Service Packages – Attractiveness Has Many Faces

This article is an attempt to identify the impact of the customer age (especially the Baby boomers generation and the X and the Y generation) on the assessment of incentives to buy service package. Belonging to different age generations seems to be important for the effectiveness of service packages sales – the entrance by the consumers in subsequent phases of the life cycle is related to their perception of the market offer. The starting point for the empirical part of the article was to analyze the different average scores attractiveness of the ten packages service features (incentives to purchase). Then, using multidimensional scaling authors determined the similarity or dissimilarity data on a set of applied incentives to use service packages. Visible differences indicate a different perception of the attractiveness of packages representatives of the Baby boomer generation and Y generation. Managerial implications and directions for future research are discussed