The differentiation of service expectations according to generations: A research on hospitality businesses

Events that occur according to the period in which individuals were born and grew up create a number of similarities and differences over people's wishes, needs, expectations, perceptions, attitudes and lifestyles. According to the characteristics of the generation in which individuals taken as each individual consumer economy in Turkey today generational differences in terms of marketing activities is an important factor for businesses that have a large share accommodation. The aim of the study is to reveal the differences between the service expectations of X, Y and Z generation consumers in accommodation businesses. The universe of the research consists of X, Y and Z generation consumers in Ankara. The sample group consists of 1092 consumers from the X, Y and Z generations, selected by the convenience sampling method. As a data collection tool, personal information form, questions about tourism activities and a scale form evaluating service expectations of customers in hotel businesses in six sub-dimensions were used. Descriptive statistical analyses, chi-square, one-way analysis of variance, two-way analysis of variance, t-test and z-test were used in the analysis of the data. According to the results of the research, it has been observed that there are different expectations among the X, Y and Z generations in terms of service expectations in accommodation businesses. It is recommended that accommodation businesses create marketing strategies appropriate to their target markets, taking into account the similar and different characteristics of generations.