Vol 21 | Issue 2 | 125-149
Freddy Marilahimbilu Mgiba *
Marketing Division,
School of Business Sciences,
University of the Witwatersrand,
Johannesburg, South Africa.
freddy.mgiba@wits.ac.za
https://orcid.org/0000-0002-4648-3218
Nontsikelelo Ndlazi
Marketing Division,
School of Business Sciences,
University of the Witwatersrand,
Johannesburg, South Africa
1389134@students.wits.ac.za
*Corresponding author
Abstract
Self-service technology-based banking services have altered Generation Z’s perceptions and consumption. However, their online interaction experiences and outcomes are not fully understood. This paper investigated the impact of cognitive and affective experiences on satisfaction, trust, and loyalty intentions among Generation Z customers after using self-service banking technology in South Africa. A conceptual framework was proposed and tested. Smart PLS analysis confirmed all the hypotheses. The results confirmed the impact of cognitive and affective experiences on customers’ satisfaction and trust, and of customer satisfaction and trust on loyalty intentions. The proposed partial mediation roles of customer satisfaction and customer trust were confirmed. The study contributes to the academic debate on customers’ experience and perceptions of self-service banking technology and how these impact loyalty intentions. It broadens the view of industries that use similar technologies.
Keywords: Banking, Cognitive experience, Affective experience, Customer satisfaction, Customer trust, Customer loyalty
References
Afolabi, S. O., Owoade, Y. A., Iyere, E. and Nwobi, T, “2024. Exploring the potential of digital marketing skills development for SMES competitiveness and responsiveness” World Journal of Advanced Research and Reviews, 23(1), 1242-1252.
Al-Dwairi, R., Shehabat, I., Zahrawi, A,, and Hammouri, Q. (2024), Building customer trust, loyalty, and satisfaction: the power of social media in e-commerce environments, International Journal of Data and Network Science, 8(3), 1883-1894
Alhempi, R. R., Junaidi, A., Supeno, B,, and Endri, E. (2024), Effects of leadership and work discipline on employee performance: the mediation role of work motivation, Calitatea, 25(198), 372-380
Alifia, W., Leon, F. M., Purba, Y. E., Chandra, K,, and Nalurita, F. (2024), Determinant factors for m-banking use in generation z. in proceedings of the international conference on entrepreneurship, leadership and business innovation, (ICELBI 2022) (269: 250). Springer Nature
Allied Market Research. (2020), Mobile banking market by transaction and platform: global opportunity analysis and industry forecast: 2019-2026. available at: https://www.reportlinker.com/p05869017/Mobile-Banking-Market-by-Transaction-and-Platform-Global-OpportunityAnalysis-and-Industry-Forecast.html?utm_source5GNW. (accessed 06 September 2024)
Ameen, N., Hosany, S,, and Tarhini, A. (2021), Consumer interaction with cutting-edge technologies: implications for future research, Computers in Human Behavior, 120, 106761
Apostolopoulos, N., Kakouris, A., Liargovas, P., Petropoulos, D,, and Anastasopoulou, E. (2024), Agri-food enterprises and relationship marketing during COVID-19: Primary data research through commitment-trust theory”, Journal of International Food & Agribusiness Marketing, 36(1), 3-22
Ariffin, K., Aziz, R. A., Mohari, S. K. M, and Tahreb, N. S. (2024, “Emotional Intelligence Revisited: The Questions of Level, Affective Factors and Academic Performance among Generation Z in Malaysia”, Asian Journal of University Education, 20(1), 127-137.
