Brand Loyalty and Customer Citizenship Behaviour among Mobile Phone Users

Customers' voluntary behaviors play a vital role in enhancing a company's competitive advantage. This study aims to identify the factors that influence Customer Citizenship Behavior (CCB) among smartphone users. Specifically, the study examines the relationships between brand trust, brand love, brand loyalty, and CCB. The sample comprised students from Universiti Teknologi MARA (UiTM), and data were gathered using an online questionnaire. A total of 294 valid responses were obtained and analyzed using the Statistical Package for the Social Sciences (SPSS). Correlation analyses were conducted to examine the relationships among the study variables. The findings revealed that brand trust and brand love influence brand loyalty. Brand loyalty also is positively associated with CCB. These results provide valuable insights for marketers to foster customers' voluntary supportive behaviors toward their brands, thereby strengthening their competitive advantage in the smartphone industry.

Brand trust, Brand love, Brand loyalty, Customer Citizenship Behavior

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