وفاداری

According to the number of existing accommodation facilities and the number of tourists, hotels must compete with each other to attract as many tourists as possible. Increasing competition, diversity in customers' tastes and needs, and the emergence of new technologies have required hotels to provide distinctive services and experiences to attract and retain their customers, because loyal customers ultimately have a positive effect on hotel performance. One of the factors that can create value for hotel customers is paying attention to social responsibility. The purpose of this research is to investigate the effect of social responsibility of hotels on customer loyalty based on the mediating role of brand image, commitment and customer satisfaction. The statistical sample is the guests of 4 and 5 star hotels in Tehran, who were sampled as available. Structural equation model has been used to measure the relationship between variables. The results of the research showed that the social responsibility of hotels has a positive effect on the variables of brand image, commitment, satisfaction and loyalty. Therefore, by addressing social responsibilities through improving the brand image and customer commitment and satisfaction, hotels can cause Loyalty and repeat their stay in the hotel and improve their performance.

The present era is hyper-competitive. It is a time when the survival of large companies is threatened by competitors, and customers do not remain loyal to a brand for long, frequently switching between brands. Additionally, the abundance of brand names has increasingly exposed consumers to various strategies, advertising, and promotions. This has compelled organizations to seek more effective relationships with their customers and consumers to ensure their survival and capture a larger market share, leading them to manage their brand relationships proactively. This study aims to investigate and identify the factors influencing brand love and commitment on brand loyalty, willingness to pay more, and word-of-mouth advertising—key variables in the field of brand-consumer communication. The research employs Structural Equation Modeling (SEM) using Smart-PLS software for analysis, while descriptive statistics are assessed with SPSS software. The validity of the research is evaluated through face validity, content validity, and construct validity, while reliability is measured using Cronbach's alpha and Composite Reliability (CR). The sample size was determined using the HIER table related to structural equations, resulting in a sample of 180 participants. A questionnaire and Likert scale were utilized to measure the research variables. This research is survey-based in terms of data collection and descriptive in terms of methodology. The results indicate that the variables "brand trust," "brand image," and "brand commitment" significantly impact brand love, which in turn influences "willingness to pay more" and "word-of-mouth advertising." Notably, the variable "brand image" did not have a significant effect on "word-of-mouth advertising.

Nowadays, having loyal customers in online retail platforms is a crucial competitive advantage, as customer loyalty enables a business to stand firm against the advertising and marketing activities of rivals and in general the competitive environment of the platforms and at the same time stay profitable. Therefore, the purpose of this study is to investigate the relationship between information strategy and pricing strategy with customer loyalty concerning the mediating role of customer perception of value proposition in online retail platforms. The method of conducting the present study is descriptive-correlation. The statistical population of the research is customers of online retail platforms and the sample size is estimated according to Morgan table 384 samples which were selected as a sample using a simple random sampling method. The main dimensions of the research questionnaire include information strategy, pricing strategy, loyalty, and customer perception of the value proposition. Findings showed that pricing strategy has a positive and significant relationship with customer loyalty although no positive and remarkable vicinity was detected between information strategy and customer loyalty. The results also showed that pricing strategy and information strategy through the mediating variable of customer perception of value proposition have a positive and significant relationship with customer loyalty.

The present study was conducted to provide an event marketing model in industrial markets. In this regard, first, the literature of the research was reviewed and the original model was developed by extracting the variables affecting the event marketing. Then, necessary corrections were made by a survey of industry and university experts, and in the last stage, the final model was tested at the first Iranian national steel festival and exhibition, which was attended by companies with diverse specialists from all over the country. This research is practical in terms of purpose and descriptive-survey based on the method. The statistical population is some of industry and university experts (in designing phase), and at the testing stage of the model is 395 participants in the first Iranian national steel festival. LISREL and SPSS software were used to analyze the data. The results show that the information exchange and event involvement are the most important event-driven, the image and lasting experience of the event are the most important dimensions, and increasing the loyalty and improve the quality of relationships are the most important achievements of event marketing in industrial markets. Finally, according to the results of the expert evaluation and data analysis, academic and practical suggestions are presented.

