Comparative Evaluation of Deceptive Advertising Practices and Their Impact on Customer Loyalty: Evidence from Jazz, Telenor, and Ufone in Pakistan’s Telecom Sector
Abstract
This article presents a comparative evaluation of deceptive advertising practices and their influence on customer loyalty among Pakistan’s major telecom providers Jazz Telenor and Ufone. Drawing on primary survey data from 300 youth centric respondents analyzed through Smart PLS SEM alongside secondary Pakistan Telecommunication Authority statistics the study examines key dimensions including hidden charges network coverage network quality and customer service as drivers of loyalty outcomes. Results indicate a moderate model fit with R squared of 0.610 where customer service and hidden charges emerge as significant predictors while revealing stark firm level disparities. Jazz demonstrates the lowest levels of perceived deception and highest loyalty aligning with its dominant 39.2 percent market share and strong service fulfillment. Telenor occupies an intermediate position with moderate performance whereas Ufone exhibits the highest deception rates widest promise delivery gaps and lowest loyalty metrics corresponding to its 16.1 percent market share. Survey perceptions reinforce these conclusions with 74.6 percent of respondents feeling deceived 69.3 percent switching networks due to misleading claims and 88.6 percent preferring transparent providers. The findings underscore that deceptive practices erode trust and retention in competitive environments while ethical transparent strategies foster sustainable loyalty and brand equity. Practical recommendations emphasize full charge disclosure service quality enhancements and targeted interventions especially for underperforming operators to bridge advertisement reality gaps. This research contributes to marketing literature by offering context specific comparative insights and actionable guidance for telecom manager’s policymakers and stakeholders seeking to promote responsible advertising and customer centric practices in Pakistan’s rapidly expanding telecommunications sector.
Keywords: Deceptive Advertising, Customer Loyalty, Telecom Sector Pakistan, Jazz Telenor Ufone, Hidden Charges, Smart PLS SEM
