A Positioning Map of Skiing Areas Using Customer Satisfaction Scores

ABSTRACT Satisfaction analyses have long been undertaken and in various ways, but the elaboration of strategic positioning options on the basis of satisfaction ratings has been fairly neglected. We report the results of a satisfaction study of major Alpine ski resorts, where we first identify the factor structure of overall satisfaction through confirmatory factor analysis and then present the relative positioning of skiing areas on these attribute factors in a bi-dimensional space by applying the technique of correspondence analysis. We interpret the results for two different segments (under 25 years of age, and over 50 years), thereby demonstrating the necessity of including satisfaction scores in strategic positioning decisions.