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(2008, 19 800 words)
The dissertation investigates the rationale for using background music as part of atmospherics in British hotels. The review of literature touches on the theory of customer behaviour and customer satisfaction as a key purpose of the hospitality industry, the emotional power of brand, the role of music in creating atmosphere, etc. The study uses qualitative and quantitative methods of research based on secondary data and primary data obtained from interviews, questionnaires and participant observations. Conclusions are made about the practical use of background music by hotel managers and its potential to reinforce overall customer satisfaction. Recommendations are suggested about further research into the effects of atmospherics on customer perceptions.
(2008, 1600 words)
The paper proposes to investigate the market success of DHL courier service in the UK and China analysing international marketing strategies that help DHL to achieve such success, i.e. the effective international brand management, the combination of integrated marketing strategies, the understanding of consumer behaviour in different markets, etc. The aims, objectives, literature sources and methodology of the research are outlined.
(2006, 13 500 words)
The dissertation investigates the experience of Costa, Starbucks, Café Nero and Coffee Republic coffeebars. The background of coffee bar culture is described; literature is reviewed on the theories of branding, consumer behaviour, hierarchy of needs, customer loyalty, services marketing, etc. The main features of coffee bars are identified; employee-to-customer interactions are described; the issues of product and service quality are addressed. Deductive and inductive research methods are used on the basis of primary data (interviews, questionnaires, observations) and secondary data analysis. Conclusions are made about the managerial implications of the research findings.
(2004, 28000 words + 3000 proposal,)
The dissertation is primary concentrated around the topics of branding, consumer behaviour and in particular link between demographics, brands and consumer behaviour. In more detail, the main focus of this research was placed upon the study of correlation between brands and demographics, i.e. how important the brand in terms of influence for people of different age demographics. The initial study of the literature has revealed that adolescents place a great deal of importance in brand name and image when making buying decisions. It was further expanded into comprehensive literature research and review of branding and demographics. The research was based upon two approaches - primary and secondary. The secondary one was in terms of detailed study of the literature available on main research subjects as well as review of previous similar researches. The primary research was reflected by use of focus group and semi-structured interview research methods. The survey consisted of 15 focus groups. On the whole, the overall picture was created for each age group in terms of how, what and where they buy along with their preferences and tastes. It was made available to see the importance placed by each particular group upon the brand names and image. It was identified that there is a significant difference in this respect varying from one group to another.
(2004, 16000 words)
The "quality" phenomenon is the source for strengthening and differentiating the offering and the organization from what is offered by the competitors. The available evidence indicates that service organizations, which adopt a strategic approach to "quality management" significantly improve their competitiveness. This study sought to explore the way managerial team of a certain UK fitness club sense their customers. The review of existing service quality literature identifies the absence of universal techniques and approaches in measuring service quality gap, particular within fitness environment. Due to the complexity of quality phenomenon and absence of empirically proven measurement tools, the phenomenological paradigm is chosen to explore the issue. The research is based on widely acknowledged gap model. The gap between consumer's expectations and management perceptions of consumer expectations is explored with the application of qualitative and quantitative techniques. The quantitative questionnaire sought to explore customer perceptions of current delivery of service and priority of various service quality categories. The qualitative element is applied in terms of triangulation of quantitative data. Besides, it provides deeper understanding of the process of customer's perceptions shaping. The results are compared and fed into performance-related matrix, which is widely used in Total Quality Management. Limitations to the study are discussed along with recommendations for future research and managerial implications.
