncle
Table 3. Age group
Years the number percentage
From 20-30years old 28 %28
From31-40years old 35 %35
From41-50years old 22 %22
From 50 years and over 15 %15
Total 100 %100
Source: Created by researchers
The data in the table refer to the scientific qualification of the research sample, as the majority
of the people included in the research sample were holders of a bachelor's degree, with a
percentage )%35( and in second place are those who hold a diploma certificate (29%).
At the same time, the third-place comes with a very low percentage of those who hold a diploma
certificate, with a percentage of (23%). In the fourth rank are those who hold a preparatory
certificate and below, with a percentage of (13%).
Table 4. Academic Qualification
Academic qualification the number Percentage%
Prep or less 13 %13
diploma 29 %29
Bachelor of 35 %35
Master's Degree 23 %23
Total 100 %100
Source: Created by researchers
The data in the table (5) refer to the years of work service for the research sample, as we note
from the table that those who spent years of service between (6-10) years make up (34%) of
the research sample and came in the first place, and in the second place Those who died came
)more than 15 years) with a percentage of (27%), while those who spent years of service (5
years and less) came in the third rank with a percentage of (22%), And the fourth rank came
those who spent (11-15) years of service by (17%) Table No. (5) Distribution of the
interviewees according to years' service.
Table 5. Distribution of respondents according to years of service
Academic qualification the number Percentage%
years or less 5 22 %22
Years 10-6 34 %34
From11-15 years 17 %17
more than 15 years 27 %27
Total 100 %100
Source: Created by researchers

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Descriptive analysis of the flexibility dimension of banking services

Table 6. Respondents opinions

Relative
Arithmetic standard
variable sequence Ferries importance
mean deviation
%
The bank is interested in
modifying the characteristics of
X1 3.5 .12 70.21
the services provided to suit the
requirements of customers
The bank is working on
X2 developing and improving 3.7 .14 74.3
renewable services
The lack of material and
Flexible
technological capabilities of the
Banking
X3 bank contributed to the decline 4.2 .09 83
Services
in the system of manufacturing
various services
When we discover that
customers are not satisfied with
the quality of the service
X4 4 1.28 .795
provided, the bank takes
corrective measures
immediately
The overall average of the banking
3.85 1.17 77.015
services flexibility dimension
Source: Created by researchers
The data of table (6) would indicate the positive opinions of the respondents regarding the
flexibility dimension of banking services if the general average showed that the severity of the
response of the sample members at the level of agreement reached (77%) compared to (23%)
their opinions was not in agreement. The arithmetic supports this mean value (3.85) and
standard deviation (1.17) and that the rice of the paragraphs that contributed to enriching this
dimension is (x4). Which states (when we discover that customers are not satisfied with the
quality of the service provided. The bank takes corrective measures immediately) with an
agreement (84 %), with arithmetic, mean (4), a standard deviation (1.28), and relative
importance (79.5). while the lowest percentage achieved was for paragraph (x3). (The lack of
material and technological capabilities of the bank contributed to the decline in the system of
manufacturing various services.) The severity of the answer reached (70.22%) with a mean
(4.2), standard deviation (0.9), and relative importance (83%).
Descriptive analysis of the competitive flexibility dimension
Table 7. Positive Agreement
Arithmetic standard Relative
sequence ferries
mean deviation %importance
X5 The bank diagnoses the 4.1 .09 .821
changes that occur in the
environments of the markets
in which it operates
X6 The bank changes the prices 4.13 .067 .828
of its services according to

