Comprehensive Banking and A Competitive Advantage in Iraqi Commercial Banks: An Applied Analysis ofA Bank Sample (2010 – 2024)

This study examines the impact of comprehensive banking adoption on competitive advantage in Iraqi commercial banks through an applied ‎analysis of a sample of fifteen banks over the period (2010–2024). The study employs a mixed-methods approach integrating quantitative ‎techniques—questionnaires, composite indices, correlation analysis, and multiple regression models—with qualitative insights derived from ‎semi-structured interviews with bank managers and financial experts. Secondary data were obtained from official reports issued by the Central Bank of Iraq and the Iraqi Securities Commission.‎ The findings reveal a strong and statistically significant relationship between comprehensive banking dimensions—digital transformation, ‎service diversification, microfinance, financial literacy, and geographical outreach—and competitive advantage indicators, including ROA, ‎ROE, market share, customer satisfaction, and service innovation. The regression model explains approximately 88% of the variance in ‎competitiveness, with digital transformation and service diversification emerging as the most influential determinants.‎ The study contributes theoretically by integrating resource-based and dynamic capability perspectives into the analysis of banking modernization in a developing economy. Practically, it proposes policy-oriented recommendations focused on legislative reform, digital financing, ‎regulatory incentives, and human capital development to enhance sustainable competitiveness in the Iraqi banking sector