Robert Frost Contribution to American Literature Research Paper

Robert Frost Contribution to American Literature - Research Paper Example To help the family, his mom turned into an instructor and his granddad was self-teaching Robert and his sister. He was harsh, yet with him Robert got exceptionally strong training. About a year later they moved to Salem where Robert passed assessments to enter Lawrence High School. He completed the school year in front of his group. When in Lawrence High, his sonnets first showed up in quite a while school’s Bulletin. In his senior year in High School he turned into a manager of The Bulletin, he became hopelessly enamored with Elinor Miriam White. Directly after the graduation function Robert requested that her wed him immediately, yet she chose to defer the marriage until increasingly proper time since them two were to enter various schools. Ice was admitted to Harvard, but since his granddad and mom believed Harvard to be brimming with freethinkers that could lead Robert off track and furthermore in light of the fact that it was less expensive, in the fall of 1892 Frost ente red Dartmouth College, yet he spent there not exactly a semester and dropped out. (Ketzle) He came back to Salem and turned into a teacher. He additionally worked at different employments and in 1894 he sold his sonnet â€Å"My butterfly: An Elegy† to a New York magazine, The Independent. Thrilled, he visited Elinor and asked her wed him immediately, however she needed to complete school first. After her refusal, discouraged, he went on a wild fourteen day excursion to Virginia’s Dismal Swamp. ... Around then he took a shot at his sonnet that would make up his first volume. Be that as it may, being a rancher was not Frost’s strength, so he sold the Derry ranch and made a trip with his family to England. He chose to live there and turned into an instructor. Not long after appearance in England, Frost gave his first book of sonnets to a little London distributer. He additionally got to know numerous scholarly men, for example, Rupert Brooke, Earnest Rhys, Ezra Pound, William Butler Yeats, Robert Bridges, Walter de la Mare, W. H. Davies, and Ralph Hodgson, and numerous others. At the point when England went into the First World Frost came back to United States. He discovered that Henry Hold and Company would distribute his book. In America, Frost gave talks and perusing all through New England. He got chose for the National Institute of Arts and Letters. He was instructing, prompting understudies at the Michigan University as per acknowledged partnership. In 1924 he wa s granted his first Pulitzer Prize for New Hampshire. He additionally earned different various honors and prizes. In 1930 Collected Poems won Frost a subsequent Pulitzer Prize. Sometime down the road he got another two Pulitzer Prize - significant privileges for accomplishments in writing. In his life he got aggregate of four such rewards. During the following ten years, Frost turned out to be considerably progressively respected and loved. However, in his own life, he persevered through genuine of terrible calamities. In 1934 passed on his most youthful and most loved kid Marjorie; in 1938 of a respiratory failure abruptly kicked the bucket his better half. Ice went into overwhelming discouragement, having his entire world falling. At that point, to add to the despondency, his child Carol ended it all. Another little girl experienced mental issue. So after this arrangement of heartbreaking events various sonnets in A Witness Tree inferred their dim tone, yet a portion of his best v erse, for example,

Best Analysis Valley of Ashes in The Great Gatsby

Best Analysis Valley of Ashes in The Great Gatsby SAT/ACT Prep Online Guides and Tips In The Great Gatsby, between the sparkling energy of Manhattan and the masterful houses of East and West Egg, there is a loathsome stretch of street that experiences a region canvassed in residue and debris from the close by industrial facilities. For what reason does the novel demand investing energy in this discouraging spot? Why, rather than basically calling it Queens, or giving it an anecdotal name, does Nick allude to it by the ambiguously Biblical-sounding valley of remains? In this article, I'll dismember this powerful image of the disappointment of the American Dream, dissect the spots it happens in the content, make sense of the characters who are most firmly connected with this area, and give you a few hints on composing papers about this picture. Brisk Note on Our Citations Our reference group in this guide is (chapter.paragraph). We're utilizing this framework since there are numerous versions of Gatsby, so utilizing page numbers would just work for understudies with our duplicate of the book. To discover a citation we refer to through section and passage in your book, you can either eyeball it (Paragraph 1-50: start of part; 50-100: center of part; 100-on: end of part), or utilize the pursuit work in case you're utilizing an on the web or eReader form of the content. What Is the Valley of Ashes in The Great Gatsby? The valley of cinders is the discouraging mechanical territory of Queens that is in the middle of West Egg and Manhattan. It isn't really made out of remains, however appears that path in light of how dark and smoke-stifled it is. This grayness and residue are straightforwardly identified with the manufacturing plants that are close by their smokestacks store a layer of sediment and debris over everything. The valley is close to both the train tracks and the street that runs from West Egg to Manhattan-Nick and different characters travel through it by means of the two methods of transportation. The zone is likewise close to a little stream and its drawbridge, where the results of the manufacturing plants are dispatched to their goals. Need to show signs of improvement evaluations and grades? We can help. PrepScholar Tutors is the world's best coaching administration. We consolidate world-class master guides with our exclusive educating procedures. Our understudies have gotten An's on a large number of classes, ideal 5's on AP tests, and ridiculously high SAT Subject Test scores. Regardless of whether you need assistance with science, math, English, sociology, or more, we have you secured. Show signs of improvement reviews today with PrepScholar Tutors. Key Quotes About the Valley of Ashes Before we can make sense of what the debris piles mean as an image, how about we do some close perusing of the minutes where they spring up in The Great Gatsby. Part 2 Somewhere between West Egg and New York the engine street hurriedly joins the railroad and runs alongside it for a fourth of a mile, in order to recoil away from a specific ruined region of land. This is a valley of remains a fabulous homestead where cinders develop like wheat into edges and slopes and twisted nurseries where remains take the types of houses and smokestacks and rising smoke lastly, with an extraordinary exertion, of men who move faintly and as of now disintegrating through the fine air. Once in a while a line of dark vehicles creeps along an undetectable track, gives out a repulsive squeak and stops, and promptly the debris dim men swarm up with heavy spades and work up an invulnerable cloud which screens their dark tasks from your sight†¦ The valley of cinders is limited on one side by a little foul waterway, and when the drawbridge is up to let freight boats through, the travelers on holding up trains can gaze at the inauspicious scene for whatever length of time that thirty minutes. There is consistently an end there of in any event a moment and it was a direct result of this that I initially met Tom Buchanan's escort. (2.1-3) In the wake of informing us regarding the fine wellbeing to be pulled down out of the youthful breath-giving air (1.12) of West Egg in Chapter 1, Nick shows us exactly how the sparkling abundance of the nouveau riche who live there is amassed. Quite a bit of it originates from industry: plants that contaminate the zone around them into a peculiar and loathsome variant of a delightful open country. Rather than the rustic, green picture of a customary ranch, here we have a fabulous homestead (awesome here signifies something out of the domain of imagination) that develops debris rather than wheat and where contamination makes the water foul and the air fine. This symbolism of development fills two needs. Initially, it's upsetting, as it's unmistakably intended to be. The magnificence of the normal world has been changed into an awful hellscape of dim cinders. That, however it is transforming standard people into debris dim men who swarm like creepy crawlies around the industrial facilities and payload prepares (that is the line of dark vehicles). These are the individuals who don't get the opportunity to appreciate either the advantage of life out on Long Island, or the quicker paced mysterious fun that Nick ends up getting a charge out of in Manhattan. In the novel's universe of haves and the less wealthy, these are those who lack wealth. Second, the entry shows how detached the rich are from the wellspring of their riches. Scratch is irritated when he is a train traveler who needs to trust that the drawbridge will lead canal boats through. Be that as it may, the flatboats are conveying the structure results of the industrial facilities. Scratch is a security merchant, and securities are essentially advances individuals provide for (organizations sell security shares, utilize that cash to develop, and afterward need to take care of that cash to the individuals who purchased the bonds). During the 1920s, the security advertise was filling the development of high rises, especially in New York. At the end of the day, a similar development blast that is making Queens into a valley of remains is additionally lightening the new rich class that populates West Egg. Goodness, sure, concurred Wilson swiftly and went toward the little office, blending quickly with the concrete shade of the dividers. A white powder-colored residue hidden his dull suit and his pale hair as it hidden everything in the vicinityexcept his significant other, who moved near Tom. (2.17) In the valley, there is such a thick covering dark residue that it would appear that everything is made out of this ashy substance. It's imperative to take note of that from a general portrayal of individuals as debris dark men we presently observe that ashy depiction applied explicitly to George Wilson. He is canvassed in a shroud of devastation, misery, sadness, and everything else related with the debris. Likewise, we see that Myrtle Wilson is the main thing that isn't secured by debris. She outwardly stands apart from her environmental factors since she doesn't mix into the concrete shading around her. This bodes well since she is a driven character who is anxious to get away from her life. Notice that she actually ventures towards Tom, aligning herself with a rich man who is just going through the debris stores on his way from some place better to some place better. Section 4 I'm going to make a major solicitation of you today, he stated, stashing his gifts with fulfillment, so I figured you should know something about me. I didn't need you to think I was only some nobody.... At that point the valley of cinders opened out on the two sides of us, and I had a brief look at Mrs. Wilson enduring the carport siphon with gasping essentialness as we passed by. With bumpers spread like wings we dispersed light through half Astoriaonly half, for as we curved among the mainstays of the raised I heard the natural jugjugspat! of an engine cycle, and a mad police officer rode close by. Good, old game, called Gatsby. We eased back down. Taking a white card from his wallet he waved it before the man's eyes. Right you are, concurred the police officer, offering his appreciation. Know you next time, Mr. Gatsby. Reason me! What was that? I asked. The image of Oxford? I had the option to help the magistrate out once, and he sends me a Christmas card each year. (4.43-54) While West and East Egg are the settings for the strange lavishness of both the old and new cash group, and Manhattan the setting for business and sorted out wrongdoing, the valley of remains will in general be the place the novel arranges the dingy and shrewd controls that show the darker side of the encompassing charm. Look at exactly what number of exploitative things are going on here: Gatsby needs Nick to set him up with Daisy so they can engage in extramarital relations. Mrs. Wilson's gasping essentialness helps us to remember her completely upsetting relationship with Tom. A cop lets Gatsby free for speeding due to Gatsby's associations. Scratch kids about Gatsby's obscure sounding anecdote about being an Oxford man. Gatsby indicates accomplishing something likely illicit for the police magistrate (potentially providing him with liquor?) that causes the chief to be for all time in his pocket. Need to improve evaluations and grades? We can help. PrepScholar Tutors is the world's best coaching administration. We join world-class master coaches with our exclusive educating methods. Our understudies have gotten An's on a large number of classes, ideal 5's on AP tests, and incredibly high SAT Subject Test scores. Regardless of whether you need assistance with science, math, English, sociology, or more, we have you secured. Show signs of improvement reviews today with PrepScholar Tutors. Section 8 Wilson's coated eyes went out to the ashheaps, where little dim mists took on awesome shape and dashed to a great extent in the black out day break wind. (8.101) This concise notice of the ashheaps sets up the part's stunning decision, by and by situating Wilson as a man who is coming out of the dark universe of ashy contamination and production line dust. Notice how incredible returns. The wound, grotesque universe of the valley of remains is spreading. Not, at this point just on the structures, streets, and individuals, it is what Wilson's sky is currently made out of too. Simultaneously, in mix with Wilson's coated eyes, phenomenal appears to highlight his breaking down mental state. No phone message showed up yet the head servant went mind

