Key Determinants of Smart Phone Brand Loyalty

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.