Hayder Jerri Mohsin et al

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the requirements of the

markets in which it operates
X7 The bank changes the prices 3.7 .098 .743
of its services according to
the requirements of the
markets in which it operates
X8 The bank changes the prices 3.8 .060 .752
of its services according to
the requirements of the
markets operating in it
Overall average of the competitive 3.93 0.79 78.55
elasticity dimension
Source: Created by researchers
The results of table (7) indicate a positive agreement regarding the dimension of competitive
flexibility, as the general average showed that the severity of the response of the sample
members at the level of agreement reached (78.55) compared to (21.45) whose opinions were
of no agreement. This is supported by the value of arithmetic mean (3.93), And the standard
deviation (0.79), the most prominent paragraphs that contributed to enriching this dimension
are x6)), which states (the bank changes the prices of its services according to the requirements
of the markets operating in it) by agreement (82.7%) with an arithmetic mean of 4.13)).
Standard deviation (0.67) and relative importance (82.8%), while the lowest percentage
achieved for the paragraph (x5) (the bank works to diagnose changes that occur in the
environments of the markets in which it operates), as the severity of the answer reached (74%)
with an arithmetic mean of 4.1)) Standard deviation (0.9) and relative significance (82.1%).
Descriptive analysis of a dimension of human resource flexibility
Table 8. agreement on the dimension of the flexibility
Arithmetic standard Relative
variable sequence ferries
mean deviation %importance
The bank adjusts the human
resource diversity system
X9 3.5 .08 70.66
according to the change in
the competitive environment
The bank can change the
Flexibility of human material

habits and behaviors of

X10 employees in response to 3.4 1.02 69.77
changes in the competitive
environment
The bank can handle
employees for different jobs
X11 3.6 1.13 71.57
as needed and without
obstacles
The bank works to change
the tasks and duties assigned
X12 3.7 1.06 .741
to its employees in different
ways
The overall average for the human
3.55 1.03 71.55
resource flexibility dimension
Source: Created by researchers
From Table (8), it is clear that (71.6) of the respondents are in agreement on the dimension of
the flexibility of human subjects, as the general average showed that the severity of the response

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of the sample members at the level of agreement reached (71.6), in contrast (28.4) their
opinions were of disagreement. The arithmetic mean (3.55) and the standard deviation (1.03)
and that the most prominent paragraphs that contributed to enriching this dimension are (x11),
which states (The bank can handle employees for different jobs as needed and without
obstacles.) By agreement (74%) with arithmetic mean (3.6) ), a standard deviation of (1.13)
and relative importance (71.57%), while the lowest percentage achieved was for the paragraph
(x9) (the bank adjusts the human resources diversity system according to the change in the
competitive environment), as the answer intensity reached (69.78%) with arithmetic mean (3.5)
and a standard deviation (0.8) and relative importance (70.66%).
Descriptive analysis of the investment flexibility dimension
Table 9. Positive Opinions on investment dimension
Arithmetic standard Relative
variable sequence ferries
mean deviation %importance
investment X13 The bank works on a 4.22 0.82 .843
flexibility variety of scenarios
(areas) of investment
opportunities
X14 The bank possesses 3.96 0.85 87.2
financial capabilities
and human resources
that enable it to enter
into successful and
diversified investment
opportunities
X15 The bank has human 3.5 1.06 70.6
resources that enable it
to enter into successful
and diversified
investment
opportunities
X16 The management of 3.7 1.01 74.8
banks is working on a
continuous analysis of
the external
environment to seize
the available
investment
opportunities
Overall average of the investment 3.84 0.94 77.23
elasticity dimension
Source: Created by researchers
The results of table (9) indicate the positive opinions of the respondents regarding the
investment dimension, as the general average showed that the relative importance of the sample
members at the level of agreement reached (77.23%) compared to (22.77%). Their opinions
were in disagreement. The value of the arithmetic mean supports this. (3.85) and the standard
deviation (0.94) and that the most prominent paragraphs that contributed to enriching this
dimension are (x13), which states (the bank works on multiple scenarios (areas) of investment
opportunities) with an agreement (84.4%) with arithmetic mean (4.22) and a standard deviation
(0.81) and relative importance (84.3%), while the lowest achieved percentage was for
paragraph (15x) (the bank has human resources that enable it to enter into successful and

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diversified investment opportunities.), The answer intensity was (70.7%) with an arithmetic
mean (3.5), a standard deviation (1.07), and the importance Relative (70.6%).
Dimensions of banking performance
Financial Perspective
Table 10. Frequency distribution

