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1 – 10 of 190Neeru Sharma, Meena Sharma and Tejinderpal Singh
The study investigates whether the customer experience, satisfaction and continuance intention interrelationships in mobile banking services vary across Generation (Gen) Y and Gen…
Abstract
Purpose
The study investigates whether the customer experience, satisfaction and continuance intention interrelationships in mobile banking services vary across Generation (Gen) Y and Gen Z consumers.
Design/methodology/approach
The data were collected using online surveys from 224 Gen Y and 238 Gen Z mobile banking users. The study uses the partial least squares structural equation modelling (PLS-SEM) technique and an asymmetrical analytical approach through fuzzy set qualitative comparative analysis (fsQCA) to examine the effects of five experience dimensions (pragmatic, usability, affective, sensory and social) and satisfaction on continuance intention.
Findings
Whilst Gen Z values pragmatic and affective experiences more than Gen Y and assigns less importance to usability experience (Uxp), both PLS-SEM and fsQCA did not find any significant impact of sensory experience (Sxp) in any cohort. In contrast, fsQCA suggests that social experience could play a significant role for specific segments within both generations. Furthermore, PLS-SEM demonstrates a greater impact of satisfaction on continuance intention for Gen Y than for Gen Z.
Research limitations/implications
The sample consists of high/middle-income urban consumers in one country. Future research could investigate low-income and semi-urban/rural consumers and consumers living in other countries.
Practical implications
Banks must recognise the diversity within and between Gen Y and Gen Z, adopting a segmented user experience approach. Users within each generation may prioritise distinct aspects of the mobile banking app and understanding the specific differences between Gen Y and Gen Z preferences is crucial.
Social implications
Encouraging mobile banking users to engage in community-driven financial initiatives can inspire non-users, promoting digital financial inclusion.
Originality/value
To the best of the authors' knowledge, this study is the first to compare the customer experience-based psychological patterns of continued mobile banking use in Gen Y and Gen Z.
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Joeri Van den Bergh, Patrick De Pelsmacker and Ben Worsley
The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related…
Abstract
Purpose
The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.
Design/methodology/approach
An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas.
Findings
Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas.
Research limitations/implications
This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world.
Practical implications
This study provides input for marketing practitioners to create better focused and more effective campaigns.
Originality/value
Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.
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YunYing Zhong, Lu Zhang, Wei Wei and Jerry Cha-Jan Chang
Considering Gen Z’s unique formative experience with social media, this study aims to apply the cue utilization theory to investigate the effects of social media policy as an…
Abstract
Purpose
Considering Gen Z’s unique formative experience with social media, this study aims to apply the cue utilization theory to investigate the effects of social media policy as an organizational cue in attracting this cohort to hospitality and tourism (H&T) companies.
Design/methodology/approach
A 2 (policy frame: promotion/prevention) × 2 (policy boundary: distinct/permeable) experiment was conducted with 243 Gen Z H&T job seekers. ANCOVA analyses were performed to analyze the effects of policy frame and boundary on perceived organization attractiveness and pursuit intention, respectively.
Findings
This study found that when a company policy promoted social media usage, Gen Z job seekers reported higher attractiveness and pursuit intention in the distinct boundary condition. However, when a company’s social media policy emphasized a prevention frame, Gen Z job seekers reported a similar level of perceived attractiveness and pursuit intention, regardless of the policy boundary conditions.
Originality/value
This study addressed the literature gaps of limited research on the Gen Z workforce and the effects of social media policy on talent attraction. Based on the cue utilization theory, this study identified the policy clause combinations that generated positive recruitment impacts among Gen Z members. The study provided unique theoretical and practical implications for H&T managers to use social media policy as a novel and cost-effective tool to attract Gen Z talents.
研究目的
考虑到 Z 世代在社交媒体方面的独特成长经历, 本研究借鉴了线索利用理论, 调查了社交媒体公司政策作为组织线索在吸引这一年轻人才群体加入酒店和旅游公司方面的影响。
研究方法
本研究在 243 名 Z 世代潜在的酒店和旅游从业人员中进行了 2(政策框架:促进与预防)x 2(政策边界:明显与模糊)的实验。 通过一系列 2x2 ANCOVA 分析来确认政策框架和政策边界对Z 世代的劳动力在组织吸引力和求职意愿的影响。
研究结论
研究结果表明, 当公司提倡在工作中使用社交媒体, Z世代潜在员工觉得有明显边界政策的公司 (相对于有模糊边界政策的公司)具有更高的吸引力和追求意愿。 然而, 当公司的社交媒体政策强调预防框架时, 无论政策边界如何界定, Z 世代潜在员工都表示相似的组织吸引力和求职意愿。
研究创新
本研究从人才吸引的角度来填补了关于 Z 世代劳动力和社交媒体政策的研究空白。 基于线索利用理论, 该研究揭示了对 Z 世代成员产生积极招聘影响的政策条款组合。 该研究为酒店和旅游管理人员使用社交媒体政策作为吸引 Z 世代人才的新颖且具有成本效益的工具提供了独特的理论和实践意义。
Objetivo
Teniendo en cuenta la experiencia formativa única de la Generación Z con los medios sociales, este estudio aplica la teoría de la utilización de señales para investigar los efectos de la política de medios sociales como indicio organizativo para atraer a esta cohorte a las empresas de hostelería y turismo.
