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Age differences in mobile service perceptions: comparison of Generation Y and baby boomers

Archana Kumar (Department of Retail, Tourism and Hospitality Management, University of Tennessee, Knoxville, Tennessee, USA)
Heejin Lim (Department of Retail, Tourism and Hospitality Management, University of Tennessee, Knoxville, Tennessee, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 10 October 2008

13804

Abstract

Purpose

This study aims to investigate the effects of age on mobile service quality perceptions and its impact on perceived value, satisfaction and loyalty between two significant mobile service user segments – Generation Y and baby boomers.

Design/methodology/approach

A multiple group structural equation modeling approach is utilized to assess the proposed model.

Findings

The results identify the mobile service quality attributes that are important to Generation Y‐ers and baby boomers. The study also finds significant differences between the two groups in terms of the effect of perceived economic and emotional value on satisfaction.

Research limitations/implications

A limitation lies in the measurement of service quality. Another limitation is different methods of data collection between two age groups. Future research is recommended to examine differences between other generations, between different ethnic groups, and other demographic variables.

Practical implications

This study strongly suggest the effect of age on mobile service perceptions and loyalty decisions. It is suggested that marketers appeal to the emotional value for Gen Y‐ers while placing an emphasis on economic value for baby boomers.

Originality/value

The proposed role of gender in loyalty decisions provides insights to marketers on how to promote their services for diverse consumer segments.

Keywords

Citation

Kumar, A. and Lim, H. (2008), "Age differences in mobile service perceptions: comparison of Generation Y and baby boomers", Journal of Services Marketing, Vol. 22 No. 7, pp. 568-577. https://doi.org/10.1108/08876040810909695

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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