The Effect of Marketing Deception on Building the Consumer's Mental Image in the Private Services Market in the Kingdom of Saudi Arabia

Abstract

The study's topic is "The Effect of Marketing Deception on Consumer Mental Image Building in the Private Services Market in the Kingdom of Saudi Arabia". The study's problem is the spread of fraud and marketing deception in public trade issues, as well as the growth of this phenomenon in the Saudi private services market, which threatens the spread of a well-established culture of deception. Marketing in the service sector, which leads many people to believe that success is dependent on these practices. The study found the following results: the presence of marketing deception in its various dimensions in Saudi private service companies and its negative impact on customers, as well as the reflection of this deception and its impact on the negative mental image formed by customers, and companies practiced all types of marketing deception at a very high level. The study also presented a set of recommendations, the most important of which was to make increased attempts to decrease. What is prohibited are the current practices of companies, and then work to educate people about those sales that Islam has prohibited, which will contribute to mitigating or eliminating forms of marketing deception when adhering to the teachings of Islamic Sharia, which forbids all forms of deception and fraud.