ABSTRACT
The Cogni i e and A ec i e Expe iences,
Cus ome Sa is ac ion and T us , and he
Loyal y Jou ney in Technology-Media ed
Banking Se ices
F eddy Ma ilahimbilu Mgiba *
Ma ke ing Di ision,
School o Business Sciences,
Uni e si y o he Wi wa e s and,
Johannesbu g, Sou h A ica.
h ps://o cid.o g/0000-0002-4648-3218
[email p o ec ed]
* Co esponding au ho
Non sikelelo Ndlazi
Ma ke ing Di ision,
School o Business Sciences,
Uni e si y o he Wi wa e s and,
Johannesbu g, Sou h A ica
h ps://o cid.o g/0009-0002-1130-30348
[email p o ec ed]
The Re ail and Ma ke ing Re iew
Volume 21, Issue 2, No embe 2025, Pages 125-149
Doi: h ps://doi.o g/10.5281/zenodo.17341775
Sel -se ice echnology-based banking se ices ha e al e ed Gene a ion Z’s pe cep ions and consump ion.
Howe e , hei online in e ac ion expe iences and ou comes a e no ully unde s ood. This pape in es iga ed he impac
o cogni i e and a ec i e expe iences on sa is ac ion, us , and loyal y in en ions among Gene a ion Z cus ome s a e
using sel -se ice banking echnology in Sou h A ica. A concep ual amewo k was p oposed and es ed. Sma PLS
analysis con i med all he hypo heses. The esul s con i med he impac o cogni i e and a ec i e expe iences on
cus ome s’ sa is ac ion and us , and o cus ome sa is ac ion and us on loyal y in en ions. The p oposed pa ial
media ion oles o cus ome sa is ac ion and cus ome us we e con i med. The s udy con ibu es o he academic
deba e on cus ome s’ expe ience and pe cep ions o sel -se ice banking echnology and how hese impac loyal y
in en ions. I b oadens he iew o indus ies ha use simila echnologies.
Keywo ds: Banking; Cogni i e expe ience; A ec i e expe ience; Cus ome sa is ac ion; Cus ome us ; Cus ome
loyal y
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 126
1. INTRODUCTION
Technology is impo an o he Indus y4.0 digi al economy (Khang, Abdullaye , Hahano , and Shah, 2024),
changing he na u e o se ice, in e ac ions, and cus ome s’ se ice expe iences (Hassan, Bashee , Mi ,
and Abou Fayad, 2024). The inabili y o ha ness echnology would be unimaginable o mos people
(Pan ano, Pedelien o, and Ch is odoulides, 2022). Inc easingly, many o ganiza ions depend on echnology
o compe i i e ad an age, cus ome e en ion, e iciency, and e ec i e communica ion (Hussain,
Alabdullah, Ries, and Jamal, 2023). Fo example, echnology-based mobile banking is hugely signi ican in
oday’s banking wo ld. This indus y, acili a ed by downloadable applica ions (apps) on sma phones and
able s, has wi nessed accele a ed g ow h in ecen yea s (Sha ma, Sha ma, and Singh, 2024) and is poised
o soa o $1824.7 million expendi u e le el by 2026 (Allied Ma ke Resea ch, 2020).
Acco ding o Sha ma e al. (2024), mobile banking has a emendous impac on Gene a ion Z, he people
who g ew up alongside he ad ancemen o digi al echnology and he in e ne . This gene a ional coho is
adep a using his echnology (A i in, Aziz, Moha i, and Tah eb, 2024). Hol , Ma ques, and W ay (2012)
no e ha Gen Z elies hea ily on digi al echnology and is echnologically compe en , con iden , eam-
o ien ed, and mul i asking. Tseng, Chang, and Zhu (2024) s a e ha Gene a ion Z is g ea ly impac ed by
echnology p oduc s, such as he In e ne , ins an messaging, ex messaging, mobile phones, sma phones,
and able compu e s. I was o ecas ed ha Gene a ion Z would accoun o app oxima ely 40% o , o
ins ance, China’s en i e consump ion powe by he end o 2020 (Elena Zla ano a-Pazhe a, 2024). The
Chinese economy is closely linked o many A ican economies. Sha ma e al (2024) s a e ha Gen Z will
cons i u e a signi ican po ion o he wo k o ce by 2029. Nguyen (2024) s a es ha a ound 2.6 billion
indi iduals belong o Gene a ion Z, comp ising app oxima ely one- hi d o he wo ld popula ion. They a e
expec ed o become he mos impo an ma ke segmen o he consump ion o p oduc s and se ices by
2025 (Elena Zla ano a-Pazhe a, 2024). Up o 41 pe cen o Sou h A ica’s popula ion alls wi hin his g oup,
which also in luences he consump ion ac ions and pu chasing decisions o he elde ly (Dlamini and Daniels,
2023). To emain compe i i e, banks mus ocus on gaining insigh s in o hei mobile cus ome expe ience
(Sha ma e al., 2024).
One o he s anda d ea u es amongs echnology applica ions is he sel -se ice (SST) ea u es, ea u es
ha a e commonly ound ac oss many indus ies (Min, Ai, and Ken , 2021), such as as - ood (Wang, Cui,
Sun, Liu, Wei, and Gu, 2024), ou ism (Chen, Zhang and Peng, 2024) and banking (Fa idi, Yunanda, and
Rusman o, 2024). SST allows cus ome s o ansac wi hou di ec ly in e ac ing wi h he se ice p o ide
(Min, Ai, and Ken , 2021). They a e p ima ily applied in banking (Aslam, de Luna, Asim, and Fa ha , 2023).
This echnology has exponen ially enhanced Gen Z’s digi al banking expe ience (Fa idi, Yunanda, and
Rusman o, 2024). Fa idi e al (2024) u he asse ha Gen Zs a e young, ea ly adop e s o inno a ions o
ideas who will become he p ima y and mos p o i able cus ome s. Gen Z is he i s gene a ion conside ed
uni e sal (Pa sakia, Ros ami, Da bani, Saada i, and Na abinejad, 2023). Thei in e ac ion expe ience wi h
echnology, bo h cogni i e (CE) and a ec i e (AE), can in luence hei u u e decisions (Salmiah, Sahi , and
Fahle i, 2024). Osakwe, Říha, Elgammal, and Ramayah (2024) s a e ha cogni i e expe ience elemen s
include e o , pe o mance expec ancies, and echnology anxie y. Ka jaluo o, Gla ee-Geo, and Ramdhony
127 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
e al (2021) cha ac e ize a ec i e expe ience (AE) as encompassing posi i e eelings like joy and
exci emen . Acco ding o Chen and Gi ish (2023), a ela ionship exis s be ween cogni i e expe ience,
a ec i e expe ience, and beha io al pe spec i es. The apid echnological de elopmen , g ow h in he
numbe o Gene a ion Z indi iduals, and hei inc easing adop ion o banking echnology ha e a ac ed
esea ch a en ion (Ali ia, Leon, Pu ba, Chand a, and Nalu i a, 2024). As his gene a ion con inuously
adjus s o echnology-based se ices, pe spec i es, and expec a ions o o he gene a ions, and gi en he
di e se psychological s a es o Gen Z, ques ions abou how hey expe ience (cogni i e and a ec i e) sel -
se ice banking dese e u he sc u iny (A i in, Aziz, Moha i, and Tah eb, 2024).
2. PROBLEM AND PURPOSE OF THE STUDY
The gene alizabili y and applica ion o exis ing indings in a new en i onmen o as -changing digi al
echnology emain a conce n (Fakh Hosseini, Chan, Lee, and Jeon e al., 2024) because hey ocused on
pe cei ed use ulness, ease o use, pe cei ed con ol o sel -e icacy, and pe cei ed isks as he common
ac o s o echnology adop ion (Lisana and Handa kho, 2024). They do no ully ca e o he ise o
cus ome -expe ience-enhancing sel -se ice digi al pla o ms (Mogaji, Viglia, S i as a a, and Dwi edi,
2024) and do no conside he di e en cha ac e is ics o each echnology (Yadega i, Mohammadi, and
Masoumi, 2024).
