The Blended Marketing of the Operating Retailed Stores in Palestine and its Impact on Marketing Performance: the Mediating Role of Marketing Capabilities

Abstract

This study aimed at finding out the impact of blended marketing elements of the operating retailed stores in Palestine on the marketing performance of these stores as well as the mediating role of marketing capabilities that these stores could have. This study was conducted over workers of the operating retailed stores in Palestine where the descriptive analytical method was used to describe the variables of this study. It covered only the areas of Ramallah, Nablus and Hebron and the study population consisted from all workers at these retailed stores (2392 workers) who works in big supermarkets. The questionnaire distributed over Quota Sampling given the nature of retailed stores’ population. The total number of distributed questionnaires was (400) out of which 338 questionnaires considered valid for analysis, i.e. 84.5% of total original study sample. This study used the Structural Equation Modeling (SEM) in order to test the study hypothesis by using SMART PLS 3.The study found a group of results where the most significant one is the existence of positive and moral correlation between the blended marketing elements and the marketing performance with the mediating role of marketing capabilities.