Technology Services Perception and Behavioral biases of Promotion in Consumer paradox towards Generation Z: Evidence from Emerging Market

Abstract

This study examines the impact of perceived deception on "satisfaction, loyalty, and trust." and mediating effect of trust and satisfaction on customer loyalty. The multi-mediating impact of "perceived deception and customer satisfaction" on corporate image and customer loyalty was measured. The study has focused on Z-Generation of the emerging market. The valid sample size for the study was 385. We have used earlier established scales and measures for this research. We found that perceived deception stimulates negative loyalty, customer trust, and customer satisfaction. Customer trust mediates perceived deception and loyalty. Customer satisfaction mediates perceived deception and loyalty. Corporate image moderates the relationship between perceived deception and trust. Perceived deception and customer trust have a multi-mediating effect on corporate image and customer loyalty. The study was limited to the emerging market. Deceptive adverting is unethical and harms consumers, including "financial loss psychological and social distrust." Regulations related to deceptive adverting, especially in developing countries, are not well structured and defined. Moreover, due to low literacy rates, consumers in developing countries are more susceptible to misleading advertising. Thus, many advertisers in developing states take advantage of these aspects and for attracting customers. This study has developed a new model with five direct relationships, one moderating relationship, two mediating relationships, and one multi-mediating relationship.