Fo ins ance, s udies ha e shown ha o he aspec s, such as cus ome pe cep ions (expe ience) wi h
echnology, a e impo an in echnology adop ion. Technology expe ience can di e en ia e a se ice
o ganiza ion, pa icula ly in he p e ailing expe ience economy (Schmi , 1999). As illus a ions, Khashan,
Elso ouhy, Ghonim, and Alaske (2024) isola e he impo ance o cus ome s’ cogni i e expe ience o
adop ion o happen. Fu he , Fakh Hosseini e al (2024) emphasize a ec i e expe ience as a signi ican
de e minan o echnology adop ion. Howe e , G anić (2024) and El Abed and Cas o-Lopez (2024) s a e
ha he combined e ec s o he cogni i e and a ec i e aspec s o echnology would be be e p edic o s o
he in en ion o use echnology and i s ul ima e use. Howe e , ew s udies ha e analyzed sel -se ice
echnologies' cogni i e and a ec i e in luence (El Abed and Cas o-Lopez, 2024), especially o banking
se ices (Ranjan, 2025).
Fu he , he impac o echnology-backed banking s udies does no di e en ia e be ween he gene a ional
coho s. Fo ins ance, acco ding o Sha ma e al (2024), he cha ac e is ics o echnology and i s impac on
Gen Z emain unde explo ed. Indeed, p e ious s udies ha e called o mo e academic inqui ies on Gen Z
(Ameen, Hosany, and Ta hini, 2021), especially he sel -se ice banking expe iences (Zungu, Amegbe,
Hanu, and Asamoah, 2025). The exis ing li e a u e on Gen Z’s p e e ences o sel -se ice ech-based
se ices, b and pe cep ions, and in en ion o loyally suppo b ands calls o a heo e ical model o aid a
mo e holis ic unde s anding o his g oup, especially hei banking expe iences (Elaya and Elal y, 2025). El
Abed and Cas o-Lopez (2024) opine ha he cons uc ion o he cus ome expe ience is holis ic and
in ol es he cogni i e and a ec i e esponses o he consume . Also, expe ience includes cogni i e,
a ec i e, emo ional, social, and physical esponses (Tseng, Chang, and Zhu, 2024), which in luence
pu chasing in en ions (Kowalczuk, Siepmann, and Adle , 2021).
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 128
The p esen s udy was concep ualized o in es iga e how Gen Z’s CE and AE can be ha nessed o imp o e
banks’ compe i i eness. I ocuses on gaining insigh s in o hei expe iences, pa icula ly echnology-
media ed sel -se ice (SS) banking expe iences (Sha ma e al., 2024). I is impe a i e o explo e cogni i e
(in ellec ual) (Ve ma and Kau , 2023) and eelings o achie e a be e unde s anding o emo ional pe suasion
o he Gene a ion Z coho (Tao, Tian, Sunny, and Tsai e al., 2024). By combining a ec i e wi h he
cogni i e expe ience, o ganiza ions can enhance hei o al cus ome expe ience (Ve ma and Kau , 2023)
and imp o e hei loyal y p ospec s. Fu he mo e, he agmen ed s udies in li e a u e ha e been conduc ed
in di e en con ex s o di e ing echnological ad ances, which limi hei gene alizabili y. To ill his gap, his
s udy explo es Gen Z’s echnology-media ed banking expe iences and loyal y in en ions om a de eloping
coun y con ex . Following Osakwe, Říha, Elgammal, and Ramayah's (2024) example and d awing om
ex an li e a u e, his s udy de elops a esea ch model based on T us -Commi men and Cogni i e-A ec i e-
No ma i e heo ies. These heo ies ha e demons a ed supe io explana o y capabili y compa ed o ea lie
adop ion models (see Ga cía-Milon e al., 2021; Osakwe e al., 2024). The s udy elucida es he de e minan s
in luencing Gen Z cus ome s’ inclina ion o con inue in e ac ing (LOY) wi h echnology-based banking
se ices in Sou h A ica. Nume ous s udies ha e shown LOY o be a unc ion o cus ome sa is ac ion (CS)
and us (CT) (Wedy e al., 2025; Coelho and Imamo ić, 2025), and o he s con i med a s ong link be ween
hese cons uc s (CS, CT, and LOY) (Hoyos Vallejo and Chinela o, 2025). This s udy will, he e o e,
in es iga e he ela ionships be ween CE, AE, CS, CT, and LOY in en ions wi hin he sel -se ice banking
echnology indus y. I aims o ex end cus ome expe ience beyond gene alized sa is ac ion, us , and
loyal y in en ions (Shahid, Khan, Baka , and Bashi , 2022). The esea che s ake inspi a ion om he
Cogni i e-A ec i e-No ma i e (CAN) and he us -commi men heo y (TCT) o pu ou a no el heo e ical
amewo k. The a ionale o he choice is gi en.
By ha nessing CAN and TCT, he s udy holds he po en ial o ad ance knowledge on SST banking se ices
and p o ide s a egic guidelines wi h ac ionable in o ma ion o businesses o emain ele an and
compe i i e in his as -changing en i onmen . Also, his s udy s ands ou by using da a om a de eloping
economic con ex and employing Pa ial Leas Squa es s uc u al equa ion modeling (PLS-SEM) o analyze
he ela ionships unde s udy. The Sma -PLS app oach aids a be e unde s anding o he cus ome jou ney
owa ds loyal y in en ions because i cla i ies how CT and CS in luence LOY in en ions. This me hodological
ad ancemen is pa icula ly ele an o decision-make s, such as in e na ional banking b ands, seeking
comp ehensi e insigh s in o o eign in es men oppo uni ies. The s udy can assis bank manage s in
unde s anding he pu chase expe ience and p opose co esponding s a egies o Gen Z cus ome s. I is,
he e o e, bo h imely and impo an o academia and business.
3. LITERATURE REVIEW
The Cogni i e-A ec i e-No ma i e (CAN) p o ides a comp ehensi e heo e ical amewo k o
unde s anding consume s’ in en ion o adop new se ices (Sube o-Na a o, Peleg ín-Bo ondo, Reina es-
La a, and Ola e-Pascual, 2022). Acco ding o he CAN model, cogni i e and a ec i e ac o s in e ac and
join ly de e mine indi iduals’ in en ions and beha io s ega ding echnology adop ion and loyal y (Rahimi
and Oh, 2024). I inco po a es he dynamic in e play be ween a ional e alua ions and emo ional esponses
129 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
and p omises a comp ehensi e unde s anding o indi iduals’ echnology adop ion beha io s (Rahimi and
Oh, 2024). I has p edic i e u ili y in elucida ing cogni i e and a ec i e ac o s in luencing echnology
adop ion and pu chase in en ions. I s u iliza ion o Gen Z shoppe s in oduces no el y compa ed o ela ed
esea ch, such as he s udy by Sube o-Na a o e al (2022), as i ocuses on a signi ican demog aphic
known o i s eage ness o emb ace new echnologies (Ma, Wang, Li e al., 2023). Howe e , he heo y does
no adequa ely add ess us and commi men issues in eusing SST banking se ices a e he ini ial
expe ience.
To add ess his gap, T us -commi men -Theo y (TCT) was conside ed adequa e. TCT highligh s he
impo ance o us and ela ionship commi men in echnology-media ed in e ac ions be ween cus ome s
and businesses (Hengs le , Enkel, and Duelli, 2016) and emphasizes he ela ionships be ween buye s and
selle s (Almu aqab e al., 2024). This heo y has p o en i s supe io explana o y powe o us and
commi men by p oposing he “Key Media ing Va iables” model o desc ibe and explain ela ional in e ac ion
(Apos olopoulos, Kakou is, Lia go as e al., 2024). Acco ding o TCT, cus ome us is a media ing a iable,
ensu ing a ela ionship endu es inde ini ely (Apos olopoulos e al., 2024). The p esen s udy uses he heo y
o unde s and how Gen Z’s expe ience and us in online banking se ices ansla e in o decisions o commi
o a banking b and.
3.1 THE UNIT OF RESEARCH: GEN Z
Gen Z’s demand o emo ional expe iences in pu chasing decisions is high (Elena Zla ano a-Pazhe a,
2024). Fo ou pu pose, Gen Z will be de ined as hose bo n be ween 1995 and 2010 (Zimand-Sheine and
Lissi sa, 2024), who ha e access o di e se online in o ma ion sou ces (F ancis and Hoe el, 2018), and ely
hea ily on social media, s eaming se ices, and use -gene a ed con en pla o ms (Lissi sa, 2024; Zimand-
Sheine and Lissi sa, 2024). Gene a ion Z's unpa alleled sel -se ice echnology skills and massi e
pu chasing powe ende hem a ac i e o esea che s and p ac i ione s (Chong and La i , 2021).
