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 centers in Malaysia. The study used a quantitative method was completed using SERVQUAL model. questionnaire answered by 311 respondents. It discovered that loyalty determined customers’ perception of provided terms technical service. found strong correlation image, which includes two elements such as there is significant image. Customer affected 87%. highlights intangible dimensions relations