(The Differentiation of Service Expectations in the Context of General Marketing: A Research on the Hospitality Sector)

Abstract

Purpose – In this study, it is aimed to show the searches between the service expectations of X, Y and Z generation consumers in accommodation businesses and to be guiding in determining their future strategies by comparing what is expected to be operated. Design/methodology/approach – The sample group of the study, those representing the X, Y and Z generations in Ankara. The survey method was used as a data collection tool in the study. The analysis of the data was carried out with the R Program and the SPSS 23.0 program. Frequency, percentage, average and standard deviation were used to analyze the personal characteristics of the participants. In the study, Chi-Square Fit Test, Chi-Square Test of Independence, Z Test, One-Way Analysis of Variance, Two-Way Analysis of Variance were used to analyze the relationships and relationships between independent and dependent variables. Findings – Many of the changeable hypotheses were provided according to the research results. In the analysis, there is a meaningful quote on the basis of front office, housekeeping, seasonality, general services and employees between the X, Y and Z generations; There is a writing information on the basis of eating and drinking sub-dimension. It seems that there is a precious value among the service expectations of generations according to their gender. It is seen that there is a significant difference between the preferences of the vehicles used by the generations in their reservations and the methods they prefer. As well as there is a significant difference between generations' expectations for the behavior of personnel working in hospitality businesses. Discussion – Hospitality businesses tourism is one of the third university service businesses. Therefore, the demands of the common and different aspects of the expectations of the enterprises are expected to provide services according to the expectations of their consumers. It may be necessary and appropriate for accommodation businesses to adapt their service offerings to their needs and expectations and to meet the demands of the consumer.