3.2 COGNITIVE, AFFECTIVE EXPERIENCE, CUSTOMER SATISFACTION, AND TRUST
In he p esen con ex , expe iences (cogni i e and a ec i e) a e es ic ed o cus ome s' subjec i e and
in e nal esponses o encoun e s wi h inno a i e echnologies (Tseng, 2021; El Abed and Cas o-Lopez,
2024), which can u he be concep ualized in o cogni i e (CE) and a ec i e (AE) dimensions. CE is any
men al ac i i y in ol ing in o ma ion acquisi ion, p ocessing, e en ion, and eco e y (El Abed and Cas o-
Lopez, 2024). I cap u es a men al p ocess and in ol es pe cep ion, p oblem-sol ing, and abs ac hinking
(Ameen e al., 2021) because i is connec ed o people's conscious men al p ocesses (Gen ile, Spille , and
Noci, 2007). This dimension ca e s o he in ellec ual expe ience and men al p ocesses in cus ome s' minds
(Ve ma and Kau , 2023). A posi i e CE is c ea ed when unc ional in o ma ion is imely p o ided, hus
emphasizing he e iciency and unc ionali y o ob aining se ices and p oduc s. SST can c ea e a supe io
cogni i e expe ience by o e ing e icien se ice and adequa e in o ma ion (Fan e al., 2023). O e ing a
supe io CE in ol es gi ing cus ome s a p oduc o se ice ha gi es sa is ac ion (CS) (Cankül, Kaya, and
Kızıl aş, 2024). A sa is ying expe ience wi h an encoun e is likely o lead o a belie ha he se ice p o ide
is eliable and willing o deli e on hei p omise (Guo and Luo, 2023). Fo he SST-enabled se ice, he
pla o m p o ides a sa is ying in e ac ion. When a se ice p o ide c ea es supe io cogni i e expe ience,
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 130
cus ome s expec i o deli e on i s p omises and commi men s (Komiak and Benbasa , 2024), which
pe suades hem o us he b and (Guo and Luo, 2023). The e o e, he cogni i e expe ience can c ea e us
o dis us ela ionships be ween cus ome s and se ice p o ide s (Okle ik, Nys een, and Pede sen, 2024).
Guo and Luo (2023) add ha cus ome s’ cogni i e expe ience o banking se ices can de e mine whe he
hey accep o ejec any new banking echnology. T us in luences cus ome sa is ac ion by a ec ing he
buye ’s pe cep ion o alue cong uence wi h he supplie (A hu , Agbemabiese, Amoako, and Anim, 2024).
Gi en he in e connec edness o he se ice wi h SST o he banking se ices in SA, he esea che s
p opose he ollowing hypo heses:
H1: Posi i e Cus ome s’ Cogni i e expe ience wi h sel -se ice banking echnology is signi ican ly
associa ed wi h b and sa is ac ion.
H2: Posi i e Cus ome s’ cogni i e expe ience wi h sel -se ice banking echnology is signi ican ly
associa ed wi h b and us .
Gen Z alues a ec i e expe iences and assigns less impo ance o unc ionali y (Sha ma e al., 2024). As
consume s ha e g own accus omed o u ilizing SST h oughou hei ansac ing jou ney (Neslin, 2022), hey
a e suscep ible o a ec i e in luences (Laza is, V echopoulos, Sa an opoulos, and Doukidis, 2022). Guo
and Luo (2023) s a e ha cus ome s’ expe ience wi h any echnology-media ed banking se ice can also be
a ec i e, expe iences ha p o oke an emo ion o joy and sa is ac ion. Also, SST expe iences can simula e
ha monious and emo ionally esonan expe iences (Co e , Rod iguez-Boe winkle, and Sil e e al., 2024),
such as happiness, sadness, and su p ise, which a e a ec i e expe iences (AE) (Mel-Abed and Cas o-
Lopez, 2024). A ec i e expe ience maximizes pe sonal pleasu e and encou ages epea ing ac ions ha
gene a e i (Mal aglia i, Sa azin, and Fessle e al., 2024). The a ec i e dimension can p o oke an
indi idual’s emo ions o enjoymen and sa is ac ion wi h a b and and lead cus ome s o us he b and
(Kuma and Hsieh, 2024). The link be ween a ec i e expe ience and us is u he con i med by T an and
Chang (2024). T us implies ha cus ome s depend on ins inc s, in ui ions, o eelings ega ding he eliabili y
o he supplie o ganiza ion (Guo and Luo, 2023). Raji, Olodo, and Oke e al (2024) s a e ha b ands ha
o e a supe io cus ome expe ience a e lo ed and us ed. This us is emendously impo an o
cus ome s’ emo ional accep ance o new echnologies in he se ice indus y (Wong, Tan, Ooi, and Dwi edi,
2024). Gleaning om his discussion, his esea ch p oposes he ollowing hypo heses o Gen Z cus ome s:
H3: Cus ome s’ posi i e a ec i e expe ience wi h sel -se ice banking echnology is signi ican ly
linked o cus ome s’ b and sa is ac ion.
H4: Cus ome s’ posi i e a ec i e expe ience wi h sel -se ice banking echnology is signi ican ly
linked o cus ome s’ b and us .
3.3 CUSTOMER SATISFACTION, TRUST, AND LOYALTY TO SELF-SERVICE BANKING SERVICES
CS is essen ial o widesp ead adop ion and success (Gahle e al., 2023). Recen s udies ha e shown ha
he impac o CS on loyal y in en ions is ia CT (Yesi adewi and Widodo, 2024). CS os e s CT, pa icula ly
in online en i onmen s (Hani , As u i, and Suna di, 2024). CS does no only esul in CT. A good expe ience
131 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
and high sa is ac ion pe cep ion o a se ice ac as a swi ching ba ie and gene a e loyal y (Hidaya and
Id us, 2023). Gunawa dane (2023) s a es ha expe ience and CS cemen e en ion and us . The
ela ionship be ween CS and CT is no unidi ec ional bu ecip ocal (Cui, Sun e al., 2024). T us in he
b and’s hones y, c edibili y, and bene olence builds ai , sa is ying in e ac ions ha p e en con lic s om
leading o dissa is ac ion (Kingsho , Sha ma, Sima, and Wong, 2020). Toge he , CS and CT can be e
explain cus ome loyal y (Pe ze and Robe s-Lomba d, 2024). Whene e CS and CT a e p esen among
ansac ing pa ies, hey esul in loyal y. Fo echnology-media ed ansac ions, LOY encompasses
consume online expe ience and hei deep commi men o ebuy o epa onize a p e e ed p oduc /se ice
consis en ly in he u u e, he eby causing epe i i e same-b and o b and-se pu chasing (Ashiq and
Hussain, 2024). Sa is ying cus ome expe ience is a p ecu so o cus ome commi men and loyal y
(Robe s-Lomba d, Makanyeza, Jaiyeoba, and S o wa, 2024). Fu he mo e, The T us -commi men heo y
sugges s ha when cus ome s us a b and, hey a e mo e likely o commi o i (Ashiq and Hussain, 2024).
Khami o , Raja i, Huang, and Hong (2024) also con i med ha CT is a p ecu so o cus ome loyal y. O he
s udies ha e shown ha cus ome sa is ac ion and us posi i ely impac loyal y in en ions (Singh, Ras ogi,
and Nayan, 2024; Al-Dwai i, Shehaba , Zah awi, and Hammou i, 2024). Fo Gen Z, and gi en he
ela ionships be ween expe ience, CS, CT, and LOY, his s udy p oposes he ollowing:
H5: Cus ome s’ sa is ac ion wi h sel -se ice banking echnology is signi ican ly linked o b and us
in he banking se ice.
H6: Cus ome s’ sa is ac ion wi h sel -se ice banking echnology is signi ican ly linked o b and
loyal y in en ions in he banking se ice.
H7: Cus ome s’ us in sel -se ice banking is signi ican ly linked o b and loyal y in en ions.
The ela ionship be ween CS and CT in SST banking se ices dese es u he in e oga ion.
3.4 SATISFACTION AND TRUST AS MEDIATORS IN RELATIONSHIPS
Acco ding o Na e al (2023), he ela ionship be ween b and expe ience and loyal y can be media ed by
b and us . Fu he , Ozuem, Willis, Howell, Ran agni, and Ro ai (2024) con i m CT’s media ing ole in he
ela ionships be ween cus ome expe ience (Cogni i e o a ec i e) and CS. Ea lie s udies also con i med
he media ing in luence o CT (see Maxian, B adley, Wise, and Toulouse, 2013; Rasoolimanesh, Tan, Neja i,
and Sha aei, 2024; Rohman and Am ullah, 2024).
