E-lifestyle, customer satisfaction and loyalty among the generation Y mobile users

Technology advancement is gaining a great deal of attention among young individual. Technology has significantly impacted and changed the context and the way young people live in recent years particularly in developing countries across Asian regions. Telecommunication companies have noticed the importance of e-lifestyle factors which largely will influence on their identity. This research determines the impact of e-lifestyle on customer satisfaction and loyalty from mobile consumer users in emerging county. The data collected using the survey form among 197 respondents from Generation Y that aged between 18 to 37 years old. The data was analyzed using Smart-PLS and the results show that two predictors under the e-lifestyle which are e-activities and e-opinion influence consumers' satisfaction that is strongly affect consumer loyalty for four main service providers in Malaysia