Customer Loyalty: The Effect of Service Quality and Brand Image in Malaysias Automotive Industry

This paper aims to examine the relationship between customer loyalty, service quality and brand image after sales at national automotive service centers in Malaysia. The study used a quantitative method and was completed using a SERVQUAL model. The questionnaire was answered by 311 respondents. It was discovered that brand image and customer loyalty was determined by the customers’ perception of the service quality provided by the automotive service centers in terms of technical quality and customer service. The study found a strong correlation between customer loyalty, brand image, and the service quality which includes two elements such as technical quality and customer service. It was discovered that there is a significant relationship between customer loyalty, service quality and brand image. Customer loyalty was affected by service quality and brand image at the service centers by 87%. The study highlights the intangible dimensions of customer loyalty in relations between service quality and brand image.