A manager's perspective on Generation Y in the hospitality industry in Finland
Minnaar, Lars (2014)
Minnaar, Lars
HAAGA-HELIA ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014053011102
https://urn.fi/URN:NBN:fi:amk-2014053011102
Tiivistelmä
With a personal interest in good service and hospitality the author was dissapointed in many cases during service experiences in Finland. From hereonforth he decided to develop a thesis based on service quality. Being from generation Y himself it seemed logical to investigate what the hotel’s restaurant managers really think of this generation and whether they are prepared.
Generation Y, a highly technically advanced, independent and demanding age group born between 1978 and 2000 is slowly taking over the hospitality industry. With their yearly increasing spending and access to information they are completely different from previous generations.
In this study, done between February and May 2014, the author interviewed five hotel restaurant managers on their perception of generation Y both as a workforce and as guests. Through defining service quality and use of the SERVQUAL model the author creates a clearer picture for the interviewed managers. With the knowledge of the SERVQUAL model and the generation Y traits the author developed two models out of a model originally created by Kueh & Voon (2007).
The main findings of this study incorporate the fact that even though hotel managers are aware of this new target group and are able to name some of the traits of generation Y, their knowledge as to reaching this generation and making them loyal guests is limited.
Customized service is getting ever more important and the same goes for marketing to this generation. Social media should be used in a manner that involves the guest rather than communicates to the guest. Cause related marketing which has been proven to work positively on this generation is currently not being used sufficiently used and should therefore be stimulated.
Generation Y, a highly technically advanced, independent and demanding age group born between 1978 and 2000 is slowly taking over the hospitality industry. With their yearly increasing spending and access to information they are completely different from previous generations.
In this study, done between February and May 2014, the author interviewed five hotel restaurant managers on their perception of generation Y both as a workforce and as guests. Through defining service quality and use of the SERVQUAL model the author creates a clearer picture for the interviewed managers. With the knowledge of the SERVQUAL model and the generation Y traits the author developed two models out of a model originally created by Kueh & Voon (2007).
The main findings of this study incorporate the fact that even though hotel managers are aware of this new target group and are able to name some of the traits of generation Y, their knowledge as to reaching this generation and making them loyal guests is limited.
Customized service is getting ever more important and the same goes for marketing to this generation. Social media should be used in a manner that involves the guest rather than communicates to the guest. Cause related marketing which has been proven to work positively on this generation is currently not being used sufficiently used and should therefore be stimulated.