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%T Digital services as a tool for creating competitive advantage in the banking sector in North Macedonia %A Stojkovski, Viktorija %A Nenovski, Blagoj %J Journal of Liberty and International Affairs %N 1 %P 79-93 %V 7 %D 2021 %K Competitive Advantage; Competitive Strategies; Digital Banking Services; Republic of North Macedonia %@ 1857-9760 %X In the last few years participants of the banking sector in North Macedonia are facing big competition as a result of the increased innovations between these participants. The only way for banks to stay relevant with their operations is to create a sustainable competitive advantage. For an organization to hold out in a competitive environment, it needs to develop competitive strategies. One of the aspects of creating a competitive advantage in the banking sector is creating digital services. These services have a high impact on the banking sector and enable banks to have a competitive advantage in different manners. In addition to a theoretical approach to creating a competitive advantage in the banking sector, we conducted empirical research on how banks in North Macedonia create competitive advantage by offering digital services. This paper aims to describe the end-users attitude on digital banking services as well as the bank’s strategies on creating a competitive advantage by offering digital banking services. %C MISC %G en %9 journal article %W GESIS - http://www.gesis.org %~ SSOAR - http://www.ssoar.info