This study aims to investigate the expectations and preferences customers within Generation Z have for service, as well as identify gaps between the expected and actual service. The study will further focus on future challenges for companies regarding service, when Generation Z becomes an increasingly large part of the customer base. The study is based on the following research questions: What kind of customer service do customers want today and what are the gaps? How can customer service develop over time as Generation Z becomes a larger part of the customer base? To answer the study’s research questions, a case study was carried out at FM Mattsson Group using an inductive method and a qualitative research approach. Data were collected through semi-structured interviews at the company’s support department, as well as observations by Generation Z customers on its website. Scientific literature was collected from several sources to contribute to the analysis and interpretation of collected data. The result of the study show that customers expect fast and efficient service, while actual experiences often do not quite meet these expectations. The results highlight that Generation Z customers value smart technology, quick responses, and personalized service regardless of communication channel. As a conclusion, the study highlights need for companies to develop their current customer service strategies to meet Generation Z’s expectations for personalized customer experiences. In addition, the importance of corporate social responsibility and sustainability is also emphasized, values that are of particular importance to Generation Z customers.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hig-43862 |
| Date | January 2023 |
| Creators | Karlsson, Kasper, Israelsson, Johan |
| Publisher | Högskolan i Gävle, Industriell ekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0059 seconds