Examination of customer-centric measures among different types of customers in the context of major Canadian ski resort
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 9 April 2018
Abstract
Purpose
Customer-centric measures such as customer satisfaction and repurchase intent are important indicators of performance. The purpose of this paper is to examine what is the strength and significance of the path coefficients in a customer satisfaction model consisting of various customer-centric measures for different types of ski resort customer (i.e. day, weekend and ski holiday visitors as well as season pass holders) in a ski resort in Canada.
Design/methodology/approach
The results were analyzed using the partial least squares structural equation modeling approach for the four different types ski resort visitors.
Findings
There appeared to differences in the strength and significance in the customer satisfaction model relationships for the four types of ski resort visitors indicating that the a priori managerial classification of the ski resort visitors is warranted.
Originality/value
The research pinpoints differences in the strength and significance in the relationships between customer-centric measures for four different types ski resort visitors, i.e. day, weekend and ski holiday visitors as well as season pass holders, which have significant managerial implications for the marketing practice of the ski resort.
Keywords
Citation
Haverila, M.J. and Haverila, K.C. (2018), "Examination of customer-centric measures among different types of customers in the context of major Canadian ski resort", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 2, pp. 438-459. https://doi.org/10.1108/APJML-05-2017-0096
Publisher
:Emerald Publishing Limited
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