The effect of marketing mix on Etisalat customer purchase behaviour in the United Arab Emirates through the mediation of customer satisfaction

The objective of this study is to determine the mediation effect of customer satisfaction in the relationship between marketing mix elements (product, price, place, promotion, people, process and physical evidence) and customer purchase behaviour. This study adopted a causal research design, and close-ended, self-administered questionnaires were distributed to the customers of Etisalat, a telecom company in the United Arab Emirates. The simple random sampling technique was used for sample selection. In total, 318 responses were obtained and analysed using confirmatory factor analysis and structural equation modelling. The findings show that customer satisfaction had a full mediation effect in the relationship between price and customer purchase behaviour (_ = 0.251, p