Customer loyalty is an effective and profitable investment for service companies. The present study aims to provide innovative marketing strategies to increase user satisfaction with hotel booking apps and transform them into loyal users in Iran. In this research, the survey method was used to collect data, and the correlation method was used to analyze the data. The statistical population of this study was people who had installed mobile booking apps for Iranian hotels on their mobile phones. A total of 384 of these individuals were selected as the sample using Cochran's formula. A questionnaire based on the Likert scale was used to collect information, and standard descriptive tests and structural equation modeling based on Smart-Pls software were used to analyze the data. Findings obtained from the present study reveal that innovative marketing strategies, with a coefficient of 0.687, increase user satisfaction, and with a coefficient of 0.276, increase loyalty. User satisfaction, with a coefficient of 0.566, also affects loyalty. Innovative marketing strategies in hotel booking apps increase user satisfaction with these apps and turn ordinary users of these apps into loyal users.

Advertising is a powerful marketing tool with the potential to influence people's thoughts and behaviors. This is why it is utilized for various purposes by both large and small businesses. Furthermore, advertising serves as an effective means of conveying information about products, services, or ideas to target audiences. Among the various advertising mediums, television is one of the most prominent. The purpose of this research is to develop a model that enhances the effectiveness of television advertisements in engaging viewers and fostering their satisfaction and loyalty. To achieve this objective, it is essential to prioritize the quality of advertisements and to exert additional effort in this area. Consequently, the need to improve advertising quality has garnered increased attention from advertising managers. Given the complexity of the issue at hand, approaching its components in isolation will hinder our understanding of the overall problem. This applied research aims to assist advertising managers in gaining a comprehensive understanding of the performance of their system components by examining the relationships among the key variables of television advertisements. Ultimately, this will enable them to strategize improvements in advertisement quality, thereby increasing their effectiveness on television viewers.

The current research adopts an applied perspective, utilizing a system dynamics approach for simulation. This technique, rooted in systems thinking, offers a dynamic view and incorporates feedback mechanisms within systems. One of the primary advantages of the system dynamics approach is its ability to consider all elements of a system simultaneously. In this study, our spatial domain is television. We extracted variables influencing the effectiveness of advertisements on viewers from existing research literature, incorporating insights from experts in the field of media. Subsequently, we utilized historical data to identify the relationships between these variables and their initial values. A cause-and-effect diagram was then constructed to illustrate these relationships. Ultimately, we developed a comprehensive model to assess the effectiveness of television advertising. This model was tested under both optimistic and pessimistic scenarios to determine the potential percentage increase in customer acquisition under standard conditions. Consequently, we analyzed and investigated the impact of implementing policies aimed at enhancing the effectiveness of advertising in the future.

The results of the model simulation indicate that the presence of a competitive environment enhances the level of advertising. Consequently, this increase leads to improvements in advertising quality, customer satisfaction, and loyalty, ultimately attracting a larger audience.

For this purpose, a system dynamics approach was employed to model complex structures, such as the relationships among the organization's key parameters. This modeling offers a comprehensive understanding of system dynamics and its behavior, enabling the optimization of performance.As previously mentioned, the primary purpose of advertisements is to enhance profitability. However, the limited availability of resources poses challenges for organizations, leading to increased risks and a decline in quality and consumer satisfaction. To address these limitations, organizations strive to implement effective policies aimed at expanding their target audience.The key aspect to consider is the enhancement in the quality of advertisements, which boosts customer satisfaction and naturally attracts more clients. To this end, a model demonstrating the system's behavior was developed under normal conditions. Subsequently, the system's performance was evaluated based on essential criteria. This model underwent both optimistic and pessimistic scenarios to assess the potential increase in customer acquisition. Additionally, these scenarios evaluated the impact of various components on enhancing customer acquisition. It was observed that fluctuations in the customer acquisition rate and customer attrition rate significantly affected the model's performance. The growth rate of the customer base indicated that the project is progressing in the right direction.This led to enhanced monitoring of the project and greater consumer satisfaction, which would result in increased profitability and, ultimately, higher total revenues. Consequently, if the proposed scenario is implemented, the project's profitability will rise due to improved quality and satisfaction. By applying the results of the proposed strategies at the end of the study period, we can expect to see an increase in cash flow.

