A positioning map of skiing areas using customer satisfaction scores

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.