PERCEPTION OF THE VALUES OF CATERING SERVICES IN REPRESENTATIVES OF GENERATIONS Y AND Z

Background: In the context of turbulence of the external environment, the instability of consumers’ value systems, and the rise of digitalization, the generational approach is becoming increasingly relevant in solving the business tasks of companies in various industries. Objective: The purpose of the study is to assess the values of catering services for representatives of generations Y and Z. Methods: The study employs the Sheth Newman Gross method for assessing consumption values adapted to the market of catering services. The representativeness of the results is ensured by the sample size of 1,500 respondents from generations Y and Z. Results: The key results support the hypothesis that different consumer generations vary in their perception of the values of catering services. Conclusion: Satisfaction with catering services in generation Z is found to be higher, accompanied by lower service requirements. An advantage of the presented study is the further development of methodology for research into service consumption values and the approbation of this approach as applied to catering services

INVESTIGATION OF CROSS-CULTURAL DISTINCTIONS EFFECT ON THE CONSUMERS’ BEHAVIOR IN THE HIGHER EDUCATION MARKET

The article states that the investigations of the cross-cultural distinctions effect on the consumer behaviour are challenging and popular in the international scientific and business community and are of the interdisciplinary character. The objective of this investigation is to develop the methodological approach to the assessment of the cross-cultural features impact on the consumers’ behaviour in the higher educational services market. The culture model disclosing the list of the cultural values, material and institutional environment characteristics, adapted to the Universities educational services market, was developed during this investigation. The method for creating the contingency matrix of the elements, forming the model of a certain country consumers’ culture, and the consumers (students) behavioural features in the market of the higher educational services grouped against the 7P complex (Product, Price, Promotion, People, Process, Physical evidence) has been suggested. The developed methodical approach has been approved by Chinese and Russian students. The investigation outcomes can be used to develop the measures to improve the international competitiveness of universities

Journal of Internet Banking and Commerce Evaluation of Customer Loyalty to Different Format Retailers

Abstract The article notes that at present for different retailers an important strategic objective is to create loyal customers. Under these conditions, the urgency to identify and assess the factors affecting the formation of customer loyalty increases. The purpose of this study is to estimate factors affecting customer loyalty with an average level of income in the context of different formats of retail trade of food specialization in the cities with a population of 1 million people. In the study a methodical approach to customer loyalty and factors it forming is developed. The basic factors of customer loyalty in the context of the marketing mix 7P are discovered (product, price, place, promotion, personnel, physical evidence, and process). A quantitative assessment of the factors of customer loyalty on the basis of the calculation of the index of satisfaction in the context of retail formats (hypermarket, supermarket, and shop near home) is given. The study may be of interest to market operators of retail services in the development of programs to improve customer loyalty to different retailers