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University of South Africa

1. Mebuge, Chinelo Ogochukwu. Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa .

Degree: 2018, University of South Africa

Since the early 2000s, the tourism industry in South Africa has experienced phenomenal change and, concomitantly, the hospitality industry has also seen significant growth. This growth has been driven by factors such as the increased demand for hospitality in both the leisure and the business markets. The hotel industry has immensely been benefited. The Tourism Business Index’s report released quarterly by the Tourism Business Council of South Africa, indicating that the revenue received from each available room in the hotel sector increased significantly from 2009. Tourism research has revealed that, globally, the hospitality industry is among the largest employers of labour. The hospitality industry, especially the hotel sector, works hand in hand with tourism. Tourists traveling to a destination require accommodation which is generally provided by hotels. If the tourist is to have a good experience, it is vital that the tourist organisation and the hotel communicate so as to exchange information. Integrated marketing communication (IMC) has been described as a concept that many organisations adopt in order both to coordinate the operation of the organisation effectively and to increase the bottom line. In IMC, also creates synergy within an organisation and paves the way for consistent messages to be sent out to the organisation’s target audience. The aim of this study was to analyse the use of IMC by the View Boutique Hotel in Johannesburg, South Africa. To analyse the IMC at the hotel, in-depth interviews were conducted with both marketing staff and guests. In the aspect of planned messages, the outcome of the study revealed that the hotel uses marketing communication tools on a limited scale and, that to ensure message consistency the manager handles all external communication activities. However, the study also showed that ensuring message consistency should be the responsibility of everyone employed in the hotel. With regard to the product messages, the study showed that guests were negatively disposed towards the food, beverages, entertainment and recreation offered by the hotel. However, the service messages of the study indicated that the hotel’s service quality was good and that the staff were responsive to the needs of the guests. In respect of unplanned messages, the study showed that the hotel was receiving limited coverage from the media and that word of mouth communication was an effective tool in the hotel’s communication toolbox. On the whole, thus, it may be said that the study underscores the centrality of IMC as an instrument for creating and nurturing the relations between the hotel and its quests. It is anticipated that the outcome of this study should provide hotels such as the View Boutique Hotel with guidance in regard to utilising IMC to its full potential to make sure that there is message consistency and also to optimise communication impact.; Sedert die vroeë 2000's het die toerismebedryf in Suid-Afrika 'n merkwaardige verandering ondergaan, en daarmee saam het die gasvryheidsbedryf… Advisors/Committee Members: Mudzanani, Takalani Eric (advisor).

Subjects/Keywords: Marketing; Marketing communication; Integrated marketing communication; Boutique hotel; Message consistency; Guests; Relationship marketing; Marketing mix; Tourism; Planned messages; Service messages; Product messages and unplanned messages; Bemarkingskommunikasie; Geïntegreerde boetiekhotel; Gaste; Konsekwente bemarkingskommunikasie; Kommunikasie; Verhoudingsbemarking; Bemarkingsmengsel; Beplande kommunikasie; Dienskommunikasie; Produkkommunikasie en onbeplande kommunikasie

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Mebuge, C. O. (2018). Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa . (Masters Thesis). University of South Africa. Retrieved from http://hdl.handle.net/10500/25388

Chicago Manual of Style (16th Edition):

Mebuge, Chinelo Ogochukwu. “Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa .” 2018. Masters Thesis, University of South Africa. Accessed December 02, 2020. http://hdl.handle.net/10500/25388.

MLA Handbook (7th Edition):

Mebuge, Chinelo Ogochukwu. “Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa .” 2018. Web. 02 Dec 2020.

Vancouver:

Mebuge CO. Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa . [Internet] [Masters thesis]. University of South Africa; 2018. [cited 2020 Dec 02]. Available from: http://hdl.handle.net/10500/25388.

Council of Science Editors:

Mebuge CO. Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa . [Masters Thesis]. University of South Africa; 2018. Available from: http://hdl.handle.net/10500/25388


North-West University

2. Le Roux, Abraham Albertus. Integrated customer experience management at the North-West University / A.A. le Roux .

Degree: 2011, North-West University

Higher education institutions (HEIs) are facing greater challenges in the modern era as a result of globalization, advancement in new technologies and the worldwide recession. As a result of these factors, as well as a decrease in government subsidies, marketing departments at HEIs find it more difficult to recruit and retain quality students. It is therefore necessary to establish what factors can contribute towards creating more satisfied and loyal students using the principles of relationship marketing, with the aim (in theory) to produce more customer advocates that will further their own studies, and actively promote their HEI to other prospective students. This study aimed to determine the customer experience levels of undergraduate students of the North-West University (NWU) in an administrative environment by using a quantitative approach. A questionnaire was distributed to students from ten different modes of delivery and campuses by using primarily a systematic random sampling technique, and self selective sampling to a lesser degree in the ten different learning models and campuses of the NWU. The total population of related administrative staff also received questionnaires, while qualitative, structured interviews were conducted with the registrars of the NWU. The data was analysed and interpreted by using the SPSS software, and frequency tables, reliability tests, factor analysis, correlations and the determination of the statistical analysis in an effort to answer the five research questions. A total of 1,299 students (4,2% of the population), 107 administrative staff members (73,2% of the population) and all four registrars participated in the study. There were significant differences found in the customer experience levels on the different campuses and modes of delivery especially in the direct interactions at service points. A strong positive correlation was reported between a positive customer experience as encountered by students, and their loyalty, as well as their intentions to continue their studies at the NWU, and their intention to actively endorse or promote the NWU to friends and family members (customer advocacy). There was also a strong positive correlation between staff members‘ intention to deliver satisfactory customer experience levels and also between it, their own loyalty and own customer advocacy levels. There was, however, no significant difference in the perceived customer experience levels between younger, on-campus students and older, off-campus students. Lastly, the NWU-PERF service quality tool was found to be a reliable and valid instrument to determine participants‘ perceptions about customer service levels at the NWU in the academic administration environment. Four of the five research questions could therefore be answered from the finding of this study, with only the expected differences in the perceived customer experience levels between younger, on-campus students and older, off-campus students proved as incorrect. It could therefore be concluded that all student…

Subjects/Keywords: Higher educational institutions; Customer relationship management; Customer experience management; Total customer experience; Customer satisfaction; Service quality; Total quality management; Integrated customer experience management; Hoër onderwysinstellings; Verhoudingsbemarking; Kliënteverhoudingsbestuur; Kliëntebelewenisbestuur; Totale kliëntebelewenis; Kliënte-tevredenheid; Dienskwaliteit; Totale kwaliteitsbestuur; Geïntegreerde kliënte-belewenisbestuur

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Le Roux, A. A. (2011). Integrated customer experience management at the North-West University / A.A. le Roux . (Thesis). North-West University. Retrieved from http://hdl.handle.net/10394/6529

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Le Roux, Abraham Albertus. “Integrated customer experience management at the North-West University / A.A. le Roux .” 2011. Thesis, North-West University. Accessed December 02, 2020. http://hdl.handle.net/10394/6529.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Le Roux, Abraham Albertus. “Integrated customer experience management at the North-West University / A.A. le Roux .” 2011. Web. 02 Dec 2020.

Vancouver:

Le Roux AA. Integrated customer experience management at the North-West University / A.A. le Roux . [Internet] [Thesis]. North-West University; 2011. [cited 2020 Dec 02]. Available from: http://hdl.handle.net/10394/6529.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Le Roux AA. Integrated customer experience management at the North-West University / A.A. le Roux . [Thesis]. North-West University; 2011. Available from: http://hdl.handle.net/10394/6529

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

.