Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The objective of the research is to analyze to what level deceptive advertising can impact customer loyalty in TELCOs (Telecom Companies) of Pakistan. Deception in advertisement can be seen at Misleading facts, Calls, SMS, MMS, Internet, Network Coverage & Quality, and Customer Services. Customer loyalty is measure through the satisfaction, recommendation, and continuity of network usage. Respondents were approached to conclude the results. Majority of the service providers in telecom sectors are engaged in deceptive advertising and it can be clearly seen in findings. Customers are conscious about SMS and have significant negative effect of deceptive advertising. Deceptive advertising about facts and calls also affect customers loyalty. Customers get trapped in the tricky advertising but after using the services they feel cheated. But they are sticky to their current networks because almost all network / services providers are providing more or less same services and they are using same style of advertising to compete each other. The scope of the project is limited to telecom sector so the findings cannot be valid for other sectors. Loyalty can also be affected by various factors other than deception so the scope is very much the interaction between loyalty and deception.



Available for download on Tuesday, December 31, 2030

The full text of this document is only accessible to authorized users.