UNDERSTANDING THE DIGITAL GENERATION: AN ANALYSIS OF THE DETERMINANTS INFLUENCING THE CUSTOMER SATISFACTION IN MOBILE RETAILING

Abstract

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 survey questionnaire and conducting unstructured interviews on digital platforms as the primary data gathering techniques. Results showed that 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 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.