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

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.

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Document Details

Document Type
Technical Report
Publication Date
Jun 01, 2011
Accession Number
ADA547804

Entities

People

  • Andrea B. Hernandez

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Human Systems

DTIC Thesaurus Topics

  • Active Duty
  • Air Force
  • Army Personnel
  • Business Administration
  • California
  • Commerce
  • Communities
  • Customer Services
  • Department Of Defense
  • Enlisted Personnel
  • Families (Human)
  • Governments
  • Marketing
  • Military Families
  • Military Personnel
  • Personnel Management
  • Security

Readers

  • Defense Technology Research and Development.
  • Environmental Impact Assessment (EIA) of Proposed Air Force Base Actions.
  • Military Leadership and Professional Education.