Using international entrepreneurship to drive a small business Dissertation

Utilizing universal enterprise to drive an independent company - Dissertation Example The concerned organization which is presently in thought is Crave Outsourcing Group. A gathering of extremely proficient person which is a quickly developing redistributing firm represented considerable authority in giving coordinated re-appropriating answers for little and medium measured organizations (SMB) and blue-chip customers in the UK, Nigeria and over the globe.This is established in April in 2008 which is a to a great extent developing private firm. There are three executives Femi Odunmbaku Alexander Ihebuzor Seun Akinpelu A three effective expert endeavoring hard to accomplish their objective in accomplishing the edge on others organizations and off base they had endured hard yet figured out how to cop up with the difficulties they have looked during last year’s. As the quick diminishing has been found in the deals of this firm. It is determined that the turnover of this organization for the year 2010 was UK - ?85,000 Approx (monetary 2010). This organization has fi gured out how to hold a divine being position still in the market by holding a significant spot in a business region in London as the organization central station. The primary goal to compose this imaginative report is to share the emergencies the organization has confronted and to recognize the center issue and figure out how to discover the arrangement. The organizations was in emergencies since 2010 the third year f its operational working organization experience the catastrophe as huge change in the deal. Its business wicked good up to a critical figure. in this report we will talk about all the highlights. Destinations: The greatest inquiry and goal to maintain a fruitful business lies on the center inquiry like How to viably and effectively work an association. It requires a broad measure of preparing, abilities, information and experience yet a smart venture. Despite the fact that associations after some time have gotten extremely mind boggling and serious and utilizing each mean to get an edge over others. The organization supervisors must comprehend the idea of the board so as to adequately run an association. It takes a great deal of adroit and aptitudes to oversee workers and run an association. The organization who faces emergencies up and can't remain against those emergencies has the main motivation in type of absence of the executives abilities and opportune right choices. Administrators, Supervisors and talented or specialized staff are the absolute most significant people in an association. As they set the pace and culture for an association. They need to get the workers to get tied up with the way of life and strategy of the association. Besides, the chief is liable for taking care of issues and persuade the workers to accomplish the objective. They likewise have the duty to ensure that representatives are working successfully. They should likewise endeavor to ensure the association is benefitting or offering a quality assistance. Managers ou ght to have initiative qualities. They should have the option to perceive the quality and shortcoming in their devotees. Additionally, a supervisor must have the option to appoint obligations and inspire their representatives. They ought to have great relational abilities and skill to peruse their workers. Nothing is more energizing than growing a prosperous business, however nothing is more hazardous for a prosperous business than development. - Steve Meisenheimer The primary target of this report is to cover all and each angle which advances in making an association. Like What should your new association resemble? What is the exhibition of the organization? The yearly income produced by the organization. What are the key components engaged with the achievement or disappointment of the approaches The center elements advance in the disappointment and lower income What are the fruitful procedures organizations had or ought to have When would it be a good idea for you to include each new position? In what capacity will you deal with the recently recruited employees? What instruction and abilities should every one of them have? What commitment would it be advisable for you to anticipate from every representative? Would you be able to manage the cost of all the new individuals you'll require? In any event, for those fruitful organizations, addressing these inquiries can be burdening, if not overpowering. You may concur, in any case, that these inquiries ought to be replied before you start the

Automobile and Level Material Appendix Essay

Pick one of the Facts for Consideration areas from Ch. 3 of the content and rundown the page number for the area you picked. At that point, total the accompanying table. Rundown five dangers fitting to the earth from the area you picked. Rate the hazard for every danger from 0 (low) to 10 (high). At that point, list five proper countermeasures. When you complete the table, compose a short clarification of the countermeasures for the two dangers with the most elevated hazard absolute, expressing how the countermeasure diminishes the hazard related with that risk. This appraisal depends on the Facts for Consideration on page _93___ THREAT| RISK| COUNTERMEASURE| | Probability| Criticality| Total| | Example:Physical assault| 9| 4| 13| Highly obvious official presence| Inmate Escape| 10| 5| 15| Extra monitors to help forestall escape attempt| Inmate Riots| 8| 4| 12| Officers convey noticeable weapons to show that if detainees turn crazy estimates will be taken |. Transport vehicle driver depleted | 9| 4| 13| Extra driver to ship vehicle notwithstanding different gatekeepers that aren’t driving| Inmates assume control over the van| 10| 4| 14| Have the prisoners checked before they jump on the van and afterward bound so they can't move around or draw near to the driver| Have more than one official on the van | 8| 3| 11| One official can drive and the other can watch out for the inmates|. The prisoner escape is significant. In the event that there are additional gatekeepers, at that point it will be anything but difficult to keep this from occurring, particularly since certain excursions can take as long as 48 hours to finish. With all the halting (two to eight stops on some random excursion) and going it is incredible to have the countermeasure. At the point when it comes to prisoners assuming control over the van, I feel just as that is something that can happen regardless of whether there are two officials on the van. Detainees are solid and they generally have something up their sleeves. So if we somehow managed to take the countermeasure and really have them checked before they jump on the van and afterward cuffed it makes the ride more secure and less undermining.

