تأثير الخداع التسويقي على الصورة الذهنية للمؤسسة الخدمية : دراسة حالة مؤسسات الاتصالات بولاية بشار

الملخص EN

This research aims to study the effect of marketing deception on the mental image of the service organization by addressing deception in service products, promotional information, prices, distribution, employees, service provision processes and the physical environment.

The case of customers of telecom operators, Jezzy, Mobilis and Ooredoo in Bechar State was studied.

The most important result of this research was that the marketing deception practiced by telephone organisations in Algeria regarding the elements of the marketing mix negatively affects their mental image in varying proportions according to each element of the marketing mix