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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
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Tuong et al. (2025) studied this question.
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