Asymmetric effects in customer satisfaction

The results of this study on customer satisfaction in snowboard areas show that the relationship between an attribute and overall satisfaction can indeed be asymmetric. A 30-item self-administered survey was completed by snowboarders (n=2526) in 51 areas in Austria, Germany, Switzerland and Italy. Results show that waiting time is a dissatisfier; it has a significant impact on overall customer satisfaction in the low satisfaction condition and becomes insignificant in the high satisfaction situation. Restaurants and bars are hybrids, i.e. importance does not depend on performance. Slopes, fun and entertainment and employees have a slightly stronger impact when satisfaction is low.