The Influence of Deceptive Advertising and Consumer Loyalty in Telecommunication Industry

Abstract

The purpose of this study is to measure the impact of deceptive advertising on customer loyalty in telecom Sector of Pakistan. Calls Charges, SMS Packages, Internet Charges and Network Coverage & Quality were used to measure the deception in ads. Customer loyalty is measure through the satisfaction, recommendation, and continuity of network usage. 215 respondents were approached to conclude the results. Data was analyzed by using SPSS 17. It has been found that more or less every service provider telecom sector is using deceptive advertising and customers are stick to their current networks because of other more influencing reasons and almost all network / services providers are providing more or less same services and they are using same style of advertising to compete with each other.

Keywords: Deceptive advertising, SMS, Customer Loyalty and Network quality.

DOI: 10.7176/EJBM/11-3-03