Ashiq, R, and Hussain, A. (2024), Exploring the effects of e-service quality and e-trust on consumers’ e-satisfaction and e-loyalty: insights from online shoppers in pakistan, Journal of Electronic Business & Digital Economics, 3(2), 117-141
Asiedu, E., Majeed, M., Charles, A,, and Fatawu, A. (2025), Assessing the influence of self-service technology on wom: the role. advances in information communication technology and computing: Proceedings of AICTC 2024, 2: 2, 83
Aslam, W., de Luna, I. R., Asim, M,, and Farhat, K. (2023), ”Do the preceding self-service technologies influence mobile banking adoption?”, IIM Kozhikode Society & Management Review, 12(1), 50-66
Bahammou Samir, O., Aicha, O., Zohra, T. F., Assia, B, and laria Mohammed, B. (2024), The moderating role of system user competence in the influence of accounting information systems on managerial decision-making: a case study on north african countries, Remittances Review, 9(2), 3920-3931
Bhatnagar, S., Gupta, A., Prashant, G. C., Pandey, P. S., Manerkar, S. G. V., Vanteru, M. K,, and Patibandla, R. L. (2024), Efficient logistics solutions for e-commerce using wireless sensor networks, IEEE Transactions on Consumer Electronics
Bhattacherjee, A. (2008), The formation of online trust, In E-Business Models, Services and Communications: 324-342. IGI Global
Bourdeau, B. L., Cronin, J. J,, and Voorhees, C. M. (2024), Customer loyalty: a refined conceptualization, measurement, and model, Journal of Retailing and Consumer Services, 81, 104020
Brun, I., Rajaobelina, L., Ricard, L., Berthiaume, B,, and Ricard, L. (2017), Impact of customer experience on loyalty: a multichannel examination, The Service Industries Journal, 37(5–6), 317–340
Cankül, D., Kaya, S,, and Kızıltaş, M. Ç. (2024), The effect of gastronomic experience on restaurant image, customer perceived value, customer satisfaction, and customer loyalty, International Journal of Gastronomy and Food Science, 36, 100908
Chen, C. F,, and Girish, V. G. (2023), Investigating the use experience of restaurant service robots: the cognitive–affective–behavioral framework. international journal of hospitality management, 111, 103482Investigating the use experience of restaurant service robots: the cognitive–affective–behavioral framework. International Journal of Hospitality Management, 111, 103482
Chen, Z., Zhang, P,, and Peng, L. (2024), Application of a hybrid genetic algorithm based on the travelling salesman problem in rural tourism route planning. international journal of computing science and mathematics, 19(1), 1-14Application of a hybrid genetic algorithm based on the travelling salesman problem in rural tourism route planning. International Journal of Computing Science and Mathematics, 19(1), 1-14
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S.,, and Wang, L. C. (2024), Reporting reliability, convergent and discriminant validity with structural equation modeling: a review and best-practice recommendations, Asia Pacific Journal of Management, 41(2), 745-783
Chmeis, S. T. J. E, and Zaiter, R. (2024), The impact of e-service quality on e-loyalty through the mediating effects of e-satisfaction and e-trust in lebanon, Journal of Law and Sustainable Development, 12(2), e2770-e2770
Coelho, M. C. C. D, and Imamović, I. (2025), Ai-driven personalization in beauty retail: exploring how ai-based applications influence customer satisfaction and brand loyalty, In Leveraging AI for Effective Digital Relationship Marketing, 131-162
Cotter, K. N., Rodriguez-Boerwinkle, R. M., Silver, S., Hardy, M., Putney, H,, and Pawelski, J. O. (2024), Emotional experiences, well-being, and ill-being during art museum visits: a latent class analysis, Journal of Happiness Studies, 25(1), 24
Duffett, R. G., and Maraule, M. (2024), Customer engagement and intention to purchase attitudes of generation z consumers toward emojis in digital marketing communications, Young Consumers, (ahead-of-print)
