The effect of smartphone brand towards customer loyalty in Kelantan

Smartphone usage nowadays has been getting places among Malaysian especially youngster. The objective of this study was to know the effect of smartphones brands towards customer loyalty. To achieve this objective, one theoretical framework had been developed using the theoretical framework from past study as basic theory. A total of 384 questionnaires had been distributed at Kota Bharu justified by using the sample size table from Krejcie and Morgan (1970) as reference. The analysis for the data of this study was done by using Statistical Package for Social Science (SPSS) version 22 software. The results showed that, four hypotheses posited were accepted. All the variables had a significant relationship with the customer loyalty towards smartphone brands. Lastly, the study also discussed about limitation and suggestion for future study that related with smartphone brand.