With the ongoing industrial revolution, the innovative approaches to marketing strategies are being introduced, including the drones’ usage of online food delivery services. However, drone adoption involve into the food delivery sector remains limited and has yet to take hold in Malaysia. While drones are already utilized in various Malaysian industries—such as border security surveillance, aerial photography, and disaster relief operations, including the delivery of critical supplies during floods—the food delivery industry has not yet embraced this technology. This study seeks to prolong Technology Readiness and Acceptance Model (TRAM) by integrating delivery risk as main independent variable to better understand individual behavior toward adopting emerging technologies. Gaining deeper insights into these human factors can assist decision-makers and marketers in crafting strategies that better align with customer expectations. Specifically, two new constructs—delivery risk and generation gap—were incorporated into the model. The extended framework was empirically tested using a quantitative approach within the Malaysian context. Out of 400 questionnaires distributed, 384 valid responses were obtained. The results indicated that respondents’ views did not fully align with the hypothesized relationships concerning the two additional constructs and their influence on adoption intention, particularly regarding drone use in food delivery services.

Purpose This study investigates the influence of media-driven expectations on customer experiences (CE) within Korean restaurants in Assam, India. It aims to understand how popular Korean media, especially dramas and food content, shape dining expectations and thereby impact customer satisfaction, perceived value (PV) and future behavioural intentions (BI). By focusing on both hedonic (emotional) and utilitarian (functional) values, the research seeks to unravel the mechanisms through which CE translate into loyalty. The study specifically addresses the growing popularity of Korean cuisine in Assam and explores how elevated expectations, fuelled by media and social influence, can affect the PV and intention to revisit these dining establishments. Design/methodology/approach The research employs a quantitative, cross-sectional design using structured surveys administered to 338 patrons across two Korean restaurants in Guwahati, Assam. Drawing on expectancy-disconfirmation theory and cognitive dissonance theory, the study constructs and tests a model linking CE, PV (both hedonic value, HV and utilitarian value, UV) and BI. Statistical analyses include mediation and moderation tests using bootstrapped regression and moderated regression analysis (MRA) to examine direct, indirect and interaction effects. Measures for customer expectations influenced by Korean media are mean-centred and included as moderators to explore how media-driven expectations alter the dynamics between experience and PV. The data analysis was performed in the open-source statistical software R. Findings Both HV and UV dimensions significantly mediate the effect of CE on BI, with UV showing a stronger mediating effect. Elevated customer expectations, shaped by exposure to Korean dramas and online food media, negatively moderate the link between CE and PV – reducing the positive impact of actual dining experiences. The study reveals that while emotional satisfaction (HV) is vital, practical aspects (UV) are more influential in fostering loyalty. The results underscore the risk of cognitive dissonance when media-inflated expectations are unmet, highlighting the necessity for balanced, realistic customer engagement strategies in cultural dining contexts. Research limitations/implications This research is constrained by its exclusive focus on Korean restaurants in Guwahati, Assam, which could limit the applicability of findings to other geographical locations or culinary contexts. The reliance on self-reported responses and a non-probability sampling approach may introduce bias and reduce the generalizability of results. Future studies are encouraged to examine broader or comparative contexts, employ probability sampling or utilize longitudinal designs to capture changes over time. Despite these limitations, the study advances understanding of the interplay between media-induced expectations, PV and loyalty in emerging international cuisine markets. Practical implications The results highlight how Korean media content, such as dramas and food-related reels, shape customer expectations and experiences in Korean restaurants. Practitioners should capitalize on these trends by integrating popular media references into marketing strategies, menu planning and ambience design to resonate with both hedonic and utilitarian customer preferences. Emphasizing staff training to meet heightened service expectations and balancing authenticity with local tastes can further enhance customer satisfaction and loyalty. These insights enable restaurant managers to improve service quality, foster repeat patronage and stimulate positive word-of-mouth in increasingly competitive dining environments. Originality/value This research fills the gap by exploring Korean restaurants owned and managed by non-Koreans in Northeast India, a context rarely addressed in scholarly literature. It provides novel insights into how the Hallyu Wave shapes culinary expectations and behaviour far beyond Korea. By empirically testing both mediation and moderation effects, the study contributes methodologically and theoretically – demonstrating the necessity to balance emotional and functional aspects of service. Its findings are valuable for restaurant managers seeking to leverage cultural trends without falling into the pitfall of overpromising. The paper offers actionable recommendations on aligning marketing communications, managing expectations and sustaining customer loyalty in an emerging market.

