The Cognitive and Affective Experiences, Customer Satisfaction and Trust, and the Loyalty Journey in Technology-Mediated Banking Services

Self-service technology-based banking services have altered Generation Z’s perceptions and consumption. However, their online interaction experiences and outcomes are not fully understood. This paper investigated the impact of cognitive and affective experiences on satisfaction, trust, and loyalty intentions among Generation Z customers after using self-service banking technology in South Africa. A conceptual framework was proposed and tested. Smart PLS analysis confirmed all the hypotheses. The results confirmed the impact of cognitive and affective experiences on customers’ satisfaction and trust, and of customer satisfaction and trust on loyalty intentions. The proposed partial mediation roles of customer satisfaction and customer trust were confirmed. The study contributes to the academic debate on customers’ experience and perceptions of self-service banking technology and how these impact loyalty intentions. It broadens the view of industries that use similar technologies.