| Summary: | Recent figures show that while the number of foreign tourists has been increasing the volume of domestic travellers has decreased in Northern Finland. International guests bring opportunities, thus intensifying the importance of understanding methods to attract and retain customers. The objective of the thesis is to study the holiday preferences of a certain international customer group in Iso-Syöte Ski Resort. The study was concluded in order to provide the entrepreneurs at the area with understanding of how satisfied their customers are and on what level service quality currently is. The theoretical part is based on service quality and customer satisfaction. It provides the reader with aspects affecting expected and perceived service quality as well as customer satisfaction and dissatisfaction and the relationship between them. Models to identify possible quality gaps, to measure service quality and service performance impact on customer satisfaction were used to create two satisfaction surveys. The results from the surveys suggested that the importance of satisfying customers’ minimum expectations is crucial, as failing in it causes dissatisfaction. Effort to minimize explicit expectations was also found central in customer satisfaction. The functional quality, particularly guide professionalism, was proposed to be more important for customer than technical aspects of the holiday. Overall the service quality and customer satisfaction seemed to be on a rather satisfactory level in Iso-Syöte, however there were aspects that require development. To conclude, this thesis supplies the reader with clear theoretical framework of customer satisfaction and service quality. The results from customer satisfaction surveys are presented clearly using tables, figures and verbal methods. A concise conclusion drawn from the results and based on the theoretical framework has been provided.
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