Literary Analysis of the Final Story The Mother of Ehud - 825 Words

Literary Analysis of the Final Story: The Mother of Ehud (Essay Sample) Content: Literary Analysis of the Final Story: The Mother of EhudName:Institution:Literary Analysis of the Final Story: The Mother of EhudIn this last story, Ahmad presents the character Bani as an eleven year old boy. The boy has lost closeness with his Tayta and he is repulsed by her due to her illnesses. Ahmad uses a number of literary techniques to capture the attention of the reader into the story. First, he uses words that have intense connection with peoples feelings thus drawing the attention of the reader. During the course of the day, he presents the audience with the death of Tayta and the intense pain and grief that follows. He use Bani as a spectator to all that is happening on this day, thus letting the audience into the underlying tensions that came with this funeral (Ahmad, 2014). Secondly, the playwright uses internal conflict as a literary tool in this story. Bani experience distinct distance with the remaining members of his family. Although he had knowledge of the communities and cultures around him, he struggled not to be different. He portrays self-awareness than other characters in the story, but he narrates it in a way that the audience immediately spots how hard he fought to make sense of all these (Ahmad, 2014). He questions why the other family members acted differently and the meaning that all these reflected on his tribe. Thirdly, Ahmad employs flashback extensively throughout this story. In the chapter, we are introduced to Bani and the experiences he had with his grandmother. Through all the problems in life, Bani finds his grandmother as the closest cling he had. We are also shown Banis most moving words around the death of her grandmother. He was only eleven years old when the whole episode unfolded (Ahmad, 2014). As such, we see the confusing childhood that he had. He narrates the moment like it was occurring in the present, yet these are events which took place several years ago. The playwright seeks humanization in the story by giving voice to those existing as types in the official imagination. He employs this technique in the best way possible by giving each character their sense of humanity. At the very end when Tayta dies, the reader is shown the humanized side of Bani. We are told, Bani realized he never really knew anything about his grandmothers past (McWilliams et al., 2013). It is as if, he is regretting having distanced himself from her due to her illness. This indicates that underneath the soul which appeared to be rebellious and carefree, there is some humanity present in Bani. The playwright also uses allegory in this short story to communicate his message. We see this in the way he used the characters in the narrative to represent larger humanistic traits. The main allegory presented in this story is bravery, more so as depicted by Bani. He is only eleven years old, but he is brave enough to question why he was different (McWilliams et al., 2013)). He also, bravely faces the loss of his grandmother and attempts to make peace with it and move on. He resonates back through his life history to help him understand her grandmother even though she was dead. This is an act of bravery. The other literary tool that Ahmad uses in this story is symbolism. He uses the characters in the play to represent the Arab-Australian Muslims and the plight that they go through. Among these plights are terrorist conspiracy and sexual assault. He uses the characters to introduce the customs and life of, The Tribe. This symbolizes a small group of Muslim sect who fled to Australia just before Lebanons civil war (Roose, 2016). Bani become a key component of this last story due to an important moment of his development. He uses Bani to convey honesty and directness in his writing. We see Bani being honestly distant with his grandmother due to her ailing. This kind of honesty is again shown when Bani realizes that he should have been closer to his grandmother to truly understand and learn important things about his linage. Bani is directly used here as a symbol of honesty, a characteristic that the larger Muslim community in Australia possible possess (Roose, 2016). In this last chapter, the quirky characterization that Ahmad uses is not only for pleasure but also to explore a psychology which i...

How to Choose a College That’s Right for You

How to choose a college; its one of the biggest questions students face during their academic careers, and it usually isnt simple to answer. There are a lot of factors to consider, and overlooking one can lead to a less than ideal decision.If a school isnt a great fit, your student might not be as happy or fulfilled while they pursue their education. Similarly, if the right resources arent available, something critical might be missing from their experience.Luckily, while choosing a college seems like a daunting task, it doesnt have to be. With that in mind, heres a step-by-step guide on how to find the perfect college.Contents1 How to Choose a College1.1 1. Majors1.2 2. Location1.3 3. Size1.4 4. Room and Board1.5 5. Facilities1.6 6. Student Life1.7 7. Reputation1.8 8. Cost2 Comparing Schools: How to Know What College to Go toHow to Choose a CollegeIf your student needs to figure out how to find the right college, being methodical is a good idea. By examining each factor individually , your student can better understand their needs. Then, they can see which schools match their preferences, ultimately making choosing a college simpler.Heres an overview of each of the primary decision points:1. MajorsNot all majors are available at all colleges. If your student knows what they want to study, then that is usually the easiest factor to manage in the how to select a college equation.Essentially, if the school doesnt have a program that could help your student head toward their target career, it probably shouldnt remain a contender. If your students preferred major or an allied major is available, then that college can stay on the possibilities list.2. LocationLocation is a critical (and multi-faceted) factor as your student works out how to decide on a college. For example, does your student want to stay close to home? Would they rather attend college in a big city or a small town? Is there a region or climate that suits them best?All of these points are important, a nd they can help your student narrow down their options.3. SizeColleges come in a wide array of sizes. Student bodies can vary drastically, ranging from less than 100 students to over 70,000.Total enrollment numbers can impact a college in a variety of ways. Usually, larger schools are more diverse and have a broader selection of programs. Smaller colleges generally have smaller class sizes, and the community may feel tighter knit.Everything from class options to amenities to the availability of parking can be influenced by the size of the student body. As a result, your student needs to consider what kind of environment suits them best so that they can answer the how to choose the right college question in a way that meets their needs.4. Room and BoardUnless your student plans to live at home while going to college, they need to examine the housing situation as they try to choose a school. This can include looking at dorm and nearby rental options, or even friends or family who liv e near campus who might be open to your student moving in during the school year.Additionally, your student should explore their food options. If they intend to live on campus, this might focus on college meal plans. If not, then they might want to figure out whether there are grocery stores nearby that meet their needs.5. FacilitiesBefore your student chooses a college, they should see what facilities the school has to offer. Are there athletic centers on campus? What does the library offer? Are there technology labs available to all students? Is there a student center?Your student needs to make sure the available facilities meet their needs. Otherwise, they might end up at a college that isnt a great fit.6. Student LifeEvery college has a unique culture. Some campuses offer a lot when it comes to student life, including access to clubs, intramural sports, student centers with entertainment options, fraternities and sororities, and more.Extracurricular activity options can vary fro m one school to the next. If your student has certain ones in mind, then they should factor those in as they explore their college options.7. ReputationWhen it comes to how to choose a college, your student needs to consider the schools reputation. This includes everything from reviews and recommendations from current or former students to accreditation to graduation and retention rates.If a school isnt properly accredited, it should immediately be removed from your students list. Similarly, if freshman retention rates are incredibly low or student loan default rates are high, that should be considered a red flag.As your student evaluates a schools reputation, they need to examine this in two ways. First, they need to dig into the colleges reputation as a whole. Second, they should explore how the school is perceived when it comes to their major or field of study. Some colleges have solid overall reputations, but certain programs they offer might not. Its important to look at it fro m both angles to make sure that your student can choose a college that is right for them.8. CostCost is one factor that cant be ignored. If your student cant afford a particular school, it doesnt matter what else it has to offer; it has to be pulled from the list.If cost is a major factor, then it could be wise to start with more affordable schools. This can include affordable colleges with the best financial aid options, no loan colleges, or in-state public schools, which generally cost less. There are also options that can make it easier to get in-state tuition as an out-of-state student.However, as your student considers the cost, they also need to look beyond the sticker price. There are a lot of things that can impact how much a college costs out of pocket, and one that initially appeared to be too expensive might not be as pricy as it seemed.Your students Free Application for Federal Student Aid (FAFSA) affects how much your student is expected to contribute to their education . By maximizing the FAFSA, they can lower their expected family contribution (EFC), which might make any school more affordable. For example, they might qualify for a Pell Grant after completing the FAFSA or be eligible for work-study.If your student applies for scholarships, they might be able to secure some extra money that can make it easier to pay for school. Scholarships are a great option that can help your student graduate debt-free. There are numerous different types of scholarships, so your student should explore the various options to figure out which ones might work for them. As they win awards, they can factor that into their decision-making process.If you and your student are trying to figure out how to choose a college and want to learn more about finding scholarships that can make any school more affordable,sign up for our free college scholarship webinar! Take a trip over to http://thescholarshipsystem.com/freewebinar to secure your spot today.Plus, it is entirely po ssible to negotiate college tuition. While your students results may vary, it doesnt hurt to try in most cases.Comparing Schools: How to Know What College to Go toOnce your student figures out where they stand on each of the factors above, then they need to start narrowing down their options. Usually, this means doing some research to find potential matches and then ranking their choices based on their priorities.A college comparison spreadsheet can be an excellent decision-making tool. Your student can list information about each school including details about academics and financial considerations and even define personal criteria that matter to them. By using this process, your student can create a scoring system that allows them to see which colleges come out on top.After their spreadsheet is complete, theyll have a solid answer to the how to find the right college question. All of the information will be in one place, making it easier than ever to come to a decision.Pin18Redd itShareLeave a Comment

