We study the regret minimization problem in the novel setting of generalized kernelized bandits (GKBs), where we optimize an unknown function $f^*$ belonging to a reproducing kernel Hilbert space (RKHS) having access to samples generated by an exponential family (EF) noise model whose mean is a non-linear function $\mu(f^*)$. This model extends both kernelized bandits (KBs) and generalized linear bandits (GLBs). We propose an optimistic algorithm, GKB-UCB, and we explain why existing self-normalized concentration inequalities do not allow to provide tight regret guarantees. For this reason, we devise a novel self-normalized Bernstein-like dimension-free inequality resorting to Freedman's inequality and a stitching argument, which represents a contribution of independent interest. Based on it, we conduct a regret analysis of GKB-UCB, deriving a regret bound of order $\widetilde{O}( \gamma_T \sqrt{T/\kappa_*})$, being $T$ the learning horizon, ${\gamma}_T$ the maximal information gain, and $\kappa_*$ a term characterizing the magnitude the reward nonlinearity. Our result matches, up to multiplicative constants and logarithmic terms, the state-of-the-art bounds for both KBs and GLBs and provides a unified view of both settings.