Determining a Consistent Model Of competitive Intelligence to Gain the Competitive Advantage in Iran Banking Industry (Case Study: Melli Bank Branches)

In competitive world, the rapid changes and growth of technology has led the organizations need to combine new approaches in the management of their intelligence processes. The last decade, innovations of the banking industry has led to an increase of competition in this industry significantly. In order to survive in competitive environment, they require the use of competitive intelligence. Competitive intelligence can have many effects on growth which enhance the quality, performance and profitability of banks. Many models have been introduced to take advantage of competitive intelligence by researchers. But considering environmental conditions and characteristics, any business requires itself consistent model. Deselect the appropriate model due to lack of correct understanding of organization in the environmental changes and slow respond to organizational issues and problems. This descriptive study has been conducted to determine the consistent model of Competitive intelligence to achieve the competitive advantage in the Iran Banking Industry. Studies and models related to competitive intelligence is collected. With regard to competitive and environmental conditions of Iranian banks, has been introduced suitable model for this business. Based on findings in this study suggest the combined approach. By using multi-dimensional thinking and of synergy different approaches, identify and prioritize the factors effecting on competitive advantage in Melli bank. So, banks by efficient suppliers, providing customers with quality service and customer satisfaction are attracted. Customer‘s satisfaction in organizations depends on the quality of product, service and feature capabilities of the organization is dependent on the relationship with suppliers.