Cross-Generational Perceptions of Disciplining and the Implications for the Sustainability of Disciplining Practices of Service Providers

Abstract

Marketing research tends to focus on customer centricity, empowerment, and related topics. The assumptions underlying such analysis have recently been questioned in studies of disciplining and compliance. Building upon such research an empirical study seeks to provide a better understanding of the perceptions and reactions to disciplining and compliance by members of two significant generations: baby boomers and generation Y. Cross-generational differences were uncovered in terms of customers’ expectations of service provision and service recovery interactions, demonstrating the importance of studying and understanding the interplay between generational and disciplining-related service interaction factors.