Keeping customers satisfied is an important component of maintaining a successful business, especially within the timeshare industry, where as much as 50% of sales come from returning clients and referrals. Recently, Dr. Amy Gregory, an assistant professor at the Rosen College of Hospitality Management at the University of Central Florida, provided Developments magazine – “the voice of the timeshare industry” – with a featured article on customer satisfaction among timeshare owners.
The article, entitled Give Them What They Want, is featured in the June 2012 issue of the American Resort Development Association’s (ARDA) official publication. The article was derived from Gregory’s doctoral dissertation, which analyzed the various elements that contribute to the overall satisfaction of timeshare owners.
“The article identifies specific attribute preferences that have greater influence on consumer satisfaction than others, and demonstrated that changes in consumers’ willingness to pay, varies depending on the presence (or absence) of various product and service attributes,” said Gregory. “In addition, it also establishes a platform for further analysis to identify the differences between terms of ownership, frequency of purchase, product usage characteristics, and identifiable consumer segments within vacation ownership products in the U.S. and international markets. It is the first study to address both the purchase and use of a vacation ownership product.”
Gregory was first approached to contribute to the monthly publication back in April by Developments editor Kathryn Mullan, after the two met at ARDA’s 2012 global convention.
“When I met Kathryn earlier this year, we discussed different ways to get UCF’s Rosen College of Hospitality Management more involved with the timeshare industry,” said Gregory. “Contributing to Developments was one of the many things we discussed to help increase the College’s presence within this multi-billion dollar industry.”
Gregory has spearheaded various initiatives over the past few months to further integrate UCF’s Rosen College into the timeshare industry, including securing the College’s membership with ARDA – the largest timeshare organization in the nation. The assistant professor has also been instrumental in establishing corporate internships with industry-leading organizations and helped students obtain industry-funded scholarships.
“With UCF’s Rosen College being located in the largest timeshare resort destination in the world, there are numerous opportunities for the College and its students to benefit from academic and practical study of this industry segment,” said Gregory. “The goal is to make the College the top institution for industry study.”
Gregory has more than 20 years of timeshare industry experience in sales, marketing, international business development, acquisitions and revenue management with both branded and non-branded companies.
Copies of the June 2012 issue of Developments are available at the UCF Rosen College campus in the Universal Orlando Foundation Library, and also on the Web.