IMPACT OF DECEPTIVE ADVERTISING ON CUSTOMER LOYALTY: A STUDY OF TELECOM SECTOR OF PAKISTAN

Abstract

Purpose. The purpose of this study is to find out how deceptive marketing activities (advertisement) effects consumer loyalty in telecom sector. Methodology/Sample: This research has been based on explanatory research. Research has been conducted from those individuals who are mobile phone users. The sample size for this study is 400.1n order to get reliable findings for this study, data has been collected by using primary data collection method and the instrument that has been used is questionnaire through which primary data has been obtained from the respondents. Secondary data has also been taken in consideration. In this study the researcher has used four variables, call charges, network quality, packages, network coverage and customer service to measure deception in telecom advertisings. The questionnaire has been filled online by using Google Drive. The data that has been collected through questionnaire has been entered into SPSS where different tools have been applied to get the results. Findings: This study analyzes the relationship between deceptive advertising and consumer loyalty in telecom sector. It has been found that there is a relationship between both of them and deceptive advertising has great influence on consumer loyalty. Future Implication: This study is limited to telecom sector of Pakistan whereas the topic deceptive advertising can be applied on mostly every industry in the world.