Arithmetic standard Relative

variable sequence ferries
mean deviation %importance

Financial Y1 The bank seeks to increase the 3.3 1.3 70.21

Perspective total growth in annual returns
Y2 The bank seeks to increase its 3.6 1.3 .743
total assets
Y3 The bank adopts a cost- 4.3 0.8 82
reduction strategy in launching
its products
Y4 The bank seeks to increase its 4.1 1.27 .795
market share growth
The overall average of the flexibility 3.82 1.17 77.005
dimension of the financial Perspective
Source: Created by researchers
The data of table (10) shows the frequency distributions, mean values, and standard deviation
of the technical dimension, as the general average showed that the severity of the response of
the sample members at the level of agreement reached (81%) compared to (19%) whose
opinions were of disagreement. The arithmetic supports this mean value (4.04). In contrast, the
standard deviation value (0.89) showed that the most prominent paragraphs that contributed to
enriching this dimension are (X1). which states (The bank seeks to increase the total growth in
annual returns.) by agreement (83.6%) with arithmetic mean (3.3), standard deviation (1.3),
and relative importance (70.21%). while the lowest achieved percentage was for the paragraph
(x4) (the bank seeks to increase growth in its market share.) The severity of the answer for this
paragraph was (74.2%) with arithmetic mean (4.1). Standard deviation (1.27) and relative
significance (79.5%).
Customers Perspective
Table 11. Dimensions of efficiency and organization
Arithmetic standard Relative
variable sequence ferries
mean deviation %importance
The bank has information
perceptions about the
Y5 degree of customer 4.2 0.8 .823
satisfaction with its
products
The bank makes clear to
Customer
its customers the
perspective Y6 4.12 0.76 .826
services it wishes to
provide in advance
The bank is constantly
developing its services
Y7 3.6 0.94 .741
and innovating new
ones

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The bank seeks to gain

customer satisfaction by
building a positive and
Y8 3.9 0.67 .752
aware image of the bank,
its services, and its
employees
Overall average customer
3.95 0.79 78.55
perspective flexibility dimension
Source: Created by researchers
From Table (11), it is clear that (79%) of respondents are in agreement with the dimension of
efficiency and organization, while it reached (21%) of those who do not agree with the
dimension. The arithmetic supports this mean value (3.97), while the standard deviation value
(0.92) showed that the most prominent paragraphs that contributed to enriching this dimension
are (x8), which states (the bank seeks to gain customer satisfaction by building a positive and
perceived image of the bank, its services, and its employees) In agreement (87%), with
arithmetic mean (3.9), a standard deviation (0.67), and relative importance (75.2%), while the
lowest percentage achieved was for paragraph (x5) (the bank has perceptions and information
about the degree of customer satisfaction with its products.) If the severity of the answer to this
paragraph reached (74.2%) with a mean (4.2), standard deviation (0.8), and relative importance
(82.3%)
Internal Operations Perspective
Table 12. Positive agreement for financial dimension
Arithmetic standard Relative
variable sequence ferries
mean deviation %importance
The level of quality of the
Y9 available products is proportional 3.6 0.9 70.66
to the amount of cost
New services are made available
Y10 3.5 1.03 69.77
Internal on time
Operatio The bank uses the latest
ns Y11 technology in a way that 3.7 1.11 71.57
Perspecti outperforms its competitors
ve The bank's products constitute a
Y12 satisfactory percentage of the total 3.8 1.08 .743
services offered in the market
For the overall average of the internal operations
.365 1.03 71.525
perspective flexibility dimension
Source: Created by researchers
The results of table (12) indicate a positive agreement for financial dimension, which is from
the agreement of (81%) of the respondents who agree with the financial dimension. In
comparison, it amounted to (19%) for those who disagree with the dimension. This is supported
by the arithmetic mean (4) value, While the deviation value was shown. (0.91) and that the
most prominent paragraphs that contributed to enriching this dimension are (x11), which states
(The bank uses the latest technologies in a distinct way outweighing the competitors.) by
agreement (85.3%) with arithmetic mean (3.7). A standard deviation (1.11) and relative
importance (71.57%), while the lowest percentage achieved was for the paragraph (x10) (new
services are provided on time.) If the severity of the answers for this paragraph reached (75%)
with arithmetic mean (3.5), standard deviation (1.03) and relative importance (69.77%).

