This study investigates the influence of customer experience on brand loyalty through perceived value. Data collection was conducted via online platforms through self-administered questionnaire. A total of 252 Apple and 265 Samsung brand respondents were subsequently used for data analysis. Partial least square structural equation modelling was used to analyse the data. The results revealed that perceived value was determined by sense experience and relate experience for Apple users while perceived value was determined by feel experience, act experience and relate experience for Samsung users. Perceived value was the predictor of brand loyalty for both Apple and Samsung users. This study contributes to the literature of customer loyalty by confirming the impact of five customer experience dimensions on the perceived value. Further suggestions and recommendations were made regarding critical customer experience that contributed to perceived value and subsequently to brand loyalty.