El Abed, M., and Castro-Lopez, A. (2024), The impact of ai-powered technologies on aesthetic, cognitive and affective experience dimensions: a connected store experiment, Asia Pacific Journal of Marketing and Logistics, 36(3), 715-735
Elayat, A. M., and Elalfy, R. M. (2025), Using sor theory to examine the impact of ai chatbot quality on gen z’s satisfaction and advocacy within the fast-food sector, Young Consumers
Esposito Vinzi, V., Trinchera, L., Squillacciotti, S,, and Tenenhaus, M. (2008), Rebus‐pls: a response‐based procedure for detecting unit segments in pls path modelling, Applied Stochastic Models in Business and Industry, 24(5), 439-458
Etrata Jr, A. E., Macatual, S. S., Lee, J. M. M,, and Raborar, J. L. O. (2025), Service quality of quick service restaurants as perceived by millennials using the servqual model: the mediating effects of corporate image and customer trust, Review of Integrative Business and Economics Research, 14(1), 498-518
FakhrHosseini, S., Chan, K., Lee, C., Jeon, M., Son, H., Rudnik, J,, and Coughlin, J. (2024), User adoption of intelligent environments: a review of technology adoption models, challenges, and prospects, International Journal of Human–Computer Interaction, 40(4), 986-998
Fan, A., Shin, H. W., Shi, J,, and Wu, L. (2023), Young people share but do so differently: an empirical comparison of peer-to-peer accommodation consumption between millennials and generation z, Cornell Hospitality Quarterly, 64(3), 322-337
Faridi, B. A., Yunanda, R. A., and Rusmanto, T. (2024), Analyzing the factors influencing the use of digital banking services among generation z, In 2024 2nd International Conference on Software Engineering and Information Technology (ICoSEIT) (pp. 47-51). IEEE
Firdausiah, R. A., Sunaryo, S., Sumiati, S.,, and Abidin, N. A. B. Z. (2024), Exploring brand loyalty: revealing the effect of brand experience mediated by brand love and trust among smartphone users in malang city, Jurnal Aplikasi Manajemen, 22(1), 31-45
Gahler, M., Klein, J. F,, and Paul, M. (2023), Customer experience: conceptualization, measurement, and application in omnichannel environments, Journal of Service Research, 26(2), 191-211
Gao, J., Ren, L., Yang, Y., Zhang, D., and Li, L. (2022), The impact of artificial intelligence technology stimuli on smart customer experience and the moderating effect of technology readiness, International Journal of Emerging Markets, 17(4), 1123-1142
Gao, W., Fan, H., Li, W, and Wang, H. (2021), Crafting the customer experience in omnichannel contexts: The role of channel integration,” Journal of Business Research, 126, 12-22
García-Milon, A., Juaneda-Ayensa, E., Olarte-Pascual, C,, and Pelegrín-Borondo, J. (2020), Towards the smart tourism destination: key factors in information source use on the tourist shopping journey, Tourism management perspectives, 36, 100730
Gazi, M. A. I., Masud, A. A., Sobhani, F. A., Islam, M. A., Rita, T., Chaity, N. S.,, and Senathirajah, A. R. B. S. (2025), Exploring the mediating effect of customer satisfaction on the relationships between service quality, efficiency, and reliability and customer retention, loyalty in e-banking performance in emerging markets, Cogent Business & Management, 12(1), 2433707
Ghazali, E., Mutum, D. S,, and Lun, N. K. (2024), Expectations and beyond: the nexus of ai instrumentality and brand credibility in voice assistant retention using extended expectation‐confirmation model, Journal of Consumer Behaviour, 23(2), 655-675
Granić, A. (2024), Technology adoption at individual level: toward an integrated overview, Universal Access in the Information Society, 23(2), 843-858
Gunawardane, G. (2023), Enhancing customer satisfaction and experience in financial services: a survey of recent research in financial services journals, Journal of Financial Services Marketing, 28(2), 255-269
Guo, W, and Luo, Q. (2023), Investigating the impact of intelligent personal assistants on the purchase intentions of generation z consumers: the moderating role of brand credibility, Journal of Retailing and Consumer Services, 73, 103353
