Accession Number : ADA547804


Title :   Analysis of Marketing and Customer Satisfaction in Base Housing Communities of the Monterey Bay Area


Descriptive Note : Doctoral thesis


Corporate Author : NAVAL POSTGRADUATE SCHOOL MONTEREY CA


Personal Author(s) : Hernandez, Andrea B


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a547804.pdf


Report Date : Jun 2011


Pagination or Media Count : 59


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.


Descriptors :   *HOUSING(DWELLINGS) , *MARKETING , ARCHIVES , COMMUNITIES , INTERVIEWING , PUBLIC OPINION , SURVEYS , THESES


Subject Categories : Economics and Cost Analysis
      Structural Engineering and Building Technology


Distribution Statement : APPROVED FOR PUBLIC RELEASE