A Multivariate Model of Hotel Guest Satisfaction in Russian Millennial Generation Settings

The research is relevant due to the entry into the active phase of consumption of the younger generation – Gen Y. Hoteliers are facing with the new challenge of satisfying sophisticated customers. They need to find the way to turn them into loyal guests in an increasingly competitive environment. The object of the study is Russians aged 21-39 years (2021), born and living in Russia. The subject is the consumer satisfaction of them in the consumption of hotel services. The aim of the study was to identify the determinants of consumer satisfaction with hotel services among Russian millennials. This research includes a literature review of studies on the concepts of “consumer satisfaction” and “generation”, determination of the boundaries of generations based on theory; a review of the preferences among millennials in hotel services; a review of existing models of guests’ customer satisfaction; a formation of theoretical model of guests’ consumer satisfaction of millennials; an importance-performance analysis, structural equation modeling and conduction of cluster analysis. It is assumed that the study may be useful for hotel managers, one of the main consumer segments of which are, or will become, millennials. The main findings were: 1. Millennials are conscientious consumers for whom the sustainability of a hotel is an important factor of their satisfaction. 2. The Russian gen Y has not yet singled out the technological effectiveness of hotels as a particularly important factor, only the youngest consumers who are closer to gen Z, consider this factor as an important one. However, they are also satisfied with the current situation in the hospitality industry. 3. Generational factors are additional, it is important to first satisfy the basic, or classic, needs of guests. Keywords: GENERATION Y, MILLENNIALS, HOTEL SERVICES, CONSUMER SATISFACTION