A service quality analysis of English Foreign Language Russian students : a Malta case study

Abstract

Malta attracts approximately 80,000 English learning visitors every year and the ELT is a big contributor to the economy of the country. It confirms the importance of providing quality service and carrying out certain marketing campaigns to diversify the market (FELTOM, 2016). The long essay aims to explore the measures English language schools in Malta should consider to provide students with a quality service, in particular to the Russian market. Since the research is customer oriented, several interviews with schools’ representatives and two focus groups with Russian students were carried out.

The findings illustrates how schools provide customers with quality service by constant monitoring, evaluating the feedback provided by students and going in line with FELTOM accreditation standards and criteria. Malta is increasingly recognized as a destination not only for introductory but also for more specialized and intensive courses. Thus, it is essential to continue carrying out marketing campaigns to reach market diversification, create a positive image for Malta as an English learning destination so as to maintain its competitiveness.

Moreover, it is important to continue building relationships with travel agents, since

they have an opportunity to shape the EFL industry. This is because of the growing demand for personalized service and element of service guarantee. Agents are more likely to respond to their clients’ needs. Furthermore, teachers should be provided with constant

support and continuous professional development through regular lesson

observations, seminars and workshops.