The dimensions of customer derived value in the holiday ownership sector

Abstract

The holiday ownership (timeshare) sector has grown significantly over the past decade in both size and product configuration. This paper applies a qualitative approach to the understanding of customer value for the resort ownership industry. Focussing on the concept of customer derived value (CDV), group interviews were conducted with owners of timeshare holiday products. Consistent with Holbrook's (2005) work, respondents used a relativistic interactive preference approach when identifying and discussing value dimensions. Twelve dimensions of value emerged from the interviews overall. Generic value dimensions relevant to all holiday products as well as specific characteristics relevant only to timeshare ownership were evident. Implications for managers include a better understanding of the key drivers of value for owners of the product. This knowledge can be used to recruit new owners and enhance the levels of satisfaction and loyalty among existing owners.