The current study aimed to study the relationship between brand heritage and customer retention, while also examining the mediating role of perceived value in this relationship. This study was applied to smartphone customers in the Egyptian market. The study relied on a comparative design between two groups of smartphone users. Data was collected through a questionnaire designed for this purpose. The sample included 600 respondents, distributed equally between the two customer categories under study (300 respondents for each group).The data were analyzed using a set of statistical methods, such as confirmatory factor analysis, path analysis, and T-test. The results revealed that brand heritage has a direct and positive impact on both perceived value and customer retention, and that perceived value plays a statistically significant partial mediating role between brand heritage and customer retention.