Factors Affecting the Customers Preservation in Mobile Services

The goal of this research is to study the costs of change, services quality, customer value and satisfaction affecting the preservation of customers and so to evaluate the intermediary role of customer satisfaction. The sample contains 384 students of Ahvaz Shahid Chamran University selected randomly. The data are collected by a questionnaire structured and confirmed by Cronbach Alpha Criterion (=). The data collected will be analyzed through Structural Equities Analysis approach by using AMOS software. The results of analysis indicate that the model proposed is valuable and the intermediary role of customer satisfaction is confirmed. The customer value and satisfaction affects on the preservation of the customers significantly, but the quality of services and the costs of change have no effect on the retaining the customers.