The Impact of Marketing Deception in Customers’ Loyalty to Restaurants | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 19, Volume 16, Issue 2, June 2019, Pages 179-189 PDF (766.97 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2019.68506 | ||
| Authors | ||
| Ahmed Hassan Metowaly1; Hossam Said Shehata2 | ||
| 1Faculty of Tourism and Hotels - Mansoura University | ||
| 2Faculty of Tourism and Hotels - Alexandria University | ||
| 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 | ||
| Keywords | ||
| Deceptive Marketing – Marketing Mix – Customers’ Loyalty | ||
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