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Understanding the Generational Impac...

Soto-Ramos, Cesar.

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Understanding the Generational Impact on the Recreational Marina Industry: A Case Study Design.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Understanding the Generational Impact on the Recreational Marina Industry: A Case Study Design./
作者:	Soto-Ramos, Cesar.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	140 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-03, Section: A.
Contained By:	Dissertations Abstracts International82-03A.
標題:	Business administration. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28091640
ISBN:	9798664754421

Understanding the Generational Impact on the Recreational Marina Industry: A Case Study Design.
Soto-Ramos, Cesar.

Understanding the Generational Impact on the Recreational Marina Industry: A Case Study Design. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 140 p.

Source: Dissertations Abstracts International, Volume: 82-03, Section: A.

Thesis (D.B.A.)--Trident University International, 2020.

This item must not be sold to any third party vendors.

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.

ISBN: 9798664754421Subjects--Topical Terms:

3168311
Business administration.
Subjects--Index Terms:

Generations

Understanding the Generational Impact on the Recreational Marina Industry: A Case Study Design.
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