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Perspective of learning and growth

Table 13. Positive agreement for financial dimension
Arithmetic standard Relative
variable sequence ferries
mean deviation %importance
Y13 The Arab English Bank 4.21 0.82 .843
offers free programs
Y14 The number of employees 3.97 0.85 .792
Learning and growth perspective

who leave the bank and

move on to other jobs is
reduced
Y15 The percentage of .34 1.06 .706
workers whose presence
in the bank constitutes an
added value increases
Y16 The bank encourages .36 1.01 .745
innovative ideas and
provides rewards to
employees for new,
successful ideas
The overall average for the .379 0.94 77.23
flexibility dimension of the learning
and growth perspective
Source: Created by researchers
The results of table (13) indicate a positive agreement for financial dimension, which is from
the agreement of (81%) of respondents who agree with financial dimension. In comparison, it
amounted to (19%) for those who disagree with the dimension. The arithmetic supports this
mean value (4), while value of the deviation was shown (0.91). And the most prominent
paragraphs that contributed to enriching this dimension are (x16). which states (the bank
encourages innovative ideas and provides rewards to workers for successful new ideas.) with
an agreement (85.3%) with arithmetic mean (3.7) and a standard deviation (1.01) and relative
importance (74.5%). In comparison, the lowest percentage achieved for paragraph (x14) (the
number of employees who leave work in the bank decreases and move to other jobs.) If the
severity of the answers for this paragraph reached (75%) with arithmetic mean (3.97), a
standard deviation (0.85) and importance Relative (79.1%).

Conclusion
Performance evaluation in commercial banks leads to knowing the reality of the bank's
condition, especially the level of performance that the bank reaches and the profits it achieves.
Commercial banks are financial institutions whose main task is to accept deposits of all kinds
from savers and provide loans to individuals and businesses. They aim to achieve the maximum
profit possible with sufficient liquidity to fulfill their obligations safely. The statistical analysis
of the main and sub-variables of the research proved a significant effect relationship between
the strategic flexibility and the performance of commercial banks at the macro level. Through
the quantitative analysis of the research, it was found that the commercial banks in the research
sample lacked a clear approach to improving the performance of banks based on radical
changes in work. Rather, the changes varied from year to year and varied from one dimension
to another. There is a gap between the methods of banking work for commercial banks, the
research sample, the banking services provided, and the rapidly changing external
environment. Weakness of the bank's ability to change the behaviour and attitudes of the bank's

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Journal of Social Commerce

employees in line with the environmental changes. The researched commercial banks could
not change the amounts allocated for investment in line with the changes in the investment
environment. The lack of the studied commercial banks in the creative capabilities and
capabilities that keep pace with the dynamic environment and work to improve the performance
of the banks. Continuous improvements in work, and the introduction of advanced
technological means, i.e. achieving strategic flexibility, positively reflect banks' performance
operations. The work and practices of the banks in the research sample are the characterized
by routine and rigidity.

Recommendations
Directing commercial banks to use modern and advanced methods in performing their business
to reach better performance in line with developments in the financial markets. Finding out the
reason for the weak performance of commercial banks and how to improve performance by
keeping pace with recent developments and benefiting from the methods used by this bank to
improve its performance. Doing a more extensive study using other performance indicators to
stand on the performance of commercial banks, evaluating their performance, and identifying
the causes of their deterioration and weakness, especially commercial banks. Working on
designing organizational structures that are compatible with the developments of the external
environment, through the creation of sections and divisions and the reduction of some sections,
as well as attracting efficient human resources, and developing the skills and capabilities of the
current employees through providing them with developmental courses. The management of
commercial banks in the research sample should increase their human, financial and
technological capabilities and capabilities to help achieve banking performance and provide
high-quality banking service. The management of banks must constantly examine the external
and internal environment to achieve banking performance and bridge the gap between the
methods, procedures, and tools of work and the rapid developments in the external
environment. Commercial banks in kind should have financial flexibility that provides access
to money at the appropriate time and size. The management of commercial banks in the
research sample must form a flexible organizational structure that allows the transfer of
knowledge and information between the administrative levels.

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