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The Impact of Peace Marketing on Customer Well-Being: Insights from Zain Iraq Telecommunications

Mohammed Edan ALKHAZRAJE

Mohammed Edan ALKHAZRAJE

Middle Technical University, Institute of Administration RusafaBaghdad, IQ
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ALKHAZRAJE, Mohammed Edan
  
25 mar 2025
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Publicado en línea: 25 mar 2025
Páginas: 68 - 84
Recibido: 27 jul 2024
Aceptado: 12 mar 2025
DOI: https://doi.org/10.2478/mdke-2025-0005
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© 2025 Mohammed Edan ALKHAZRAJE, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Research model Source: own processing
Research model Source: own processing

Figure 2.

Sample size calculation using G-Power Source: own G-Power output
Sample size calculation using G-Power Source: own G-Power output

Figure 3.

Measurement model Source: Smart PLS4 output
Measurement model Source: Smart PLS4 output

Figure 4.

Path assessment Source: Smart PLS4 output
Path assessment Source: Smart PLS4 output

Discriminant validity using HTMT ratio

Construct CR CW ED PM T
CR
CW 0.853
ED 0.816 0.871
PM 0.717 0.825 0.773
T 0.739 0.885 0.783 0.770

Path assessment

Hypothesis Construct Original Sample (O) Sample Mean (M) STDEV T Statistics P Values Result
H2 ED ⇢ CW 0.252 0.264 0.095 2.644 0.008 Supported
H3 T ⇢ CW 0.164 0.159 0.088 1.865 0.062 Reject
H4 CR ⇢ CW 0.530 0.528 0.084 6.320 0.000 Supported

Confirmatory factor analysis, reliability, and convergent validity

Latent construct Indicators Factor Loadings Cronbach's Alpha CR (AVE) Remark
(>0.6) (>0.7) (>0.7) (>0.5)
Peace Marketing (PM) PM 0.826 0.888 0.701 Valid and Reliable
Economic development (ED) ED1 0.626 0.815 0.776 0.565 Valid and Reliable
ED2 0.691
ED3 0.673
ED4 0.733
Transparency (T) T1 0.631 0.704 0.819 0.632 Valid and Reliable
T2 0.761
T3 0.752
T4 0.765
Customer rights (CR) CR1 0.755 0.745 0.839 0.667 Valid and Reliable
CR2 0.763
CR3 0.715
CR4 0.778
Customers' well-being (CW) CW1 0.687 0891 0.910 0.685 Valid and Reliable
CW2 0.658
CW3 0.707
CW4 0.730
CW5 0.732
CW6 0.703
CW7 0.642
CW8 0.832
CW9 0.752
CW10 0.642
CW11 0.620

Model's quality and predictive relevance

Construct Hypothesis Construct* R Square R Square Adjusted Q Square Result
Customers' well-being (CW) H1 PM⇢ CW 0.670 0.667 0.783 Supported
Sig= 0.000

The Fornell-Larcker criterion

Construct CR CW ED PM T
CR 0.753
CW 0.780 0.695
ED 0.554 0.653 0.682
PM 0.869 0.819 0.841 0.633
T 0.688 0.706 0.714 0.917 0.729
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Negocios y Economía, Economía política, Macroeconómica, Gestión empresarial, Gestión empresarial, otros, Ciencias sociales, Sociología, Trabajo, sindicatos, Sociología de la economía, las organizaciones y la industria
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