From App to Architect: Analyzing the Role of Phygital Architecture in Attracting Generation Z: An Iranian Banking Industry Case Study

This study investigates the role of "Phygital" Architecture—the seamless integration of physical and digital elements—in attracting Generation Z (Digital Natives, aged ۱۸-۲۶) to the banking industry in Iran. The research utilized a Sequential Exploratory Mixed-Method (Qualitative-Quantitative) design, surveying ۴۲۵ young adults in major Iranian metropolises to analyze the relationship between Phygital components and attraction variables (satisfaction, revisit, recommendation, and sense of belonging). The quantitative findings revealed a strong, positive, and significant relationship ($r=۰.۶۵$ to $۰.۷۶$) between all Phygital architecture components (including Augmented Reality, Dynamic Interaction, Personalization, Social Media Integration, and Spatial Gamification) and the attraction variables. Multiple linear regression identified "Profile-Based Personalization" ($\beta=۰.۳۲$) and "Dynamic Interaction" ($\beta=۰.۲۸$) as the strongest predictors of attraction for Gen Z. The proposed model successfully explained ۶۴% of the variance in attraction ($Adjusted\ R^۲=۰.۶۴$). Qualitative findings further emphasized that the underlying mechanisms for attraction center on creating an "Emotional and Sensory Connection with the Space," providing a "Transparent and Enjoyable Financial Service Experience," and "Reinforcing the Sense of Agency." The research confirms the critical role of Phygital architecture in revolutionizing service space design to appeal to the future market shapers.

کلیدواژه ها:

Generation Z ، Phygital Architecture ، Experiential Banking ، Customer Attraction ، Seamless User Experience ، Personalization