This study aims to analyze the marketing strategy of sacrificial cattle implemented by Purnomo Sapi Mulyo Farm in Boyolali Regency. The analysis focuses on the application of the marketing mix, customer satisfaction and loyalty, as well as the utilization of digital marketing in enhancing business competitiveness. A qualitative approach with a descriptive research design was employed. Data were collected through in-depth interviews and direct observations of marketing activities and business operations, with the farm owner serving as the main informant. Data analysis was conducted using qualitative descriptive techniques through data reduction, data display, and conclusion drawing. The results indicate that the farm’s marketing strategy primarily emphasizes product quality, fulfillment of customer expectations, and long-term relationships based on trust. Customer satisfaction is achieved through the provision of healthy cattle that meet religious requirements, accompanied by transparent service guarantees. Customer loyalty is reflected in repeat purchases and word-of-mouth recommendations. In addition, the strategic business location contributes to ease of access and purchasing decisions. Regarding digital marketing, social media platforms have been utilized as information channels; however, their use remains largely informative and has not been optimized in terms of interactivity and entertainment. This study contributes theoretically by reinforcing the relevance of customer satisfaction, loyalty, and digital marketing concepts within the sacrificial cattle farming sector. Practically, the findings provide insights for livestock business actors to develop more adaptive, creative, and sustainable marketing strategies in response to changing market dynamics.

This study investigated the factors influencing service quality in the hospitality industry of Eastern Samar, Philippines, focusing on both internal and external dimensions. Employing a correlational research design, data were collected from 140 customer respondents across 10 selected hospitality establishments, including hotels, resorts, bars, and restaurants. A structured survey questionnaire assessed internal factors such as staff training, employee motivation, and management support, as well as external factors like market competition, technological advancements, and customer expectations. Service quality was evaluated using five dimensions—reliability, responsiveness, assurance, empathy, and tangibles—measured on a five-point Likert scale. Findings revealed that both internal and external factors significantly influence service quality, with respondents identifying staff training and technological advancements as particularly impactful. The overall level of service quality was perceived as very high across all dimensions, except for transport facilities, which received a moderate rating. Correlation analysis indicated moderate positive relationships between internal and external factors. However, a strong negative correlation between certain internal and external dimensions suggested challenges in harmonizing these influences. The study concluded that enhancing internal processes—particularly employee development—while adapting to external market demands is essential for sustaining high service quality. It recommends that hospitality organizations implement ongoing staff training, strengthen internal communication, monitor external trends, and adopt customer-focused strategies to maintain competitiveness and improve customer satisfaction. This research offers valuable insights for management to strategically address both internal and external factors to optimize service quality in Eastern Samar’s hospitality sector.

The hotel industry in Central Java faces intense competition due to increasing tourist destinations, rising customer expectations, and dynamic business environments. This condition requires hotels to develop customer-based strategic agility, known as Hotel Customer Orientation Agility, to enhance performance. This study aims to examine the influence of Organizational Factors and Customer Orientation on Hotel Performance, with Hotel Customer Orientation Agility as a mediating variable. A quantitative causal research design was employed using a survey of 134 managerial-level employees of five-star hotels in Central Java, selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that Organizational Factors and Customer Orientation have a significant positive effect on Hotel Customer Orientation Agility. Customer Orientation has a significant direct effect on Hotel Performance, while Organizational Factors do not. Hotel Customer Orientation Agility has a significant effect on Hotel Performance and mediates the relationship between Organizational Factors and Customer Orientation with Hotel Performance. These findings indicate that hotel performance is enhanced primarily through customer-based agility rather than direct organizational effects, providing both theoretical insights and practical guidance for hotel management.

Purpose – The purpose of this study is to examine the influence of service quality on customer retention in Indian private sector banks, with particular emphasis on the mediating role of customer satisfaction.Design/methodology/approach – The study adopts an empirical research design using primary data collected from 1,000 long-term customers of a leading Indian private sector bank. Service quality is measured using an extended SERVQUAL framework comprising tangibility, reliability, responsiveness, assurance, empathy and access. The data were analyzed using descriptive statistics, reliability and validity tests, multiple regression analysis, service quality gap analysis and Structural Equation Modeling (SEM).Findings – The results indicate that all service quality dimensions significantly influence customer satisfaction, with reliability and responsiveness emerging as the strongest predictors. Customer satisfaction, in turn, has a significant positive effect on customer retention and fully mediates the relationship between service quality and retention. The study also identifies negative gaps between customer expectations and perceptions across all service quality dimensions, highlighting areas requiring managerial attention.Practical implications – The findings suggest that private sector banks should prioritize reliability-driven service delivery, responsive customer support and continuous monitoring of service quality gaps to enhance customer retention.Originality/value – The study contributes to the banking literature by empirically validating the mediating role of customer satisfaction in the service quality–customer retention relationship in the Indian private banking context.By integrating service quality gap analysis with a mediation-based SEM framework, this study extends bank marketing literature by explaining how service quality translates into customer retention in an emerging market context.

