Understanding the Generational Impact on the Recreational Marina Industry : A Case Study Design
出版項
2020
說明
1 online resource (140 pages)
文字
text
無媒介
computer
成冊
online resource
附註
Source: Dissertations Abstracts International, Volume: 82-03, Section: A
Advisor: Linski, Christopher
Thesis (D.B.A.)--Trident University International, 2020
Includes bibliographical references
Due to changing in demographics in the United States Armed Forces and the Department of Defense (DoD) workforce; Capital Cove Marina, a recreational marina located at Joint Base Anacostia-Bolling (JBAB) in Washington, District of Colombia, faced the challenges of attracting and retaining customers within the military community. The purpose of this qualitative case study was to delve and understand the generational impact of four generations in a recreational marina context that highlights members of the military community and the DoD workforce. These generations included the baby boomers (born between 1944 and 1964), Gen X (born between 1965 and 1979), Gen Y (born between 1980 and 1994), and Gen Z (born between 1995 and 2015). Since customers from these generations have their own perception on what products, services and brand loyalty entail, they played a role in the overall strategy of the Capital Cove Marina in relation to its business practices and marketing strategy. Therefore, within the conceptual framework, the theories of consumer perception and customer loyalty along with the strategic, operational and marketing models represented the foundation that enabled the researcher to navigate through this real-world phenomenon. Data was collected from questionnaires and a focus group, and it was analyzed using a six-phase approach to thematic analysis where multiple themes and subthemes emerged. The results and recommendations of this study may significantly contribute to Capital Cove Marina to tailor its recreational services, business practices, and marketing strategy to meet each generation demands while supporting the Joint Base Anacostia-Bolling MWR programs
Electronic reproduction. Ann Arbor, Mich. : ProQuest, 2021
