The Mediating role of Risk Management in the Relationship between the Elements of the Marketing Mix and Achieving Competitive Advantage, Applied to the Services Sector in the Kingdom of Saudi Arabia

The study aimed to identify the mediating role of risk management in the relationship between marketing mix elements and achieving competitive advantage, applying it to the services sector in the Kingdom of Saudi Arabia. The main question of the study was: Does risk management explain the relationship between marketing mix elements and achieving competitive advantage? A descriptive-analytical approach was used, and a questionnaire was designed to collect data, with a valid questionnaire response rate of 86.66%. The most important findings of the study: There is overall mediation, and risk management explains the relationship between the marketing mix in its dimensions (people and physical evidence, price and promotion, service) and achieving competitive advantage in its dimensions (time and response, cost). The most important recommendations of the study: Company management should conduct an analytical study of the target market before setting a price, and allocate an appropriate budget for promotion, which will achieve a competitive advantage. Keywords: Risk management, marketing mix elements, achieving competitive advantage.