Segmentation and satisfaction preferences of specific Looking Glass Cohorts profiles: A case study of the timeshare industry

Abstract

The Looking Glass Cohort's segmentation scheme was used to classify members of a timeshare ownership vacation club. The Cohort segments were analysed for differences in measures of satisfaction among the timeshare owners. An analysis of variance showed that the satisfaction indices, in general, were favourable between groups. The results further suggested that this particular timeshare developer has targeted niche groupings of timeshare prospects signalling divergent leisure and recreational preferences in property offerings and, in doing so, has satisfied members across the niche. Some areas of improvement on a segment-by-segment basis were also found.