THE EFFECTS OF DIGITAL NATIVES' EXPECTATIONS OF TECH HOTEL SERVICE QUALITY ON CUSTOMER SATISFACTION

This paper aims to investigate the significance of the impact of customer expectations of the use of digital technology services by hotels on their level of satisfaction. For these purposes, an empirical study was provided in Serbia in 2022. The research sample consists of 392 respondents from a specific growing demographic group of hotel services users, digitally born Gen X, Gen Z, and Millennials, aged 21 to 41, who stayed in hotels in the highest category during the year. Regression analysis and a five-level Likert attitude evaluation scale were used in the methodology of the research. The significant influence of customer expectations and positive experiences in using technological hotel services on satisfaction is confirmed. The findings of the paper can contribute to the literature and hotel management decision-making in designing a modern strategy of technological business development, digitalization of services, and digital marketing relations with service users, millennials as technological leaders of change, and further hospitality organizations' survival in the tourist market.