| Abstract [eng] |
Service quality is becoming one of the main goals of the service organization in order to increase market share and gain competitive advantage both in domestic and foreign markets. Organizations operating in the service sector invest considerable resources so as to improve the quality of services provided. However, many organizations offer similar goods and services, but the quality of each may vary. The services may look similar, but the experience of satisfaction varies. Therefore, the service quality becomes a key factor in identifying customer satisfaction. Satisfaction of service can lead to customer re-purchases, not only for the same services, but also for new services from the same service provider, promoting not only positive customer recommendations, but also publicizing positive information about services and contributing to customer loyalty. Research has shown that authors analyzed different factors affecting customer loyalty, but most of them agreed that customer loyalty was largely due to service quality and customer satisfaction. However, it is noticed that customers, who buy services are different. They belong to different generations, differ in their demographic characteristics: age, education, profession, income, family status and psychographic: interests, values and behavior. Behavioral variability is due to the fact that their behaviour depends on behavioral influences, sources of information for purchasing decisions, purchase locations, social media platforms, which customers uses. Therefore, the impact of service quality on customer satisfaction and loyalty of different generations can be different. Most of the market is comprised of generations Y and Z, who are considered to be key and generate the largest profits for organizations, and for this reason they will be analyzed in Master's final thesis. Based on the results of previous surveys, demographic, psychographic and behavioral differences between the Y and Z generations, it is appropriate and relevant to ground theoretically and to validate empirically the impact of service quality on the satisfaction and loyalty of generations Y and Z. |
