Abstract
Brand loyalty is one of the main facet to the triumph or downfall for smart phone organization. Consumer behavior have changed over the years due to the technological advancements of smart phone. There is a high competition between the brands of the smart phone manufacturers, so it is necessary to develop customer trust in order to increase brand loyalty. This research is an exploratory study of factors influencing smart phone brand loyalty of Generation Y in Malacca. This research studies the effect of different independent variables (brand image, perceived brand quality, brand experience, customer satisfaction and switching cost) that determines brand loyalty. A survey questionnaire is used as the primary data collection method, using the Likert scale measurement, and the sample size is 250. This study concludes that customer satisfaction and switching cost are significant factors that influence smart phone brand loyalty of Generation Y in Malacca.
Highlights
Corporate Social Responsibility (CSR) has been receiving increasing attention since its inception in the 1950s
perceived roles of ethics and social responsibility (PRESOR) is the first-order component which is considered as single layer of constructs while Internal CSR and Employee Engagement are regarded as hierarchical component models (HCMs)
H4 hypothesises that Internal CSR mediates the relationship between PRESOR and Employee Engagement
Summary
Corporate Social Responsibility (CSR) has been receiving increasing attention since its inception in the 1950s. The process of education involves learning that focus on the values, attitudes, and behaviours which enable individuals to learn to live together in a world characterised by diversity and pluralism. This indicates that education and academicians have a novel role to play in shaping and changing the future generation as well as the society. The research paper undertakes to study the indirect effect of Internal CSR practices between PRESOR and Employee Engagement in the education context. The findings of this research would add values to the body of knowledge in the context of the role of ethics and social responsibility together with Internal CSR practices among academicians in the education setting. This research paper is organised into seven sections with the first section purveying the background of the study, followed by the literature review, research framework, research methodology, data analysis, findings, and discussions; and end with limitations and future research
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