The Impact of Employee Service Competence on Gen Z Food Consumption Decisions: The Moderating Role of OMO Contexts

As Generation Z gradually becomes the dominant consumer group, the catering industry, as a critical sector affecting people’s livelihood, warrants an in-depth investigation into its consumption decision mechanisms. This study, grounded in the online–merge–offline (OMO) context, empirically examines the impact mechanism of frontline employee service competence on the repurchase decisions of Generation Z consumers in the foodservice sector, while testing the mediating roles of customer...