Haider, S. A., Akbar, A., Tehseen, S., Poulova, P,, and Jaleel, F. (2022), The impact of responsible leadership on knowledge sharing behavior through the mediating role of person–organization fit and moderating role of higher educational institute culture, Journal of Innovation & Knowledge, 7(4), 100265
Hair, J.F, Hult, G.T.M, Ringle, C.M,, and Sarstedt. M. (2022), A primer on partial least squares structural equation modeling (pls-sem), 3rd ed. Thousand Oaks: Sage
Hanif, R., Astuti, W,, and Sunardi, S. (2024), The mediating role of customer satisfaction in the effect of perceived enjoyment on customer trust in online investment application, Innovation Business Management and Accounting Journal, 3(1), 18-29
Hassan, V. I., Basheer, S., Mir, F. A,, and Abou Fayad, S. G. (2024), Digital innovation in the service sector: transforming customer experiences. in service innovations in tourism: metaverse, immersive technologies, and digital twin (pp. 150-165), IGI Global
Hengstler, M., Enkel, E,, and Duelli, S. (2016), Applied artificial intelligence and trust—the case of autonomous vehicles and medical assistance devices, Technological Forecasting and Social Change, 105, 105-120
Hidayat, K, and Idrus, M. I. (2023), journal of innovation and entrepreneurship, 12(1), 29 Journal of Innovation and Entrepreneurship, 12(1), 29
Holt, S., Marques, J,, and Way, D. (2012), Bracing for the millennial workforce: looking for ways to inspire generation y, Journal of Leadership, Accountability and Ethics, 9(6), 81-93
Hoyos Vallejo, C. A,, and Chinelato, F. B. (2025), Delivering trust: how food safety performance drives loyalty across the online ordering journey, International Journal of Quality & Reliability Management, 42(1), 107-121
Huang, D., Chen, Q., Huang, S,, and Liu, X. (2024), Consumer intention to use service robots: a cognitive-affective–conative framework, International Journal of Contemporary Hospitality Management, 36(6), 1893-1913
Hussain, H. N., Alabdullah, T. T. Y., Ries, E,, and Jamal, K. A. M. (2023), Implementing technology for competitive advantage in digital marketing, International Journal of Scientific and Management Research, 6(6), 95-114
Jacqueline, G., Senjaya, Y.P.A., Firli, M.Z,, and Yadila, A.B., (2024), Application of smartpls in analyzing critical success factors for implementing knowledge management in the education sector, APTISI Transactions on Management, 8(1), 49-57
Ji, C., Prentice, C., Sthapit, E,, and Lei, I. (2024), Build trust, they will come: the case of casino high rollers! International Journal of Contemporary Hospitality Management, 36(10), 3361-3377
Jia, M., Kim, H. S,, and Tao, S. (2024), B&b customer experience and satisfaction: evidence from online customer reviews, Service Science, 16(1): 42-54
Jumani, Z. A, and Muhamad, N. (2023), Development and validation of key antecedents of religious brand attitude: a cross-cultural quantitative analysis using smart pls, Journal of Islamic Marketing, 14(11), 2771-2797.
Karim, R. A., Rabiul, M. K,, and Kawser, S. (2024), Linking green supply chain management practices and behavioural intentions: the mediating role of customer satisfaction, Journal of Hospitality and Tourism Insights, 7(2), 1148-1168
Karjaluoto, H., Glavee-Geo, R., Ramdhony, D., Shaikh, A,, and Hurpaul, A. (2021), Consumption values and mobile banking services: understanding the urban–rural dichotomy in a developing economy, International Journal of Bank Marketing, 39(2), 272-293
Khamitov, M., Rajavi, K., Huang, D. W,, and Hong, Y. (2024), Consumer trust: meta-analysis of 50 years of empirical research, Journal of Consumer Research, 51(1), 7-18
Khang, A., Abdullayev, V., Hahanov, V,, and Shah, V. (Eds.). (2024), Advanced iot technologies and applications in the industry 4.0 digital economy. CRC Press
Khashan, M. A., Elsotouhy, M. M., Ghonim, M,, and Alasker, T. H. (2024), Smart customer experience, customer gratitude, p-wom and continuance intentions to adopt smart banking services: the moderating role of technology readiness, The TQM Journal, 36(7), 1976-1995
