Presently there are four generational cohorts in the workplace. Born from 1977 to 1997, the youngest cohort group, referred to as Generation Y (or Gen Y) in this study, has 81 million members, of whom over 29 million are already in the workplace. The importance of leader-subordinate relationships in the workplace has been confirmed; in recognizing this, leaders must identify and adapt to the changing era-shaped needs of employees, who cannot fully participate in organizational life if their most urgent needs are not being met. Because Gen Y employees are only now entering the workforce, little is actually known about the workplace needs of this cohort group. This study attempted to determine leadership needs of a Gen Y cohort as a means to enhance workplace relationships in the 21st century organization. A sequential, mixed methods study was employed to explore leadership preferences of a Gen Y cohort. Initially, focus group interviews were used to generate leadership themes. Based on these themes, an instrument was designed, and Gen Y business students from three higher education institutions were surveyed. Confirmatory factor analysis using LISREL software was used to test the themes. The driving force behind this research design was to build a foundation of understanding through inductive research (qualitative) and to test and enrich the foundation through deductive means (quantitative).

The purpose of this research is to empirically investigate consumers' health care decision choices in a dynamic market setting. The unprecedented demands on the U.S. health care system coupled with the mounting controversies surrounding health care reform suggest that consumers' health care decisions warrant empirical research attention. Toward this end, this dissertation empirically explored (1) the characteristics of consumers who possess a willingness to use non-conventional treatments over conventional treatments, (2) the characteristics of consumers who elect self-medication in lieu of health care practitioner-directed medication, and (3) the salient dimensions of consumers' channel choice for the procurement of health care products. Each of these decision choice factors were tested across two U.S. generational segments to assess whether differences existed across Baby Boomers' and Gen Yers' health care decision choices. The conceptual framework for empirical assessment is Bandura's (1986) social cognitive theory. From Bandura's social cognitive theory, a general model of healthcare decision choice is proposed to assess consumers' states of mind, states of being and states of action (decision choice). Results indicate that social cognitive factors (e.g., self-efficacy, objectivism) play an important role in each of the decision domains explored in this dissertation. Moreover, health value was found to be an important moderator between the social cognitive factors and health care decision choices. The predictors of the health care decision choices were found to vary across the Baby Boomers and Generation Yers on several dimensions, confirming the notion that generational differences may be a salient dimension of consumers' health care decision choice. The research offers several implications for practitioners, academicians and policy makers. Both descriptive and normative implications are gleaned from the research findings. Most notably, the results indicate that consumers' social cognitive factors and health value may be mechanisms for managing health care decisions.

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ABSTRACT  Title: Customers perception of Artificial Intelligence as Chatbots in CRM  Subject: Bachelor thesis in business administration, 15 hp  Authors: Hanna Trägårdh & Elsa Kuylenstierna  Supervisor: Klaus Solberg Söilen  Examiner: Ulf Aagerup  Keywords: Artificial intelligence, Chatbots, Customer Relationship Management, Generation Z, Generation Y  Purpose: The purpose of this study is to determine the perception Swedish customers from Gen Z and Gen Y have of companies using chatbots in customer relationship management. Furthermore the study will analyze if the different generational groups perceive chatbots in different ways. The study also focuses on finding out what role chatbots play in terms of CRM.  Methodology: In this study a deductive research approach was used where the empirical study was collected through a survey. The survey had 212 respondents, 100 of them were between 15 and 25 years old and 112 were between 26 and 44 years old.  Conclusion: Gen Z and Gen Y have similar opinions about how they perceive chatbots. Both Gen Z and Gen Y prefer communicating with a human since chatbots are not living up to their expectations. However, they are optimistic that chatbots have the potential to improve customer services to the better. Companies need to make sure that chatbots create value for customers and not only for companies themselves. Chatbots need to keep developing and make progress to be beneficial for customers to use.  Implications: This study can contribute with new perspectives about chatbots and customer relationships that can be a big advantage for companies when implementing chatbots for their business. The study brings attention to the unexplored issue of Gen Z and Gen Y’s perception in this matter. This study can also be helpful for further research within the subject area.

