“…A company's competitive advantage allows it to differentiate the quality of its product or service (Al Badi, 2018;Ganski, Tsybouski, Kazlovski, & Zhou, 2020;Othman, Khatab, Esmaeel, Mustafa, & Sadq, 2020;Ozbekler & Ozturkoglu, 2020;Sellitto, Camfield, & Buzuku, 2020), even at a low cost, in order to provide superior value to customers and serve them better than competitors' products and services (Ozbekler & Ozturkoglu, 2020;Patten, Ozuem, Howell, & Lancaster, 2020;Susanti & Jasmani, 2020). The marketing mix is one of the most important aspects of the marketing process (Al Badi, 2018).…”