The present study was conducted with the aim of providing a weight model for pricing indicators of brand value in the automotive industry of Iran. This research is applied in terms of purpose and exploratory-survey in terms of approach. The statistical population was a group of academic and executive experts who were fully acquainted with the issues of branding and brand valuation as well as the automotive industry of Iran. Based on this and using judgmental sampling method, 35 people were selected as included in the team of research experts. In the process of identifying brand value pricing indicators, the arm interview tool was used in the screening and classification stages of the indicators and closed questionnaires were used to achieve the weight model of brand value pricing indicators. In this research, in different phases, different methods and software were used. In the screening and classification of indicators, descriptive and inferential analysis methods such as mean, Kolmogorov-Smirnov test, one-sample t-test and factor analysis were used to perform calculations, Excel and SPSS software. In the stage of achieving the weight model, the method of fuzzy hierarchical analysis process (FUZZY AHP) and SuperDecision software was used to perform its calculations. Finally, the results of the study led to the identification of 9 dimensions (distinction, credibility, awareness, belonging, trust, quality, loyalty, social responsibility and association) and 28 sub-indicators and their final weight was determined

The tourism industry has become one of the main economic and service pillars of the world. As many development experts refer to this industry as the axis of sustainable development. This article with the approach that creating a proper image of the tourist area in the mind of the tourist increases the possibility of his re-visiting that area and can help the managers of this industry in achieving their economic goals in attracting tourists. The main purpose of this study was to investigate the effect of cognitive and emotional imagery on loyalty with respect to the mediating role of satisfaction of all hotel tourists in Sari. The questionnaire was administered to 374 people who had come to hotels in Sari and sampling was done by available sampling method. The collected data were analyzed using structural equation modeling technique and SPSS and LISREL software. The results indicate that there is a positive and significant effect between the cognitive image and the emotional image and the satisfaction and loyalty of tourists. Therefore, it is necessary to pay attention and invest in factors that can play an important role in creating appropriate images of tourist areas in the mind of the tourist.

Since automobile industry in the country is growing in terms of quality and quantity, it is involved with the complexity of services. In this research, we tried to examine the impact explanation of multi-dexterity maker of after-sales services, especially after - sales services on perceptions of quality and its effect of customer satisfaction, maintenance and loyalty. This study is an applied one from the perspective of purpose and is descriptive - survey in terms of data type and collection method. Statistical population of the study was customers of after sale authorized dealers. The sample size using Cochran formula was 372. Data analysis and hypothesis testing are done using SPSS and AMOS. According to data analysis and hypothesis testing, there is a positive and significant relationship between construction of research model on the basis of the performance of the research samples, as well as the satisfaction and retention of customers with perception of product quality according to customer expectations. Due to the position of the product in terms of different parameters, after sale services in term of loyalty of customers was not significant. Performance - importance approach in two fields of supply and spare parts and manager’s behavior, has high performance. careful inspection and appropriate technical assistance, telephone /online services, presence of higher level supports, supply of equipment and spare parts, and the quality of repairs are key factors in the power and influence of the company for after - sales services appear proportionate to employee behavior.

In today's rapidly changing business environment, finding new customers is becoming increasingly difficult. As a result, companies are placing a strong emphasis on retaining their current customers. While there's a lot of research on customer loyalty in consumer-focused businesses (B2C), creating loyalty in business-to-business (B2B) settings is a unique challenge that needs a closer look. Therefore, the goal of this study is to understand how loyalty works in B2B companies and how it's evolving.
 
To examine the advancements and developments within the domain of loyalty in B2B business models, articles on the Web of Science website were analyzed over 28 years (from 1994 to 2022) using scientometric methods and Sitespace software.
 
Research in the field of B2B loyalty has shown a growing trend. However, between 2011 and 2014, there was a decrease in research in this area. Subsequently, there has been an upward trend in research. Analysis of the top 10 countries in B2B loyalty indicates that the United States is now the leader in the number and breadth of loyalty research. Notably, countries like Taiwan and Spain are also actively engaged and flourishing in this field. A comprehensive review of B2B loyalty, encompassing its foundations, influential works, and intellectual connections between these works, revealed the key insights. The analysis unveiled highly cited articles, key authors, important keywords, intellectual milestones, and emerging research trends in the B2B loyalty domain. Overall, since 2014, B2B loyalty research has garnered increasing attention, with a significant rise in the number of articles published annually. The field has transitioned from a conceptualization stage to a cognitive psychology stage. Despite this growth, B2B loyalty research has not reached full maturity, necessitating further exploration of theoretical and methodological issues. New B2B loyalty research has introduced novel perspectives, such as attitudinal and behavioral angles, branding, service quality, and word-of-mouth communication. This diversification marks a new direction in B2B loyalty research. Additionally, the findings reveal that B2B researchers often use B2C theories as criteria for evaluating B2B loyalty. While B2B markets traditionally rely on high volume and cost-benefit analysis, loyalty in these markets also exhibits psychological aspects, indicating a new avenue for research. These results contribute to a deeper understanding of the boundaries of B2B loyalty research, providing valuable scientific information for researchers to guide the development of future studies.
 