Analysis Of Sheldon P.louis 1996, Gay Marriage, Unnatural,...

Review: Sheldon P .Louis 1996, ‘Gay marriage â€Å"Unnatural†, USA Today, December 9th, 1996 At the time the article was first published, the push for legalizing gay unions was a controversial topic in the USA. The writer, ‘Rev. Louis P. Sheldon was at the time, the chairman of the Traditional Values Coalition, a California-based organization of some 32,000 churches’ (p. 1). He was obviously against the idea of accepting gay marriage and sustained that gay relationships are simply ‘unnatural’. Moreover, he stated that nearly 80% of Americans were opposing the legalization of marriage among gay people. Along with the author many people opposed to the idea at that time of his article – But in despite of that, gay marriage was finally legalized in the United States in June 26, 2015 (Wikipedia 2001). Sheldon claims that ‘homosexual marriage is neither culturally nor physiologically possible’ (p. 1). He sustains that ‘without the cooperation of a third party, the homosexual marriage is a dead-end street - referring to the reproductive aspect of marriage (p. 1). He contradicted the argument that homosexual behaviour is related to genetic, hormonal or biological disorder. To abolish these views, the author mentions that ‘no school of medicine, medical journal or professional organization has ever recognized such claims (p. 2) - at least at the time he wrote the article in 1994. Shelton comments that most gay activists ‘are the wealthiest, most educated and most travelled demographic

A Guide on How to Use Adverbial Clauses of Time

Adverb clauses provide additional information about how something is done. They are much like adverbs in that they tell the reader when, why or how someone did something. All clauses contain a subject and a verb, adverb clauses are introduced by subordinating conjunctions. For example, Tom helped the student with the homework because he didnt understand the exercise. ... because he didnt understand the exercise explains why Tom helped and is an adverb clause. Begin by studying adverb clauses which are often called time clauses in English grammar books and follow specific patterns.   Punctuation When an adverb clause begins the sentence, use a comma to separate the two clauses. Example: As soon as he arrives, we will have some lunch. When the adverb clause finishes the sentence, there is no need for a comma. Example: He gave me a call when he arrived in town. Adverb Clauses with Time When: He was talking on the phone when I arrived.When she called, he had already eaten lunch.I washed the dishes when my daughter fell asleep.Well go to lunch when you come to visit. When means at that moment, at that time, etc.. Notice the different tenses used in relation to the clause beginning with when. It is important to remember that when takes either the simple past OR the present - the dependent clause changes tense in relation to the when clause. Before: We will finish before he arrives.She (had) left before I telephoned. Before means before that moment. It is important to remember that before takes either the simple past OR the present. After: We will finish after he comes.She ate after I (had) left. After means after that moment. It is important to remember that after takes the present for future events and the past OR past perfect for past events. While, as: She began cooking while I was finishing my homework.As I was finishing my homework, she began cooking. While and as are both usually used with the past continuous because the meaning of during that time  indicates an action in progress. By the time: By the time he finished, I had cooked dinner.We will have finished our homework by the time they arrive. By the time expresses the idea that one event has been completed before another. It is important to notice the use of the past perfect for past events and future perfect for future events in the main clause. This is because of the idea of something happening up to another point in time. Until, till: We waited until he finished his homework.Ill wait until you finish. Until and till express up to that time. We use either the simple present or simple past with until and till. Till is usually only used in spoken English. Since: I have played tennis since I was a young boy.They have worked here since 1987. Since means from that time. We use the present perfect (continuous) with since. Since can also be used with a specific point in time. As soon as: He will let us know as soon as he decides (or as soon as he has decided).As soon as I hear from Tom, I will give you a telephone call. As soon as means when something happens - immediately afterward. As soon as is very similar to when it emphasizes that the event will occur immediately after the other. We usually use the simple present for future events, although present perfect can also be used. Whenever, every time: Whenever he comes, we go to have lunch at Dicks.We take a hike every time he visits. Whenever and every time mean each time something happens. We use the simple present (or the simple past in the past) because whenever and every time express habitual action. The first, second, third, fourth, etc., next, last time: The first time I went to New York, I was intimidated by the city.I saw Jack the last time I went to San Francisco.The second time I played tennis, I began to have fun. The first, second, third, fourth, etc., next, last time means that specific time. We can use these forms to be more specific about which time of a number of times something happened. Adverb  Clauses Showing Opposition These type of clauses show an unexpected or non-self-evident result based on the dependent clause. Example:  He bought the car even though it was expensive. Take a look at the chart below to study the various usages of adverb clauses showing opposition. Punctuation: When an adverb clause begins the sentence use a comma to separate the two clauses. Example:  Even though it was expensive, he bought the car. When the adverb clause finishes the sentence there is no need for a comma. Example:  He bought the car even though it was expensive. Even though, though, although: Even though it was expensive, he bought the car.Though he loves doughnuts, he has given them up for his diet.Although the course was difficult, he passed with the highest marks. Notice how though, even though or although show a situation which is contrary to the main clause to express opposition. Even though, though and although are all synonyms. Whereas, while: Whereas you have lots of time to do your homework, I have very little time indeed.Mary is rich, while I am poor. Whereas and while show clauses in direct opposition to each other. Notice that you should always use a comma with whereas and while. Using Adverb Clauses to Express Conditions These type of clauses are often called if clauses in English grammar books and follow conditional  sentence patterns. Take a look at the chart below to study the various usage of different time expressions. Punctuation: When an adverb clause begins the sentence use a comma to separate the two clauses. Example:  If he comes, we will have some lunch.. When the adverb clause finishes the sentence there is no need for a comma. Example:  He would have invited me if he had known. If: If we win, well go to Kellys to celebrate!She would buy a house, if she had enough money. If clauses express the conditions necessary for the result. If clauses are followed by expected results based on the condition. Even if: Even if she saves a lot, she wont be able to afford that house. In contrast to sentences with if sentences with even if show a result that is unexpected based on the condition in the even if clause.  Example:  COMPARE: If she studies hard, she will pass the exam AND Even if she studies hard, she wont pass the exam. Whether or not: They wont be able to come whether or not they have enough money.Whether they have money or not, they wont be able to come. Whether or not expresses the idea that neither one condition or another matters; the result will be the same. Notice the possibility of inversion (Whether they have money or not) with whether or not. Unless: Unless she hurries up, we wont arrive in time.We wont go unless he arrives soon. Unless expresses the idea of if not  Example:  Unless she hurries up, we wont arrive in time. MEANS THE SAME AS: If she doesnt hurry up, we wont arrive in time.  Unless is only used in the first conditional. In case (that), in the event (that): In the case you need me, Ill be at Toms.Ill be studying upstairs in the event he calls. In case and in the event usually mean that you dont expect something to happen, but if it does... Both are used primarily for future events. Only if: Well give you your bicycle only if you do well on your exams.Only if you do well on your exams will we give you your bicycle. Only if means only in the case that something happens - and only if. This form basically means the same as if. However, it does stress the condition for the result. Note that when only if begins the sentence you need to invert the main clause. Adverb Clauses with Expressions of Cause and Effect These type of clauses explain the reasons for what happens in the main clause.  Example:  He bought a new home because he got a better job. Take a look at the chart below to study the various usages of different expressions of cause and effect. Note that all of these expressions are synonyms of because. Punctuation: When an adverb clause begins the sentence use a comma to separate the two clauses.  Example:  Because he had to work late, we had dinner after nine oclock.. When the adverb clause finishes the sentence there is no need for a comma.  Example:  We had dinner after nine oclock because he had to work late. Adverb Clauses of Cause and Effect Because: They received a high mark on their exam because they had studied hard.Im studying hard because I want to pass my exam.He works a lot of overtime because his rent is so expensive Notice how because can be used with a variety of tenses based on the time relationship between the two clauses. Since: Since he loves music so much, he decided to go to a conservatory.They had to leave early since their train left at 8.30. Since means the same as because. Since tends to be used in more informal spoken English.  Important note:  Since when used as a conjunction is typically used to refer to a period of time, while because implies a cause or reason. As long as: As long as you have the time, why dont you come for dinner? As long as means the same as because. As long as tends to be used in more informal spoken English. As: As the test is difficult, you had better get some sleep. As means the same as because. As tends to be used in more formal, written English. Inasmuch as: Inasmuch as the students had successfully completed their exams, their parents rewarded their efforts by giving them a trip to Paris. Inasmuch as means the same as because. Inasmuch as is used in very formal, written English. Due to the fact that: We will be staying for an extra week due to the fact that we have  not yet finished. Due to the fact that means the same as because. Due to the fact that is generally used in very formal, written English.

