EFFECTS OF SERVICE QUALITY, SATISFACTION, AND PERCEIVED LOYALTY IN TECHNOLOGY USE OF GENERATION Z CONSUMERS DURING THE COVID-19 SITUATION

Studying people’s behavior during COVID-19 is new and important for business planning. This research aimed to study the influencing relationship of four variables: service quality, customer satisfaction, perceived trust, and customer loyalty. This study focuses on Generation Z’s behavior in using technology during the coronavirus situation. Therefore, the research population is Generation Z in Thailand who were surveyed by sending questionnaires through various online media to collect data. The sample comprised 380 participants who were statistically analyzed by descriptive analysis and PLS structural equation analysis. The results showed that (1) the participants’ opinions on all four variables, included service quality, customer satisfaction, customer trust, and loyalty, were at a high level, (2) the service quality significantly influenced customer satisfaction, (3) the service quality significantly affected perceived trust, (4) the customer satisfaction significantly influenced customer loyalty, and (5) the perceived trust significantly affected customer loyalty. Research suggests that management and strategic planning in service businesses for Generation Z customers should focus on the four key success factors, including service quality, customer satisfaction, perceived trust, and customer loyalty. Planning through the business service quality has a positive effect on customer satisfaction and trust. It ultimately leads to customer loyalty in Generation Z, which is critical to the success and the continued growth of the service business.