The Role of Generational Traits in Shaping Service Practices and Customer Perceptions: A Case Study in QSRs

This study explores the impact of generational traits, service styles, and employee demographics on customer perceptions of service quality in Quick Service Restaurants (QSRs). The research analyzes survey data from 344 employees and 532 customers, examining the relationship between service quality dimensions (SERVQUAL), employee generational traits, and customer satisfaction. Findings indicate that Millennials and Generation X dominate the workforce (41.9% each), while Generation Z constitutes 16.3%. The QSR industry exhibits significant gender disparity, with 84.9% of employees being male, whereas 59.4% of customers are female. Education levels suggest a workforce with strong potential for training and career progression. PCA results reveal two primary dimensions: Service Quality (Tangible, Reliability, Responsiveness, Assurance, and Empathy) and Employee Traits & Service Style. Correlation analysis confirms strong positive relationships among SERVQUAL dimensions and customer satisfaction, while employee generational traits moderately correlate with service styles. These findings emphasize the need for tailored training programs, gender diversity initiatives, and digital service enhancements to align employee service styles with customer expectations.