Abstract:
This research aims to identify the deceptive practices that telecommunications
companies make in marketing mix elements (Services, price, promotion, distribution,
and physical evidence) and their effect on consumers’ attitudes in its three
components ( cognitive, emotional, and behavioral).
To achieve the objectives, quantitative research was conducted, and the researcher
used the descriptive analytical methodology. A survey was used as a data collection
tool, and responses were gathered from the telecommunications companies'
customers with a sample size of 200. Data were analyzed using the SPSS program.
The final findings show that four out of five hypotheses were supported. It was clear
that there was a statistically significant impact of the marketing deception practices
by telecommunications companies on affecting the consumers’ attitudes, especially
in services, price, promotion, and distribution. On the other hand, physical evidence
deception by telecommunications companies has no significant effect on consumers'
attitudes.
Finally, the study offered several recommendations, such as raising customer
awareness about deception practices and encouraging customers to talk about it when
exposed to these practices. Also, telecommunication companies should be more
responsible about their provided services and fulfill their customer protection from
deceptive practices. Moreover, consumer protection associations and the government
should raise awareness and establish laws, controls, and conditions to protect
customers and consider ethical practices as social responsibility toward the
customers and the community.