(2003, 11500 words)
This dissertation aims to assess the influence of marketing on the low cost airlines in the UK and Europe. The following questions are approached: How easyJet do their marketing and how can marketing add value to the company? Is price (low price) an important and significant factor nowadays in customer decisions making and affecting their purchasing behaviour compared to the other factors, such as: the other 6 P's? Can airlines secure their positions by advertising\branding? A comparison with the other services industries (e.g. banking & supermarkets) and the goods industries (e.g. automobile) is made. The paper focuses on easyJet - one of the largest low costs carriers in Europe, which has merged with Go - another dominant low costs carrier (a subsidiary of BA). Having no methodology and primary research this dissertation accesses how easyJet do their marketing and what strategies they pursue that make them and the other low costs airlines successful. Strategic analysis of easyJet (PEST and Porter) is also present in this dissertation. Apart from that it is examining the related issues and areas on how they operate in a 'niche' market compared to the traditional flag carriers. Several suggestions and improvements to the current strategy are outlined for the easyJet to pursue in the long term, in order to compete successfully on the market. Further information about this dissertation is available on request.
(2003, 16000 words)
This dissertation looks at the images in advertising, theories of imagery, Imagery in relation to Attitude formation and Behavioural Intentions and measurement of Mental Imagery and Attitudes. Positivist philosophy is adopted and Qualitative research is used to examine whether imagery does have the ability to change attitudinal judgements for high involvement and low involvement products. Further information about this dissertation is available on request.
(2003, 3000 words)
This project proposal proposed the study into shock advertising. Study aims to identify shock advertising strategies and the extent to which they are used by organisations: emerging methods and trends; define shock advertising and it's purpose; identify correlations between consumer perceptions of shock advertising and whether this is a result of the respondent's age group or gender and to understand the potential origins of ethical perceptions and identify what sets of values or core beliefs might the consumer draw upon when contemplating the ethics of controversial practices in advertising today?
(2003, 21000 words)
The purpose of the following thesis was to elucidate the reasons why do people not click on banners and find the ways in which advertisers can make banner advertisements appeal to consumers more effectively. Furthermore, outcomes of research suggested which features in banners advertisers should avoid when developing clickable banners. First of all an extensive literature review was carried out in order to highlight all important aspects of previous researches. Analysis of literature review indicated, that the gap in the literature exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To answer these questions, people attitudes towards banner and other Internet advertising were investigated through focus group interviews and survey, which was conducted for the purpose of assessment and quantification of the qualitative research results. The findings suggest that the main reason for the ignorance of clickable banners amongst the respondents of the research was low involvement between product or service being advertised to the viewer's interests. Other reasons included the high level of annoyance of banner advertising and the threat of viruses that some banners poses.
Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content.
(2003, 12000 words)
This dissertation looked at the Internet as the medium to help companies build and sustain their brands. Extensive literature review analysed the history of Internet development, ability of Internet to fulfil business objectives, the Internet's ability to build and sustain brand equity, problems of online brand building and threats posed by online branding. Primary research consisted of Interviews with companies. Conclusions of the research indicate that the Internet seemingly does have the potential to effectively build and sustain bricks and mortar brands by adding value to brand awareness, image and loyalty, although not to its full potential due to limited technology and current mindsets
(2002, 15000 words)
This dissertation aims to examine how the loyalty effect of Tesco clubcard. Analysis of relationship marketing developed by the company is conducted and assessed. Extensive literature review on customer loyalty and loyalty programmes is developed. Research adopts exploratory study, which incorporated both qualitative and quantitative data collection methods. Analysis of results revealed, that although Tesco's clubcard had certain positive affect upon the customer loyalty - customer spending did not increase. Several important recommendations and conclusions are drawn from the research findings.
(2003, 14000 words)
This dissertation looks at the customer relationship marketing (CRM) and analyses its effectiveness on customer retention. Hellenic Banking industry was selected in order to illustrate the research and to find out how the CRM practices, in the Greek banking sector, effect on customer retention. Literature review analyses the theories of relationship marketing, customer satisfaction and Greek banking sector. Questionnaire survey was used to collect the primary data. CRM in this industry was found to be not very effective and did not lead to the high customer retention. Recommendations were also drawn upon how banks should improve their CRM practices to reach higher customer retention.
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