文章基本信息

标题：The Influence of Deceptive Advertising and Consumer Loyalty in Telecommunication Industry
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作者：Ammar Hussain ; Aisha Aslam
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2019
卷号：11
期号：3
页码：13-22
DOI：10.7176/EJBM/11-3-03
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：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.
关键词：Deceptive advertising; SMS; Customer Loyalty and Network quality.