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Year 2025
 
Vol 66, Issue 4, [08 - 2025] - Full papers

The role of online experience in the relationship between customer citizenship behavior and Generation Z loyalty

DOI:10.46326/JMES.2025.66(6).08

  • Affiliations:

    Faculty of Economics and Business Administration, Hanoi University of Mining and Geology, Hanoi, Vietnam

  • *Corresponding:
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  • Received: 9th-May-2025
  • Revised: 12th-July-2025
  • Accepted: 17th-July-2025
  • Online: 1st-Aug-2025
Pages: 104 - 114
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Abstract:

This study evaluates the relationship between customer citizenship behavior and Generation Z loyalty in the context of B2C e-commerce in Vietnam. Furthermore, it critically examines themediating role of online experiencein this relationship. Grounded insocial exchange theory, the research posits that positive interactions and perceived value cultivate a sense of obligation and commitment among consumers, ultimately fostering loyalty in the context of B2C e-commerce in Vietnam. The study employs a quantitative approach using partial least squares structural equation modeling to analyze data from a survey of 342 Generation Z individualsactively engaged in B2C e-commerce activities in Vietnam. The empirical findings robustly indicate that CCB exerts asignificant positive impact on Generation Z loyalty in the context of B2C e-commerce in Vietnam. Crucially, the results also confirm thatonline experiences serve as a vital mediatorin the relationship between CCB and Generation Z loyalty, highlighting the importance of seamless and engaging digital interactions in cultivating enduring customer relationships. This research offers valuable insights and practical recommendations for e-commerce managers seeking to enhance Generation Z loyalty in the Vietnamese market, thereby contributing to a more comprehensive understanding of this influential demographic's online purchasing behavior. The findings underscore the importance of cultivatingcustomer citizenship behaviors, such as encouraging feedback, advocacy, helping other customers, and promoting tolerance in B2C e-commerce in Vietnam. Crucially, the study emphasizes thatoptimizing the online customer experienceis paramount. By focusing on these areas, managers can effectively build stronger relationships with Gen Z consumers, leading to increased loyalty and sustainable growth in the competitive e-commerce landscape.

How to Cite
Pham, T.Kien, Le, C.Van and Phan, L.Thuy Thi 2025. The role of online experience in the relationship between customer citizenship behavior and Generation Z loyalty. Journal of Mining and Earth Sciences. 66, 4 (Aug, 2025), 104-114. DOI:https://doi.org/10.46326/JMES.2025.66(6).08.
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