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

摘要

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.