Diseño/metodología/enfoque
Se realizó un experimento de 2x2 (marco de la política: promoción vs prevención) x (límite de la política: distinto vs permeable) con 243 personas de la Generación Z en busca de empleo en hostelería y turismo. Se aplicaron análisis ANCOVA para analizar los efectos del marco de política y el límite en el atractivo percibido de la organización y la intención de búsqueda, respectivamente.
Resultados
Este estudio descubrió que cuando la política de una empresa promovía el uso de los medios sociales, los solicitantes de empleo de la Generación Z declaraban un mayor atractivo y una mayor intención de búsqueda en la condición de límite diferenciado. Sin embargo, cuando la política de medios sociales de una empresa hacía hincapié en un marco de prevención, los solicitantes de empleo de la Generación Z informaron de un nivel similar de atractivo percibido e intención de búsqueda, independientemente de las condiciones de límite de la política.
Originalidad/valor
Este estudio abordó las lagunas en la literatura debido a la investigación limitada sobre la fuerza laboral de la Generación Z y los efectos de las políticas de redes sociales en la atracción de talento. Basado en la teoría de utilización de señales, el estudio identificó las combinaciones de cláusulas de política que generaron impactos positivos en la contratación entre miembros de la Generación Z. El estudio proporcionó implicaciones teóricas y prácticas únicas para que los gerentes de hostelería y turismo utilicen las políticas de redes sociales como una herramienta novedosa y rentable para atraer talento de la Generación Z.
Details
Keywords
- Social media policy
- Generation Z
- Organization attractiveness
- Pursuit intention
- Cue utilization theory
- Labor challenge
- 社交媒体政策
- Z 世代劳动力
- 组织吸引力
- 求职意向
- 线索利用理论
- 旅游劳动力挑战
- Palabras clave Política de medios sociales
- Fuerza laboral de la generación Z
- Atractivo de la organización
- Intención de búsqueda
- Teoría de la utilización de pistas
- Desafío laboral
Nguyen M Trang, Brad McKenna, Wenjie Cai and Alastair Maclean Morrison
This research aims to explore generation (Gen) Z's personal branding on social media when job seeking.
Abstract
Purpose
This research aims to explore generation (Gen) Z's personal branding on social media when job seeking.
Design/methodology/approach
Gen Z students, in their final year of university, were interviewed about personal branding, as well as recruiters and career advisors to gain insights into the recruitment process and expectations of online personal brands. Before interviewing, Gen Z students' LinkedIn profiles were examined, and then fed into the interview process.
Findings
Using impression management theory, the findings show that Gen Z perceive online personal brands as a crucial tool to gain more advantage in job markets. A gap was found between desired and perceived selves in Gen Z's online personal brands. Strategies such as effective self-reflection, authentic communication, self-promotion processes, awareness of risks and constantly controlling digital footprints were suggested to build stronger and more coherent personal brands. Gen Z are in favour of a more dynamic, interactive, work-in-process of authentic personal brands.
Originality/value
This research demonstrates the importance of authentically building online personal branding strategies and tactics to bridge the divide between Gen Z's desired and perceived images in personal branding on social media when job seeking.
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Siti Aisyah Binti Zahari, Shahida Shahimi, Suhaili Alma'amun and Mohd Mursyid Arshad
This study aims to determine the factors that influence ethical banking behavior among millennials and Gen-Z in Malaysia.
Abstract
Purpose
This study aims to determine the factors that influence ethical banking behavior among millennials and Gen-Z in Malaysia.
Design/methodology/approach
A stratified sample of 525 millennials and Gen-Z of Malaysian banking customers was used. Extended ethical decision-making (EDM) model was tested using partial least square-structural equation model for the analysis.
Findings
The findings indicated that the engagement of millennials and Gen-Z in ethical banking is influenced by factors such as intention, judgment and awareness, which shaped both generations’ ethical banking behavior.
Practical implications
This study could be a central reference point and assist banking institutions in understanding the preferences of millennials and Gen-Z.
Originality/value
This study extends the previous EDM model that focused solely on consumer's belief systems. Three aspects differentiate this paper and contribute to its originality, namely, the uniqueness of millennials and Gen-Z behavior, incorporating new variables along with the EDM models and study in Malaysian context.
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Junsung Park, Joon Woo Yoo, Youngju Cho and Heejun Park
This study aims to understand the reasons for individuals switching from traditional banks to Internet-only banks and examine how switching intentions differ between Generation X…
Abstract
Purpose
This study aims to understand the reasons for individuals switching from traditional banks to Internet-only banks and examine how switching intentions differ between Generation X and Generation Z. Notably, Generation Z, being digital natives, exhibits distinct characteristics compared to Generation X, who often referred to as digital immigrants. Given the technology-driven nature of Internet-only banks, a multi-group analysis between these two generations was conducted.
