Factors affecting online customer satisfaction among generation Y and Z

Over the past 20 years back, the Internet has been widely used in varies sector of life. Along with the growth of Internet, online shopping become an alternative way for people to purchase goods with no national border barriers. Based on Global Web Index, more than 26 million Malaysians use the Internet today and 80% of users between the ages of 16 and 64 are already shopping online. In a survey from Statista’s Digital Market Outlook shows that Malaysians spent more than US$6 billion in 2018. Customer satisfaction refers to how happy customers are with the goods, services and capabilities offered by particular company. This research was conducted to carry out a study entitled “Factors affecting online customer satisfaction among generation Y and Z”. This study aims to examine how the relationships between independent variables (website design, security perception, customer service, product information quality and purchasing process convenience) can affect online customer satisfaction. By using simple random sampling, data was obtained from primary data by using questionnaire. Questionnaires were distributed among Malaysian citizens and all data collected were analyzed by using Statically Package for Social Science (SPSS).