Factors Influencing Customer Satisfaction and E-Loyalty: Online Shopping Environment among the Young Adults

Abstract

According to Internet World Stats (2012) about 60.7% of the total population in Malaysia uses the Internet and about more than 11 million people out of that number are young adults. From business and marketing perspectives, according to Nelson (2012), satisfied customers tend to share their experiences about a company or business to other people. Thus, this study aims to examine the factors influencing customer satisfaction, and how customer satisfaction subsequently affects e-loyalty towards online shopping among young adults. A convenience sampling of 193 responses were collected throughout the Klang Valley and it took about three months to complete the whole process of data collection and analyses. In addition, questionnaire survey method was used to collect data from the respondents. All the data gained were analysed by various statistical methods in Statistical Package for the Social Science (SPSS). The reliability of the data was verified via reliability analysis. Furthermore, descriptive analysis was used to describe the basic features of the data in the study; and regression analysis was adopted to test the hypothesised relationships among the variables. Findings show that only e-service quality and information quality have effects on customer’s satisfaction. It was also found that customer’s satisfaction does positively impact e-loyalty. On the other hand, the findings reveal that website design and security were insignificant towards customer’s satisfaction. Overall, the findings of this study would help marketers to formulate and implement effective online marketing strategies, as well as in the decision making process.