Engaging The Digital Generation: Service Quality And Cx Strategies For Gen Z

Abstract

Customer engagement is one of the measurements of the sustainability of a consumer products business. This study aims to analyze the effect of service quality and customer experience on customer engagement in Generation Z who have shopped at Kicks Catalog West Jakarta. The research is quantitative using primary data obtained through an online questionnaire to 100 respondents selected by purposive sampling technique. Data analysis was conducted by Partial Least Square-Structural Equation Modeling (PLS-SEM) using SmartPLS 4 software. The results showed that service quality has a positive and significant effect on customer experience, which means that the better the quality of service provided, the better the customer experience. However, service quality has no significant effect on customer engagement, indicating that good service quality alone is not enough to drive customer engagement in the absence of emotionally valuable experiences and meaningful interactions. Meanwhile, customer experience has a positive and significant effect on customer engagement, so that a positive experience can increase customers ' active engagement with brands, whether in the form of reviews, digital participation, or brand advocacy. This finding confirms the importance of the role of customer experience as a key factor in building customer engagement, especially in the midst of increasingly dynamic digital business competition.