Survey Advantage, a customer research and loyalty firm, released its 2008 benchmarks for marinas and boatyards, and it contains good news.
The report was designed in co- operation with the Association of Marina Industries and the American Boat Builders and Repairers Association. The report tracks four key areas: facility quality, marine service quality, customer service and boater loyalty.
In measuring a boater's likelihood to recommend their marine service provider, the survey found 51 percent promote and refer their provider, 29 percent are passive supporters or not emotionally charged about their provider, and 20 percent are at high risk of leaving their provider and spreading negative word of mouth about their experiences.
While operations continue to receive high ratings on courtesy, the industry continues to struggle on communication or keeping boaters abreast of service being performed. While the slip areas receive high marks, it was surprising that the industry can't do a better job keeping restrooms and shower areas cleaner and continuously stocked, the survey found.
The highest marks were in the marina area and ship stores, with gas docks and service desks receiving the lower scores, according to Survey Advantage.
Nine service quality areas were benchmarked, including engine repair and rigging services. The highest ratings came in the hauling and launching areas, while sailboat rigging and electronics
repairs received the lowest marks, the survey shows.
For information, or to receive a copy of the overall report, contact Survey Advantage at firstname.lastname@example.org or call (401) 560-0311.