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Hazari, S. (2024). Applying Expectation-Confirmation Theory to Examine User Engagement and Loyalty toward Facebook. International Journal of Electronic Marketing and Retailing, 15, 54-72.

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• 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.