The Impact of Total Quality Management on Sustainable Competitive Advantage at Jordanian Commercial Banks

The study aimed to identify the impact of Total Quality Management with its dimensions (customer focus, continuous improvement, top management commitment, and operations management) on Sustainable Competitive Advantage with its combined dimensions (superior efficiency, cost, superior quality, flexibility, superior innovation, and superior responsiveness) at Jordanian commercial banks, the study was conducted with (300) managers in upper and middle management at these banks, a questionnaire was distributed to them to collect primary data, and (267) valid questionnaires were returned for statistical analysis representing a response rate of (89%), (SPSS) was used to analyze the data and test the hypotheses. The study concluded that Total Quality Management and Sustainable Competitive Advantage are of high relative importance at Jordanian commercial banks, it also found a statistically significant impact of Total Quality Management, with its dimensions (customer focus, continuous improvement, top management commitment, and operations management) on Sustainable Competitive Advantage with its combined dimensions (superior efficiency, cost, superior quality, flexibility, superior innovation, and superior responsiveness) at Jordanian commercial banks. The study presented a set of recommendations, the most important of which are: Focus on adopting a comprehensive quality framework that integrates all bank operations by developing a unified quality management system aligned with the bank's strategic objectives. Foster innovation by supporting a creative culture within the bank, establishing incubators for ideas, investing in financial technology (FinTech), and developing new banking products that meet evolving market needs