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