Journal of Global Marketing, Journal of Marketing, Journal of global competitive strategy, Global strategic marketing planning, Management Journals from India, Best Management Journals, Indian management Journals, Management Journals, Journal of Global strategic alliances, Journal of Global marketing information systems, Journal of Global strategic marketing planning, Journal of Global buyer-seller interactions

Vol. 9 No. 2 (2026): NOLEGEIN Journal of Global Marketing

Published: 2026-06-06

Research Paper

FROM ENGAGEMENT TO LOYALTY: A COMPARATIVE ANALYSIS OF CUSTOMER ENGAGEMENT, EXPERIENCE, CONTINUANCE INTENTION, AND LOYALTY TOWARDS AI BANKING CHATBOTS AMONG GEN Z AND MILLENNIALS IN JUNAGADH AND RAJKOT DISTRICTS OF SAURASHTRA

Khushboo Vasani, Amul Kotadia, Nilesh Khanderiya

Vol. 9 No. 2 (2026): NOLEGEIN Journal of Global Marketing

Research Paper

FROM ENGAGEMENT TO LOYALTY: A COMPARATIVE ANALYSIS OF CUSTOMER ENGAGEMENT, EXPERIENCE, CONTINUANCE INTENTION, AND LOYALTY TOWARDS AI BANKING CHATBOTS AMONG GEN Z AND MILLENNIALS IN JUNAGADH AND RAJKOT DISTRICTS OF SAURASHTRA

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