Purpose: This research aims to test the identified factors that influence the online purchase intentions of millennial (Gen Y) and Gen Z Africans who reside in Sweden and to find out whether there are differences in the online purchase intention between the two generational cohorts. Research design: In order to fulfil the purpose of this study, an online questionnaire was distributed to Gen Y and Gen Z Africans living in Sweden. A total of 203 valid responses were collected through the convenience sampling and snowball sampling method. With the valid responses, the multiple linear regression and analysis of variance were conducted. Findings: The study has found enough evidence to prove that attitude, subjective norms, perceived behavioural control and green concern all have an influence on the online purchase intention of Gen Y and Gen Z Africans living in Sweden. However, the perceived risks is the only factor that does not have an influence on the online purchase intention of Gen Y and Gen Z Africans living in Sweden. Also, the study proves that there are no statistically significant differences in the attitude, subjective norms, perceived behavioural control, green concern and perceived risks of the two generations in question.

Les dirigeants-propriétaires des petites et moyennes entreprises (PME) sont de plus en plus intéressés par la gestion des ressources humaines (GRH); certains y voient un avantage concurrentiel face à la pénurie de main-d’œuvre actuelle. Considérant que la compatibilité entre les caractéristiques des travailleurs et celles de l’organisation peut générer des résultats positifs (Kristof-Brown et Guay, 2011), notre étude s’intéresse aux pratiques de GRH associées aux valeurs au travail de la génération Y ainsi que leur effet sur la capacité des PME à attirer et retenir cette cohorte. Cette étude qualitative s’est réalisée grâce à des données primaires colligées à la suite d’entrevues avec des dirigeants de quatre PME du secteur de la construction et seize employés appartenant à la génération Y œuvrant au sein de ces entreprises. Par nos résultats, nous avons relevé que la qualité des relations, autant avec les collègues que les superviseurs, demeure généralement la principale source d’attraction et de rétention des Y dans les PME. Nos résultats soutiennent aussi que leur attraction et rétention peut être très fortement favorisée grâce à des pratiques de communication bidirectionnelle et illimitée, une communication stratégique et une liberté dans la gestion du temps et des méthodes de travail. La conciliation travail et vie personnelle, les défis variés, les possibilités d’avancement, la gestion des ressources humaines socialement responsable, la reconnaissance des compétences ainsi que la gestion participative sont aussi des pratiques pouvant être fortement liées à l’attraction et la rétention de cette génération. Nos résultats montrent aussi que l’attraction et la rétention des Y dans les PME sont modérément favorisées par le travail d’équipe, les conditions de travail équitables et objectives et la rémunération globale concurrentielle. À l’inverse, la présence de technologies de l’information et des communications et la formation continue sont des sources plus faibles d’attraction et de rétention en comparaison aux autres pratiques abordées dans cette étude. En somme, cette étude contribue à la littérature sur la GRH dans les PME, puisque les spécificités relatives à ces entreprises ont été peu considérées jusqu’à aujourd’hui. Elle permet aussi la recommandation de pratiques utiles aux dirigeants-propriétaires et professionnels en ressources humaines œuvrant avec le défi d’attraction et de rétention de la génération Y au sein de leur entreprise. / The owner-managers of small and medium enterprises (SMEs) are increasingly interested in human resource management (HRM), which some see as a competitive advantage for the shortage of current workforce. Starting from the assumption that the compatibility between the characteristics of the workforce and the ones of organization can generates positives outcomes (Kristof-Brown and Guay, 2011), our study examines the link between HRM practices in association with Generation Y’s work values and their effect on SMEs’ ability to attract and retain this new cohort within their organization. This qualitative study was conducted using primary data collected through interviews with managers of four SME in the construction sector and with sixteen Gen Y employees from these companies. We found that the quality of the relationships, both with colleagues and supervisors, usually remains the main source of attraction and retention of this workforce in SMEs. Our results also support that the attraction and retention of Gen Y may be heavily promoted through unlimited two-way communication, strategic communication and freedom in time management and working methods. Balancing work and personal life, various challenges, opportunities of advancement, socially responsible management, recognition of skills and participative management practices are most strongly linked to the attraction and retention of this generation. Moreover, our results showed that the attraction and retention of Y in SMEs is moderately enhanced by teamwork, fair and objective working conditions and competitive compensation package. Otherwise, the presence of information and communication technology and training opportunities are weaker sources of attraction and retention. Finally, this study contributes to the literature on HRM in SMEs, since the specificities of this type of business were not considered until now. It also allows the recommendation of useful practice for owner-managers and HR professionals involved with the challenge of attracting and retaining Gen Y in their company.

