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
Metowaly, A., & Shehata, H. (2019). The Impact of Marketing Deception in Customers’ Loyalty to Restaurants. Journal of Association of Arab Universities for Tourism and Hospitality, 16(2), 179-189. doi: 10.21608/jaauth.2019.68506
MLA
Ahmed Hassan Metowaly; Hossam Said Shehata. "The Impact of Marketing Deception in Customers’ Loyalty to Restaurants", Journal of Association of Arab Universities for Tourism and Hospitality, 16, 2, 2019, 179-189. doi: 10.21608/jaauth.2019.68506
HARVARD
Metowaly, A., Shehata, H. (2019). 'The Impact of Marketing Deception in Customers’ Loyalty to Restaurants', Journal of Association of Arab Universities for Tourism and Hospitality, 16(2), pp. 179-189. doi: 10.21608/jaauth.2019.68506
VANCOUVER
Metowaly, A., Shehata, H. The Impact of Marketing Deception in Customers’ Loyalty to Restaurants. Journal of Association of Arab Universities for Tourism and Hospitality, 2019; 16(2): 179-189. doi: 10.21608/jaauth.2019.68506
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