Con e sely, CS media es he ela ionship be ween expe iences and us , as con i med by many ecen
s udies (Hani e al., 2024; Ka im e al., 2024). Gi en he na u e o CS and CT ela ionships, he ole o CS
as a media o in o he s udies, and he echnology-media ed banking se ices, i seemed plausible o
p opose he ollowing hypo heses o Gen Z cus ome s:
H8: CS media es he associa ion be ween CE and CT.
H9: CT media es he associa ion be ween AE and CS.
The esul an diag amma ic ep esen a ion o he hypo heses is in Figu e 1.
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 132
FIGURE 1: CONCEPTUAL MODEL
Sou ce: F om hypo heses s a emen s
4. METHODOLOGY
The s udy employs a quan i a i e me hodology su ey app oach (Maca ón Máñez, Mo eno e al., 2024),
which en ails hypo hesizing and ga he ing nume ical da a (Du e and Ma aule, 2024). The su ey app oach
imp o es he anspa ency and eliabili y o he esea ch ou comes (Kosie and Lew‐Williams, 2024). The
popula ion o in e es was Sou h A ica’s li e a e Gene a ion Z, who had sel -se ice banking expe ience
(Ling e al., 2024) and unde s ood he dis ibu ed ques ionnai es (Ling, Chin, Yi, and Wong, 2024). Non-
p obabili y con enience sampling was applied because i allows he esea che o a ge esponden s who
will bes be able o espond o he s udy’s esea ch ques ions. Acco ding o Robe s-Lomba d e al. (2024),
he app oach inc eases sampling sui abili y and ensu es he pa icipa ion o mo e indi iduals a a educed
cos in a sho ime. The cons uc s we e measu ed on a i e-poin Like -s yle a ing scale anging om
s ongly ag ee (5) o s ongly disag ee (1), wi h a mid-poin (3) indica ing indecision. Simms (2019) s a es
ha scale o ma s beyond 5-poin a e suscep ible o poo da a quali y. Cons uc i ems we e adap ed om
academic publica ions, as shown in Table 1.
TABLE 1: CONSTRUCT ITEMS AND SOURCES
Cons uc
Sou ce o i ems
CE
Komiak and Benbasa (2024), Guo and Luo (2023), Li e al (2024), and Co e e al (2024),
AE
Komiak and Benbasa (2024), Guo and Luo (2023), Li e al (2024), and Co e e al (2024),
CS
Ugwuanyi (2021) and Lin and Guo (2023),
CT
Ugwuanyi (2021) and Lin and Guo (2023),
Sou ce: Sel -compiled
The sel -adminis e ed elec onic ques ionnai e o ms we e dis ibu ed ia he Uni e si y o he Wi wa e s and
s uden emails and a ious uni e si y social media g oups a ailable o he esea che s. All known e hical
isks we e mi iga ed, and he esea che s i s ob ained an e hics clea ance ce i ica e om a Johannesbu g-
based Uni e si y. The e hics clea ance p o ocol numbe is H24/02/10.
Fo da a analysis, he s udy ollowed he p esc ibed s anda d p ocedu es. SPSS e sion 27 was used o
analyze demog aphic in o ma ion, ollowing Limna, K aiwani , and Si ipipa anakul (2023). To con i m he
concep ual model and es he hypo heses, he esea che s p ocessed he collec ed da a using he
133 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
Sma PLS 3.0 so wa e (P adi ya and Pu wan o, 2024). This is a powe ul analy ical ool o empi ically es
complex ela ionships be ween obse ed and la en a iables o a model ha is based on ewe
homogeneous sample se s (Hai , Hul , Ringle, and Sa s ed , 2022; Jacqueline, Senjaya, Fi li, and Yadila,
2024). I in ol es e i ying he eliabili y and alidi y o he scale used be o e assessing he quali y o he
model (Su yan i and Kuswa i, 2024). The analysis echnique has wo s ages: he ou e (also known as he
measu emen model) and he inne models (also known as he s uc u al model) (Hai e al., 2022). The
measu emen model is o en used o e alua e he ou e loadings o he indi idual cons uc (A olabi,
Owoade, Iye e, and Nwobi, 2024). The esea che s assessed he measu emen model’s eliabili y,
con e gen , and disc iminan alidi y. C onbach's alpha was used o con i m he eliabili y o he model. I
p o ides an es ima e o he eliabili y o he scale sco es (Malapane and Ndlo u, 2024). Fo con e gen
alidi y, A e age Va iance Ex ac ed (AVE) assesses he p opo ion o a iance in each cons uc accoun ed
o by i s measu ed indica o s (Suma mi, Tjahjono, and Qama i, 2024). Acco ding o Cheung, Coope -
Thomas, Lau, and Wang (2024), i measu es he ex en o which all he i ems come oge he (con e ge) o
explain a pa icula cons uc and is used o e i y con e gence alidi y. Highe AVE alues indica e ha he
cons uc is well- ep esen ed by i s indica o s (Malapane & Ndlo u, 2024).
Bahammou Sami , Aicha, Zoh a e al. (2024) ecommend using he He e o ai -Mono ai Ra io (HTMT) o
a disc iminan alidi y check. The HTMT app oach has high sensi i i y and speci ici y in de ec ing
disc iminan alidi y p oblems.
Assessmen o media ion analysis includes e alua ing he coe icien o de e mina ion (R2) (Sanchez and
Tanpoco, 2023) and checking o mul icollinea i y using he Va iance In la ion Fac o (VIF) (Zhang, Siyal,
Riaz, Ahmad, Hilmi, and Li, 2023). R2 shows he a iance in endogenous a iables due o exogenous
a iables in he model (Zhang e al., 2023). Model i ness was also assessed be o e e alua ing he s uc u al
model.
5. ANALYSIS RESULTS
The su ey achie ed a usable sample o 370 Sou h A ican Gen Z membe s, he demog aphic p o ile o
whom is in Table 2. The popula ion es ima ion, he S uc u al equa ion modeling equi emen , and Raoso
con i med he adequacy o he sample size.
All he 370 pa icipan s we e compu e -li e a e. F om Table 2, i is enligh ening o obse e ha he emales
we e be e ep esen ed in he s udy, wi h a 68% sha e o he g oup. O e hal o he pa icipan s we e in
he 18-21 age g oup. The 55.4% ep esen a ion can be used as a handle o p ope posi ioning in banking
o ganiza ions a ge ing Gen Zs. The o al sha e o Gen Zs no in o mal employmen is also wo h no ing.
This ca ego y consis s o mo e han 85% o he pa icipan s. Wi h i e b ands iden i ied, one b and accoun ed
o mo e han 40%. I is he s a is ics wo h u he in e oga ion. The 76% mobile se ice sha e o he
echnology-based banking se ice p esen s ano he hin o be e a ge ing possibili ies.
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 140
A i in, K., Aziz, R. A., Moha i, S. K. M, and Tah eb, N. S. (2024, “Emo ional In elligence Re isi ed: The Ques ions o
Le el, A ec i e Fac o s and Academic Pe o mance among Gene a ion Z in Malaysia”, Asian Jou nal o
Uni e si y Educa ion, 20(1), 127-137.
Ashiq, R, and Hussain, A. (2024), Explo ing he e ec s o e-se ice quali y and e- us on consume s' e-sa is ac ion
and e-loyal y: insigh s om online shoppe s in pakis an, Jou nal o Elec onic Business & Digi al Economics, 3(2),
117-141
Asiedu, E., Majeed, M., Cha les, A,, and Fa awu, A. (2025), Assessing he in luence o sel -se ice echnology on
wom: he ole. ad ances in in o ma ion communica ion echnology and compu ing: P oceedings o AICTC 2024,
2: 2, 83
Aslam, W., de Luna, I. R., Asim, M,, and Fa ha , K. (2023), ”Do he p eceding sel -se ice echnologies in luence
mobile banking adop ion?”, IIM Kozhikode Socie y & Managemen Re iew, 12(1), 50-66
Bahammou Sami , O., Aicha, O., Zoh a, T. F., Assia, B, and la ia Mohammed, B. (2024), The mode a ing ole o
sys em use compe ence in he in luence o accoun ing in o ma ion sys ems on manage ial decision-making: a
case s udy on no h a ican coun ies, Remi ances Re iew, 9(2), 3920-3931
Bha naga , S., Gup a, A., P ashan , G. C., Pandey, P. S., Mane ka , S. G. V., Van e u, M. K,, and Pa ibandla, R. L.
