An Analytical Study of the Satisfaction of Generation Y towards Internet BankingServices in Klang Valley, Malaysia

Abstract

The study endeavors to understand the satisfaction of Gen Y – as group of those born between 1977 and 1995 – towards internet banking and explores the extent to which it influences factors that affect the intention to use internet banking. It identifies and illustrates E-quality services (independent variables) and examines whether there is any significant difference as regards Gen Y’s gender, education background, occupation and frequency of usage on internet banking services. The study evinces that Gender, education background and monthly income in case of Gen Y (age group: 20 to 35) have no significant difference as regards theoretical framework and customer satisfaction. Further examination of the multiple regression analysis revealed that perceived usefulness has a big influence factor towards customer satisfaction. Banks need to stress out the benefits of internet banking, make internet banking easy to use, and enhance internet security to improve consumers’ trust.