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Building Service Excellence for Customer Satisfaction
| Content Provider | Semantic Scholar |
|---|---|
| Author | Withiam, Glenn |
| Copyright Year | 2013 |
| Abstract | Improving Guest Value to Gain Loyalty e winter of 2011-12 was one of the warmest and driest seasons on record in North America, and ski areas in the northeastern United States struggled nancially. However, Vermont’s Stowe Mountain Resort had a reasonably successful season, due to a guest loyalty strategy, accord to Michael Colbourn, Stowe’s vice president for marketing. In an e ort to build loyalty, Stowe several years ago called in LRA Worldwide, which surveyed guests to determine their loyalty levels and then helped Stowe to implement a guest-relationship program. Rob Rush, LRA’s CEO, explained that the survey covered all aspects of the guest experience, not just the ski mountain. From this survey, Stowe identi ed customers who are emotionally connected, and who are more likely than others to engage in multiple activities while at the resort, to visit more o en, and spend more during their stay. ese guests are also more likely to be satis ed with their stay. Looking at the skiing experience, Stowe found six di erent customer segments based on attitude. e three highest value segments included advanced skiers who prefer upscale accommodations, skiers who value experience over price, and relatively inexperienced skiers who are looking for a “total” experience that includes shopping and dining as well as skiing. e three lower value segments were the price sensitive skiers who go from resort to resort looking for the lowest price, another price sensitive group looking for great skiing for little money who aren’t interested in other amenities, and a group who are focused only on the ski experience and will spend money to get that, if necessary. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1021&context=chrconf |
| Alternate Webpage(s) | http://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1021&context=chrconf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