Kingshott, R. P., Sharma, P., Sima, H,, and Wong, D. (2020), The impact of psychological contract breaches within east-west buyer-supplier relationships, Industrial Marketing Management, 89, 220-231
Kosie, J. E, and Lew‐Williams, C. (2024), Open science considerations for descriptive research in developmental science, Infant and Child Development, 33(1), e2377
Kowalczuk, P., Siepmann, C,, and Adler, J. (2021), Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: a comparative study, Journal of Business Research, 124, 357-373
Kumar, S, and Hsieh, J. K. (2024), How do social media marketing activities affect brand loyalty? mediating role of brand experience, Asia Pacific Journal of Marketing and Logistics, 36(10), 2300-2323
Labben, T. G, and Burger, J. (2024), Customer experience and tourist experience: what do we already know about them? In Handbook of Experience Science, 262-281
Laksamana, P., Suharyanto, S,, and Cahaya, Y.F. (2023), Determining factors of continuance intention in mobile payment: fintech industry perspective, asia pacific journal of marketing and logistics, 35(7), 1699-1718Determining factors of continuance intention in mobile payment: fintech industry perspective, Asia Pacific Journal of Marketing and Logistics, 35(7), 1699-1718
Lazaris, C., Vrechopoulos, A., Sarantopoulos, P,, and Doukidis, G. (2022), Additive omnichannel atmospheric cues: the mediating effects of cognitive and affective responses on purchase intention, Journal of Retailing and Consumer Services, 64, 102731
Limna, P., Kraiwanit, T,, and Siripipattanakul, S. (2023), The relationship between cyber security knowledge, awareness and behavioural choice protection among mobile banking users in thailand, International Journal of Computing Sciences Research, 7, 1133–1151
Lin, M, and Guo, H. (2023), The impact of organizational trust on employee retention intention: the mediating effects of management innovation and job satisfaction, The EUrASEANs: journal on global socio-economic dynamics, (5 (42), 103-116
Ling, P.-S., Chin, C.-H., Yi, J,, and Wong, W.P.M. (2024), Green consumption behaviour among generation z college students in china: the moderating role of government support, Young Consumers, 25(4), 507-527
Lisana, L, and Handarkho, Y. D. (2024), The effects of environmental factors on user’s personal traits related to mobile payment adoption: a case study of indonesia, Global Knowledge, Memory and Communication.Ahead of print.
Lissitsa, S, and Kol, O. (2021), Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention, Electronic Commerce Research, 21, 545-570
Lissitsa, S. (2024), Generations x, y, z: the effects of personal and positional inequalities on critical thinking digital skills, Online Information Review, 49(1), 35-54.
Ma, W., Wang, K., Li, J., Yang, S. X., Li, J., Song, L,, and Li, Q. (2023), Infrared and visible image fusion technology and application: a review, Sensors, 23(2), 599
Macarrón Máñez, M. T., Moreno Cano, A,, and Díez, F. (2024), Impact of fake news on social networks during covid-19 pandemic in spain, Young Consumers, 25(4), 439-461
Macarrón Máñez, M.T., Moreno Cano, A,, and Díez, F. (2024), Impact of fake news on social networks during covid-19 pandemic in spain, Young Consumers, 25(4), 439-461
Malapane, T. A, and Ndlovu, N. K. (2024), Assessing the reliability of likert scale statements in an e-commerce quantitative study: a cronbach alpha analysis using spss statistics. in 2024 systems and information engineering design symposium (sieds) (pp. 90-95). ieeeAssessing the Reliability of Likert Scale Statements in an E-Commerce Quantitative Study: A Cronbach Alpha Analysis Using SPSS Statistics. In 2024 Systems and Information Engineering Design Symposium (SIEDS) (pp. 90-95). IEEE
Maltagliati, S., Sarrazin, P., Fessler, L., Lebreton, M,, and Cheval, B. (2024), Why people should run after positive affective experiences instead of health benefits, Journal of sport and health science, 13(4), 445
Maxian, W., Bradley, S. D., Wise, W,, and Toulouse, E. N. (2013), Brand love is in the heart: physiological responding to advertised brands, Psychology & Marketing, 30(6), 469-478
