TITLE:
Post-Sales Service Quality and Brand Image as Predictors of Customer Loyalty in Malaysia’s Automotive Sector
AUTHORS:
Wan Afezah Wan Abdul Rahman, Zainil Hanim Saidin
KEYWORDS:
Customer Loyalty, Service Quality, Brand Image, Post-Sales Service, Automotive, Malaysia
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.8,
August
14,
2025
ABSTRACT: This study examines the interaction between post-sales service quality and brand image in shaping customer loyalty within Malaysia’s national automotive sector. Grounded in SERVQUAL, Expectation-Confirmation Theory, and the Customer-Based Brand Equity (CBBE) framework, we examine an integrated model highlighting the mediating role of brand image between technical and interpersonal service quality and customer loyalty. Based on a survey of 311 customers from Proton and Perodua service centres, findings reveal brand image as a significant mediator, emphasizing its strategic role in sustaining customer relationships in emerging markets. The study contributes a contextualized loyalty framework applicable to high-involvement, post-purchase service settings in developing economies, offering theoretical and managerial insights for brand resilience and competitive differentiation.