A Study on the Relationship Between Perceived Value and Customer Satisfaction, and the Role of Difference in Product Involvement Levels

: In the study, it was investigated whether there was any difference based on the determination of the effect of the product involvement level on the relationship between perceived value and customer satisfaction. Thepopulation of the study consists of the graduate students of Istanbul Beykent University. Six hundred and four students were reached via the convenience sampling method, and the data were collected through questionnaires. Acid-free beverages (fruit juice) were selected as the product with a low involvement level, and mobile phones were selected as the product with a high involvement level. The results of the study indicate that brand loyalty is affected by customer satisfaction.Moreover, brand attitudes have an indirect effect on it