The purpose of this paper is to examine the effects of customer satisfaction, complaint handling and shared value on trust and test the effects of trust on customer loyalty, commitment and repurchase intention. To achieve this objective, data were collected through survey using a structured questionnaire administered to the general public. The only condition for the inclusion of respondents was that they must have purchased an apple mobile phone before. The survey was posted on a website in Iran from June to August, 2011. A total of 538 usable responses were collected. Conﬁrmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modeling technique was used to test the research model. The results confirm that trust most influenced by customer satisfaction (47%), complaint handling (30%) and shared value (22%). Besides, ﬁndings imply that the most impacts of trust are on customer loyalty (51%), commitment (38%) and repurchase intention (29%). Future researchers attempting to replicate and extend these ﬁndings may wish to collaborate with companies marketing products and services and track customers’ actual behaviors. This would be an excellent way to validate the current model relationships, particularly that involving customer loyalty, trust, repurchase intentions and customer satisfaction.
Key words: Customer satisfaction, complaint handling, shared value, trust, customer loyalty, commitment, repurchase intention.
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