TWO PHASE ANALYSIS OF SKI SCHOOLS CUSTOMER SATISFACTION: MULTIVARIATE RANKING AND CUB MODELS

Monitoring tourists' opinions is an important issue also for companies providing sport services. The aim of this paper was to apply CUB models and nonparametric permutation methods to a large customer satisfaction survey performed in 2011 in the ski schools of Alto Adige (Italy). The two-phase data processing was mainly aimed to: establish a global ranking of a sample of five ski schools, on the basis of satisfaction scores for several specific service aspects; to estimate specific components of the respondents’ evaluation process (feeling and uncertainty) and to detect if customers’ characteristics affected these two components. With the application of NPC-Global ranking we obtained a ranking of the evaluated ski schools simultaneously considering satisfaction scores of several service’s aspects. CUB models showed which aspects and subgroups were less satisfied giving tips on how to improve services and customer satisfaction.