Generation Y and Z Perceptions of Hospitality Self-Service Technology


  • Godwin-Charles Ogbeide Day Leadership Academy, School of Hospitality, MSU-Denver



Generation Y, Generation Z, Personal Service, Self-Service Technology, Hospitality, Customer Experience


The purpose of this study was to investigate the perceptions of Generation Y and Z regarding self-service technology and personal service in the hospitality industry. Technologically-savvy collegiate students in the Midwestern part of the USA served as the target population for this study. The results of this study indicate that the participants believe that personal service is more important than the use of self-service technology in the hospitality industry. However, Generation Y and Z prefer the convenience and promptness of self-service technology. Practical implications of this study and recommendations for further studies were addressed.

Author Biography

Godwin-Charles Ogbeide, Day Leadership Academy, School of Hospitality, MSU-Denver

Dr. Godwin-Charles Ogbeide is a Professor of Strategy & Hospitality in the College of Business at Purdue University Northwest. He is the Director of the White Lodging School of Hospitality and Tourism Management. His research interests are in the areas of strategic leadership and hospitality, as well as the implications of leadership policies and marketing strategies on stakeholders’ behavior and well-being. He is an active member and leader of many professional organizations, active board member of various non-for-profit organizations, published author, public speaker, and winner of numerous international as well as national awards. His awards include teaching excellence, research excellence, visionary, and innovation awards. He is an expert in hospitality and customer experience with over 30 years of combined experience in the hospitality industry.