Analysis of marketing and customer satisfaction in base housing communities of the Monterey Bay area
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Authors
Hernandez, Andrea B.
Subjects
Marketing
base housing
organizational behavior;
base housing
organizational behavior;
Advisors
Jones, Becky
Euske, Kenneth
Date of Issue
2011-06
Date
Publisher
Monterey, CA; Naval Postgraduate School
Language
Abstract
An analysis of the base housing organization Clark/Pinnacle revealed factors of satisfaction and dissatisfaction with the organization's current organizational and marketing strategies. Research was conducted through management interviews, a focus group that explained the Clark/Pinnacle housing process, archival material, a housing survey provided by Residential Communities Initiative management, and use of the Clark/Pinnacle website. Measurement factors were identified as: property, move-in process, management, amenities, services, and security. The data collected from the research indicated that survey results and management opinion are different at various levels. The analyses of these differences identified problems with the current marketing and structure of the housing organization. Solutions and specific recommendations were concluded from the research.
Type
Thesis
Description
MBA Professional Report
Series/Report No
Department
Identifiers
NPS Report Number
Sponsors
Funding
Format
xiv, 43 p. : col. ill. ; 28 cm.
Citation
Distribution Statement
Rights
This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.