Reshaping the bank experience for GEN Z in France

Souheila Kaabachi (), Selima Ben Mrad () and Tais Barreto ()
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Souheila Kaabachi: European Business School
Selima Ben Mrad: Nova Southeastern University
Tais Barreto: Nova Southeastern University

Journal of Marketing Analytics, 2022, vol. 10, issue 3, No 4, 219-231

Abstract: Abstract The objective of this research is to understand the service e-quality dimensions that contribute to creating value for Generation Z (Gen Z) consumers when choosing Internet-Only Banks (IOBs) services. The data were collected from a sample of Gen Z IOB users in France. Structural Equation Modeling was used to test the hypotheses. Results suggest that reliability, customer service and support, product portfolio, bank transparency, personalization, and security and privacy are positively related to IOB’s consumer perceived value and that consumers’ perceived value positively affects IOB’s consumer loyalty. This study reveals that IOBs in France should focus on those dimensions to tailor a unique customer experience to Gen Z.

Keywords: Internet-only banks; Gen Z; Service quality; France; Customer loyalty (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

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DOI: 10.1057/s41270-022-00173-8

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