The Impact Of Marketing Deception In Creating Customer Mental Imagery For Internet Service Provider In Palestine

The study aims to know the effect of the marketing deception practiced by the internet service provider companies(in terms of providing service,pricing,promotion,and distribution)in building the mental image for the customers in Palestine(according to the cognitive,emotional and behavioral dimensions).The problem of the study lies around that the phenomenon of marketing deception is growing,especially in the services field,which makes many marketers believe that without doing these practices,they will not succeed in the market and it will be difficult to market their services.The researcher designs a questionnaire to collect the initial data,and distributes it among the population of the study who are students of An-Najah National University,and the sample consists of(380)students.The researcher uses the statistical program Stata13 and several statistical tools to analyze the data,such as percentages and frequencies,Cronbach alpha test,and Structural Equation Modeling analysis.After analyzing and interpreting the data,the researcher reaches the following:(1)There is marketing deception at the level of(service,price,promotion,distribution)practiced by internet service companies and it has negative effects on the mental image of its customers from the cognitive,emotional,and behavioral dimensions.The higher the deception,the more negative effects on these dimensions in the mind of the customer.(3)The researcher cannot reject the null hypothesis,which says that there is no statistical relationship between personal characteristics(gender,social level,educational level,and age)and marketing deception as the only observed variable that has a statistical effect on marketing deception is the gender variable.Whereas,there is no statistical relationship between personal characteristics and mental image as none of the four observed variables have statistical effects on the mental image.(4)The researcher recommends to make further efforts to reduce the phenomenon of marketing deception by educating customers about marketing deception to improve their abilities to discover such practices.Besides,establishing training courses for marketing staff and concentrate on the danger of marketing deception on the short and long terms.Moreover,to activate the role of the consumer protection association and establish more regulations.