Antecedents of dissatisfaction and buyer regret among timeshare owners: A difficult-access research question

Abstract

This mix-method study guided by a literature review analyzed the concealed sales activities and owner restrictions of timeshare companies that lead to owner dissatisfaction and regret. Survey results revealed that most owners are satisfied with their overall membership; however, one-in-five regret their decision to buy. The three sources of dissatisfaction and regret were owners' experiences with the sales tactics employed when they purchased, difficulties making reservations, and difficulties cancelling or selling their memberships when no longer wanted. Two qualitative studies shed additional light on these issues. Conclusions from this study are timeshares for many owners are a sticky product, where companies make it easy to buy but difficult to use and liquidate. Reporting these findings is designed to inform consumers of the potential manipulative sales practices they may experience, as well as corrective actions if taken by timeshare companies would reduce the remorse and dissatisfaction many owners later experience.