(2024), E icien logis ics solu ions o e-comme ce using wi eless senso ne wo ks, IEEE T ansac ions on
Consume Elec onics
Bha ache jee, A. (2008), The o ma ion o online us , In E-Business Models, Se ices and Communica ions: 324-
342. IGI Global
Bou deau, B. L., C onin, J. J,, and Voo hees, C. M. (2024), Cus ome loyal y: a e ined concep ualiza ion,
measu emen , and model, Jou nal o Re ailing and Consume Se ices, 81, 104020
B un, I., Rajaobelina, L., Rica d, L., Be hiaume, B,, and Rica d, L. (2017), Impac o cus ome expe ience on loyal y:
a mul ichannel examina ion, The Se ice Indus ies Jou nal, 37(5–6), 317–340
Cankül, D., Kaya, S,, and Kızıl aş, M. Ç. (2024), The e ec o gas onomic expe ience on es au an image, cus ome
pe cei ed alue, cus ome sa is ac ion, and cus ome loyal y, In e na ional Jou nal o Gas onomy and Food
Science, 36, 100908
Chen, C. F,, and Gi ish, V. G. (2023), In es iga ing he use expe ience o es au an se ice obo s: he cogni i e–
a ec i e–beha io al amewo k. in e na ional jou nal o hospi ali y managemen , 111, 103482In es iga ing he use
expe ience o es au an se ice obo s: he cogni i e–a ec i e–beha io al amewo k. In e na ional Jou nal o
Hospi ali y Managemen , 111, 103482
Chen, Z., Zhang, P,, and Peng, L. (2024), Applica ion o a hyb id gene ic algo i hm based on he a elling salesman
p oblem in u al ou ism ou e planning. in e na ional jou nal o compu ing science and ma hema ics, 19(1), 1-
14Applica ion o a hyb id gene ic algo i hm based on he a elling salesman p oblem in u al ou ism ou e
planning. In e na ional Jou nal o Compu ing Science and Ma hema ics, 19(1), 1-14
141 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
Cheung, G. W., Coope -Thomas, H. D., Lau, R. S.,, and Wang, L. C. (2024), Repo ing eliabili y, con e gen and
disc iminan alidi y wi h s uc u al equa ion modeling: a e iew and bes -p ac ice ecommenda ions, Asia Paci ic
Jou nal o Managemen , 41(2), 745-783
Chmeis, S. T. J. E, and Zai e , R. (2024), The impac o e-se ice quali y on e-loyal y h ough he media ing e ec s o
e-sa is ac ion and e- us in lebanon, Jou nal o Law and Sus ainable De elopmen , 12(2), e2770-e2770
Coelho, M. C. C. D, and Imamo ić, I. (2025), Ai-d i en pe sonaliza ion in beau y e ail: explo ing how ai-based
applica ions in luence cus ome sa is ac ion and b and loyal y, In Le e aging AI o E ec i e Digi al Rela ionship
Ma ke ing, 131-162
Co e , K. N., Rod iguez-Boe winkle, R. M., Sil e , S., Ha dy, M., Pu ney, H,, and Pawelski, J. O. (2024), Emo ional
expe iences, well-being, and ill-being du ing a museum isi s: a la en class analysis, Jou nal o Happiness
S udies, 25(1), 24
Du e , R. G., and Ma aule, M. (2024), Cus ome engagemen and in en ion o pu chase a i udes o gene a ion z
consume s owa d emojis in digi al ma ke ing communica ions, Young Consume s, (ahead-o -p in )
El Abed, M., and Cas o-Lopez, A. (2024), The impac o ai-powe ed echnologies on aes he ic, cogni i e and
a ec i e expe ience dimensions: a connec ed s o e expe imen , Asia Paci ic Jou nal o Ma ke ing and Logis ics,
36(3), 715-735
Elaya , A. M., and Elal y, R. M. (2025), Using so heo y o examine he impac o ai cha bo quali y on gen z’s
sa is ac ion and ad ocacy wi hin he as - ood sec o , Young Consume s
Esposi o Vinzi, V., T inche a, L., Squillaccio i, S,, and Tenenhaus, M. (2008), Rebus‐pls: a esponse‐based
p ocedu e o de ec ing uni segmen s in pls pa h modelling, Applied S ochas ic Models in Business and Indus y,
24(5), 439-458
E a a J , A. E., Maca ual, S. S., Lee, J. M. M,, and Rabo a , J. L. O. (2025), Se ice quali y o quick se ice
es au an s as pe cei ed by millennials using he se qual model: he media ing e ec s o co po a e image and
cus ome us , Re iew o In eg a i e Business and Economics Resea ch, 14(1), 498-518
Fakh Hosseini, S., Chan, K., Lee, C., Jeon, M., Son, H., Rudnik, J,, and Coughlin, J. (2024), Use adop ion o
in elligen en i onmen s: a e iew o echnology adop ion models, challenges, and p ospec s, In e na ional Jou nal
o Human–Compu e In e ac ion, 40(4), 986-998
Fan, A., Shin, H. W., Shi, J,, and Wu, L. (2023), Young people sha e bu do so di e en ly: an empi ical compa ison o
pee - o-pee accommoda ion consump ion be ween millennials and gene a ion z, Co nell Hospi ali y Qua e ly,
64(3), 322-337
Fa idi, B. A., Yunanda, R. A., and Rusman o, T. (2024), Analyzing he ac o s in luencing he use o digi al banking
se ices among gene a ion z, In 2024 2nd In e na ional Con e ence on So wa e Enginee ing and In o ma ion
Technology (ICoSEIT) (pp. 47-51). IEEE
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 142
Fi dausiah, R. A., Suna yo, S., Sumia i, S.,, and Abidin, N. A. B. Z. (2024), Explo ing b and loyal y: e ealing he
e ec o b and expe ience media ed by b and lo e and us among sma phone use s in malang ci y, Ju nal
Aplikasi Manajemen, 22(1), 31-45
Gahle , M., Klein, J. F,, and Paul, M. (2023), Cus ome expe ience: concep ualiza ion, measu emen , and applica ion
in omnichannel en i onmen s, Jou nal o Se ice Resea ch, 26(2), 191-211
Gao, J., Ren, L., Yang, Y., Zhang, D., and Li, L. (2022), The impac o a i icial in elligence echnology s imuli on
sma cus ome expe ience and he mode a ing e ec o echnology eadiness, In e na ional Jou nal o Eme ging
Ma ke s, 17(4), 1123-1142
Gao, W., Fan, H., Li, W, and Wang, H. (2021), C a ing he cus ome expe ience in omnichannel con ex s: The ole o
channel in eg a ion,” Jou nal o Business Resea ch, 126, 12-22
Ga cía-Milon, A., Juaneda-Ayensa, E., Ola e-Pascual, C,, and Peleg ín-Bo ondo, J. (2020), Towa ds he sma
ou ism des ina ion: key ac o s in in o ma ion sou ce use on he ou is shopping jou ney, Tou ism managemen
pe spec i es, 36, 100730
Gazi, M. A. I., Masud, A. A., Sobhani, F. A., Islam, M. A., Ri a, T., Chai y, N. S.,, and Sena hi ajah, A. R. B. S. (2025),
Explo ing he media ing e ec o cus ome sa is ac ion on he ela ionships be ween se ice quali y, e iciency,
and eliabili y and cus ome e en ion, loyal y in e-banking pe o mance in eme ging ma ke s, Cogen Business &
Managemen , 12(1), 2433707
Ghazali, E., Mu um, D. S,, and Lun, N. K. (2024), Expec a ions and beyond: he nexus o ai ins umen ali y and b and
c edibili y in oice assis an e en ion using ex ended expec a ion‐con i ma ion model, Jou nal o Consume
Beha iou , 23(2), 655-675
G anić, A. (2024), Technology adop ion a indi idual le el: owa d an in eg a ed o e iew, Uni e sal Access in he
In o ma ion Socie y, 23(2), 843-858
Gunawa dane, G. (2023), Enhancing cus ome sa is ac ion and expe ience in inancial se ices: a su ey o ecen
esea ch in inancial se ices jou nals, Jou nal o Financial Se ices Ma ke ing, 28(2), 255-269
Guo, W, and Luo, Q. (2023), In es iga ing he impac o in elligen pe sonal assis an s on he pu chase in en ions o
gene a ion z consume s: he mode a ing ole o b and c edibili y, Jou nal o Re ailing and Consume Se ices, 73,
103353
