Customer-oriented marketing and Gen Z behaviour: combining PLS-SEM and necessary condition analysis

Purpose Based on the stimulus–organism–response (S–O–R) model, this research aims to investigate the impact of customer-oriented marketing (CoM) on the post-purchase behaviour (PPB) of Generation Z hotel customers in Egypt. It further investigates the mediating roles of customer delight and customer well-being and tests whether customer delight enhances customer well-being as a sequential psychological mechanism linking CoM to behavioural outcomes. Design/methodology/approach A quantitative, cross-sectional design was employed using an online questionnaire distributed to Generation Z hotel customers in Egypt. Of 500 surveys, 362 valid responses were analysed. The authors tested the proposed model using partial least squares structural equation modeling (PLS-SEM), complemented by necessary condition analysis (NCA) and importance–necessity scatter mapping. CoM was operationalised as a multidimensional construct reflected by five foci: product, customer relationship, innovation, digitalisation and technology. PPB was measured through purchase intention, word of mouth and customer loyalty. Findings Consistent with S–O–R theory, CoM positively influences PPB both directly and indirectly through customer delight and customer well-being, confirming the proposed sequential mechanism. NCA results further show that digitalisation is a statistically significant necessary condition for achieving high delight, well-being and PPB. The scatter maps reinforce that digitalisation represents the strongest high-importance/high-necessity dimension, whereas innovation and technology function mainly as value-adding enhancers. The descriptive findings show that Gen Z customers value digital convenience and experience quality; use search engines, social media and online travel agencies to evaluate hotels; and share experiences on social media and online review platforms. Practical implications The post-purchase outcomes for Gen Z customers can be improved by hotels through customer-focused marketing that increases delight and well-being. However, digitalisation should be treated as a baseline requirement, while innovation and technology can be leveraged as differentiators once this foundation is secured. Originality/value This study conceptualises CoM as a multidimensional stimulus within S–O–R and advances hospitality marketing research by integrating PLS-SEM with NCA and scatter mapping. The findings demonstrate that CoM dimensions differ not only in their net effects but also in their necessity role, highlighting digitalisation as a minimum condition for high Gen Z outcomes in an emerging market context.