Satisfaction and loyalty factors of ski resorts - the case study of Slovakia and Austria
2015
Bediova, M., Mendel Univ. in Brno (Czech Republic). Faculty of Business and Economics | Ryglova, K., Mendel Univ. in Brno (Czech Republic). Faculty of Business and Economics
In order to keep up with the current challenges, a high level of awareness of the special demand patterns of customers is mandatory. The primary reason organizations measure service quality and customer satisfaction is to better understand how they may enhance customer value and loyalty, and thus, the overall financial performance of the firm. Providers of ski resorts must have a good understanding of their customers if they are to understand their quality perceptions or have a chance of successfully implementing service quality programmes. The paper investigates the relationship of factors influencing the satisfaction and loyalty according to ski resorts customers and ski resort providers. The qualitative data were collected in ski resorts of Slovakia and Austria. A total of 58 depth customer interviews of 3 ski resorts in Slovakia and depth provider interviews of 3 ski resorts in Slovakia and 3 ski resorts in Austria were analyzed using software Maxqda. The results of the research show that there is a gap between perception of satisfaction and loyalty factors of customers and providers of ski resorts. The findings suggest that providers of ski resorts should focus more on factors of the satisfaction and loyalty according to ski resorts customers´ expectations. Theoretical and managerial implications of these findings are being discussed.
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