A Survey on Centennials’ Expectations of Mobile Operators

  • Mirjana StojanovićEmail author
  • Marko Projović
  • Lazar Živojinović
  • Dušan Barać
  • Zorica BogdanovićEmail author
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 167)


To attract and retain consumers born in the era of social networks and grown up with the smartphones requires marketing and customer relationship management to be reshaped and adapted to their needs, habits, and aspirations. Digital natives expect digital customer experience through all the stages of the customer journey. Besides the challenges common for all industries, for mobile operators this additionally means to satisfy the customer segment which has the most demanding requirements in terms of mobile network and services quality but perceive it as a commodity. This paper addresses the topic of relationship between Generation Z and mobile operators, leveraging on the survey made among post-Millennials in Serbia. It presents their preferences and expectations and outlines the most important implications this might have on mobile operator’s business.


Post-Millennials Generation Z Mobile operators 



The authors are thankful to Ministry of Education, Science and Technological Development, grant no. 174031.


  1. 1.
    Williams, K., Page, R.: Marketing to the Generations. J. Behav. Stud. Bus. 3, 37–52 (2011)Google Scholar
  2. 2.
    COMARCH: Putting the digital customer experience at the heart of telco omnichannel strategies. White paper (2018)Google Scholar
  3. 3.
    Crearie, L.: Millennial and centennial student interactions with technology. GSTF J. Comput. 6(1), 1–10 (2018)Google Scholar
  4. 4.
    CommScope: The generation Z study of tech intimates., last accessed 2019/07/19
  5. 5.
    Prensky, M.: Digital natives, digital immigrants Part 1. On Horiz. 9, 1–6 (2001)Google Scholar
  6. 6.
    Fromm, J.: What marketers need to know about social media and Gen Z., last accessed 2019/07/19
  7. 7.
    Smith, K.: Longitudinal study of digital marketing strategies targeting Millennials. J. Consum. Mark. 29, 86–92 (2102)Google Scholar
  8. 8.
    Cruz, I.: Centennials, the generation that has never known a world without the internet., last accessed 2019/07/19
  9. 9.
    Fromm, J., Butler, C., Dickey, C.: How to engage Millennials: re-imagining the consumer as a partner, not a target audience, to increase engagement. J. Brand. Strat. 4(1), 27–36 (2015)Google Scholar
  10. 10.
    Beckmann, M., Noll, F., Berndt, A.: Cause-related marketing (CM): the perspective of millennials (Abstract). In: Stieler, M. (eds.) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham (2017)CrossRefGoogle Scholar
  11. 11.
    Barkley: The power of Gen Z influence. htpp://, last accessed 2019/07/19
  12. 12.
    TM Forum: Digital maturity model project., last accessed 2019/07/19
  13. 13.
    TM Forum: Targeting millennials: CSPs use social media and sub-brands to improve customer centricity., last accessed 2019/07/19
  14. 14.
    The giffgaff community., last accessed 2019/07/19
  15. 15.
    Jawwy from STC,, last accessed 2019/07/19
  16. 16.
    RATEL: An overview of the telecom market 2018-Q3., last accessed 2019/07/19
  17. 17.
    Meyer, M., Giles, M.: Mobile internet use mapping the age gap. GSMA Intelligence (2019)., last accessed 2019/08/27
  18. 18.
    van den Dam, R.: The trust factor in the digital economy: why privacy and security is fundamental for successful ecosystems. In: 14th ITS Asia-Pacific Regional Conference, Kyoto (2017): Mapping ICT into Transformation for the Next Information Society. International Telecommunications Society (ITS), Kyoto (2017)Google Scholar
  19. 19.
    Venkatesh, V., Thong, J.Y.L., Xu, X.: Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Q. 36(1), 157–178 (2012)CrossRefGoogle Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  1. 1.Faculty of Organizational SciencesUniversity of BelgradeBelgradeSerbia

Personalised recommendations