This research serves as a guide for future B2B loyalty studies, helping researchers identify directions and avoid duplicative efforts. Organizations can benefit from the concepts highlighted in this research, aligning their strategies to foster customer loyalty in the provision of products and services.

Management of communication with tourists is considered a key component for successful tourism destinations and creates positive consequences on tourist satisfaction, brand management, competitive advantage and destination income. Based on this, the present study aims to investigate the impact of tourist relationship management on the satisfaction and loyalty of tourists. This research attempted to analyze and investigate the effect of tourist relationship management on the satisfaction and loyalty of tourists in Tehran and how the satisfaction variable mediates the relationship between tourist relationship management and tourist loyalty. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research was tourists entering Tehran. In order to determine the sample size, according to the number of observable variables, the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data were analyzed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that communication management with tourists significantly affects the satisfaction and loyalty of tourists. Also, the research findings indicated that satisfaction mediates the relationship between tourist relationship management and tourist loyalty. Tourist communication management plays a vital role in the success of tourism businesses. As a result, using this tool, destinations can help create a positive experience, create tourist loyalty and satisfaction, and strengthen relationships between businesses and tourists.

Customer loyalty is one of the concepts that will lead to the success of companies in today's competitive world. Contrary to the initial idea, many researches have shown that satisfaction is not the final key to profitability and success of the organization. In fact, today, only customers who have a sense of belonging to the organization are considered profitable and long-term assets for the organization.Since the growth of various researches in the field of relational marketing and its role in consumer loyalty has caused the dispersion of information in this field; Therefore, it is very important to conduct combined researches that present the extracts of the researches conducted on this subject in a systematic and scientific manner. The present research aims to quantitatively combine the results of the researches conducted in the field of the impact of related marketing foundations on consumer loyalty, by using the meta-analysis method and comprehensive meta-analysis software CAM2, the number of 10 researches conducted in this field in Iran was investigated. Has set. The results of the meta-analysis of the foundations of relational marketing (including: trust, conflict management, communication management and commitment) showed that the foundations of trust and commitment have the greatest impact with effect sizes of 0.456 and 0.406, respectively; And the foundations of communication management and conflict management have the least impact on the loyalty of Iranian consumers with effect sizes of 0.320 and 0.308, respectively.

this study seeks to investigate the effect of destination brand authenticity and destination brand self-congruence on brand engagement and loyal behaviors (revisit intention and recommendation intention). This research is an applied research that has been done by descriptive method and is of correlation type. The statistical population of this study includes tourists who visited Naghshe Jahan Square in Isfahan in the summer of 2021. 384 people were determined as the sample size using Cochran's formula, who were selected using non-random sampling method. In order to collect data, a standard questionnaire was used, the validity of which was confirmed by a survey of experts and its reliability was confirmed by calculating Cronbach's alpha. The collected data were analyzed in two sections of descriptive statistics with SPSS software and inferential statistics. To test the hypotheses, structural equation modeling method and AMOS software were used. The findings of the analyzing eight hypotheses of this study indicate that the destination brand authenticity and destination brand self-congruence have a positive and significant effect on destination brand engagement, revisit intention and recommendation intention. The results also showed that destination brand engagement has a significant effect on the revisit intention and recommendation intention of Naghshe Jahan Square

Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand loyalty. The purpose of this research is in the field of developmental research, which is carried out with a qualitative method. The statistical population of the research is the experts and managers of Iran's banking industry (branch managers of the Bank of Agriculture) and 15 of them were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. The reliability and validity of the interviews were confirmed by two methods of retesting and intra-subject agreement of two coders. Qualitative data analysis was done using the grounded theory method and using MAXQDA software. Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified.Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by using service recreation solutions.

