The Determination of Customer Loyalty Factors on Electrical Home Appliances Brands Choices in Sarawak

Customer loyalty is about appealing to the right people, getting them to buy often and in larger quantities. Although many studies on loyalty have been done (Bambang et al., 2023; Huang, 2009), however, studies on determining the factors affecting the customer loyalty still needs further attention. 1971 respondents were selected for the purpose of this study. The respondents were selected from several major cities in Sarawak. This study identified that there are eight important elements generally affecting customer loyalty on electrical home appliances brands choices. Using factor analysis, the components are grouped into factors given; country of origin (COO), brand equity (BE), satisfaction (SAT), affect, resistance to change (RTC), value, trust, and corporate reputation (CR). The findings also suggested that Malaysian have low ethnocentric tendencies and does not stress on cultural differences. In rank order, it was found that the most important factor contributing to customers’ loyalty are SAT followed by CR, COO, BE, trust, RTC, value and affect factors respectively.