Les dirigeants-propriétaires des petites et moyennes entreprises (PME) sont de plus en plus intéressés par la gestion des ressources humaines (GRH); certains y voient un avantage concurrentiel face à la pénurie de main-d’œuvre actuelle. Considérant que la compatibilité entre les caractéristiques des travailleurs et celles de l’organisation peut générer des résultats positifs (Kristof-Brown et Guay, 2011), notre étude s’intéresse aux pratiques de GRH associées aux valeurs au travail de la génération Y ainsi que leur effet sur la capacité des PME à attirer et retenir cette cohorte. Cette étude qualitative s’est réalisée grâce à des données primaires colligées à la suite d’entrevues avec des dirigeants de quatre PME du secteur de la construction et seize employés appartenant à la génération Y œuvrant au sein de ces entreprises. Par nos résultats, nous avons relevé que la qualité des relations, autant avec les collègues que les superviseurs, demeure généralement la principale source d’attraction et de rétention des Y dans les PME. Nos résultats soutiennent aussi que leur attraction et rétention peut être très fortement favorisée grâce à des pratiques de communication bidirectionnelle et illimitée, une communication stratégique et une liberté dans la gestion du temps et des méthodes de travail. La conciliation travail et vie personnelle, les défis variés, les possibilités d’avancement, la gestion des ressources humaines socialement responsable, la reconnaissance des compétences ainsi que la gestion participative sont aussi des pratiques pouvant être fortement liées à l’attraction et la rétention de cette génération. Nos résultats montrent aussi que l’attraction et la rétention des Y dans les PME sont modérément favorisées par le travail d’équipe, les conditions de travail équitables et objectives et la rémunération globale concurrentielle. À l’inverse, la présence de technologies de l’information et des communications et la formation continue sont des sources plus faibles d’attraction et de rétention en comparaison aux autres pratiques abordées dans cette étude. En somme, cette étude contribue à la littérature sur la GRH dans les PME, puisque les spécificités relatives à ces entreprises ont été peu considérées jusqu’à aujourd’hui. Elle permet aussi la recommandation de pratiques utiles aux dirigeants-propriétaires et professionnels en ressources humaines œuvrant avec le défi d’attraction et de rétention de la génération Y au sein de leur entreprise. / The owner-managers of small and medium enterprises (SMEs) are increasingly interested in human resource management (HRM), which some see as a competitive advantage for the shortage of current workforce. Starting from the assumption that the compatibility between the characteristics of the workforce and the ones of organization can generates positives outcomes (Kristof-Brown and Guay, 2011), our study examines the link between HRM practices in association with Generation Y’s work values and their effect on SMEs’ ability to attract and retain this new cohort within their organization. This qualitative study was conducted using primary data collected through interviews with managers of four SME in the construction sector and with sixteen Gen Y employees from these companies. We found that the quality of the relationships, both with colleagues and supervisors, usually remains the main source of attraction and retention of this workforce in SMEs. Our results also support that the attraction and retention of Gen Y may be heavily promoted through unlimited two-way communication, strategic communication and freedom in time management and working methods. Balancing work and personal life, various challenges, opportunities of advancement, socially responsible management, recognition of skills and participative management practices are most strongly linked to the attraction and retention of this generation. Moreover, our results showed that the attraction and retention of Y in SMEs is moderately enhanced by teamwork, fair and objective working conditions and competitive compensation package. Otherwise, the presence of information and communication technology and training opportunities are weaker sources of attraction and retention. Finally, this study contributes to the literature on HRM in SMEs, since the specificities of this type of business were not considered until now. It also allows the recommendation of useful practice for owner-managers and HR professionals involved with the challenge of attracting and retaining Gen Y in their company.

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The aim of the study was to explore the differences between generations X and Y in the military by exploring whether belonging to a particular generational cohort influences perceptions of job satisfaction and emotional intelligence (EI). Data on generational groupings, job satisfaction and EI was drawn from a convenience sample of 187 members from the Human Resources (HR) Division in the South African National Defence Force (SANDF). Descriptive statistics, correlations and t-tests for independent samples were used to analyse the data. Analysis revealed that job satisfaction has a significant positive relationship with EI. Furthermore, the empirical study also yielded evidence to support a difference between Gen X and Gen Y in relation to two job satisfaction facets, namely promotion and supervision. The findings, however, did not support a difference between Gen X and Gen Y in terms of overall job satisfaction and total EI. The leadership of the SANDF may be able to use the study’s findings to guide effective organisational policies and processes to maintain and retain a loyal and productive human resources pool working in cohesion despite underlying differences. / Industrial and Organisational Psychology / M. Com (Industrial and Organisational Psychology)