Residential Satisfaction in Place Market Segments
13 Pages Posted: 29 Dec 2012 Last revised: 26 Mar 2013
Date Written: December 25, 2012
The paper shows relationships between level of residential satisfaction and form of differentiation of marketing policy in place market segments. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify place market segments, and distribution of residents by the level of satisfaction as a result of specific place marketing policy for all the segments were hypothesized.
The results of the empirical study partially confirm developed theoretical typologies. The paper also demonstrates, that driver forces of the place marketing differentiation are related to both current activities of place marketers and external factors. Using the results of the study, it becomes possible to choose a relevant form of differentiation of place marketing policy and interpret its results adequately.
Keywords: residential satisfaction, place marketing, differentiation, place market segment
JEL Classification: J19, M31, O18, R00, R10, R23
Suggested Citation: Suggested Citation