Book Report on the Humming Bird Tree - 2172 Words

My Book Report Title: The Humming Bird Tree Author: Ian MacDonald Publisher: Macmillan Education Date of publication: 2004 The main characters are Alan Holmes, Kaiser and Jaillin. The story takes place in Trinidad, in the earlier part of the twentieth century, while it was under colonial rule. To be more specific the plot occurs in a Trinidadian village, in the countryside. Summary of the story: The Humming Bird Tree points out the many joys and ills of human nature. A Caucasian boy, Alan, an Indian boy Kaiser and his sister Jaillin seek to form a friendship in a society stricken by racial and class prejudice. The story is centered on Alan and Jaillin, who in their innocence, embark upon new discoveries in nature, while at the same†¦show more content†¦She is desperate foe Alan to conform and recognize his social position. As a result she forbids him to invite Kaiser and Jaillin to the party. Even though she gives Alan all the love and care he needs she failed as a mother to allow Alan to pass judgment and make decisions on his own instead of forcing him to surrender to the status co. Alan’s Father: Generally Mr. Holmes is a very kind, fair and likeable man. He is the supervisor of a sugar plantation. He is well-liked and respected by workers and overseers. Sometimes he brought Kaiser and Alan, more so Kaiser because he wants to train him to be an overseer. Even though Mr. Holmes was so tolerant with the workers, and though so well liked by them, knows his place in society and only socializes with his class. I like his character because after Jaillin and Kaiser were dismissed, Alan was trying to put all the blame on the two Indian children. Mr. Holmes told Alan not to try and pretend but should accept some responsibility foe his actions, even though he is an upholder of the colonial ways. Old Boss: He is the grandfather of Kaiser and Jaillin. He is well respected by the villagers and their father. Old Boss is seen as a success because he was able to negotiate with the government to give him a plot of land for himself. He often gives Kaiser and Jaillin advice and sends Kaiser to school after he was fired. He also provided a home for Jaillin. I admire his character because he is veryShow MoreRelatedSigns, Symbols and Signals of the Underground Railroad Essay3216 Words   |  13 Pagesand allows the signaler to remain safely out of sight. The rhythmic toll of a bell or hammering on an anvil would sometimes serve as a warning or call to a meeting. The call of a particular bird might be used to signal a warning, a different bird call to give the all clear signal. Many slave narratives report the use of the songs as a means of passing along information, sung both in the fields and at religious services. 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Nike The Growth Stage Of Its Life Cycle - 2292 Words

Todays market place has hundreds of sporting based companies that compete for the same customers. One prominent player in this industry is Nike. O’Reilly (2014) explains how Nike has been in existence for over 50 years and has grown to be dominant in its market. It was founded in 1964 as a company named Blue Ribbon but officially took the name Nike in 1971. Nike (2016) states that they aim to create products, services and experiences for today’s athletes. To illustrate, Nike produces: footwear, athletic wear, athletic gear and provides sponsorship services to hundreds of athletes across the world. Furthermore, Nike (2016) illuminates how they employ more than 30,000 people. These employees range from marketers to accountants to retail employees. What is more, Nike also contracts with manufactures that employ more than 800,000 workers in several different countries. Currently, Nike is in the growth stage of its life cycle. Jones (2013) states that organizational growth is, â€Å"The life cycle stage in which organizations develop value creation of skills and competences that allow them to acquire additional resources†. Although Nike has been in existence for over 50 years they are continually innovating new products and services to maintain their growth. MarketWatch (2015) states that in 2011 Nike had a net income of 2.13 billion and in 2015 their net income was 3.27 billion. This clearly demonstrates how Nike is continually developing their domain and increasing the range ofShow MoreRelatedMarketing Objectives for Nike Sports Drink1342 Words   |  6 PagesObjectives Nike will have a number of different marketing objectives for their isotonic sports drink, Nike Go. A main market objective will be to establish the isotonic drink as the most credible sports drink in the market. This will not just happen though, this can only happen through a lot of promotion and appeal. 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Commercial Nature and sources of New Zealand Law

