Impact of Online/Internet Marketing on Computer Industry in Malaysia in Enhancing Consumer Experience

Abstract

The internet is a medium that is soaring in polarity in almost every facet of the world and is used for a myriad of reasons by individuals, governments, universities and businesses. As far as businesses are concerned, the internet has been subject to a variety of experimentations that seek to determine the viability of using the internet to improve business practices in various industries especially in computer industry in Malaysia. One particular aspect of business is that the internet marketing has a great impact on computer industry in Malaysia. The purpose of this research is to investigate the effects of product value, E-service quality, effective cost, customer service, product customization, usability and site design on customer satisfaction and loyalty in online marketing. Data were gathered from 104 respondents who are the literate Malaysian and the foreigners in Malaysia that are able to read and write and hence capable of using internet and its facilities. The results showed that there is a significant correlation between product value, E-service quality, effective cost, customer service, product customization, usability and site design and customer satisfaction. The results also revealed that there is a significant correlation between loyalty in online marketing and customer satisfaction.

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