Design/methodology/approach
This study utilizes Bansal’s push–pull–mooring model as a framework to analyze switching intention. The study collected survey data from 383 Korean participants, consisting of 198 participants from Generation Z and 185 participants from Generation X.
Findings
The findings indicate that low satisfaction and discomfort are factors that push people to leave traditional banks. Specifically, Generation Z shows a significantly higher inclination to leave traditional banks due to discomfort. On the other hand, relative advantage, compatibility, observability and trialability are factors that pull people to switch to Internet-only banks. Generation X is more likely to consider adopting Internet-only banks when compatibility is high and complexity is low.
Originality/value
This study is the first to explore unique motivators for Generation Z, such as their discomfort with interpersonal interactions in the retail banking sector. These findings challenge earlier research emphasizing human interaction’s importance in technology adoption, offering insights into their future adoption of contactless services.
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Mare Stevanovski, Likun (David) Zhan and Michael Mustafa
This paper highlights the opportunities and challenges for family firms in managing Generation Z (Gen-Z) employees. This perspective article explores several considerations for…
Abstract
Purpose
This paper highlights the opportunities and challenges for family firms in managing Generation Z (Gen-Z) employees. This perspective article explores several considerations for family firms in managing their Gen-Z employees and the potential implications for their socioemotional wealth (SEW).
Design/methodology/approach
The authors provide a brief review of what is known about the values/work habits of Gen-Z employees and attracting, retaining and managing nonfamily employees in family firms.
Findings
The unique values, motivations and working styles of Gen-Z employees suggest the need for family business leaders to adopt a different approach to managing these employees. A focus on Gen-Z’s psychological contract, technological savviness and entrepreneurial orientation is provided with respect to how they can be managed.
Originality/value
The authors suggest the importance of approaching NFEs as a heterogenous group and offer avenues for future research with prospective research questions to better understand nonfamily Generation Z employees’ place in the family firm.
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Mohd Hafiz Hanafiah, Muhammad Aliff Asyraff, Mohd Noor Ismawi Ismail and Juke Sjukriana
The purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the…
Abstract
Purpose
The purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the inter-relationship between Gen Z tourist’s perception of M-payment benefits, adoption behaviour, usage risk and future usage intention.
Design/methodology/approach
The sample comprised Malaysian Gen Z individuals (n = 326) who had experience using M-payment methods while travelling outbound. Given the complex nature of the model and the goal to predict and explain relationships within Gen Z's M-payment usage, partial-least square-structural equation modelling was used to assess the study framework and test the proposed relationships.
Findings
This study reveals significant influences on Gen Z tourists' behavioural intentions towards M-payment usage. Perceived benefits, performance expectancy, social influence and perceived trust positively impact behavioural intentions, while effort expectancy exhibits no significant effect. Furthermore, perceived trust is strongly influenced by perceived security, which also positively influences behavioural intentions. A mediated relationship is evident as trust mediating the effect of perceived security on behavioural intentions.
Research limitations/implications
This study’s findings contribute to understanding the intricate relationships influencing Gen Z's M-payment behaviour and underscore trust's pivotal role in mediating the security–behavioural intention relationship.
Originality/value
This study is among the first to consider Mental Accounting Theory and the Unified Theory of Acceptance and Use of Technology as crucial underpinning theories in comprehending the intricate relationships that influence Gen Z travellers' perceptions and behaviours concerning M-payment systems.
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Paula Rodrigues, Ana Sousa and Ana Pinto Borges
The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or…
Abstract
Purpose
The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or virtual museums.
Design/methodology/approach
Two studies were conducted. The first study assesses the implicit attitudes of Gen Z individuals through Implicit Association Tests (IAT) toward the experience of visiting traditional versus virtual museums. Considering the results of the study one, the second study proposes and validates a conceptual model through PLS-SEM approach about the explicit attitudes of this generation toward virtual museums.
Findings
In the first study, it was found that virtual museums are more successful at engaging and immersing participants than traditional museums for Gen Z. The second study emphasized the significance of meeting Gen Z expectations and ensuring effortless access to information in virtual experiences as this can lead to increased satisfaction and inspiration among this generation.
Originality/value
The originality of this study lies in its focus on Gen Z's attitudes toward virtual museums and the use of both implicit and explicit attitude measures to gain a comprehensive understanding of these attitudes. An interesting aspect emerges from the implicit attitudes displayed by Gen Z, indicating their preference for virtual museums as more captivating compared to traditional ones.
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Rodney Graeme Duffett and Mihlali Maraule
Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary…
Abstract
Purpose
Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.
Design/methodology/approach
Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.
Findings
The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.
Practical implications
This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.
Originality/value
By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.
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