Question: Discuss about the Commercial Nature and sources of New Zealand Law. Answer: Healthy Homes Guarantee Bill (2) is responsible for amending the Residential Tenancies Law of 1986 with the purpose of ensuring that each rental home in New Zealand attains minimum standards of heating and insulation. The member of the parliament responsible for the bill is Andrew Little. He is a member of the Labour Party and also a leader of the Opposition. This bill is known as Member's bill because it got introduced by a member who is not a Minister. Bills that get submitted by members who themselves are not Ministers are referred as Member's bill. Such laws are allowed for debate on every second Wednesday. Healthy Homes Guarantee Bill (No 2) was first introduced in the parliament on 15th October 2015 and made available for the House to consider. Secondly, on 4th May 2016, the bill was read for the first time. After the reading of the law, 61 members supported the bill while 60 opposed. So far the Healthy Homes Guarantee Bill (No 2) is with the select committee, which is the third stage of the parliamentary process. Healthy Homes Guarantee Bill has received support from various organizations and sectors. For example, the New Zealand Medical Association (NZMA) being the largest medical group with so many members from all areas of medicine has recommended some amendments to the bill. The organization suggests that minimum standards developed for rental houses should get expanded to include safety requirements. They are saying that Ministry of Business, Innovation and Employment (MDIE) should consider the concept of fuel poverty and WHO guidelines when considering indoor temperature. A rental home should have the capability of being heated to a good minimum temperature without incurring the unreasonable cost by tenants. The NZMA are suggesting that the focus should be on developing a standard on thermal effectiveness (Hanlon, 2015). After an emphasis on the bill, NZMA concluded with some recommendations that include broadening the scope of the Healthy Homes Bill and advance the timeframes for its realization if it is passed. The organization is concerned that the large population of the New Zealanders does not have access sufficient, warm, safe, dry, and affordable houses that are vital for health and well-being. They argue that everyday doctors attend to children who are sick because of living in damp, cold, and moldy houses. On the other hand, the report from the Office of the Children's Commission shows that the adverse effects of cold, moldy, and damp houses on children have led to 15 deaths and 42, 000 hospital admissions of children per year. Such houses also have adverse effects on vulnerable groups such as young children, older people, people with disabilities, and the employed because of spending most of their time in the house. Other various studies show that poor health results due to inadequate housing have significant community spending on tax and in lost productivity. A study done by the New Zealand Business Council for Sustainable Development suggested that having average thermal efficiency would lead to few people staying in the hospitals due to respiratory problems. Thermal efficiency would reduce the number of sickness days per year; thus, increasing productivity. Another study performed by the World- leading research in New Zealand found that enhanced health results can get achieved through housing interventions like retrofitting insulation and by providing improved heat sources (OECD Economic Surveys: New Zealand, 2015). After realizing the ethical and social importance of the Bill, the NZMA proposed that MBIE should set standards that require all the landlords to meet the rules. This requirement should get enforced once the Act comes into force. They actively support the core intent of the bill because they believe that it has the potential of improving the health of many of the vulnerable groups. On the other, the World Health Organization (WHO) recommends that interior house temperatures should get maintained above 18 degrees. The New Zealand homes have indoor temperatures below 16 degrees and are more likely to be occupied by tenants than the house owners. Heating poor-quality houses are expensive; hence, contributing to the major issue of fuel poverty. Some organizations suggest that the Bill should have included safety issues in renting housing such as the provision of handrails in the stairs and grab rails in the bathrooms. Legislation The Residential Tenancy Act 1986 outlines the rights and the obligations of both the landlords and the tenants of residential properties (Duffy, 2016). The Act covers rentals based on the lease agreement, rent and bonds, the termination of the tenancies, and the obligations of both the tenants and the landlords. It also establishes the Tenancy Tribunal to cater fro the disputes between the landlord and the tenant. Section 5(1) of the Interpretation Act 1999 requires a person to first ascertain the standard, grammatical meaning of the provision. Second, determine if there is ambiguity, if there is any; continue if there is none stop there. Third, find out the purpose of the Act by looking at the law as a whole. Lastly, apply the standard rules of Law, which requires one to interpret the law according to the literal meaning of words. As in the case of Holler v Osaki, the judge concluded the case by saying that the text, policy and legislative history of section 142 of the Residential Tenancy Act support the interpretation contended for by the respondents. The advice that I will provide to Mr. Careless concerning his case may include: (1) the residential tenants are immune from the claim by the landlord where the rented property suffers damage or loss whether carelessly or intentionally to the extent provided in section 268 and 269 of the Property Law Act 2007. However, the parliament has not expressed this clearly for the Court to construe the Residential Tenancies Act 1986 and in a way that could achieve a different effect. On the other hand, Section 268 of the PLA 2007 shows that the tenant could be exonerated if he or she is insured. One of the regulations made according to the Residential Tenancies Act 1986 is the Building Act 2004 and the Building Code. It governs the construction of new buildings and the alteration and demolition of existing buildings (Gibbons, 2012). The Building Code sets out performance standards for work on all types of building. It covers structural stability, moisture control, durability among others. The enabling sections 136 and section 47. They are different from the Act of Parliament because they require notice before being applied. The ministry responsible for the administration of the Residential Tenancies Act 1986 is Ministry of Business. The ways of controlling abuse of delegated legislation involve the use of parliament, standing committees, House of Lords Committee, Publication and Bibliography. Parliament retains some measure of checks. Scrutiny by Standing Committees draws parliaments attention on the important issues concerning legislations. The House of Lords Committee bring the attention of Parliament the more vital pieces of European legislation under the European Committee Act 1972 section 2(2). Classifications of Law Courts, Common Law, and Precedent The case Holler v Osaki is a civil case. It is useful to know because many people are faced with such scenarios in their daily life. There, the case is helpful to both the tenants and landlords (Levine, 2013). The area of law is public because it covers all the tenants and landlords, not just a single tenant or landlord. It is a universal law. The case Holler v Osaki was first heard in Wellington High Court. It is important to know where the court fits in the hierarchy of tribunals because each court handles different types of cases. Cases vary from Nature and sources of New Zealand law: law, ethics/morality and societal context Legislation: parliamentary process to adverse; therefore, each court will handle the case based on the magnitude. The courts that presided over the case Holler v Osaki are the High Court and the Court of Appeal. The high court is mandated to hear the case and make its judgment. On the other sides, when one party feels that the decision was wrong, it can proceed to Court of Appeal to continue with the case. Osaki won the case based on the analysis of the PLA and the RTA by the Court. There are no options for Holler because the case was held in the court of appeal. The importance of court law is that it prevents courts from contradicting themselves, and makes them never to oppose a court which is higher in the jurisdiction's hierarchy than the tribunals themselves. In the case, Holler v Osaki, the judgment that happened in the High Court was altered by the court of appeal, which is superior in the hierarchy. Yes, I think this case creates a binding precedent. The courts that will be bound by the decision are all the courts that are below the court of appeal in the hierarchy. The importance of pattern is that it provides the basis through which such cases in the future can get determined. Common law is an Act as declared by judges. The legislation is the major source of law, and every case starts with interpreting the legislation as made by Commonwealth and the States (Nelson, 2015). The legislation is a law made by the Parliament. It consists of Acts and Delegated Legislation. New Zealand Constitution The three branches of the New Zealand government are the Executive Branch, Executive Branch, and the Judicial Branch. The Executive branch is responsible for ensuring that the laws are carried out (Cox, 2013). On the other hand, the legislature is responsible for making laws, while the Judiciary branch is to ensure laws are correctly done and that laws abide by the constitution. Treaty of Waitangi 1.Article one of the Treaty of Waitangi states that the Chiefs of the Confederation and all the Chiefs who have not join the Confederation give absolutely to the Queen of England for ever the complete government over their land. The Second Article states that the Queen of England accepts to protect the chiefs, the subtribes and all the New Zealand people in the unqualified exercise of their chieftainship over their lands, villages and all their treasures (Hong, 2014). But on the other hand, the Chiefs of the Confederation and all the Chiefs will sell land to the Queen at a price agreed to by the owner and by the buyer appointed by the Queen as her purchase agent. Third Article states that the Queen of England will protect all the ordinary people of New Zealand and will give them the same rights and duties of citizenship as the people of England (Moon, 2005). 2.The Treaty Principles are the rules used in translating Waitangi Acts. There is no ultimate complete meaning of these principles because the official documents have referred to the treaty in general terms (Boast, 2016). 3.It is because the English and the Maori are not the direct translations of each other; thus, creating difficulties in interpretation. 4.For additional information please visit the following sources: Treaty of Waitangi | Northland Bay of Islands, New Zealand. (2017). Newzealand.com. Retrieved 5 April 2017, from https://www.newzealand.com/us/feature/treaty-of-waitangi/ Treaty of Waitangi - Te Tiriti o Waitangi - Archives New Zealand. Te Rua Mahara o te K?wanatanga. (2017). Archives.govt.nz. Retrieved 5 April 2017, from https://archives.govt.nz/exhibitions/treaty 5.The reason why the Treaty is essential to doing business in New Zealand is that it governs the relationship between the indigenous people (Maori), and everyone else and guarantees the rights of both Maori and Pakeha get protected. References Boast, R. P. (2016). The Waitangi Tribunal in the Context of New Zealand's Political Culture and Historiography. Journal Of The History Of International Law, 18(2/3), 339-361. Cox, N. (2013). Proposed Constitutional Reform in New Zealand: Constitutional Entrenchment, Written Constitutions and Legitimacy. Round Table, 102(1), 51-70. Duffy, B. (2016). In States We "Trust": Self-Settled Trusts, Public Policy, And Interstate Federalism. Northwestern University Law Review, 111(1), 205-238. Gibbons, T. (2012). The Tenancy Tribunal: Tensions of Jurisdiction, Coherence, and Economics. Otago Law Review, 12(4), 703-730. Gmez, L. D., Kwon, O., Dabirvaziri, M. R. (2015). Seismic fragility of steel moment-resisting frames in Vancouver and Montreal designed in the 1960s, 1980s, and 2010. Canadian Journal Of Civil Engineering, 42(11), 919-929. Hanlon, J. (2015). Fair Housing Policy and the Abandonment of Public Housing Desegregation. Housing Studies, 30(1), 78-99. Hong, B. (2014). National cultural indicators in New Zealand. Cultural Trends, 23(2), 93-108. Kozel, R. J. (2014). THE SCOPE OF PRECEDENT. Michigan Law Review, 113(2), 179-230. Levine, M. L. (2013). Tenancy in common is held to be a security. Real Estate Finance (Aspen Publishers Inc.), 30(1), 7-13. Moon, P. (2005). The Waitangi Tribunal and New Zealand History. American Historical Review, 110(2), 457-458. Nelson, C. (2015). The Legitimacy of (Some) Federal Common Law. Virginia Law Review, 101(1), 1-64. OECD Economic Surveys: New Zealand 2015. (2015). 2015(15), 1-150.