Meyer, C, and Schwager, A. (2007), Understanding customer experience, Harvard business review, 85(2), 116
Mgiba, F. M. (2021), The fourth industrial revolution, loyalty intentions and the mediating roles of reputation and pre-visit experiences for the vilakazi street precinct in soweto, Communitas, 26,124-151
Min, C. M., Ai, Y. J,, and Kent, S. C. (2021), Determinants of customers’ intention on using self-service technologies (sst) among Generation-Z, In Proceedings of The 2nd Conference on Managing Digital Industry, Technology and Entrepreneurship (CoMDITE 2021) (p. 126)
Mogaji, E., Viglia, G., Srivastava, P,, and Dwivedi, Y. K. (2024), Is it the end of the technology acceptance model in the era of generative artificial intelligence? International Journal of Contemporary Hospitality Management, 36(10), 3324-3329
Moser, A. K. (2015), Thinking green, buying green? drivers of pro-environmental purchasing behavior, Journal of consumer marketing, 32(3), 167-175
Moshagen, M, and Bader, M. (2024), Sempower: general power analysis for structural equation models, Behavior research methods, 56(4), 2901-2922
Naz, F., Oláh, J., Vasile, D,, and Magda, R. (2020), Green purchase behavior of university students in hungary: an empirical study, Sustainability, 12(23), 10077
Neslin, S. A. (2022), The omnichannel continuum: integrating online and offline channels along the customer journey, Journal of Retailing, 98(1), 111-132
Nguyen, H. T. T. (2024), Predicting the determinants of generation z’s readiness to adopt circular economy for plastics in vietnam, Circular Economy and Sustainability, 1-23
Osakwe, C. N., Říha, D., Elgammal, I. M. Y,, and Ramayah, T. (2024), Understanding gen z shoppers’ interaction with customer-service robots: a cognitive-affective-normative perspective, International Journal of Retail & Distribution Management, 52(13), 103-120
Ozuem, W., Willis, M., Howell, K., Ranfagni, S,, and Rovai, S. (2024), Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory, Internet Research, 34(3), 784-809
Pantano, E., Pedeliento, G,, and Christodoulides, G. (2022), A strategic framework for technological innovations in support of the customer experience: a focus on luxury retailers, Journal of Retailing and Consumer Services, 66, 102959
Parsakia, K., Rostami, M., Darbani, S. A., Saadati, N,, and Navabinejad, S. (2023), Explanation of the concept of generation disjunction in studying generation z, Journal of Adolescent and Youth Psychological Studies (JAYPS), 4(2), 136-142
Pelegrin-Borondo, J., Reinares-Lara, E,, and Olarte-Pascual, C. (2017), Assessing the acceptance of technological implants (the cyborg): evidences and challenges, Computers in Human Behavior, 70, 104-112
Pelegrín-Borondo, J., Reinares-Lara, E., Olarte-Pascual, C.,, and Garcia-Sierra, M. (2016), Assessing the moderating effect of the end user in consumer behavior: the acceptance of technological implants to increase innate human capacities, Frontiers in Psychology, 7, 132
Petzer, D. J, and Roberts-Lombard, M. (2024), Revisiting the satisfaction–loyalty link in retail banking–an emerging market perspective, Journal of Economic and Financial Sciences, 17(1), 925
Praditya, R. A,, and Purwanto, A. (2024), Linking the influence of dynamic capabilities and innovation capabilities on competitive advantage: pls-sem analysis, PROFESOR: Professional Education Studies and Operations Research, 1(02), 6-10
Prayogi, A. H, and Solekah, N. A. (2024), Green banking trends in islamic bank: gen z’s awareness and knowledge, Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(6), 5150-5165
Rahimi, R. A,, and Oh, G. S. (2024), Beyond theory: a systematic review of strengths and limitations in technology acceptance models through an entrepreneurial lens, Journal of Marketing Analytics, 1-24
Raji, M. A., Olodo, H. B., Oke, T. T., Addy, W. A., Ofodile, O. C,, and Oyewole, A. T. (2024), Business strategies in virtual reality: a review of market opportunities and consumer experience, International Journal of Management & Entrepreneurship Research, 6(3), 722-736
