/library/oar/handle/123456789/12566 2026-06-29T01:08:35Z /library/oar/handle/123456789/12666 Title: The measurement of service quality in a domestic appliance retail environment : a focus on Forestals Abstract: The purpose of this research study is to analyse customers’ perception of the current level of service quality being delivered by Maltese firm operating in a Domestic Appliance Retail sector – Forestals. This was done by seeing the relationship between service quality vis a vis customer satisfaction. Service Quality was measured through the dimensions proposed in the SERVPERF model by Cronin and Taylor in 1992. The strength of the relationship between the dimensions; “Tangibility”, “Reliability”, “Responsiveness” “Assurance” and “Empathy” was measured. Through this study, a clearer picture on the company’s typical customer persona has emerged. It has been established that the firm tends to attract an older client, who is well established in a professional, managerial or executive profession, and is most likely purchasing from Forestals to replace an obsolete household appliance. This research includes a comprehensive study on the Maltese Domestic Appliance Retail Market as well European Trends for this Sector. The Customer Decision Making Process for a Domestic Appliance is also discussed in order to outline the high level of involvement a customer goes through when needing to purchase a Domestic Appliance. Focused Quantitative research was carried out. Confirmed customers who purchased from Forestals during January to June 2015 were approached, and were equally given the opportunity to participate in either an online or off-line questionnaire. Finally the results of the quantitative research are discussed and formed the basis for recommendations for the company to implement, in order to continue improving on their service quality, and ways in which the company can focus in order to continue to attract quality customers. Description: M.A.INT.MARKETING COMM. 2015-01-01T00:00:00Z /library/oar/handle/123456789/12624 Title: The first time voter; an IMC plan for the Nationalist Party for the general election of 2018 Abstract: This IMC plan commences with a detailed situation analysis of the political scene in Malta. First, an overview of the main local political parties is provided followed by a detailed explanation of the 2013 unstable political scenario and the general election that followed on the 9th of March 2013. On this day, those eligible to vote were called to ballot; the end result was a landslide victory for the Partit Laburista (PL) as it won 54.83% of the votes. The news of political instability within the PN went viral during the election campaign and the PL took political advantage of the situation. There is no doubt that one of the main reasons for the historical shift of votes in favour of the PL was the internal political turmoil the PN suffered towards the end of its legislature; but a second reason was the marketing strategies and tactics used by the PL. By using the right communication tools to disseminate political information and propaganda, the marketing mix of the PL was a success. And although past electoral campaigns had strong elements of marketing strategies, the recent PL’s marketing efforts are an example of the advancement of the role of marketing and communications in local politics. The next section expands on the role of marketing in politics by describing the link that exists between the political and marketing dimensions. Additionally, the target voter segment for this IMC plan is identified as the first time voter and a synopsis is given on the old and new marketing channels that mostly affect the young voter. Section 3 offers a general review of the trends and issues in the local political arena, voter turnout patterns and marketing and technological trends. Section 4 gives an indication of the primary, secondary and generic competition that the PN faces. The sections that follow include a SWOT analysis for the PN and Porter’s five forces model, which is applied to the PN. Section 7 describes the background of the Party and its structures and continues by giving a detailed account of the identified target voter segment. The target voter segment chosen for this IMC plan is the first-time voter, which constitutes over 23,000 eligible voters. The final section of the Situation Analysis describes the voter behaviour by applying the theory of planned behaviour. The budget for this IMC plan has bottom up approach and a total of €2.5 million that covers the four quarters of one whole year, with the last quarter having the largest percentage share of the budget. The proposed integrated marketing communications program is based on an interview with Dr. Paul Borg Olivier, the ex-Secretary General of the PN, who managed the marketing aspect of the 2013 general election campaign. According to Dr. Borg Olivier, the best marketing tool is the personal touch with the young voter including the level of engagement that they are offered. Taking into consideration his political marketing insights, the program suggests three marketing tools that are mostly effective towards the young new voter and these are public relations, direct marketing and canvassing, and digital marketing and interactive media. Additionally, the IMC program suggests the need for a good database of new voters and explains what grassroot marketing is and how it can be implemented as part of the marketing strategies and tactics of this plan. The next section includes an implementation timetable, which is deemed crucial for the execution of the program in order to keep within timeframes and the budget. Finally the IMC plan concludes with the monitoring and evaluation tactics of all the chosen marketing channels with an emphasis on the importance of the feedback that needs to be acquired from the young voter segment. Description: M.A.INT.MARKETING COMM. 2015-01-01T00:00:00Z /library/oar/handle/123456789/12615 Title: An integrated marketing communications (IMC) plan for Special Interest Travel Ltd Abstract: This IMC plan outlines business opportunities for Malta local inbound travel agency Special Interest Travel Ltd. The author provides key recommendations on how to target Chinese tourists to the Maltese islands. China is consolidating its position as the number one tourism source market in the world. Its outbound tourism market will continue to grow rapidly in future. Therefore, this IMC plan suggests that there is a great opportunity for SIT Company to attract more Chinese visitors to Malta. Description: M.A.INT.MARKETING COMM. 2015-01-01T00:00:00Z /library/oar/handle/123456789/12610 Title: The possible role of local stakeholders in nation branding and destination marketing of Malta Abstract: The purpose of this study was to better understand and contribute to the branding of Malta as a tourist destination by seeking gaps with regard to conceptual frameworks of stakeholder theory and providing the missing information in an exploratory and qualitative study based on a Survey of local stakeholder attitudes. Marketing and business strategy today has turned away from a focus on the product, and instead looks at the need fulfilment of consumers as well as stakeholders. Tourism marketing has a new focus on partnerships, and defining potential partnerships involves looking for stakeholders and aligning goals and objectives. The history of tourism in Malta really begins in the last half of the twentieth century, which foreign business interests developed resorts and travel packages catering to British families and vacationers. While initially embraced, further development of tourism in Malta in the 1970s and 1980s was not as well received. There were issues with incompatible land use, population density and rising prices, as well as a focus on discount beach vacations. The people of Malta, very much stakeholders in the tourist industry, were not consulted in these developments, and often there were frustrations and tensions. In more recent decades there has been professionalization and nationalization of the tourist industry, as well as proactive measures to shape and promote Malta’s tourist strategy and offerings. The conceptual framework of stakeholder theory provides additional evidence of the importance of consulting and aligning goals with the people of Malta, with regard to any branding strategy. This has the capacity to increase the success of marketing efforts, by reducing resistance or inconsistency that arises from incompatible tourism development. An online Survey method was used and residents of Malta were recruited to respond to a Survey of attitudes and perceptions pertaining to tourism and tourists in Malta. Likert scales were used for the rating of attitudes and feelings. Resulting data was analysed statistically and in light several strategic frameworks. The Survey results gave evidence that the residents of Malta had some distinct preferences with regard to tourism offerings, targeted tourist types and the growth of environmentally friendly and sustainable tourism. There were divergent interests between regions, as well as an interest in diversifying tourism offerings. Future studies as well as strategy development for the marketing and branding of tourism should continue investigation of Maltese attitudes to tourism regional and other differences clarify segmentation of local stakeholders and increase the capacity of the people of Malta to participate. Description: M.A.INT.MARKETING COMM. 2015-01-01T00:00:00Z