ABSTRACT VIEW
EXAMINATION OF SERVICE-FIRM PERCEPTIONS OF TECHNOLOGY AMONG MULTIGENERATIONAL GROUPINGS
T. Maier
Rochester Institute of Technology (UNITED STATES)
The Service-firm workforce in America is becoming increasingly diverse and specifically in the hospitality industry where technology and innovation play a key role in customer service. There is increasing concern how to effectively lead a Service-firm workforce that spans several generational groups. In the highly competitive Service-Firm industry, leaders are concerned with high employee turnover rates that reduce both productivity and profits for their companies. CEOs and managers are always looking for ways to attract and retain workers through technology and innovation, because potential employees are attracted to those organizations that devise new ideas and ways of making the business and the work environment exciting.

The focus of this study is to explore generational similarities and differences in terms of; perceptions Service-firm employees hold about technology and innovation within the organizational structure and work environment. Leaders in the hospitality Service-firm industry recognize the ability to source and retain employees long-term is fundamental to improving customer services. Since the Hospitality Industry is growing at exponential rates, bringing with it workforce challenges that include differing views of technology among generational groups. These issues, related to Service firm human capital, are becoming more complex as the workforce becomes increasingly multigenerational. This has created unique challenges for both individuals and organizations in today’s society. To facilitate improved performance and retention of Service-firm employees in the hospitality industry, increased knowledge of multigenerational perceptions about technology and innovation is beneficial.

In the Service-firm industry, the vitality of the organization lies in the spirit of its employees and is closely linked to job satisfaction and employee morale. Work environment that fosters employee satisfaction is key to providing marketable customer service experiences that are realized in increased profits. This study investigated the workplace perspectives of Service-firm employees as it pertains to multigenerational groupings and their views of technology and job satisfaction overall.

The mixed methodology focus group and survey instrumentation designed research project incorporates a (N=2,577) sample. Information was obtained and analyzed through secondary data analysis, namely principle component analysis and multi-item scale development. Data was measured through a combination of descriptive statistical measures, Pearson correlations, and One-Way and Multivariate Analysis of Variance. The data analyzed created is expected to provide a greater understanding of how to develop and retain highly productive multigenerational human capital, while also investigating their perceptions of technology. Added to the literature on leading a multigenerational Service-firm workforce, were the principles of value creation and innovation in Service-firms. The information from this study will help guide Service-firm industry leaders in developing policies, processes, and practices that create a work environment and employees who are technologically integrated across multigenerational groupings. It is believed that cultivating contributions of multiple generational perspectives of technology, among Service-firm workers, can also be effective in creating a competitive advantage in the global marketplace.