2025, Vol. 8, Issue 1

author(s)
Adel Mansour Fadhel

abstract
The study aimed to find out the relationship between marketing orientation and sustainable Excellence advent again the banking sector, as the study model was built on the basis of the literature of previous studies. The study used the descriptive analytical approach, and in order to achieve the objectives of the study a questionnaire was designed as a main tool for collecting primary data by using a non-probability convenience sample. There were (160) questionnaires distributed, of which (150) were recovered by (90%). The Structural Equation Modeling (SEM) and Path Analysis were used to test its hypotheses, where the study has indicated that there is a direct positive effect between marketing orientation and sustainable Excellence advantage (uniquity), as well as a there is negative effect between marketing orientation and sustainable Excellence advantage (responsiveness). The study advanced a group of recommended.