The "services theatre model" is used in this study to comprehend customer service experience of millennials and Gen Z at seaside resorts. It is a conceptual structure that uses the three dimensions of actor, performance, and environment to define and analyze services using theatre as a metaphor (Grove et al., 1998).  Staff members who collaborate to deliver services are referred to as the actor, the physical settings/environment wherein services are delivered is referred to as the setting. The collection of actions carried out in front of an audience and the evaluation of the service is called performance (Fisk et al., 2004; Grove et al., 1998; Grove & Fisk, 1992).

 This research paper investigates how customer service influences the likelihood of millennials' and Gen Z's intention to revisit resorts. The study also investigates the mediating role of factors driving the desire to return. Data for this research was collected from 412 participants, predominantly millennials and Gen Z individuals. This study's findings provide valuable insights into the determinants of customers' intention to revisit resorts. It reveals the associations among physical environment, staff and customer interactions, trust, perceived value, and revisit intention. Additionally, the study underscores the mediating roles of related variables, revealing the intricate dynamics within the hospitality and travel sector. This paper augments theoretical and practical implications to improve customer experience in the travel and hospitality sector and highlights the impact of several aspects that drive customers’ intention to revisit the resort. The framework introduced enhances the existing knowledge and serves as a basis for future research and practical applications in this field..