اثر الخداع التسويقي في سوق الخدمات على الصورة المدركة للعميل - دراسة حالة سوق هاتف النقال الجزائري -

Résumé: Organizations are currently striving to achieve success and survival in light of the intensification of competition, and this is what has imposed on them excellence in the elements of the marketing mix, even if it requires lying and deception to obtain this benefit, but the organization may achieve its goals in the short term based on the principle of hit and run, This principle is not valid in the business world as a result of the developments that characterized the global arena in most economic sectors. This research aims to study the impact of marketing deception in its dimensions in the service market on the perceived image of the customer, in order to know the customer’s position after the purchase process and his awareness of the product and know his position on the officials to protect him from practicing deception, especially since he finds it difficult to choose between the available alternatives, and the customer may make a decision in light of providing him with false information, and this deception is not limited to the customer who touched him, but rather as a result of the word of mouth and its impact on the personal factors of customer behavior. Marketing deception is a controversial matter in light of the multiplicity of product formations, and this makes it easier for organizations to deceive the customer in various ways thanks to the competitions they live in, which made them strive to build a distinct image from others and follow methods that enable them to defend their position in order to achieve quick profit, then it is an uncivilized and unethical phenomenon Most of its aspects with regard to the 7P should be identified and addressed through consumer protection and awareness organizations. In order to determine the impact of marketing deception on the Algerian mobile phone service market for Djezzy customers, we conducted a survey of a sample consisting of 300 items in order to know their opinions about marketing deception. We found a strong relationship between marketing deception and the perceived image of the sample according to the mathematical relationship of the regression equation: Y=8.200+0.355X

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