Effects of Deceptive Advertising on Consumer Loyalty in Telecommunication Industry of Pakistan

Hasan, Syed Akif; Subhani, Muhammad Imtiaz; Mateen, Ana

doi:10.22610/imbr.v3i5.942

Cited by 8 publications

(12 citation statements)

References 3 publications

(5 reference statements)

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“…Such advertisements generate a belief about the quality of the product and services which is not true and also create the wrong impression about the product in the result to which customer preference will be distorted. The bundles offered, for example, SMS charges, availability charges, call rates, post, and prepaid associations are continually taking up additional charges for simply buying in, which the customer doesn"t understand and have very little familiarity with this charged data, which at last disturbs buyers which pattern the customers for brand exchanging (Hasan, 2011). (Mohammad Noorizzuddin bin Nooh, 2014) has explored the effect of unethical advertising criteria that impact to the next creation.…”

Section: Problem Statementmentioning

confidence: 99%

“…In spite of the fact that there are past examinations on the issue of deceptive advertising with reference to telecommunication area in Pakistan (Hasan, 2011), (Fayaz, 2015) and (Shaista Kamal Khan, 2015), be that as it may, these investigations for the most part center around characterizing the deceptive advertising and to some degree mirror on its impact on the customer loyalty. As (Shaista Kamal Khan, 2015) seen that consumer behavior is influenced by, budgetary or emotional misfortune, misdirecting and erroneous understanding case that patterns to influence trust, consumer loyalty, and brand frame of mind.…”

Section: Research Gapmentioning

confidence: 99%

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The Impact of Deceptive Advertising on Customer Loyalty: A case of Telecommunication Industry in Karachi, Pakistan

Iqbal¹,

Siddiqui²

2019

ijim

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This study examined the impact of Deceptive Advertising on Customer Loyalty in the telecommunication industry of Karachi, Pakistan. This research was quantitative in nature. The sample size was 250; questionnaires were distributed electronically and manually. Exploratory Factor Analysis (EFA) was used to analyze the data with the help of SPSS. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) using AMOS, conducted to ensure the model and testing the hypothesis. The outcome of the present study verifies that word of mouth has a strong significant influence on customer loyalty. Hence customer satisfaction and customer trust are causing word of mouth in a positive and significant way. So it shows that there is a positive and strongly significant influence of customer satisfaction and trust on customer loyalty with the mediation of word of mouth. On the other hand, deceptive ads are causing word of mouth in a negative way. Hence it is concluded that deceptive ads have a negative influence on customer loyalty with the mediation of word of mouth. This study suggested that in order to increase customer loyalty and build a long-term relationship with the customer’s telecom companies should focus on accurate information and rendering the level of competitive services to their customers.

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Section: Problem Statementmentioning

confidence: 99%

Section: Research Gapmentioning

confidence: 99%

The Impact of Deceptive Advertising on Customer Loyalty: A case of Telecommunication Industry in Karachi, Pakistan

Iqbal¹,

Siddiqui²

2019

ijim

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“…It is widely acknowledged that almost every business use deception in their ads, this is because of the businesses are facing the high competition and they want to increase their market share and revenue (Hasan and Subhani, 2011). In order to achieve this target they use different methods to attract customers.…”

Section: Conclusion and Recommendationsmentioning

confidence: 99%

The Influence of Deceptive Advertising and Consumer Loyalty in Telecommunication Industry

2019

EJBM

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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.

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“…With regard to the second reference point of speed-related connection quality assessments, the impression concerning access bandwidths conveyed to consumers in provider ads, the literature agrees that in many countries suppliers currently design their ads such that they promote unrealistic customer expectations in terms of data rates actually available under routine conditions (ACCC, 2017;Brinkmann, 2013;Bünder and Jansen, 2018b;Faulhaber, 2010;Hasan et al, 2011;Schamberg, 2015). Hence, broadband connection ads often share many of the characteristics suggested in the literature to identify variants of "deceptive advertising" (Barone and Miniard, 1999;Boush et al, 2009;Fathy et al, 2016;Riquelme et al, 2016;Xie et al, 2015).…”

Section: Conceptual Background and Research Hypothesesmentioning

confidence: 99%

Relative fixed Internet connection speed experiences as antecedents of customer satisfaction and loyalty: An empirical analysis of consumers in Germany

Gerpott

2018

Management &Amp; Marketing

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So far, management practitioners and scholars alike assume that raises in the contractual absolute maximum bandwidth of Internet connections increase the attitudinal bonds of customers with their access provider. The present study broadens this perspective: In a sample of up to 752 German-speaking Internet users with a wireline Internet access at home, it explores two relative speed characteristics of broadband connections as potential determinants of customer affinity with an access provider. The two reference-dependent aspects comprise customer quality experiences in terms of delivered transmission speeds (1) relative to the maximum down- and upload bandwidths as per customer contract, and (2) relative to speeds emphasized in advertisements of a consumer’s access provider. Furthermore, correlations are analyzed between the frequency with which customers use speed tests to check the quality of their wireline Internet connection and their attitudinal bonds with their access provider. Attitudinal bonding is broken down into customer satisfaction with the performance of the current wireline Internet access at home and propensity to churn at the earliest opportunity. Multivariate regression analysis reveals that the impression that advertised wireline access bandwidths are exaggerated compared to the speeds actually delivered and – to a lesser extent – the perception that the contractual maximum speed is reached only in a low share of a customer’s Internet sessions significantly decrease customer satisfaction and significantly increase customer inclination to churn. The effects of the two speed assessments are not independent of one another: Perceived speed exaggerations in a provider’s ads impair customer bonds less (more) strongly if the experienced share of Internet sessions with speeds below the contractual maximum bandwidth is high (low). More frequent speed testing reduces customer bonding, especially in case that advertised speeds of a customer’s provider are experienced as overblown. The results suggest that wireline Internet access providers can increase the attitudinal bonds with their customers by abstaining from emphasizing maximum speeds in their advertising, which customers rarely reach under standard everyday conditions.

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Effects of Deceptive Advertising on Consumer Loyalty in Telecommunication Industry of Pakistan

Cited by 8 publications

References 3 publications

The Impact of Deceptive Advertising on Customer Loyalty: A case of Telecommunication Industry in Karachi, Pakistan

The Impact of Deceptive Advertising on Customer Loyalty: A case of Telecommunication Industry in Karachi, Pakistan

The Influence of Deceptive Advertising and Consumer Loyalty in Telecommunication Industry

Relative fixed Internet connection speed experiences as antecedents of customer satisfaction and loyalty: An empirical analysis of consumers in Germany

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