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