Haide , S. A., Akba , A., Tehseen, S., Poulo a, P,, and Jaleel, F. (2022), The impac o esponsible leade ship on
knowledge sha ing beha io h ough he media ing ole o pe son–o ganiza ion i and mode a ing ole o highe
educa ional ins i u e cul u e, Jou nal o Inno a ion & Knowledge, 7(4), 100265
Hai , J.F, Hul , G.T.M, Ringle, C.M,, and Sa s ed . M. (2022), A p ime on pa ial leas squa es s uc u al equa ion
modeling (pls-sem), 3 d ed. Thousand Oaks: Sage
Hani , R., As u i, W,, and Suna di, S. (2024), The media ing ole o cus ome sa is ac ion in he e ec o pe cei ed
enjoymen on cus ome us in online in es men applica ion, Inno a ion Business Managemen and Accoun ing
Jou nal, 3(1), 18-29
143 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
Hassan, V. I., Bashee , S., Mi , F. A,, and Abou Fayad, S. G. (2024), Digi al inno a ion in he se ice sec o :
ans o ming cus ome expe iences. in se ice inno a ions in ou ism: me a e se, imme si e echnologies, and
digi al win (pp. 150-165), IGI Global
Hengs le , M., Enkel, E,, and Duelli, S. (2016), Applied a i icial in elligence and us — he case o au onomous
ehicles and medical assis ance de ices, Technological Fo ecas ing and Social Change, 105, 105-120
Hidaya , K, and Id us, M. I. (2023), jou nal o inno a ion and en ep eneu ship, 12(1), 29 Jou nal o Inno a ion and
En ep eneu ship, 12(1), 29
Hol , S., Ma ques, J,, and Way, D. (2012), B acing o he millennial wo k o ce: looking o ways o inspi e gene a ion
y, Jou nal o Leade ship, Accoun abili y and E hics, 9(6), 81-93
Hoyos Vallejo, C. A,, and Chinela o, F. B. (2025), Deli e ing us : how ood sa e y pe o mance d i es loyal y ac oss
he online o de ing jou ney, In e na ional Jou nal o Quali y & Reliabili y Managemen , 42(1), 107-121
Huang, D., Chen, Q., Huang, S,, and Liu, X. (2024), Consume in en ion o use se ice obo s: a cogni i e-a ec i e–
cona i e amewo k, In e na ional Jou nal o Con empo a y Hospi ali y Managemen , 36(6), 1893-1913
Hussain, H. N., Alabdullah, T. T. Y., Ries, E,, and Jamal, K. A. M. (2023), Implemen ing echnology o compe i i e
ad an age in digi al ma ke ing, In e na ional Jou nal o Scien i ic and Managemen Resea ch, 6(6), 95-114
Jacqueline, G., Senjaya, Y.P.A., Fi li, M.Z,, and Yadila, A.B., (2024), Applica ion o sma pls in analyzing c i ical
success ac o s o implemen ing knowledge managemen in he educa ion sec o , APTISI T ansac ions on
Managemen , 8(1), 49-57
Ji, C., P en ice, C., S hapi , E,, and Lei, I. (2024), Build us , hey will come: he case o casino high olle s!
In e na ional Jou nal o Con empo a y Hospi ali y Managemen , 36(10), 3361-3377
Jia, M., Kim, H. S,, and Tao, S. (2024), B&b cus ome expe ience and sa is ac ion: e idence om online cus ome
e iews, Se ice Science, 16(1): 42-54
Jumani, Z. A, and Muhamad, N. (2023), De elopmen and alida ion o key an eceden s o eligious b and a i ude: a
c oss-cul u al quan i a i e analysis using sma pls, Jou nal o Islamic Ma ke ing, 14(11), 2771-2797.
Ka im, R. A., Rabiul, M. K,, and Kawse , S. (2024), Linking g een supply chain managemen p ac ices and
beha iou al in en ions: he media ing ole o cus ome sa is ac ion, Jou nal o Hospi ali y and Tou ism Insigh s,
7(2), 1148-1168
Ka jaluo o, H., Gla ee-Geo, R., Ramdhony, D., Shaikh, A,, and Hu paul, A. (2021), Consump ion alues and mobile
banking se ices: unde s anding he u ban– u al dicho omy in a de eloping economy, In e na ional Jou nal o
Bank Ma ke ing, 39(2), 272-293
Khami o , M., Raja i, K., Huang, D. W,, and Hong, Y. (2024), Consume us : me a-analysis o 50 yea s o empi ical
esea ch, Jou nal o Consume Resea ch, 51(1), 7-18
Khang, A., Abdullaye , V., Hahano , V,, and Shah, V. (Eds.). (2024), Ad anced io echnologies and applica ions in
he indus y 4.0 digi al economy. CRC P ess
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 144
Khashan, M. A., Elso ouhy, M. M., Ghonim, M,, and Alaske , T. H. (2024), Sma cus ome expe ience, cus ome
g a i ude, p-wom and con inuance in en ions o adop sma banking se ices: he mode a ing ole o echnology
eadiness, The TQM Jou nal, 36(7), 1976-1995
Kingsho , R. P., Sha ma, P., Sima, H,, and Wong, D. (2020), The impac o psychological con ac b eaches wi hin
eas -wes buye -supplie ela ionships, Indus ial Ma ke ing Managemen , 89, 220-231
Kosie, J. E, and Lew‐Williams, C. (2024), Open science conside a ions o desc ip i e esea ch in de elopmen al
science, In an and Child De elopmen , 33(1), e2377
Kowalczuk, P., Siepmann, C,, and Adle , J. (2021), Cogni i e, a ec i e, and beha io al consume esponses o
augmen ed eali y in e-comme ce: a compa a i e s udy, Jou nal o Business Resea ch, 124, 357-373
Kuma , S, and Hsieh, J. K. (2024), How do social media ma ke ing ac i i ies a ec b and loyal y? media ing ole o
b and expe ience, Asia Paci ic Jou nal o Ma ke ing and Logis ics, 36(10), 2300-2323
Labben, T. G, and Bu ge , J. (2024), Cus ome expe ience and ou is expe ience: wha do we al eady know abou
hem? In Handbook o Expe ience Science, 262-281
Laksamana, P., Suha yan o, S,, and Cahaya, Y.F. (2023), De e mining ac o s o con inuance in en ion in mobile
paymen : in ech indus y pe spec i e, asia paci ic jou nal o ma ke ing and logis ics, 35(7), 1699-
1718De e mining ac o s o con inuance in en ion in mobile paymen : in ech indus y pe spec i e, Asia Paci ic
Jou nal o Ma ke ing and Logis ics, 35(7), 1699-1718
Laza is, C., V echopoulos, A., Sa an opoulos, P,, and Doukidis, G. (2022), Addi i e omnichannel a mosphe ic cues:
he media ing e ec s o cogni i e and a ec i e esponses on pu chase in en ion, Jou nal o Re ailing and
Consume Se ices, 64, 102731
Limna, P., K aiwani , T,, and Si ipipa anakul, S. (2023), The ela ionship be ween cybe secu i y knowledge,
awa eness and beha iou al choice p o ec ion among mobile banking use s in hailand, In e na ional Jou nal o
Compu ing Sciences Resea ch, 7, 1133–1151
Lin, M, and Guo, H. (2023), The impac o o ganiza ional us on employee e en ion in en ion: he media ing e ec s
o managemen inno a ion and job sa is ac ion, The EU ASEANs: jou nal on global socio-economic dynamics, (5
(42), 103-116
Ling, P.-S., Chin, C.-H., Yi, J,, and Wong, W.P.M. (2024), G een consump ion beha iou among gene a ion z college
s uden s in china: he mode a ing ole o go e nmen suppo , Young Consume s, 25(4), 507-527
Lisana, L, and Handa kho, Y. D. (2024), The e ec s o en i onmen al ac o s on use ’s pe sonal ai s ela ed o
mobile paymen adop ion: a case s udy o indonesia, Global Knowledge, Memo y and Communica ion.Ahead o
p in .
Lissi sa, S, and Kol, O. (2021), Fou gene a ional coho s and hedonic m-shopping: associa ion be ween pe sonali y
ai s and pu chase in en ion, Elec onic Comme ce Resea ch, 21, 545-570
145 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
Lissi sa, S. (2024), Gene a ions x, y, z: he e ec s o pe sonal and posi ional inequali ies on c i ical hinking digi al
skills, Online In o ma ion Re iew, 49(1), 35-54.
