https://www.um.edu.mt/library/oar/handle/123456789/5149 Fri, 17 Apr 2026 08:34:32 GMT 2026-04-17T08:34:32Z https://www.um.edu.mt/library/oar/handle/123456789/5535 Title: Logos : evocative or just decorative? a neuromarketing study of the theory of perception in the Maltese banking industry Abstract: Purpose - The purpose of this study is to discover the different reactions consumers have towards Maltese Banking Logos. Design/methodology/approach - This study starts by exploring literature about the banking industry, Neuromarketing, Consumer Neuroscience by using neurophysiological tools, the structure and function of the human brain, perception and cognition. High Density Electroencephalography, Galvanic Skin Response and Eye Tracking were used to gather data which was then analyzed and compared to existing literature. Findings - The results of this study show how the subjects react to the modified logos along with the original logos. The different reaction between genders is also portrayed. Findings will link logos to brand recognition and how the subject shall react to such stimuli. Research limitation/implications - The use of such neurophysiological equipment had to be used in a laboratory and therefore subjects where not studied in their natural environment and this may alter the results of the study carried out. High costs and resources should be also be evaluated in such a study. Practical implications – Traditional marketing makes use of other methods of gathering and presenting findings. The use of Neuromarketing tools gives us an insight of the human unconscious brain and therefore a better way to target and segment the customers leading to a better marketing campaign. Originality/value – The banking industry should make further use of marketing techniques to keep its existing customer satisfied and also to makes itself more likeable to potential customers. Description: B.COM.(HONS)MARKETING Thu, 01 Jan 2015 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/5535 2015-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/5534 Title: An assessment of consumer behaviour within the Maltese competitive cycling scene (with reference to local road cyclists and triathletes) Abstract: Purpose The purpose of this paper is to study competitive cyclists’ and triathletes’ purchase behaviour of bicycles in Malta and understand how they select retail outlets. Approach A survey was developed and distributed amongst the specified population in order to gather information relating to factors that have an influence on purchase behaviour of bicycles. Patterns and conclusions were drawn up, based on data analysed. Findings Through an interpretation of data, conclusions regarding determinants of customer choice in this specific scenario of competitive cycling, were drawn. In more detail, it was made clear that local cyclists and triathletes are most influenced by factors directly influencing products e.g. price and customer service. Social aspects such as ‘use by professional athletes’, proved less influential. When selecting a bicycle store, this trend is mimicked, with price, customer service and product range being top determinants. In comparison, convenience of purchase through location, store design and opening hours are less important. Research Implications The findings are an initial attempt at gathering information relating to local competitive cycling. Further studies focusing on qualitative research could provide more depth to the topic. Practical Implications The findings show that in order to meet customer needs, local cycling stores must focus efforts at promoting price and customer service in order to boost sales. Value In Malta, both cycling and triathlon are minority sports, gradually increasing in popularity. This study is the first of its kind, to gain an understanding into how this community undergoes purchase decisions and is valuable to retail outlets. Description: B.COM.(HONS)MARKETING Thu, 01 Jan 2015 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/5534 2015-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/5530 Title: Social media vs websites : allies or rivals? Abstract: Purpose – The purpose of this research is to analyse how Social Media and the World Wide Web are affecting each other and which online tools Corinthia Hotel St. George‟s Bay residents are using in the process of searching information and selecting. Design/Methodology/Approach – This study starts by looking into existing literature in the field of online information behaviour search which will be linked with the use of Social Media and World Wide Web. The analysis was based on 214 surveys collected solely from Corinthia Hotel St. George‟s Bay residents. After comparing and analysing the data collected recommendations were given. Findings – The main findings were that age contributes as an important factor vis-à-vis which online tool to be used. The majority of the residents used both Social Media and World Wide Web in their decision process. The younger segment showed an increase in Social Media usage while the elder segment preferred World Wide Web although other methods, such as using telephone communications, were mentioned. Research Limitation/Implications – Data collection was only based from in house residents. They were selected as they had already gone through the searching and selection process. Confidentiality and anonymity was guaranteed to all participants, subsequently making feedback of incomplete surveys impossible. Practical implications – As research has indicated with online technology advancements, consumers are becoming more online concerned and before booking their stay, an in-depth online information searching process is being carried out. Thus, hotel management must be aware and effective on their online marketing strategy, providing the latest information both on the Social networking sites and the World Wide Web. Hoteliers should also integrate the given online service with utmost professional assistance, as giving the wrong service can result a bad online publicity on various social networking sites such as Trip Advisor. Originality/value – The online market is an ever-increasing market which evolves in a nick of time contributing to the consumer‟s wider knowledge. Consequently, research about how Social Media and World Wide Web are contributing to online companies is needed, especially in the hotel industries where Social networking sites are having an immense impact. Description: B.COM.(HONS)MARKETING Thu, 01 Jan 2015 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/5530 2015-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/5489 Title: The impact of social media on customer relationship management in the restaurant sector Abstract: Purpose – The purpose of this research study is to explore the effects of social media on the implementation of customer relationship management within the restaurant sector. Design/Methodology/Approach – This dissertation begins with multiple theories and models as presented in literature, together with a description of the evolution of CRM. The study continues with an analysis of both customers as well as restaurant owners, who answered self-administered online surveys regarding the effects of their social media use. Findings – The results obtained confirmed that the majority of customers look at social media networks prior to visiting a restaurant so as to facilitate their decision making. These findings also highlight the type of content which is most influential. Research Limitations/Implications – Due to the dynamic aspect of social media, future research is constantly needed in order to stay up-to-date with the latest social media platforms. Further studies can also include a larger sample of restaurants so as to have a clearer depiction of the situation. Practical Implications – Firstly, firms should recognize the importance of using social media to create brand awareness, especially if their restaurant is new. They should also understand what content to post in order to create long-term relationships with customers, as well as how frequently this communication should occur. Originality/Value – This research study focuses on a fairly new medium for the implementation of customer relationship management. Past research has not delved into the importance of certain content, with regards to customer’s decision making, within this sector. This study discusses these issues in detail. Description: B.COM.(HONS)MARKETING Thu, 01 Jan 2015 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/5489 2015-01-01T00:00:00Z