Investigating the effect of marketing mix factors (product, price, after-sales service, location) on customer retention by considering the mediating role of perceived customer value(Case study: customers of 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, location and after-sales service). This research is descriptive-correlational from the field branch in terms of applied purpose and in terms of data collection method. 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 mixed marketing factors, product, price and after-sales 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 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. Product, price and after-sales service have a significant effect on the customer's perceived value through the mediator value of the customer's perceived value in the DJ Style online store, but location has no significant effect on the customer's perceived value through the mediator value of the customer's perceived value in the DJ Style online store