In the highly competitive retail distribution industry, service excellence has become a crucial differentiating factor. However, PT Indo Asia Unggul faces challenges arising from a gap between customer expectations and actual service delivery, which affects consumer satisfaction. This study aims to describe and analyze the interpersonal communication practices employed by the Marketing Communication division in implementing service excellence at Rak Suca Surabaya. Using a descriptive qualitative approach, data were collected through participatory observation, in-depth interviews, and documentation, and analyzed using the interactive model of Miles, Huberman, and Saldana. The findings indicate that interpersonal communication functions as a strategic instrument, revealing a distinctive hierarchy in which empathy is prioritized over openness, particularly in crisis, to mitigate the risk of service failure. Moreover, personal interactions enhance the persuasive function of marketing and act as an amplifier of product reliability (hard skills), although they cannot fully compensate for fundamental deficiencies in product quality. This study concludes that a strategic balance between communication competence and product quality is essential for fostering customer loyalty. Therefore, the formalization of empathy-based soft skill training is recommended for the company.

Background: Street food vending plays a central role in urban nutrition and informal employment across South Africa; however, its sustainability largely depends on consumer trust, which is strongly influenced by perceptions of hygiene. Objectives: This paper investigates customer expectations, observed hygiene behaviours, and purchasing decisions within Johannesburg’s informal food economy. Drawing on the Health Belief Model and behavioural economics, this study examines how visible hygiene practices shape customer trust, repurchase behaviour, and gendered risk perceptions. Methods: A cross-sectional mixed-methods study was conducted among 110 consumers of street-vended food in Johannesburg’s inner city. Quantitative data were analysed using descriptive statistics and chi-square tests to assess associations between observed hygiene practices, trust, and purchasing behaviour, while qualitative open-ended responses were analysed thematically. Results: Seventy-four per cent of customers reported preferring vendors with visible hygiene practices, defined as the use of gloves or aprons, clean food displays, and observable handwashing. However, only 41% consistently observed handwashing between transactions, and just 45% had seen any form of hygiene certification displayed. An association was observed between customer trust and repeat purchases (p < 0.001) and between PPE use and customer trust (p = 0.011). Women were significantly more hygiene-sensitive (p = 0.029), expressing greater concern about exposed food, hand contact, and environmental conditions. Thematic analysis revealed that over half of the respondents indicated that trust, once compromised by unhygienic conditions, frequently resulted in permanent customer loss. Conclusions: Customer trust in street food vendors is contingent on hygiene. Hygiene visibility is a core driver of loyalty, especially among female consumers. Interventions to improve food safety should incorporate behavioural insights, vendor-customer feedback loops, and public-facing certification strategies.

This study investigates how ambient conditions, specifically lighting, scent, music, and temperature, affect customer satisfaction in Indian urban restaurants. Grounded in Bitner’s servicescape model and the stimulus–organism–response (S-O-R) framework, the research aims to measure expectation–perception gaps across these sensory dimensions and assess their impact on overall satisfaction. A structured survey was administered to 250 respondents using a 5-point Likert scale to capture both expectations and perceptions of ambient conditions. The Wilcoxon signed-rank test, a nonparametric method suitable for ordinal data, was applied to examine significant differences between expectation and perception scores for each factor. Results reveal statistically significant differences across all four ambient variables. Lighting, scent, and music exceeded customer expectations, indicating positive disconfirmation and enhanced satisfaction. Conversely, temperature fell short of expectations, highlighting discomfort as a key dissatisfaction driver. The findings affirm that ambient cues are not peripheral but central to shaping experiential quality in hospitality settings. This study contributes by integrating servicescape and S-O-R theories with a nonparametric statistical approach to empirically test expectation–perception gaps in an Indian context. It highlights dimension-specific insights, offering actionable guidance for restaurant managers to refine sensory strategies for competitive advantage.

