The Influences of Customer Expectation, Perceived Quality, and Perceived Value on Customer Satisfaction a Case Study for Huawei Company in Kuala Lumpur, Malaysia

In today’s competitive smartphone market, customer satisfaction is a critical determinant of brand success, especially in emerging markets like Malaysia. This study investigates the influence of customer expectation, perceived quality, and perceived value on customer satisfaction with Huawei products in Kuala Lumpur. Drawing upon Expectancy-Disconfirmation Theory, Perceived Quality Theory, and Value-Based Theory, the research employs a quantitative approach using structured questionnaires distributed to 200 Huawei users. Data were analyzed through statistical methods to examine the relationships among the variables. The results indicated that customer expectations, perceived quality, and perceived value each had a significant and positive impact on customer satisfaction. Specifically, price fairness, product durability, and service reliability are key drivers of satisfaction among Malaysian consumers. The study offers theoretical contributions by contextualizing these constructs in the Malaysian smartphone sector and provides practical recommendations for Huawei and similar bands to enhance customer loyalty through innovation, value-based pricing, and improved after-sales service. The findings underscore the importance of aligning product strategies with local consumer expectations in order to achieve long-term competitive advantage.