During the preliminary study
According to the marketing approach (Kotler plus Armstrong 2004), it is usually important for that planning associated with the services being given by the marina (as well as by any other organization) – to begin with a knowledge of the particular needs and desires connected with the marketplace. In this kind of way, it will become possible to supply the requirements of the target marketplace in a manner that will gratify it.
Throughout the course of the particular preliminary investigation (Raviv, 2001), which examined customer pleasure with the services on the marinas in Israel, keepers of sailing vessels ended up questioned about the mixture of services offered with the marina. Using the factor analysis, we located 6-8 factors that reveal 69 percent of typically the dissimilarities of the items that comprised often the set of questions (see Appendix The for typically the detailed results of the particular factor analysis). The variables were:
Safety and professionalism and trust, value of parking, worth of new member club, environmental protection and even personal hygiene, crowding, ease of gain access to, plus use of data.
The very first factor, safety and professionalism and trust, was composed of often the following items in this questionnaire: Seriousness of yacht club employees, knowledge of riva employees, good manners shown by means of employees, safety of costa as a good place to help leave boats, security involving marina as a place of fun, and compli