In today's competitive market environment, gaining a good position and loyal customers is very important. This research is a mix of qualitative method with granded theory approach and quantitative method. In order to identify the factors affecting loyalty in the first step, 19 experts who were selected by non-probability sampling method and purposeful type, were interviewed in two stages. Based on the findings of Maxqda software, the initial research model was explained. In a quantitative phase, by designing a questionnaire based on the model obtained from the qualitative section and its distribution among e-banking customers of Saderat Bank in Tehran who were selected by stratified random sampling, the model using SPSS, smart PLS3 and Structural equation technique was tested. Findings show: dedication and constraint factors affect loyalty and constraint factors such as inertia and switching cost will affect dedication factors, and finally the loyalty model of e-banking customers in Iran with two aspects of cognition-emotion-behavior and dedication and constraint factors Provided.

This study aims to explore and identify the effective strategies for enhancing customer engagement through the use of artificial intelligence (AI) technologies in online marketplaces. A qualitative research approach was adopted, focusing on semi-structured interviews with managers and experts in the fields of information technology and online marketing. Participants were selected based on their direct experience with AI technologies for customer engagement. The data were analyzed using content analysis to identify key themes and patterns. Four main themes were identified: Personalization Strategies, Interactive Strategies, Optimization Strategies, and Loyalty Strategies. Each theme comprised various categories and concepts, highlighting the diverse ways AI technologies can be utilized to improve customer interaction. Personalization strategies emphasized customized product recommendations and behavior-based offers. Interactive strategies focused on enhancing social media engagement and virtual technologies. Optimization strategies dealt with streamlining the shopping journey and site performance. Loyalty strategies underlined the importance of data-driven loyalty programs and post-purchase personalized experiences. Thus, by leveraging AI for personalization, interaction, optimization, and loyalty, businesses can significantly enhance the online customer experience, thereby fostering deeper relationships and increased customer loyalty.

Today, universities and higher education institutions are becoming globalized, students are very interested in choosing their university to see the international rankings of universities or to choose the best university of their choice through comparisons in this research. We have tried to investigate the influencing factors in student loyalty. The main purpose of this research is to investigate the effect of university brand image on student loyalty with the mediating role of trust and satisfaction, in which sub-objectives related to it have also been investigated. In the field of consumer behavior, this research covers the community of final year students of all fields and all academic levels of non-profit universities (Khayyam, Sajjad and Imam Reza (AS)). The geographical scope of this research is three non-profit universities of Imam Reza, Khayyam and Sajjad located in Razavi Khorasan province. The current research is included in the category of descriptive research from the descriptive-correlation branch. Also, using the results obtained from it can be very useful, so this research is in the category of applied research in terms of its purpose. In this research, the Lavshe method was used to check the content validity of the questionnaire; Lavshe invented a widely used method to measure content validity. In this research, descriptive and inferential statistics have been used to investigate the research questions in the society. After examining each of the influential factors, all the research hypotheses have been verified and the results have been detailed at the end of the research.

In the current competitive world, the concept and practice of marketing needs to be reviewed and the traditional techniques need to be revised. Therefore, intelligent emotional marketing is about how to arouse the emotions of the audience to increase their desire to buy a service or product. The restaurant industry is also one of the components of the economy of any country in the market-based economy and is not excluded from the application of modern marketing concepts. Currently, it must be acknowledged that the restaurant industry in Iran is not in a worthy position, and one of the reasons for this problem is the lack of attention to appropriate and up-to-date marketing models. Therefore, this research sought to design a model in emotional marketing in the restaurant industry, and in this way, it used the grounded theory research method. In this way, the interviews conducted with 22 selected restaurant managers of Kish Island were analyzed with atlas.ti software and the research model was extracted. Based on the identified components according to the model extracted from the qualitative analysis of the interviews, the necessary questionnaire was designed. Then, this questionnaire was distributed among 384 customers of the mentioned restaurants, and finally, the fit of the model was evaluated using the structural equation modeling method. SPSS and Smartpls version 2 software were used for quantitative data analysis. The results of the structural analysis have shown the appropriate fit of the model.

