The Differences between Generations in Consumer Behavior in the Service Sales Channel
The Differences between Generations in Consumer Behavior in the Service Sales Channel
Author(s): Marcin LipowskiSubject(s): Business Economy / Management, Organizational Psychology
Published by: Wydawnictwo Naukowe Uniwersytetu Marii Curie-Sklodowskiej
Keywords: customer generation; customer journey; multichanneling; channel distribution; service distribution;
Summary/Abstract: The article presents differences in behaviors of representatives of Baby Boomers, and Generations X and Y in the selection of service channel distribution at the search and purchase stages. The data were conducted by computer-assisted personal interview (CAPI). The study confirmed the oldest consumers’ preferences for the traditional contact in point of sales and increased use of on-line technology as consumer age declines.
Journal: Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia
- Issue Year: LI/2017
- Issue No: 2
- Page Range: 159-167
- Page Count: 9
- Language: English