| Summary: | Customer loyalty is the performance index that is being inspired by many companies to ensure their businesses are profitable, sustainable competitive, expandable, and practical in the current era. On a similar note, customer satisfaction plays a big role as indicators to connect the customer to a company in which expressed their experiences and values owning a brand new car from a company. Derived from customer satisfaction leads to customer loyalty which is a customer is likely loyal to a brand and inspired to buy a new car from the same brand. Competitive advantages are the key factors that contribute to customer satisfaction and customer loyalty. One of the challenges is related to market uniqueness in which a company required special strategies to offer a product that suits the demographic of the customer which will have a significant impact on the competitive advantages for a company. The research is to examine the correlation of competitive advantages towards customer loyalty specifically in Malaysian automotive industries. This correlation study will utilize quantitative methodology and the data will be analyzed and interpreted through IBM SPSS. As a note to research scholars and future research undertaking, this research can be used as guidance to other automotive brands either national or non-national segments. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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