The Role of Strategic Orientation in the Sustainability of Financial Institutions: A Field Study in Yemeni Banks

Abstract

This study aimed to measure the role of strategic orientation in its dimensions (orientation towards competitors, orientation towards customers, orientation towards technology, orientation towards leadership) in the sustainability of Yemeni financial institutions, and to identify the level of practice of strategic orientation, and the level of sustainability of Yemeni financial institutions. The study followed the descriptive analytical approach. The study population was represented by the administrative and supervisory leaderships in Yemeni banks, numbering (1916) elements. A questionnaire was designed to collect data from a sample of (320) individuals, from which (288) valid questionnaires were retrieved for statistical analysis. After conducting statistical analyses, the study concluded that: There is a high interest by Yemeni financial institutions in practicing strategic orientation. Their interest in practicing the dimension (orientation towards the customer) was very high, while their interest in the dimensions (orientation towards competitors, orientation towards technology, orientation towards leadership) was high, and that the level of sustainability of Yemeni financial institutions was high, in all its dimensions (economic, social, environmental). The study also showed that there is a statistically significant role for the strategic orientation in the sustainability of financial institutions, and the existence of a positive role for the dimensions of strategic orientation (orientation towards the customer, orientation towards technology, orientation towards leadership) in the sustainability of financial institutions, while the effect of orientation towards competitors on the sustainability of financial institutions was non-existent.