This study investigated the effect of logistics and policy service quality on customer trust, satisfaction, and loyalty within the quick commerce landscape in Jordan, with a particular focus on generational differences between generation Y (Gen Y) and generation Z (Gen Z) users. A survey of 719 active Q-commerce users revealed that logistics service quality (personal contact quality, shipment condition, product availability, timely product delivery, and order accuracy) significantly affected customer satisfaction, with order accuracy being the most impactful factor. Additionally, both cash on delivery and order discrepancy handling significantly affected customer trust. Finally, customer satisfaction and trust affected customer loyalty, though in multigroup analysis, their relative importance varies between generations. Gen Z prioritizes speed of delivery and less concern on personal contact with delivery personnel. On the other hand, Gen Y values product availability and cash on delivery more than the younger generation. These findings offer valuable insights for Q-commerce platforms to tailor their strategies to the distinct priorities of each generation and enhance customer trust, satisfaction, and loyalty.

Augmented reality (AR) has garnered considerable interest for its potential to motivate engagement and advance customer-brand interactions. This study explored the impact of reality congruence (RC) of AR-menus on brand information sharing (BIS) in fast-food restaurants, particularly among Generation Z (Gen Z), as well as the mediating effects of usefulness of AR menu (UAR) and brand positivity (BP) on this relationship. Media Richness Theory (MRT) was employed as the theoretical umbrella for developing the study model. To validate the research model, we employed structural equation modeling (PLS-SEM) with a sample of 209 respondents. The results demonstrate that reality congruence of AR menus is a relevant predictor of Gen Z members’ behavior in sharing information about the brand. Furthermore, this relationship was mediated by the UAR and BP. The findings also demonstrated that UAR and BP had a sequential mediating effect on the relationship between the RC of AR-menu and BIS. This revolutionary study revealed that RC of AR-menu in restaurants fosters positive behaviors in fast food settings. By highlighting AR's potential to create engaging dining experiences for Gen Z members, this study offers valuable insights for service businesses, marketing managers, and the hospitality industry. Addressing this gap in existing research emphasizes the importance of adopting innovative technologies to enhance Gen Z's customer experience and engagement in the restaurant industry.

This study investigates the effect of marketing via Instagram on Generation Z’s preference for gyms in Jordan, so it would be helpful for marketers of gyms to be aware of using Instagram to attract Generation Z as their potential customers. Moreover, a sample questionnaire was carried out with 138 respondents, which were mostly female respondents (74%) and male respondents (26%). Additionally, 51% of the total number of respondents were 21-24 years old. Therefore, the data was analyzed by applying various statistical techniques such as Cronbach’s alpha for testing the reliability of the data, and multiple regression using SPSS version 22 for examining the hypotheses. Likewise, the results showed that Instagram and these variables (entertainment, interaction, trendiness, and customization) have an effect on customers' brand choice, but trendiness did not have a significant effect on the consumer's brand choice, but after testing the effect of the brand image, it became clear that it has significant effect, and therefore it was concluded that brand image has an important effect on customer’s brand choice.