EXPECTATIONS AND BRAND EXPERIENCE: MILLENNIALS - THE GENERATION THAT CAN SHAPE THE FUTURE SERVICE QUALITY OF COMPANIES IN A DEVELOPING ECONOMY

Abstract

The main purpose of this paper is to obtain a better understanding of the Millennials’ expectations and to explore the relationship between their satisfaction and its influence on the brand. The model of SERVQUAL is used in this paper to measure service quality among consumers in order to understand their needs and behaviors within more than one specific generational group. The survey examines customers’ expectations of the service quality and compares the findings with the perceptions of the service provided by a particular entrepreneurial automobile brand in Macedonia. The primary focus of the paper is to describe how Millennials, with their specific characteristics might shape the future service quality of the entrepreneurial businesses in a developing economy. The study indicated that most of the customers (concerning the generations) are highly satisfied and loyal to the company. The results will be definitely beneficial to the automobile company, but in order to stay competitive on the market or to be ahead of their competitors they have to be very careful how to handle the Millennials. Today’s customers, especially the Millennials expect something more. They want to be connected to the brand, they expect implacable service quality, and they have the internet and social media platforms at their disposal. This means that in order to retain a Millennial, companies have to take into consideration that this generation has a different way of thinking and they are ready to change the game in how companies do business.

Keywords: SERVQUAL, customer satisfaction, generation Millennial, customer expectations, service quality