EFFECT OF SUSTAINABLE BUSINESS PRACTICES ON COMPETITIVE ADVANTAGE OF DEPOSIT MONEY BANKS

This study examined the influence of sustainable business practices on competitive advantage in deposit money banks in Calabar. The specific objectives were to determine the effect of environmental sustainability practices on customer loyalty, economic sustainability practices on profitability, corporate governance and ethical practices on brand reputation among money deposit banks. The study adopted a quantitative research design using a cross-sectional survey approach. Primary data was collected through structured questionnaires administered to employees of selected deposit money banks under study. Data was analyzed using simple linear regression analysis at a 0.05 level of significance. Findings revealed that environmental sustainability practices have a significant positive effect on customer loyalty. Economic sustainability practices were found to have a significant positive effect on profitability. Corporate governance and ethical practices significantly influenced brand reputation. The results further indicated that all null hypotheses were rejected, confirming that sustainable business practices significantly enhance competitive advantage in deposit money banks. It recommended that banks should strengthen their environmental initiatives, enhance economic efficiency strategies, reinforce corporate governance systems, and expand customer-focused digital and sustainability-driven innovations.