Digital transformation has become a strategic issue that is inseparable from the dynamics of organizational competition in the digital economy era. Changes in the business environment driven by the rapid development of information technology, market disruption, and increasing customer expectations require organizations to continuously adapt their business strategies. This study aims to analyze the role of digital transformation strategies in enhancing organizational competitive advantage and to identify the strategic challenges faced during their implementation. The research adopts a descriptive qualitative approach through a literature review by examining national and international scientific journals, reports from global institutions, and relevant official publications related to strategic management and digital transformation. The findings indicate that digital transformation significantly contributes to improving operational efficiency, fostering business model innovation, and strengthening organizational value creation. However, the success of digital transformation is highly influenced by human resource readiness, strategic leadership, and alignment between technology adoption and organizational objectives. This study provides managerial implications for organizations in formulating sustainable digital transformation strategies to achieve long-term competitive advantage.

Indonesia is a country of vast geographical and cultural diversity, hosting numerous cultural festivals annually, such as Sekaten, Labuhan, and the Lembah Baliem Festival. However, as the world’s largest archipelago country, Indonesia faces geographical challenges in terms of ensuring the reliability of communication networks, particularly in maintaining user experience in high-density, short-duration traffic burst environments, such as festivals. The nation’s network connectivity relies heavily on satellite networks and Palapa Ring, a national fibre-optic backbone network that comprises a combination of inland and underwater networks, connecting major and remote islands to the global internet. Although this solution can provide a baseline for broadband connectivity, an adaptive intelligent mobile edge-based solution is needed to complement the existing network infrastructure in order to meet the dynamic demands of localised and transient traffic surges across multiple temporary, geographically dispersed festival sites in both urban and rural areas. In this paper, we present a multimodal study that combines network connectivity measurements during a festival with an extensive user analysis of festival participants and organisers to investigate reliability gaps in user experience regarding network connectivity. Our findings show that internet connectivity was intermittently disrupted during the festival, and our user analysis revealed a gap between customer expectations and perceptions of network service quality and the provision of application services in a heterogeneous festival environment. To address this challenge, we propose a novel next-generation intelligent festival mobile edge framework, MobiFest, which integrates the multi-layer Cognitive Cache which has geospatial–temporal edge intelligence for localised service provisioning to improve the delivery of application services in both urban and rural festival environments. In our extensive experiments, we employ smart garbage as our use case and demonstrate how our complex, multimodal intelligent network protocol SmartGarbiC, designed based on MobiFest for garbage management services, outperforms state-of-the-art and benchmark protocols.

Purpose This study adopts the dynamic capabilities view to examine the relationship between digital marketing capabilities (DMC) and firm performance in Chinese firms undergoing digital transformation, with a particular focus on the moderating role of digital leadership in strengthening this link. Design/methodology/approach This study examines the relationships between DMC, firm performance, and the moderating role of digital leadership, using data from 365 Chinese marketing managers. Grounded in the resource-based view (RBV) and DCV, partial least squares structural equation modelling tested a higher-order DMC construct, controlling for firm type and industry, to validate its reliability, predictive power and performance impact. Findings The study finds that digital relationship management (DRM), social media engagement (SME) and digital marketing information management (DMIM) significantly form the higher-order DMC, positively impacting firm performance. Other dimensions – digital selling, marketing planning and implementation – were not significant. Digital leadership significantly moderates the DMC–performance relationship, enabling firms to strategically leverage DMC, refining understanding of DMC and highlighting leadership's critical role in realizing its strategic value. Research limitations/implications This study's cross-sectional, China-focused design limits causal inference and generalizability. Some DMC dimensions were excluded due to non-significance, and reliance on self-reported data may introduce bias. Future research should adopt longitudinal, cross-cultural and multi-method approaches, examine industry-specific effects, explore additional organizational factors and assess the boundary conditions of digital leadership to better understand how DMC drives firm performance. Practical implications Managers should prioritize DRM, SME and DMIM, aligning investments with customer type and strategic goals. Strong digital leadership is critical to orchestrate these capabilities, ensuring resources translate into performance gains. Firms should integrate DMC dimensions holistically, continuously evaluate effectiveness and adapt strategies to sustain competitive advantage in dynamic digital markets. Social implications This study underscores a positive social impact by showing how firms can enhance customer satisfaction and marketing effectiveness, leading to more tailored, responsive, and engaging consumer experiences. As companies adopt advanced digital strategies, they become better equipped to meet changing customer expectations, thereby improving the overall quality of digital interactions. In addition, fostering digital leadership supports the development of a more innovative and digitally capable business landscape. This advancement contributes to the delivery of safer, more efficient and socially valuable digital services. By refining digital marketing practices, firms can create more relevant, inclusive, and impactful engagements for individuals and communities. Originality/value This study integrates RBV and DCV to advance DMC research, consolidating fragmented conceptualizations and validating DRM, SME and DMIM as key dimensions. It highlights digital leadership's moderating role, showing that strategic orchestration of capabilities drives firm performance and extends theory.

