During the course of the preliminary study
According on the marketing approach (Kotler and Armstrong 2004), it will be important for that planning of the services to become supplied by the marina (as well as by any organization) – to get started with comprehension of typically the needs and desires connected with the target market. In this kind of way, it will end up being possible to supply the wants of the target sector in a new manner that will will please that.
Through the course of typically the preliminary study (Raviv, 2001), which analyzed customer total satisfaction with the services of the marinas in Israel, users of sailing vessels had been questioned about the mix of services supplied at the marina. Using the element analysis, we identified half a dozen factors that explain 69 percent of the particular variations of the products that comprised the list of questions (see Appendix A good for this detailed results of typically the factor analysis). The components were:
Safety and seriousness, value of parking, worth of participant club, environmental protection and even personal hygiene, crowding, ease of access, and use of data.
The first factor, security and professionalism and trust, was composed of often the using items in this questionnaire: Professionalism and reliability of flotta employees, expertise of costa employees, courtesy shown by simply employees, safety of riva as some sort of place to leave boats, protection of marina as a host to enjoyment, and compliance using safety guidelines at riva.
The second factor is usually the value of parking. The particular factor comes with the right after items: Distance by riva, view from the riva, parking in the vicinity in the marina, and cost of account on riva.
The third component can be value of people team and it involves the particular following things: Use associated with cranes, social setting with marina, gas station on marina, and people membership.
The fourth factor will be environmental protection and cleanness of the costa. This kind of component includes the right after items: Convenience of services presented at the flotta, cleanness of the water and the ports, cleanliness and utilization of showers, environmental protection with the marina, and environmental protection in the locations surrounding the marina.
Typically the last factor within the calculation of the findings is usually ease of access and even use of information. This aspect comes with the following items: Ease of accessibility for readers, ease of accessibility for use of costa services, and informational journals in regards to the marina.
It can be important to stress how the perception of marina providers presented above shows customer opinion, while the research itself relates to the particular perception in the managers.
The particular questionnaire information from the flow chart can be obtained from Appendix C.
The above suggests that there are a few aspects that will distinguish marina services via other discretion activities or perhaps some other companies. This individuality is certainly not in any single product, but in the general basket involving services together with the various parts of concentration provided by simply yacht club clients.
Like the golf course, typically the flotta is regarded as a sports venue from the superior class. Therefore, the behaviors displayed at popular sporting events are not appropriate from marinas. Likewise like golf courses, marinas are regarded as a new sports and enjoyment venue. Both of these areas point out nice plus clean landscaping (views).
As opposed to golf courses, the vast majority of views at a costa usually are not close and are not taken care of solely by membership supervision. Another difference from world of golf is seen around the equipment and material required for sailing, which will without proper care might dirty the view.
This is reasonable to help believe that customers expect costa management to ensure that the view has been cleaned, regardless of the equipment and stuff present there.
This positions a unique challenge to help support provision at marinas. One other unique challenge (perhaps shared with motor sports in another way) is often the need for security.
Membership members place valuable products in the hands connected with the riva. Without appropriate security, it may well become stolen or damaged. It can, therefore, be supposed that a flotta associate is going to expect there to be suitable safety in addition to safety agreements in place.
Another unique quality will be that while additional athletics or leisure routines can be performed to satisfaction in 1 position, marina members could expect the marina to be able to allow them to vacation to other marinas, such as is the case within the travel and leisure industry. As a result, that can be found that marinas, when known as a sports/leisure activity have characteristics comparable to other sports/leisure pursuits, given the overall traits and the unique things of importance, the flotta is some sort of venue with regard to sports/leisure pastime of the different type. It is definitely a “whole other soccer ball game. ”
Presently, immediately after having determined typically the uniqueness of the marina services and having provided the setting to understand the advertising and service quality, the future question that begs requesting regards value for money for riva shoppers.