Abstract
When discussing population as 'basic but rather heterogeneous element of a total demand', the actual existence of generations should be taken into account, along with their specific characteristics. Generations are thereof groups of people born, living, working during the same time; not only age is their crucial distinction, but also specific habits, tendencies and personalities. It is important to always bear in mind that those characteristics shape the process of profiling customers and therefore the process of developing services. Although a dominant generational divide was first established in the USA, generational differences should be considered carefully in our country as well, being a key factor in improving service quality. Identifying and understanding generational differences in addition to researching main characteristics, habits, values, attitudes of generations, may as well provide information on factors that affect constant development of services and service society.
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