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Keywords: Gen Z
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (5): 643–658.
Published: 12 January 2026
... for revenge are explored. Design/methodology/approach Data was collected from 390 Gen Z users of virtual agents in Egypt and the United Arab Emirates, and analysed using SPSS AMOS 29. Findings This paper demonstrates the adverse consumer outcomes of value destruction. In addition, the paper uncovers...