Advertising and Integrated Plan Communication - Free Solution

Question: Discuss about the Advertising and Integrated Plan Communication. Answer: Introduction: Samsung Gar is a smart watch, from the line of wearable computing devices offered by Samsung Electronics. The specifications of this product can be discussed as a no cellular connectivity with only 68 g. wight (Samsung AU 2016). It has a Tizen based OS with 4 GB, 512 MB RAM internal space. It has SMS (threaded view), MMS, Email, IM amenities with sensors for Accelerometer, gyro, and heart rate. It can be a very useful product for the tourists and sports enthusiasts (Samsung AU 2016). Literature review: As opined by Kerr and Patti (2015) IMC or the integrated marketing communication is a strategy or approach to brand communications in which the diverse modes work simultaneously to create a flawless experience for the consumers and are offered with a related tone and method that reinforces the brands core massage. While writing an IMC plan hence, it is important follow some well-defined strategies or steps. As mentioned by Shin (2013) while writing a marketing plan, knowing the target audience is a prerequisite. There is no general audience; the customers are always specific according to their choices and requirements and it is important to identify the right communication channel to address them. As opined by Tafesse and Kitchen (2015) in the case of writing an IMC plan, it is important for the company to make a situation analysis. By evaluating the internal and external opportunities and threats, an effective marketing strategy can be developed. As mentioned by Kliatchko and Schultz (2014) in the context of writing an IMC plan the team needs to determine the communication objectives to set the appropriate strategies for attracting the target audience within the minimum budget. As discussed by Sharma (2015) in writing the IMC plan, the marketing team needs to develop the strategies according to the communication objective of the company. there are a number of conventional and innovative communication strategies. Depending on the selection of the target audience, the strategies are needed to be developed. Last but the most important stage in developing an IMC plan, it is typically important to outline a method to evaluate the effectiveness of the IMC plan. As opined by Tafesse and Kitchen (2015) it is important to know what is being helpful and what is constricting the effort of achieving the communication goals. Market segments for IMC campaign: As opined by Wedel and Kamakura (2012) identifying the appropriate potential customer is necessary for the marketers to be successful in the market. For the successful identification of the target audience, the whole market needs to be segmented into different categories. As mentioned by Cross et al. (2015) depending on the characteristics and requirements of the potential customers, they can be segmented in different categories. The customer segmentation for Samsung Gear can be done with the following variables: Demographic: Age: The target audience can come from 13 to 70 or more years of age. The specifications of the product can hugely attack the youngsters, as they are generally inclined to latest technologies. On the other hand, as the product can measure heartbeats and other physical ratings, it will be helpful for the aged population. Gender: No gender biasness is necessary for segmenting the market. Income level: The company is now charging almost (), hence, the target market for this product can be identified as the high and middle-income group (Samsung AU 2016). Education: As the product is a smart watch and it provides a number of numeric and description-based information, the users need to have a certain level of literacy in both the conventional as well as the technological field. Geographic: Country: As the product can be identified as a lifestyle offering of Samsung and the price is considerably high, only the economically developed and developing countries will be targeted. Region: Depending on the products features, the customers from the urban region will be targeted. As opined by Cross et al. (2015) the rural people are not that much technologically updated and they try to avoid these products. Psychographic: Personality: The adventurous and enthusiast people can b identified as the target audience for this IMC plan. The sports enthusiast and the adventurous people will need this product for providing connectivity and security in distant places. The inquisitive and lover of explorations and the fitness conscious people will be made aware of the utility of this product in safely satisfying their hobbies and inner calls. Both the introverts and extroverts can be targeted and make aware of the offerings on the product. Benefit segmentation: The product do not need any cellular connectivity and has even has the futures of sending SMS and emails, it will be a useful attraction for the tourists. The adventure enthusiasts, educational tourists and players can be identified as the potential customers. Marketing communication objectives: Here, in the context of Samsung Gear, the marketing communication objectives can b as followed: Drive brand switching: For this particular product, the brand has a few eminent and strong competitors like Apple, Sony, Pebble and others. Hence, it is important for the organization to attract the customers who has already chosen the competitive brands. The advertisement strategies need to be developed so that the customers can identify the point of differentiation to the other brands. Influencing the purchase intention: As discussed by Tafesse and Kitchen (2015) the IMC strategy needs to influence the buying intention of the potential customers. By identifying the positive aspects in satisfying the customers requirements, the brand can motivate the customers to buy their product. Crating a brand awareness: As mentioned by Shin (2013) it is the most important objective of the IMC strategies. However, as the product and the brand are popular, it will not be hard for the IMC team to make a great range of potential customers aware of the product and its service offers. As opined by Kerr and Patti (2015) the objective of the brand needs to be known and memorable. IMC tools: There are a number of IMC tools those are conventionally used to achieve the communication objectives set by the marketers. As opined by Kliatchko and Schultz (2014) the most popular communication tools can be identified as advertisement, public relation, direct marketing, personal selling and many more. However, in this selected case, depending on the provided budget, the followings can be identified as the most useful IMC tools to attract the selected target market. Advertisement: As mentioned by Sharma (2015) by using the strategy of advisement, the company can promote the futures and service offerings of the products. Here, the company can opt for an aggressive advertisement strategy. Here, the company needs to eco the slogan or tagline of the brand and opt for such contents that support the approach of the advertisement. As discussed by Castronovo and Huang (2012) advertisements typically increases the brand awareness, which is one of the major communication objective selected for the product. Sales promotion: As opined by Sharma (2015) to create a point of differentiation and obtaining a competitive advantage, the brand may opt for providing gifts to the customers. Moreover, as discussed by Kerr and Patti (2015) providing discounts to different segments of customers increases the sales count. Here, the company can opt for providing discounts to the customers who belongs to the age group to 65 to 70, or the education tourists. This will help the brand in making the customers switching the competitive brand and attracting the customers. Public relation: Because of budget constraints, the company now cannot invest in the social charity funds, which can be identified as the best public relation strategy (Sharma 2015). However, for crating brand awareness, the company can use its own website and publish its annual reports or the certificates of achievements in proving the best quality service. The new age customers generally follow these websites, it will provide them the required knowledge about the product. Moreover, by publishing such reports or certificate of achievements in the media, the company will be able to attract the remaining segment of the targeted market. Styles of creative advertising strategies: As opined by Reinartz and Saffert (2013) depending on the character and choice of consumption of the target audience, the companies and to identify the strategic styles for advertisements. The company can use the innovative advertising