Customer Satisfaction with Alpine Ski Areas: The Moderating Effects of Personal, Situational, and Product Factors

In highly competitive markets, customer satisfaction is a key driver of performance, making its measurement and management crucial. Most studies on customer satisfaction take an aggregate standpoint and do not consider segment-specific differences in attribute importance. In this article, the authors report on customer satisfaction with alpine ski resorts. They hypothesize that personal, situational, and product factors moderate the relationship between attribute performance and overall satisfaction. The results show that these factors indeed influence the attribute—performance—satisfaction relationship. Theoretical and managerial implications of these findings are discussed.