Perceived deception is one of the topics of interest in marketing. Although there is a significant background in this field, especially in the field of advertising, its connection with pricing has not been considered. In order to fill this research gap, the present study provides a conceptual model that examines the effect of price discounts on perceived deception and subsequent variables. The statistical population of this study is the buyers of hedonic and utilitarian goods, aged 18 and over in Tehran who have bought at least one product online or offline in the last 6 months. Using the convenience sampling method, 608 samples were obtained through the online questionnaire collection tool. This research was designed and implemented in the form of 6 scenarios, combining 3 price discounts (Regular, Tensile, and Gambling) and 2 types of Hedonic and Utilitarian products (instant coffee and refrigerator). The results of analyzing the collected data using structural equation modeling in Smart PLS software show that price discounts have an effect on perceived deception, and this effect is greater on uncertain discounts (Tensile and Gambling) than on regular discounts. Although the mediating effect of price consciousness on this relationship is not confirmed, the effect of perceived deception on dissatisfaction and perceived risk, as well as the effect of these three mediating variables on the two final dependent structures of purchase intention and loyalty, is confirmed.

Price, considered an essential part of marketing strategy, is an informational sign of fairness, the seller's ethical tendencies, and fair pricing policies. Price deception, the use of misleading pricing tactics, can be perceived by consumers through specific pricing tactics, even if the marketer does not intend to. Therefore, it is important for marketers to know when people consider pricing policies unfair and deceptive. Although perceived deception in advertising has been investigated before, it has not been seriously considered in association with pricing. In this study, by presenting a conceptual model, we examine the effect of price discounts, one of the important components of sales promotions, on perceived deception and its subsequent structures. Based on the dependence of positive and negative perceptions about discounts on the goods type, we survey the model in hedonic and utilitarian product scenarios. Since running discount promotional campaigns can be expensive and risks included, the results of this research can facilitate the decision-making path for marketing managers and business owners in this field and guarantee the efficiency and effectiveness of their marketing communications with their target market.

This applied study collected data with a quantitative survey strategy using questionnaires. The statistical population of this research comprised the buyers of hedonic and utilitarian goods aged 18 and above in Tehran who had bought at least one product online or offline in the last 6 months. Using the convenience sampling method, 608 samples were obtained through the online questionnaire collection tool. In the research plan implementation, 6 scenarios, combining 3 price discounts (Regular, Tensile, and Gambling) and 2 types of hedonic and utilitarian products (Instant Coffee and Refrigerator), were designed in which respondents were asked to answer questions after displaying an advertising banner (related to the desired product and discount). After confirming the validity and reliability of the collected data in SPSS software, due to the non-normal distribution of data, research hypotheses were surveyed using the principles of structural equation modeling (SEM) in Smart PLS software.

The results of the data analysis show that the effects of price discounts and three sub-types of Regular, Tensile, and Gambling discounts on perceived deception are confirmed. Also, based on the examination of the beta coefficients, the intensity of this effect is greater in non-deterministic (Tensile and Gambling) discounts than regular discounts and also is more intensified in utilitarian goods scenarios. These results correspond in 6 scenarios designed separately and also in their combination regardless of the product type. Although the moderating effect of price consciousness on the relationship between price discounts and perceived deception is not confirmed, the effect of perceived deception on perceived risk and dissatisfaction, as well as the effect of these three mediating roles on purchase intention and loyalty, are confirmed. It is worth mentioning that the quality of the measurement, structural and general SEM models of this research have been evaluated as qualified by the statistical indicators.

Based on the results of the present study which confirm the pricing perceived deception negative effects, marketers and enterprise owners are suggested to execute sufficient market research on their target community’s perceptions of these strategies, before deciding on their pricing policies and using promotional tactics such as price discounts. Comparing the effect intensity of 3 price discounts on perceived deception in different scenarios, it is suggested to use less non-deterministic discounts, especially in utilitarian goods promotions whose buyers have high price sensitivity. Also, applying measures to respond to buyers’ perceptions of price deception (for example, with client services, fair return policies, etc.) can control the harmful effects of perceived deception. To manage the effects on purchase intention and loyalty, clarifying pricing promotion policies, as well as using tools affecting post-purchase behaviors, is recommended. A comprehensive investigation of perceived deception in other aspects of pricing and in combination with other marketing fields can provide important research backgrounds for future research attempts and influence the effectiveness of business owners' marketing efforts.