Generation Y's Brand Loyalty for Smartphone in Malaysia

N. H. Marmaya, N. A. Razak, N. E. Alias, R. A. Karim, J. R. Saari, H. Borhan, W. L. Koe, S. M. Salim
2019 International Journal of Academic Research in Business and Social Sciences  
The study is conducted to investigate factors that influenced Malaysia's Generation Y' brand loyalty for smartphone Malaysia. A quantitative method was adopted in this study and responses were obtained from 152 Generation Y in Malaysia. Using SPSS 20, the results showed that a significant relationship between brand image, trust and customer satisfaction towards smartphone brand loyalty among Generation Y, while promotion did not play a significant role to Smartphone brand loyalty among
more » ... alty among Generation Y in Malaysia. This study adopts a cross-sectional research design and examines the opinions of consumers at only one point in time. Future research should attempt to reach larger groups of respondents to validate the theoretical linkage tested in the present study. Secondly, this results in a relatively small size (152), compared with the population size. This also might affect the representative of the outcomes. There are several more suggestions to further extend the current model. First, the research model can be tested in different group of customer and investigates if people with different background may assess different brand loyalty to buy Smartphone in different ways. Longitudinal research design should be done for a better result. The results of this study provide several important theoretical and practical implications for Smartphone brand management.
doi:10.6007/ijarbss/v9-i10/6460 fatcat:whfpr775rbdqhdg2ipmujjzhum