Investigating the effect of mixed market factors (product, price, after-sales service, location) to retain the customer by considering the mediating role of perceived customer value (Case study: Digistyle clothing online store)

Various factors affect the achievement of competitive advantage, the most important of which are marketing and marketing mix elements. Accordingly, the present study aims to investigate the role of marketing mix factors (product, price, place and post-sales service). This research is applied in terms of purpose and in terms of data collection - correlation from the field branch. The statistical population consists of customers of Digistyle clothing online store, which using multivariate regression analysis, the sample size was estimated to be 120 people. Available sampling method and a questionnaire was used to collect data. In statistical analysis, the structural equation modeling approach and SMART PLS and SPSS software have been used. Based on the results obtained from the combined marketing factors, product, price and post-sales service factors have a positive and significant effect on retaining customers of Digistyle online clothing store. But the location factor does not have a positive and significant effect on retaining the customers of Digistyle online clothing store. Also, the perceived value of the customer has a positive and significant effect on customer retention in the DJ Style online store. the product, price and post-sales service have a significant effect on the perceived value of the customer through the mediator variable of the perceived value of the customer in the DJ Style online store. But location does not have a significant effect on the perceived value of the customer through the mediator variable of the perceived value of the customer in the DJ Style online store.