author(s)
Saad Ajaj Khalaf

abstract
The study explores the role of service quality dimensions (reliability, care, trust, tangibility, and responsiveness) in reducing marketing deception in various forms, including (product, price, promotion, and distribution), which customers face from deceptive practices. The research field comprises stores in the Kirkuk Governorate, and the study population consists of customers who frequent these stores. (150) questionnaires were distributed, with (116) valid responses retrieved for analysis, yielding a response rate of (77.3%). The research employed a five-point Likert scale for the sample, and the study was conducted using both SPSS (Version 22) and AMOS (Version 20) to assess the data collected via the survey. Hypotheses were tested to determine the correlation and impact between service quality and marketing deception.