Ranjan, R. (2025), Behavioural finance in banking and management: a study on the trends and challenges in the banking industry, Asian Journal of Economics, Business and Accounting, 25(1), 374-386
Rehman, S. U., Bhatti, A., Mohamed, R,, and Ayoup, H. (2019), The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of pakistan, Journal of Global Entrepreneurship Research, 9(1), 1–25
Revilla, M. (2015), Effect of using different labels for the scales in a web survey, International Journal of Market Research, 57(2), 225-238
Roberts-Lombard, M., Makanyeza, C., Jaiyeoba, O,, and Svotwa, T. D. (2024), Revisiting the delight–loyalty link in a retail banking context–an emerging market perspective, African Journal of Economic and Management Studies, 15(3), 483-500
Rohman, H. F,, and Amrullah, M. R. (2024), Digital fundraising zakat: a study on the impact of social media marketing and crowdfunding, Jurnal Ekonomi Syariah, 9(1)
Rungsithong, R,, and Meyer, K. E. (2020), Trust and knowledge sharing in context: a study of international buyer-supplier relationships in thailand, Industrial Marketing Management, 88, 112-124
Salmiah, S., Sahir, S,, and Fahlevi, M. (2024), The effect of social media and electronic word of mouth on trust and loyalty: evidence from generation z in coffee industry, International Journal of Data and Network Science, 8(1), 641-654
Sanchez, J. A. R,, and Tanpoco, M. (2023), Continuance intention of mobile wallet usage in the philippines: a mediation analysis, Review of Integrative Business and Economics Research, 12(3), 128-142
Saunders, C., Crossing, S., Penman, A., Butow, P,, and Girgis, A. (2007), Operationalising a model framework for consumer and community participation in health and medical research, Australia and New Zealand health policy, 4(1)
Schmitt, B. (1999), Experiential marketing. journal of marketing management, 15(1-3) Experiential marketing. Journal of Marketing Management, 15(1-3)
Sekaran, U,, and Bougie, R. (2016), Research methods for business: a skill-building approach, John Wiley & sons
Senathirajah, A. R. B. S., bin S Senathirajah, A. R., Alainati, S., Haque, R., Ahmed, S., Khalil, M. I,, and Chowdhury, B. (2024), Antecedents and consequence of trust-commitment towards artificial-based customer experience, UCJC Business and Society Review (formerly known as Universia Business Review), 21(80)
Shahid, M. N., Khan, A. J., Bakar, A,, and Bashir, F. (2022), The mediating role of job satisfaction between perceived organizational politics, job stress, role conflict, and turnover intention: a covid-19 perspective, Review of Education, Administration & Law, 5(4), 677-693
Shahzad, M. F., Xu, S., An, X,, and Javed, I. (2024), Assessing the impact of ai-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth, Journal of Retailing and Consumer Services, 79, 103867
Sharma, N., Sharma, M,, and Singh, T. (2024), Mobile banking app experience of generation y and z consumers, Asia Pacific Journal of Marketing and Logistics, 36(8), 2008-2027
Sharma, P. (2019), Digital revolution of education 4.0, International Journal of Engineering and Advanced Technology, 9(2), 3558-3564
Simms, H. (2019), Exploring the relationship of grit as a non-cognitive predictor of first semester academic success for community college transfer students, (Doctoral dissertation, The University of North Carolina at Charlotte)
Singh, K. J., Rastogi, T,, and Nayan, R. (2024), The role of sustainability in building customer loyalty and satisfaction: examining the mediating impact of trust in the banking sector, Journal of Commerce & Accounting Research, 13(2)
Subero-Navarro, Á., Pelegrín-Borondo, J., Reinares-Lara, E,, and Olarte-Pascual, C. (2022), Proposal for modeling social robot acceptance by retail customers: can model+ technophobia, Journal of Retailing and Consumer Services, 64, 102813
Sumarmi, S., Tjahjono, H. K,, and Qamari, I. N. (2024), Construct measurement for dynamic adaptive capability in Indonesian higher education, Multidisciplinary Reviews, 7(3), 2024055-2024055
