E-lifestyle, Customer Satisfaction, and Loyalty among the Generation Y Mobile Users

Abstract

Technology advancement is gaining a great deal of attention among young individuals. Technology has significantly impacted and changed the context and the way young people live in recent years, particularly in developing countries across Southeast Asia. Indeed, telecommunication companies have noticed the importance of e-lifestyle factors which largely contribute to their identity. This research is aimed to examine the impact of e-lifestyle on customer satisfaction and loyalty from mobile consumers in the emerging countries. The data were collected using a survey among 197 respondents from Generation Y that aged between 18 and 37 years old. The data were analyzed using SmartPLS and the results show that the second-order construct of e-lifestyle has significant effect on customer satisfaction and loyalty. The future implications and conclusion are discussed.