MARC 主機 00000nam a2200517K 4500
001 AAI28091640
005 20210528102140.5
006 m o d
007 cr mn ---uuuuu
008 210528s2020 xx sbm 000 0 eng d
020 9798664754421
035 (MiAaPQ)AAI28091640
040 MiAaPQ|beng|cMiAaPQ|dNTU
100 1 Soto-Ramos, Cesar
245 10 Understanding the Generational Impact on the Recreational
Marina Industry :|bA Case Study Design
264 0 |c2020
300 1 online resource (140 pages)
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
500 Source: Dissertations Abstracts International, Volume: 82-
03, Section: A
500 Advisor: Linski, Christopher
502 Thesis (D.B.A.)--Trident University International, 2020
504 Includes bibliographical references
520 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
533 Electronic reproduction.|bAnn Arbor, Mich. :|cProQuest,
|d2021
538 Mode of access: World Wide Web
650 4 Business administration
650 4 Recreation
650 4 Military studies
653 Generations
653 Marina
653 Recreation
653 Capital Cove Marina
653 Baby Boomers
653 Gen X
653 Gen Y
653 Gen Z
655 7 Electronic books.|2local
690 0310
690 0750
690 0814
710 2 ProQuest Information and Learning Co
710 2 Trident University International.|bCollege of Business
Administration
773 0 |tDissertations Abstracts International|g82-03A
856 40 |uhttps://pqdd.sinica.edu.tw/twdaoapp/servlet/
advanced?query=28091640|zclick for full text (PQDT)
912 圖書館PQDT110|b1110406
