The purpose of this paper is to examine the effects of customer satisfaction, complaint handling and
shared value on trust and test the effects of trust on customer loyalty, commitment and repurchase
intention. To achieve this objective, data were collected through survey using a structured
questionnaire administered to the general public. The only condition for the inclusion of respondents
was that they must have purchased an apple mobile phone before. The survey was posted on a website
in Iran from June to August, 2011. A total of 538 usable responses were collected. Confirmatory factor
analysis was conducted to examine the reliability and validity of the measurement model, and the
structural equation modeling technique was used to test the research model. The results confirm that
trust most influenced by customer satisfaction (47%), complaint handling (30%) and shared value
(22%). Besides, findings imply that the most impacts of trust are on customer loyalty (51%),
commitment (38%) and repurchase intention (29%). Future researchers attempting to replicate and
extend these findings may wish to collaborate with companies marketing products and services and
track customers’ actual behaviors. This would be an excellent way to validate the current model
relationships, particularly that involving customer loyalty, trust, repurchase intentions and customer
satisfaction.