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

.blurhash-client-img { display: none !important; }

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

Management Dynamics in the Knowledge Economy

Volume 13 (2025): Issue 1 (March 2025)

By: Mohammed Edan ALKHAZRAJE

Open Access

|Mar 2025

Figures & Tables

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

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

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

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
Latent construct	Indicators	(>0.6)	(>0.7)	(>0.7)	(>0.5)	Remark
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

DOI: https://doi.org/10.2478/mdke-2025-0005 | Journal eISSN: 2392-8042 | Journal ISSN: 2286-2668

Journal RSS Feed

Language: English

Page range: 68 - 84

Submitted on: Jul 27, 2024

Accepted on: Mar 12, 2025

Published on: Mar 25, 2025

Published by: Scoala Nationala de Studii Politice si Administrative

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

peace marketing,

customer well-being,

economic development,

customer rights

Related subjects:

Business and economics,

Political economics,

Macroeconomics,

Business management,

Business management, other,

Social sciences,

Labor, trade unions,

Sociology of economy, organizations, and industry

© 2025 Mohammed Edan ALKHAZRAJE, published by Scoala Nationala de Studii Politice si Administrative
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Previous article Volume 13 (2025): Issue 1 (March 2025)Next article