Linking Product Attributes and Customer Value: The Mediating Role of Customer Trust

In industries like telecom, where the business environment is turbulent, marketers continuously face the challenging task of creating above-average customer value to attract and retain customers. Addressing this challenge, the current study proposes a model to create customer value by leveraging product attributes and customer trust. The study empirically examines the mediating role of customer trust in the relationship between product attributes and customer value and provides empirical evidence for the proposed model. It also substantiates that product attributes and customer trust create customer value, and also proves the mediating role of customer trust.