The Impact of Marketing Deception in Customers’ Loyalty to Restaurants
Journal: Journal of Association of Arab Universities for Tourism and Hospitality (Vol.16, No. 2)Publication Date: 2019-06-01
Authors : Ahmed Hassan Metowaly; Hossam Said Shehata;
Page : 179-189
Keywords : Deceptive Marketing – Marketing Mix – Customers’ Loyalty;
Abstract
This study aims to investigate the impact of marketing deception dimensions (deception in product, deceptive price, deceptive promotion and deception in distribution) on customers’ loyalty in a sample of quick service restaurants in Cairo and Alexandria.
To achieve this aim, a questionnaire form was developed and distributed to a random sample of customers. A total of 300 forms were distributed, only 242 forms were valid for statistical analysis. The results of the field study concluded that there was a significant impact of marketing deception dimensions on customers’ loyalty. Moreover, there was a significant difference between the investigated respondents towards all of marketing deception dimensions (except deception in price). In contrast, there was no significant gender-relates difference among the investigated respondents regarding the marketing deception dimensions refers to age and level of education
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