Key Determinants of Smart Phone Brand Loyalty

Yuen Yee Yen*, Wan Fahmy Wan Rasdi, Devinaga A. P. Rasiah and Suganthi A. P Ramasamy
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Yuen Yee Yen*: Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, Malaysia
Wan Fahmy Wan Rasdi: Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, Malaysia
Devinaga A. P. Rasiah: Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, Malaysia
Suganthi A. P Ramasamy: Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, Malaysia

The Journal of Social Sciences Research, 2018, 724-733 Special Issue: 2

Abstract: Brand loyalty is one of the main facet to the triumph or downfall for smart phone organization. Consumer behavior have changed over the years due to the technological advancements of smart phone. There is a high competition between the brands of the smart phone manufacturers, so it is necessary to develop customer trust in order to increase brand loyalty. This research is an exploratory study of factors influencing smart phone brand loyalty of Generation Y in Malacca. This research studies the effect of different independent variables (brand image, perceived brand quality, brand experience, customer satisfaction and switching cost) that determines brand loyalty. A survey questionnaire is used as the primary data collection method, using the Likert scale measurement, and the sample size is 250. This study concludes that customer satisfaction and switching cost are significant factors that influence smart phone brand loyalty of Generation Y in Malacca.

Keywords: Smart phone; Generation Y; Brand loyalty; Perceived quality; Brand image; Brand switching cost; Customer satisfaction; Malacca. (search for similar items in EconPapers)
Date: 2018
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