THE EFFECT OF MARKETING MIX ELEMENTS ON CUSTOMER PURCHASE BEHAVIOUR

Management

Achieving Customer satisfaction should be number one dream for the business sector however this can be achieved by ensuring that marketing mix elements can influence customer purchase behavior. The purpose of this study was therefore to examine the effect of marketing mix elements on customer purchase behaviour in Etisalat, UAE: Mediation role of customer satisfaction. The convenience sampling technique was applied, and Quantitative research methods were used in this study where a self-administer close-ended questionnaire was distributed for data collection. Later descriptive statistics, confirmatory factor analysis and structural equation modelling were used to analyze data. Results for the direct effect indicated that the product had no effect, price had, promotion affected yet place, people, process and physical evidence did not significantly affect customer purchase behavior. Customer satisfaction only mediated product, price, promotion but place, people, process and physical evidence were not mediated. The study provides an implementation framework for marketing mix elements so as to increase the competitive advantage of Etisalat. Significant findings highlight powerful elements which business operators will base on during customer satisfaction strategic improvements.

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