Ma, W., Wang, K., Li, J., Yang, S. X., Li, J., Song, L,, and Li, Q. (2023), In a ed and isible image usion echnology
and applica ion: a e iew, Senso s, 23(2), 599
Maca ón Máñez, M. T., Mo eno Cano, A,, and Díez, F. (2024), Impac o ake news on social ne wo ks du ing co id-
19 pandemic in spain, Young Consume s, 25(4), 439-461
Maca ón Máñez, M.T., Mo eno Cano, A,, and Díez, F. (2024), Impac o ake news on social ne wo ks du ing co id-
19 pandemic in spain, Young Consume s, 25(4), 439-461
Malapane, T. A, and Ndlo u, N. K. (2024), Assessing he eliabili y o like scale s a emen s in an e-comme ce
quan i a i e s udy: a c onbach alpha analysis using spss s a is ics. in 2024 sys ems and in o ma ion enginee ing
design symposium (sieds) (pp. 90-95). ieeeAssessing he Reliabili y o Like Scale S a emen s in an E-
Comme ce Quan i a i e S udy: A C onbach Alpha Analysis Using SPSS S a is ics. In 2024 Sys ems and
In o ma ion Enginee ing Design Symposium (SIEDS) (pp. 90-95). IEEE
Mal aglia i, S., Sa azin, P., Fessle , L., Leb e on, M,, and Che al, B. (2024), Why people should un a e posi i e
a ec i e expe iences ins ead o heal h bene i s, Jou nal o spo and heal h science, 13(4), 445
Maxian, W., B adley, S. D., Wise, W,, and Toulouse, E. N. (2013), B and lo e is in he hea : physiological
esponding o ad e ised b ands, Psychology & Ma ke ing, 30(6), 469-478
Meye , C, and Schwage , A. (2007), Unde s anding cus ome expe ience, Ha a d business e iew, 85(2), 116
Mgiba, F. M. (2021), The ou h indus ial e olu ion, loyal y in en ions and he media ing oles o epu a ion and p e-
isi expe iences o he ilakazi s ee p ecinc in sowe o, Communi as, 26,124-151
Min, C. M., Ai, Y. J,, and Ken , S. C. (2021), De e minan s o cus ome s’ in en ion on using sel -se ice echnologies
(ss ) among Gene a ion-Z, In P oceedings o The 2nd Con e ence on Managing Digi al Indus y, Technology and
En ep eneu ship (CoMDITE 2021) (p. 126)
Mogaji, E., Viglia, G., S i as a a, P,, and Dwi edi, Y. K. (2024), Is i he end o he echnology accep ance model in
he e a o gene a i e a i icial in elligence? In e na ional Jou nal o Con empo a y Hospi ali y Managemen ,
36(10), 3324-3329
Mose , A. K. (2015), Thinking g een, buying g een? d i e s o p o-en i onmen al pu chasing beha io , Jou nal o
consume ma ke ing, 32(3), 167-175
Moshagen, M, and Bade , M. (2024), Sempowe : gene al powe analysis o s uc u al equa ion models, Beha io
esea ch me hods, 56(4), 2901-2922
Naz, F., Oláh, J., Vasile, D,, and Magda, R. (2020), G een pu chase beha io o uni e si y s uden s in hunga y: an
empi ical s udy, Sus ainabili y, 12(23), 10077
Neslin, S. A. (2022), The omnichannel con inuum: in eg a ing online and o line channels along he cus ome jou ney,
Jou nal o Re ailing, 98(1), 111-132
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 146
Nguyen, H. T. T. (2024), P edic ing he de e minan s o gene a ion z’s eadiness o adop ci cula economy o
plas ics in ie nam, Ci cula Economy and Sus ainabili y, 1-23
Osakwe, C. N., Říha, D., Elgammal, I. M. Y,, and Ramayah, T. (2024), Unde s anding gen z shoppe s' in e ac ion
wi h cus ome -se ice obo s: a cogni i e-a ec i e-no ma i e pe spec i e, In e na ional Jou nal o Re ail &
Dis ibu ion Managemen , 52(13), 103-120
Ozuem, W., Willis, M., Howell, K., Ran agni, S,, and Ro ai, S. (2024), Examining use -gene a ed con en , se ice
ailu e eco e y and cus ome –b and ela ionships: an explo a ion h ough commi men - us heo y, In e ne
Resea ch, 34(3), 784-809
Pan ano, E., Pedelien o, G,, and Ch is odoulides, G. (2022), A s a egic amewo k o echnological inno a ions in
suppo o he cus ome expe ience: a ocus on luxu y e aile s, Jou nal o Re ailing and Consume Se ices, 66,
102959
Pa sakia, K., Ros ami, M., Da bani, S. A., Saada i, N,, and Na abinejad, S. (2023), Explana ion o he concep o
gene a ion disjunc ion in s udying gene a ion z, Jou nal o Adolescen and You h Psychological S udies (JAYPS),
4(2), 136-142
Peleg in-Bo ondo, J., Reina es-La a, E,, and Ola e-Pascual, C. (2017), Assessing he accep ance o echnological
implan s ( he cybo g): e idences and challenges, Compu e s in Human Beha io , 70, 104-112
Peleg ín-Bo ondo, J., Reina es-La a, E., Ola e-Pascual, C.,, and Ga cia-Sie a, M. (2016), Assessing he
mode a ing e ec o he end use in consume beha io : he accep ance o echnological implan s o inc ease
inna e human capaci ies, F on ie s in Psychology, 7, 132
Pe ze , D. J, and Robe s-Lomba d, M. (2024), Re isi ing he sa is ac ion–loyal y link in e ail banking–an eme ging
ma ke pe spec i e, Jou nal o Economic and Financial Sciences, 17(1), 925
P adi ya, R. A,, and Pu wan o, A. (2024), Linking he in luence o dynamic capabili ies and inno a ion capabili ies on
compe i i e ad an age: pls-sem analysis, PROFESOR: P o essional Educa ion S udies and Ope a ions
Resea ch, 1(02), 6-10
P ayogi, A. H, and Solekah, N. A. (2024), G een banking ends in islamic bank: gen z’s awa eness and knowledge,
Al-Kha aj: Ju nal Ekonomi, Keuangan & Bisnis Sya iah, 6(6), 5150-5165
Rahimi, R. A,, and Oh, G. S. (2024), Beyond heo y: a sys ema ic e iew o s eng hs and limi a ions in echnology
accep ance models h ough an en ep eneu ial lens, Jou nal o Ma ke ing Analy ics, 1-24
Raji, M. A., Olodo, H. B., Oke, T. T., Addy, W. A., O odile, O. C,, and Oyewole, A. T. (2024), Business s a egies in
i ual eali y: a e iew o ma ke oppo uni ies and consume expe ience, In e na ional Jou nal o Managemen &
En ep eneu ship Resea ch, 6(3), 722-736
Ranjan, R. (2025), Beha iou al inance in banking and managemen : a s udy on he ends and challenges in he
banking indus y, Asian Jou nal o Economics, Business and Accoun ing, 25(1), 374-386
147 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
Rehman, S. U., Bha i, A., Mohamed, R,, and Ayoup, H. (2019), The mode a ing ole o us and commi men
be ween consume pu chase in en ion and online shopping beha io in he con ex o pakis an, Jou nal o Global
En ep eneu ship Resea ch, 9(1), 1–25
Re illa, M. (2015), E ec o using di e en labels o he scales in a web su ey, In e na ional Jou nal o Ma ke
Resea ch, 57(2), 225-238
Robe s-Lomba d, M., Makanyeza, C., Jaiyeoba, O,, and S o wa, T. D. (2024), Re isi ing he deligh –loyal y link in a
e ail banking con ex –an eme ging ma ke pe spec i e, A ican Jou nal o Economic and Managemen S udies,
15(3), 483-500
Rohman, H. F,, and Am ullah, M. R. (2024), Digi al und aising zaka : a s udy on he impac o social media
ma ke ing and c owd unding, Ju nal Ekonomi Sya iah, 9(1)
Rungsi hong, R,, and Meye , K. E. (2020), T us and knowledge sha ing in con ex : a s udy o in e na ional buye -
supplie ela ionships in hailand, Indus ial Ma ke ing Managemen , 88, 112-124
Salmiah, S., Sahi , S,, and Fahle i, M. (2024), The e ec o social media and elec onic wo d o mou h on us and
