This study aims to investigate the impact of marketing deception dimensions (deception in product, deceptive price, deceptive promotion and deception in distribution) on customers' loyalty in a sample of quick service restaurants in Cairo and Alexandria.
To achieve this aim, a questionnaire form was developed and distributed to a random sample of customers. A total of 300 forms were distributed, only 242 forms were valid for statistical analysis. The results of the field study concluded that there was a significant impact of marketing deception dimensions on customers' loyalty. Moreover, there was a significant difference between the investigated respondents towards all of marketing deception dimensions (except deception in price). In contrast, there was no significant gender-relates difference among the investigated respondents regarding the marketing deception dimensions refers to age and level of education