Abstract: This paper presents an empirical investigation to study the impact of brand value, service quality, customer trust and internet knowledge on customer retention. The study adoptes a questionnaire originally developed by Jurisic and Azevedo (2011) [Jurisic, B., & Azevedo, A. (2011). Building customer–brand relationships in the mobile communications market: The role of brand tribalism and brand reputation. Journal of Brand Management, 18(4), 349-366.] and distributes it among some people who purchased LED television from a well-known Korean manufacturer in city of Tehran, Iran. Using structural equation modeling, the study has determined positive effects of brand value (B = 0.377, Sig. = 0.0001), service quality (B = 0.204, Sig. = 0.0001) and internet knowledge (B = 0.280, Sig. = 0.0001). However, the study does not find any statistical evidence to confirm the effects of customer trust on customer retention.

How to cite this paper

Refrences