Over the course of the preliminary study
According on the marketing approach (Kotler and Armstrong 2004), it is usually important for that planning associated with the services to be given by the marina (as well as by some other organization) – to get started with comprehension of typically the needs and desires connected with the target market. In this particular way, it will turn out to be possible to supply the requirements of the target marketplace in a new manner that will gratify that.
While in avant of often the preliminary research (Raviv, 2001), which analyzed customer pleasure with the services of the marinas in Israel, proprietors of sailing vessels had been questioned about the mix of services supplied on the marina. Using some sort of factor analysis, we found 6-8 factors that describe 69 percent of typically the differences of all the products of which comprised often the questionnaire (see Appendix A new for often the detailed results of the factor analysis). The factors were:
Safety and professionalism, value of parking, price of new member club, environmental protection and even personal hygiene, crowding, ease of accessibility, together with use of details.
The first factor, safe practices and professionalism and reliability, was comprised of typically the right after things in the questionnaire: Professionalism and trust of costa employees, know-how of yacht club employees, service shown simply by employees, protection of costa as a new place to leave boats, protection associated with marina as a place of leisure, and compliance having basic safety guidelines at marina.
The second factor is usually the value of parking. The factor involves the right after items: Distance via marina, view from the flotta, parking in the area with the marina, and price of membership rights with riva.
The third factor is value of associates golf club and it includes the particular following things: Use associated with cranes, social surroundings in marina, gas train station with marina, and people pub.
The fourth factor can be environmental protection and cleanliness of the costa. This specific component includes the subsequent items: Comfort of services supplied at the costa, cleanliness of the water along with the ports, cleanliness and using showers, environmental protection in the marina, and environment protection in the places bordering the marina.
This last factor in the working out of the findings can be ease of access and use of information. This issue consists of the following things: Ease of entry regarding visitors, ease of access for use of riva features, and informational magazines regarding the marina.
It is definitely important to stress how the perception of yacht club companies presented above reflects purchaser opinion, while the research itself relates to the particular perception with the managers.
Often the questionnaire data from this flow chart can be found in Appendix C.
The above suggests that there are many aspects that identify riva services via different leisure activities or perhaps some other expert services. This styles is definitely not in any single thing, but in the general basket involving services together with the various parts of importance provided by means of costa clients.
Like some sort of course, the particular marina is perceived as a new sports venue with the superior class. Therefore, the behaviors displayed at well-known sporting events are not really appropriate on marinas. Also like playing golf courses, marinas are regarded as the sports and leisure location. Both of these kinds of places stress nice plus clean landscaping (views).
Not like golf courses, almost all of the landscapes at a costa aren't close and are definitely not maintained solely by golf club management. Another difference via playing golf is seen in the equipment together with substance required for sailing, which will without proper care may pollute the view.
This is reasonable in order to expect that customers expect riva managing to ensure that the view has been cleaned, regardless of the equipment and product present there.
This presents a unique challenge to services provision at marinas. One more unique challenge (perhaps shared with motor sports inside another way) is often the need for stability.
Membership members place valuable equipment in the hands regarding the marina. Without appropriate security, it could turn out to be stolen or destroyed. That can, therefore, be thought that a yacht club new member may expect there to be ideal safety plus safety arrangements in position.
Another unique quality is usually that while some other sports entertainment or leisure routines can be executed to satisfaction in one spot, marina members may possibly expect the marina to help make it possible for them to traveling to other marinas, such as is the case in the travel industry. Therefore, it can be seen that marinas, when considered a sports/leisure activity own characteristics related to other sports/leisure routines, given the overall features and the unique details of stress, the costa is the venue with regard to sports/leisure activity of a new different type. It is a “whole other basketball game. ”
Nowadays, immediately after having determined this uniqueness of the marina support and possessing provided the setting to understand the marketing and advertising and service quality, the next question that begs asking regards value for funds for riva shoppers.