Factors that influence Gen Y loyalty towards mobile internet service provider (MISP) in parliament Sungai Petani, Kedah / Muhd Syafiq Rusnan

Gen Y, which also known as Millennials Generation, Net Generation, digital natives and Connected Generation, are individuals which their aged ranging from 18 to 34 years (Bruwer, Saliba, & Miller, 2011; Nielsen, 2012; Nusair, Bilgihan, & Okumus., 2013). Gen Y have grown up with heavy exposure to mobile technology and the Internet, they have been widely recognised as early adopters of new connected devices, extensive users of the Internet, as well as substantial users of mobile services (Kumar & Lim, 2008). Being the first generation to grow up with technology and the
Internet, Gen Yers are highly sociable, Tee literate, and media or tech savvy (Bilgihan, 2016). As a result of their exposure to rapidly changing technologies like the Internet and mobile devices, Gen Yers have adopted technology as part of their lifestyle and it represents their "third hand and second brain" (Palmer, 2009). Because of their confidence in using new technologies (Kandampully & Zhang, 2015), Gen Yers are often early adopters and heavy users of the latest mobile technologies (Kumar & Lim, 2008; Spaid & Flint, 2014 ). In Malaysia, approximately 55.6 % of the Internet users are Generation Y (Malaysia Communications and Multimedia Commission, 2013). Given this, it is not surprising that Gen Y are the generation with the highest level of mobile Internet penetration, at 74% in the first quarter of 2014 (Statista, 2016).