The assignment this week is to read and analyze the Discount Ski Pass Case Study. After reading the case study, please answer the following questions. Each of these questions should be answered with thoughtful, well-reasoned arguments. When you are asked for your opinion, the expectation is that you will be using the resources provided to you in this course to make your argument. Any outside resources must be cited by using in-text citations and proper APA references at the end. This assignment is worth 20 points.
- The study found that the discounts increased loyalty but did not increase satisfaction. Why do you think this happened? Please share evidence from the case study as well as sharing your own opinion.
- Look at table 2. What does it tell you about the differences in demographics between the skiers who bought the buddy pass and those who did not?
- Briefly describe the conclusions from the study. What do these tell you about success of this program? What recommendations do they make for the future?
- What do you think would happen if the discount passes were discontinued the next season? What would be the impact on customer satisfaction? Would you propose they keep the discounted at 75%, eliminate it, or do something else? Justify your response.
