| Abstract: | The general objective of the study was to examine the effect of product differentiation strategies
on the competitiveness of the banking industry in Ethiopia: In the case of Zemen Bank. Both
primary and secondary sources were used in the research. In order to maximize accuracy and
minimize error in estimating from the target population, participants for the study were chosen
using a simple random sampling procedure. Out of the 266 questionnaires distributed ,242 were
correctly completed by the participants. The study used descriptive and explanatory research
designs. A quantitative data was processed using SPSS version 26 and analyzed with the help of
descriptive statistics like frequencies, percentages, means, and standard deviations and
inferential statics (correlations and regression analysis. The finding of regression analysis shows
that customer experience management is positively correlated with competitiveness, highlighting
the importance of effective customer engagement strategies in driving a bank’s competitive edge.
From the findings, it was found that customer experience management, product customization,
service innovation, and technology integration are positively correlated with competitiveness in
the banking industry. Finally, it was recommended that Zemen Bank should continue investing in
technology integration. This would not only support the development of new services but also
potentially enhance product customization and improve customer experience management |