loyal y: e idence om gene a ion z in co ee indus y, In e na ional Jou nal o Da a and Ne wo k Science, 8(1),
641-654
Sanchez, J. A. R,, and Tanpoco, M. (2023), Con inuance in en ion o mobile walle usage in he philippines: a
media ion analysis, Re iew o In eg a i e Business and Economics Resea ch, 12(3), 128-142
Saunde s, C., C ossing, S., Penman, A., Bu ow, P,, and Gi gis, A. (2007), Ope a ionalising a model amewo k o
consume and communi y pa icipa ion in heal h and medical esea ch, Aus alia and New Zealand heal h policy,
4(1)
Schmi , B. (1999), Expe ien ial ma ke ing. jou nal o ma ke ing managemen , 15(1-3) Expe ien ial ma ke ing. Jou nal
o Ma ke ing Managemen , 15(1-3)
Seka an, U,, and Bougie, R. (2016), Resea ch me hods o business: a skill-building app oach, John Wiley & sons
Sena hi ajah, A. R. B. S., bin S Sena hi ajah, A. R., Alaina i, S., Haque, R., Ahmed, S., Khalil, M. I,, and Chowdhu y,
B. (2024), An eceden s and consequence o us -commi men owa ds a i icial-based cus ome expe ience,
UCJC Business and Socie y Re iew ( o me ly known as Uni e sia Business Re iew), 21(80)
Shahid, M. N., Khan, A. J., Baka , A,, and Bashi , F. (2022), The media ing ole o job sa is ac ion be ween pe cei ed
o ganiza ional poli ics, job s ess, ole con lic , and u no e in en ion: a co id-19 pe spec i e, Re iew o
Educa ion, Adminis a ion & Law, 5(4), 677-693
Shahzad, M. F., Xu, S., An, X,, and Ja ed, I. (2024), Assessing he impac o ai-cha bo se ice quali y on use e-
b and loyal y h ough cha bo use us , expe ience and elec onic wo d o mou h, Jou nal o Re ailing and
Consume Se ices, 79, 103867
Sha ma, N., Sha ma, M,, and Singh, T. (2024), Mobile banking app expe ience o gene a ion y and z consume s,
Asia Paci ic Jou nal o Ma ke ing and Logis ics, 36(8), 2008-2027
The Cogni i e and A ec i e Expe iences … in Technology-Media ed Banking Se ices 148
Sha ma, P. (2019), Digi al e olu ion o educa ion 4.0, In e na ional Jou nal o Enginee ing and Ad anced
Technology, 9(2), 3558-3564
Simms, H. (2019), Explo ing he ela ionship o g i as a non-cogni i e p edic o o i s semes e academic success
o communi y college ans e s uden s, (Doc o al disse a ion, The Uni e si y o No h Ca olina a Cha lo e)
Singh, K. J., Ras ogi, T,, and Nayan, R. (2024), The ole o sus ainabili y in building cus ome loyal y and sa is ac ion:
examining he media ing impac o us in he banking sec o , Jou nal o Comme ce & Accoun ing Resea ch,
13(2)
Sube o-Na a o, Á., Peleg ín-Bo ondo, J., Reina es-La a, E,, and Ola e-Pascual, C. (2022), P oposal o modeling
social obo accep ance by e ail cus ome s: can model+ echnophobia, Jou nal o Re ailing and Consume
Se ices, 64, 102813
Suma mi, S., Tjahjono, H. K,, and Qama i, I. N. (2024), Cons uc measu emen o dynamic adap i e capabili y in
Indonesian highe educa ion, Mul idisciplina y Re iews, 7(3), 2024055-2024055
Su yan i, A,, and Kuswa i, R. (2024), The elucida ing o cus ome alue and cus ome loyal y o halal cosme ic: he
empi ical e idence o Indonesian emale, Jou nal o Business and Managemen S udies, 6(1), 171-181
Tahe doos , H. (2016), Sampling me hods in esea ch me hodology; how o choose a sampling echnique o
esea ch, In e na ional Jou nal o Academic Resea ch in Managemen (IJARM), 5
Tao, W., Tian, S., Sunny Tsai, W. H,, and Seelig, M. I. (2024), The powe o emo ional appeal in mo i a ing beha io s
o mi iga e clima e change among gene a ion z, Jou nal o Nonp o i & Public Sec o Ma ke ing, 36(1), 37-64
Ta iq, E., Akou , I., Al-Shanableh, N., Alquqa, E., Alzboun, N., Al-Hawa y, S,, and Alshu ideh, M. (2024), How
cybe secu i y in luences aud p e en ion: an empi ical s udy on jo danian comme cial banks, In e na ional
Jou nal o Da a and Ne wo k Science, 8(1), 69-76
T an, L. A. P,, and Chang, T. Y. (2024), Wha makes cus ome s loyal o an online booking b and? he e ec s o
online b and expe ience and b and a achmen , Jou nal o Quali y Assu ance in Hospi ali y & Tou ism, 25(2), 187-
214
Tseng, L. Y., Chang, J. H,, and Zhu, Y. L. (2024), Wha d i es he a el-swi ching beha io o chinese gene a ion z
consume s? Jou nal o Tou ism Fu u es, 10(1), 131-146
Ve ma, N,, and Kau , M. (2023), Examining he ela ionship among cus ome expe ience, bank image, and us : a
mul ichannel banking pe spec i e, Jou nal o Global Ma ke ing, 36(2), 141-164
Wang, L., Cui, Y., Sun, J., Liu, J., Wei, D,, and Gu, C. (2024), De e minan s o consume adop ion o mul ilingual sel -
se ice o de ing sys ems in as ood es au an s, Ac a Psychologica, 245, 104216
Wedy, Y. K., Peb ian i, W,, and Lis iana, E. (2025), The in luence o se ice quali y, in o ma ion quali y, us and
cus ome sa is ac ion on cus ome loyal y a case s udy a cu i apang kasih, In e na ional Jou nal o Finance and
Business Managemen , 3(1), 1-12
149 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
Wong, L. W., Tan, G. W. H., Ooi, K. B,, and Dwi edi, Y. (2024), The ole o ins i u ional and sel in he o ma ion o
us in a i icial in elligence echnologies, In e ne Resea ch, 34(2), 343-370
Xie, X. Y., Ling, C. D., Mo, S. J,, and Luan, K. (2015), Linking colleague suppo o employees’ p omo i e oice: a
mode a ed media ion model, PloS One, 10(7), e0132123
Yadega i, M., Mohammadi, S,, and Masoumi, A. H. (2024), Technology adop ion: an analysis o he majo models
and heo ies, Technology Analysis & S a egic Managemen , 36(6), 1096-1110
Yang, Z., Liu, V,, and Lyu, C. (2024), Explo ing social sha ing alue: e ec s on cus ome a i udes and beha io s in
es au an li es eaming, Beha io al Sciences, 14(7), 621
Yesi adewi, V. I,, and Widodo, T. (2024), The in luence o se ice quali y, pe cei ed alue, and us on cus ome
loyal y ia cus ome sa is ac ion in deli e ee indonesia, Quali y-Access o Success, 25(198)
Zaina y, S. F., P a ama, B. C., Fakh uddin, I,, and Pandansa i, T. (2023), E- iling epo : s pe o mance expec ancy,
e o expec ancy, us , and pe cei ed isk in luencing he in en ion o use he sys em, SAR (Soedi man
Accoun ing Re iew): Jou nal o Accoun ing and Business, 8(2), 234-250
Zhang, W., Siyal, S., Riaz, S., Ahmad, R., Hilmi, M. F,, and Li, Z. (2023), Da a secu i y, cus ome us and in en ion
o adop ion o in ech se ices: an empi ical analysis om comme cial bank use s in pakis an, Sage Open, 13(3),
21582440231181388
Zimand-Sheine , D,, and Lissi sa, S. (2024), Gene a ion z- ac o s p edic ing decline in pu chase in en ions a e
ecei ing nega i e en i onmen al in o ma ion: as ashion b and shein as a case s udy, Jou nal o Re ailing and
Consume Se ices, 81, 103999
Zla ano a-Pazhe a, E. (2024), The impo ance o gene a ional ma ke ing in ma ke segmen a ion, In e na ional
Jou nal o Business and Managemen In en ion, 13(4), 01-06
Zungu, N. P., Amegbe, H, Hanu, C,, and Asamoah, E. S. (2025), Ai-d i en sel -se ice o enhanced cus ome
expe ience ou comes in he banking sec o , Cogen Business & Managemen , 12(1), 2450295.
