Understanding Gen Z’s Digital Banking Loyalty: The Role of Switching Costs and Consumption Values

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 Ge