Customer perception and happiness are critical to attaining sustainable growth and profitability in the fiercely competitive banking industry. Banks increasingly focus on building long-term customer relationships to enhance loyalty, reduce price sensitivity, and strengthen their market position. In this context, instead of completely replacing traditional branch-based services, electronic banking services have become an essential part of contemporary banking. The current study intends to investigate consumers' opinions of the e-banking services provided by banks and gauge their degree of satisfaction with technology-enabled banking self-services. The study is based on primary data that was gathered through a structured survey procedure from 100 respondents. Customer satisfaction across a range of e-banking service parameters was assessed using ranking algorithms. The findings highlight that customer expectations regarding e-banking services are significantly high due to rapid technological advancements and intense competition among banks with relatively similar service offerings. Customer satisfaction is therefore identified as a key determinant of continued usage, positive word-of-mouth, and customer retention. The study underscores the importance for banks to prioritize customer-centric digital strategies to enhance satisfaction and strengthen competitive advantage in the evolving Indian banking landscape. Keywords: E-Banking Services, Customer Perception, Customer Satisfaction, Digital Banking and Banking Technology.

The impact of AI-powered service on customer continuance usage intention in E-retailing: An extended expectation confirmation model.

This study is motivated by the need to improve frontliner performance in the banking sector amid service digitalization and increasing customer expectations. Bank Woori Saudara Regional 2 West Java faces performance challenges, particularly due to the dominance of frontliners with relatively short tenure. This study aims to examine the effect of Emotional Quotient (EQ) and Spiritual Quotient (SQ) on Employee Performance, with Psychological Capital (Psychological Capital) as a mediating variable. The theoretical framework is based on emotional intelligence, spiritual intelligence, employee performance, and Psychological Capital, which consists of self-efficacy, hope, optimism, and resilience. This research adopts a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 92 frontliners of Bank Woori Saudara Regional 2 West Java and analyzed using Sobel tests. The results show that EQ has no significant effect on Employee Performance, while SQ has a significant positive effect. Psychological Capital is unable to mediate the effect of EQ on Employee Performance, whereas Psychological Capital can mediate the effect of SQ on Employee Performance. This study concludes that strengthening employees' internal psychological aspects, particularly through the development of Psychological Capital and spiritual values, is an important factor in improving banking frontliner performance.

This study investigates the impact of ethical sales behavior on customer satisfaction within the interprovincial transport sector of Afghanistan, addressing a notable gap in the literature on service quality and customer outcomes in high-contact service environments. Drawing on prior research that highlights the role of ethical sales in building trust and aligning customer expectations with actual service performance, the study hypothesizes that ethical sales behavior positively influences customer satisfaction. Primary data were collected through a structured questionnaire administered to passengers of three major transport companies in Kabul, yielding 338 valid responses. Descriptive statistics, reliability and validity tests, correlation analysis, and regression analysis were conducted using SPSS and Amos. The results indicate a weak positive direct effect of ethical sales behavior on customer satisfaction, suggesting that its influence operates indirectly through mediating variables. Qualitative feedback further revealed operational challenges, including misinformation about schedules and pricing, which affect passenger satisfaction. These findings underscore the complexity of customer satisfaction in transport services and highlight the importance of combining ethical sales practices with improvements in core service delivery. The study contributes to understanding ethical sales behavior in under-researched service contexts and provides practical recommendations to enhance service quality and customer relations in Afghanistan’s transport industry.

This study aims to uncover the factors that determine the selling price of Make Up Artist (MUA) services. Using a qualitative approach with a case study method, data was collected through in-depth interviews, observations, and documentation on the two main informants who were purposively selected. Data analysis was carried out thematically with coding techniques to identify pricing patterns. The results of the study identified six main themes that affect the pricing of MUA services: (1) Motivation as the foundation of professionalism and the determination of service value; (2) The type of service that correlates with the complexity and duration of the work; (3) Pricing Strategy that takes into account quality, market demand, and customer expectations; (4) The Role of Social Media and Testimonials in Building a Professional Image and Price Legitimacy; (5) Ethics and Professionalism as the foundation for maintaining price fairness; and (6) Challenges related to consumer purchasing power, reputation, and consistency of service quality. These findings confirm that the price of MUA services is a multidimensional construct, determined not only by cost-based economic calculations, but also by social and symbolic factors that reflect skills, professional image, and perceived value by consumers. Theoretically, this study enriches the pricing literature in the creative services industry driven by personal branding and non-monetary value. Practically, the results of this study provide strategic implications for MUA actors to formulate a fair, competitive, and sustainable price structure.