Suryanti, A,, and Kuswati, R. (2024), The elucidating of customer value and customer loyalty for halal cosmetic: the empirical evidence of Indonesian female, Journal of Business and Management Studies, 6(1), 171-181
Taherdoost, H. (2016), Sampling methods in research methodology; how to choose a sampling technique for research, International Journal of Academic Research in Management (IJARM), 5
Tao, W., Tian, S., Sunny Tsai, W. H,, and Seelig, M. I. (2024), The power of emotional appeal in motivating behaviors to mitigate climate change among generation z, Journal of Nonprofit & Public Sector Marketing, 36(1), 37-64
Tariq, E., Akour, I., Al-Shanableh, N., Alquqa, E., Alzboun, N., Al-Hawary, S,, and Alshurideh, M. (2024), How cybersecurity influences fraud prevention: an empirical study on jordanian commercial banks, International Journal of Data and Network Science, 8(1), 69-76
Tran, L. A. P,, and Chang, T. Y. (2024), What makes customers loyal to an online booking brand? the effects of online brand experience and brand attachment, Journal of Quality Assurance in Hospitality & Tourism, 25(2), 187-214
Tseng, L. Y., Chang, J. H,, and Zhu, Y. L. (2024), What drives the travel-switching behavior of chinese generation z consumers? Journal of Tourism Futures, 10(1), 131-146
Verma, N,, and Kaur, M. (2023), Examining the relationship among customer experience, bank image, and trust: a multichannel banking perspective, Journal of Global Marketing, 36(2), 141-164
Wang, L., Cui, Y., Sun, J., Liu, J., Wei, D,, and Gu, C. (2024), Determinants of consumer adoption of multilingual self-service ordering systems in fast food restaurants, Acta Psychologica, 245, 104216
Wedy, Y. K., Pebrianti, W,, and Listiana, E. (2025), The influence of service quality, information quality, trust and customer satisfaction on customer loyalty a case study at cu tri tapang kasih, International Journal of Finance and Business Management, 3(1), 1-12
Wong, L. W., Tan, G. W. H., Ooi, K. B,, and Dwivedi, Y. (2024), The role of institutional and self in the formation of trust in artificial intelligence technologies, Internet Research, 34(2), 343-370
Xie, X. Y., Ling, C. D., Mo, S. J,, and Luan, K. (2015), Linking colleague support to employees’ promotive voice: a moderated mediation model, PloS One, 10(7), e0132123
Yadegari, M., Mohammadi, S,, and Masoumi, A. H. (2024), Technology adoption: an analysis of the major models and theories, Technology Analysis & Strategic Management, 36(6), 1096-1110
Yang, Z., Liu, V,, and Lyu, C. (2024), Exploring social sharing value: effects on customer attitudes and behaviors in restaurant livestreaming, Behavioral Sciences, 14(7), 621
Yesitadewi, V. I,, and Widodo, T. (2024), The influence of service quality, perceived value, and trust on customer loyalty via customer satisfaction in deliveree indonesia, Quality-Access to Success, 25(198)
Zainavy, S. F., Pratama, B. C., Fakhruddin, I,, and Pandansari, T. (2023), E-filing report: s performance expectancy, effort expectancy, trust, and perceived risk influencing the intention to use the system, SAR (Soedirman Accounting Review): Journal of Accounting and Business, 8(2), 234-250
Zhang, W., Siyal, S., Riaz, S., Ahmad, R., Hilmi, M. F,, and Li, Z. (2023), Data security, customer trust and intention for adoption of fintech services: an empirical analysis from commercial bank users in pakistan, Sage Open, 13(3), 21582440231181388
Zimand-Sheiner, D,, and Lissitsa, S. (2024), Generation z-factors predicting decline in purchase intentions after receiving negative environmental information: fast fashion brand shein as a case study, Journal of Retailing and Consumer Services, 81, 103999
Zlatanova-Pazheva, E. (2024), The importance of generational marketing in market segmentation, International Journal of Business and Management Invention, 13(4), 01-06
Zungu, N. P., Amegbe, H, Hanu, C,, and Asamoah, E. S. (2025), Ai-driven self-service for enhanced customer experience outcomes in the banking sector, Cogent Business & Management, 12(1), 2450295..

