The Moderating Role of Perceived Risk on the Relationship between Marketing Deception and Customer Image

Abstract

The increasing Concern of the customer image and its importance to the companies due to the value that it performs in the formation opinions and making the real impressions to words it and creation the positive behavior of the individuals to words the company ’ so the good image became a target for most companies that are seeking success. This study aimed to specify the relationship between the marketing deception and the customer image through the perceived Risk as Moderating variable in the Sudanese telecommunications company. the descriptive methodology was used to collect the primary data by using a questionnaire of non-probability convince sample that was distributed to (385) students of the Sudanese universities (345) of these questionnaires sample were recovered with a response Rate that hit (89%). Thedata was processed statistically through statistical analyses program (SPSS&AMOS) the result showed that negative Relationship between the marketing deception and the customer image and they also showed that the perceived Risk Moderating the Relationship between the marketing deception and customer image . So it’s must to use a clean and Ethical marketing strategy by the telecommunications company to limit the Risk of using the customer Telecommunication services. The study also recommended conducting future research to fill the gaps and apply the study to other sectors.