The researcher conducted a SWOT analysis to address service quality issues at Apotek Cahaya Sehat Nusukan Surakarta. To improve service quality, it is necessary to develop several dimensions that are part of the original service quality (SERVQUAL) model, along with additional dimensions tailored to the characteristics of pharmaceutical services in pharmacies. This led to the development of the Service Quality Plus (SERVQUAL+) model. The aim of this study is to determine the level of customer satisfaction with the quality of service at Apotek Cahaya Sehat Nusukan. This research employed an associative design using a survey approach through the distribution of questionnaires. The sampling technique used was non-probability sampling with purposive sampling, involving a total of 301 respondents. The study results showed that the customer satisfaction score was 94.49%, indicating that customers were highly satisfied. The influence of the nine variables on customer satisfaction was 56.2%. The gap analysis between perceived service and expectations yielded a value of -0.06, indicating that customer expectations had not yet been fully met. From the SWOT analysis, the IFAS score was positive 0.80 and the EFAS score was positive 0.90, placing Apotek Cahaya Sehat Nusukan Surakarta in Quadrant I, which signifies an aggressive and highly favorable strategic position.

Despite significant investment in high-quality food and ambience, and notable recognition through accolades, the Maltese catering industry still faces a substantial workforce shortage. The industry’s overreliance on Third Country Nationals has raised significant quality concerns among middle and upper management, particularly regarding the maintenance of the high standards expected in fine-dining restaurants. To perform this study, three participant observations and six semi-structured one-to-one interviews were held with industry professionals. Reflective thematic analysis yielded seven themes across three coding cycles. The generated themes revealed growing dependence on constant managerial supervision by middle and upper management, thereby limiting their capacity to focus on strategic planning and development. Such challenges arose from overreliance on foreign workers, many of whom lack the knowledge, experience, and technical skills needed to meet the high-quality standards of the fine dining sector and to address increasing customer expectations. Language barriers, cultural differences, and high turnover rates are additional challenges to recruitment and training in fine dining establishments. Inadequate governmental support to address the current workforce shortage, and a misalignment between educational institutions and the industry's current needs. Despite these challenges, professionals remain committed to upholding quality standards. They often undergo on-the-job training, continuous supervision, and sacrifice strategic tasks while stretching resources to the limit, which is unsustainable in the long run. This study has contributed to the literature, as prior international studies have explored quality attributes and workforce impacts in fine-dining restaurants. In contrast, this study uniquely examines, using a novel methodology, how Malta’s current skilled labour shortage influences the quality management strategies used to maintain food, service, and ambience standards.

The rapid integration of artificial intelligence (AI) has transformed digital banking practices, particularly through the adoption of hyper-personalised customer experiences. Despite this growth, comparative empirical evidence on how customers perceive AI-driven strategies across competing digital banks remains limited. This study investigates differences in customer perceptions of Integrated Marketing Communication (IMC), AI Personalization, Technology Acceptance Model (TAM) attributes, Kano needs categories, and overall customer satisfaction among users of three digital banks in Jakarta (Bank X, Bank Y, and Bank Z). A comparative quantitative approach was employed, involving 300 respondents selected through purposive and quota sampling. Data were analysed using descriptive statistics, ANOVA, and Tukey HSD tests. The findings indicate that Bank Y consistently achieves the highest mean scores across all constructs, reflecting strong perceptual leadership. Significant differences among the banks were confirmed, with further analysis revealing that TAM-related attributes and performance needs have become parity factors for certain bank pairs. In contrast, AI Personalization and excitement needs emerge as key differentiators. These results suggest that in increasingly mature digital banking markets, competitive advantage is no longer determined by basic functional performance, but by the ability to deliver proactive, contextual, and emotionally engaging AI-based experiences. This study contributes to the IMC, TAM, and Kano literature by highlighting a shift in customer expectations, where AI Personalization plays a central role in generating attractive quality and enhancing customer satisfaction.