TY  - JOUR
T1  - Understanding Gen Z’s Digital Banking Loyalty: The Role of Switching Costs and Consumption Values
A1  - Vo Duy Tuong
A1  - Nguyen Ha Thach
A1  - Pham Ngoc Kim Khanh
A1  - Le Tran Bao Han
A1  - Pham Thi Kim Thanh
JF  - Journal of Organizational Behavior Research
JO  - J Organ Behav Res
SN  - 2528-9705
Y1  - 2025
VL  - 10
IS  - 1
DO  - 10.51847/j4PjHlcm9o
SP  - 44
EP  - 57
N2  - This study employs the Cognitive-Affective-Behavioral model and Consumption Values Theory to investigate the influence of distinct consumption values - functional, social, emotional, epistemic, and monetary - on customer satisfaction and loyalty among Generation Z in Vietnam's digital banking sector. Additionally, the research examines the role of switching costs as both a mediator and moderator in the relationship between customer satisfaction and loyalty. A survey was conducted with 497 Generation Z digital banking users in Vietnam, and the data were analyzed using structural equation modeling (SEM) to test the proposed hypotheses. The results indicate that all components of consumption values significantly affect customer satisfaction, with the exception of social value. Customer satisfaction is found to have a strong correlation with customer loyalty, mediating the relationship between consumption values and loyalty to a certain degree. Furthermore, switching costs were identified as having a dual role, serving both as a partial mediator and moderator in the satisfaction-loyalty relationship. This research contributes to the existing literature by providing a comprehensive analysis of customer loyalty within digital banking, particularly among Generation Z, a vital demographic in emerging markets like Vietnam. The findings offer practical implications for digital banking providers, including the enhancement of functional and emotional values in their services, the provision of financial incentives, and the strategic use of switching costs to boost customer retention.
UR  - https://odad.org/article/understanding-gen-zs-digital-banking-loyalty-the-role-of-switching-costs-and-consumption-values-ngasgdro4ubmqxd
ER  -