Technology is viewed as a vital catalyst for reorganizing commercial activities and corporate development plans in today’s business world. In order to understand the digital generation, this study aimed to examine the determinants influencing customer satisfaction in m-retailing. This study used a descriptive research method utilizing a survey questionnaire and conducting unstructured interviews on digital platforms as the primary data gathering techniques. Results showed that the majority of the online customers who responded to this study were young female students with an average annual family income ranging from 40,000 to 59,999 pesos. They had smartphones, spent 15 to 29 hours each week online on average, and preferred Shopee as a mobile retail application. It was determined that the online customers were very satisfied with the application design and payment method available in the m-retailing applications. However, satisfaction levels were slightly lower in terms of security, information quality, e-service quality, product quality, product variety and delivery service. Furthermore, product quality was the core of most of the issues they experienced. It was also discovered that their level of satisfaction was strongly linked to the amount of time they spent on their mobile devices. Unfortunately, product quality issues had surfaced. As a result, a digital marketing plan was developed for the business organizations.
Understanding The Digital Generation: An Analysis Of The Determinants Influencing The Customer Satisfaction In Mobile Retailing
Journal Title: Asian Journal of Multidisciplinary Research & Review
Author(s): Clarizza De Leon & Edgelly Vitug
Published On: 30/06/2022
First Page: 87
Last Page: 114
Publisher: The Law Brigade Publisher
Cite this Article
Clarizza De Leon & Edgelly Vitug, Understanding The Digital Generation: An Analysis Of The Determinants Influencing The Customer Satisfaction In Mobile Retailing, Volume 3 Issue 3, Asian Journal of Multidisciplinary Research & Review, 87-114, Published on 30/06/2022, Available at https://ajmrr.thelawbrigade.com/article/understanding-the-digital-generation-an-analysis-of-the-determinants-influencing-the-customer-satisfaction-in-mobile-retailing/
Share this research
Copyright © 2023
Clarizza De Leon & Edgelly Vitug
Ownership and Licensing:
Authors of this research paper submitted to the Journal of Science & Technology retain the copyright of their work while granting the journal certain rights. Authors maintain ownership of the copyright and have granted the journal a right of first publication. Simultaneously, authors agreed to license their research papers under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) License.
Under the CC BY-NC-SA 4.0 License, others are permitted to share and adapt the work, as long as proper attribution is given to the authors and acknowledgement is made of the initial publication in the Journal of Science & Technology. This license allows for the broad dissemination and utilization of research papers.
Additional Distribution Arrangements:
Authors are free to enter into separate contractual arrangements for the non-exclusive distribution of the journal’s published version of the work. This may include posting the work to institutional repositories, publishing it in journals or books, or other forms of dissemination. In such cases, authors are requested to acknowledge the initial publication of the work in the Journal of Science & Technology.
Authors are encouraged to share their work online, including in institutional repositories, disciplinary repositories, or on their personal websites. This permission applies both prior to and during the submission process to the Journal of Science & Technology. Online sharing enhances the visibility and accessibility of the research papers.
Responsibility and Liability:
Authors are responsible for ensuring that their research papers do not infringe upon the copyright, privacy, or other rights of any third party. The Journal of Science & Technology and The Science Brigade Publishers disclaim any liability or responsibility for any copyright infringement or violation of third-party rights in the research papers.