strategies as it addresses the highest number of potential customers. The company can use the following styles: The emotional strategy: As mentioned by Drewniany and Jewler (2013) by using the emotions like joy or fear, a sense of requirement can be created among the potential customers. Here, the company can use the fear of being lost or in a troubled situation to the educational tourists and adventure enthusiasts. The aged population can best be targeted by this particular strategy. According to the Fear-appeal logic, the customers can feel physically threatened for not obtaining the product (Reinartz and Saffert 2013). It will encourage them to alter their buying intention in favor of the product. Here, the advertisement needs to strategically use background music to make the people conscious about the treats and the ways of coming out of them by using the product. Figure 1: Styles of creative advertising strategies Source: Developed by the author The resonance strategy: Here, the company can use the strategy of sharing experience of a celebrity sportsman like Usain Bolt or an adventure enthusiast like Bear Grylls, to make the people aware of the utility of the services offered by the product. As mentioned in the TERS model of endorsers attributes, the company needs to employ a sportsperson who is internationally famous to grab the attention of the international customers. Moreover, it will support the requirement of similarity and trustworthiness mentioned in TERS model (Reinartz and Saffert 2013). The USP strategy: As mentioned by Shirkhodaee and Rezaee (2014) having a clear picture about the point of differentiation can make the customers switch the brand. Hence, to achieve the objective of attracting the customers from the competitors the company can us the strategy of discussing the Unique Selling Proposition strategy. By appointing a technological expert, the company can make the potential customers known about the pint of differentiation. According to the TERS model, using the expert will satisfy the variable of Expertise and trustworthiness and make the advertisement effective (Parente and Strausbaugh-Hutchinson 2014). Here, the note of humor can be used to make the differentiation, as it will create a sense of feel-good about the advertisement as well as the brand (Reinartz and Saffert 2013). Here, the use of comic music will be useful to attract the audience. Media plan: As opined by Puzakova t al. (2015) an effective media planning includes the selection and justification of the mediums for interacting to potential customers. Hence, while selecting the channels for communication to the customers, it is needed to identify the availability and accessibility of the customers through that particular media (Christodoulides et al. 2015). Here, in the selected case, depending on the communication objectives, the following media and vehicles can b utilized to communicate with the potential customers. Internet: In the modern world of business, the online promotion or marketing communication is the most common strategy. The social networking sites: As the target market has been identified, the teenagers the social networking sites can best be utilized. As mentioned by Christodoulides et al. (2015) the new age generation spends almost 18 hours a day in the social sits like Facebook, tweeter, Google + and many more. Hence, to approach this particular age group the social networking sites can be utilized. On the other hand, the educational tourists, sports parsons, adventure enthusiasts often join groups based on their interests in theses social sites. Hence, by using this vehicle, the company will be able to attract the potential customers. Moreover, the company website will also be a helpful vehicle in disseminating the information regarding the product and its offerings. YouTube: This vehicle can best utilize the USP strategy of advertisement. There are a number of tech experts, who often create videos by discussing the product differences in their own channels (Puzakova et al. 2015). In addition, they are quite famous all around the world the company can identify and employ them to make videos by discussing the features that make the brand different from its competitors. The print media: The health magazines can create brand awareness and change the purchasing perception of the aged people. On the other hand, the travel and sports magazines can do the same task to attracting the potential education tourists and fitness lovers. Last but not the last, the normal newspapers can also draw the attention of all the selected targeted audiences. The point of sales and point of purchase: As mentioned by Vij and Sharma (2013) the marketing communication can also be done via providing information with the help of display racks, leaflets or simply by communicating to the customers. Here, the sales personnel need to inform the customers or give the leaflets to make the customers known about the product. Outdoor advertisements: All the selected target audiences, mainly the educational tourists and the aged population can be made aware of the product specifications by putting up billboards, display signs, banners and flexes in hospitals, tourist spots, educational institutes any many other sources. The GNATT chart: This chart will be helpful in identifying the duration of the IMC plan. Tasks Week 1 2 3 4 5 6 7 8 9 Emotional advertisement Resonance USP advertisement Public relation Sales promotion Figure 2: GNATT chart Source: developed by the author Conclusion: In conclusion, it can b said that the IMC plans and tools are typically important for the marketers. However, in the modern competitive market it is necessary to identify and use innovative IMC strategies to attract the potential customers and obtain a significant competitive advantage. Here, by using the emotional, resonance and USP strategy, the company can successfully attract the target audience for Samsung Gear and obtain a considerable competitive advantage. References: Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication model.Journal of Marketing Development and Competitiveness,6(1), p.117. Christodoulides, G., Siamagka, N.T. and Michaelidou, N., 2015. A model for the adoption of social media by B2B organizations. InIdeas in Marketing: Finding the New and Polishing the Old(pp. 578-581). Springer International Publishing. Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market segmentation: an exploratory study. InProceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference(pp. 531-536). Springer International Publishing. Drewniany, B.L. and Jewler, A.J., 2013.Creative strategy in advertising. Cengage Learning. Kerr, G. and Patti, C., 2015. Strategic IMC: From abstract concept to marketing management tool.Journal of Marketing Communications,21(5), pp.317-339. Kliatchko, J.G. and Schultz, D.E., 2014. Twenty years of IMC: A study of CEO and CMO perspectives in the Asia-Pacific region.International Journal of Advertising,33(2), pp.373-390. Parente, D. and Strausbaugh-Hutchinson, K., 2014.Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning. Puzakova, M., Kwak, H., Andras, T.L. and Zinkhan, G.M., 2015. The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market. InProceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference(pp. 180-180). Springer International Publishing. Reinartz, W. and Saffert, P., 2013. Creativity in advertising: When it works and when it doesnt.Harvard business review,91(6), pp.106-111. Samsung AU. (2016).Samsung Australia | Mobile | TV | Home Appliances. [online] Available at: https://www.samsung.com/au/home/ [Accessed 30 Sep. 2016]. (Samsung AU, 2016) Sharma, R., 2015. IMC: A Tool for Building Competitive Advantage.International Journal of Core Engineering and Management,2(2), pp.75-88. Shin, K.Y., 2013. Theory of IMC Strategy. InThe Executor of Integrated Marketing Communications Strategy: Marcom Managers Working Model(pp. 3-23). Springer Berlin Heidelberg. Shirkhodaee, M. and Rezaee, S., 2014. The Power of Creative Advertising and Consumers Perceived Risk.Journal of Promotion Management,20(5), pp.590-606. Tafesse, W. and Kitchen, P.J., 2015. IMCan integrative review.International Journal of Advertising, pp.1-17. Vij, S. and Sharma, J., 2013, January. An Empirical Study on Social Media Behaviour of Consumers and Social Media Marketing Practices of Marketers. In5th IIMA Conference on Marketing in Emerging Economies. Wedel, M. and Kamakura, W.A., 2012.Market segmentation: Conceptual and methodological foundations(Vol. 8). Springer Science Business Media.

Service Quality Essay Example

Service Quality Essay University of Nottingham The Dark Side of Customer Relationship Management in the Luxury segment of the Hotel Industry Akshay Jaipuria MA Management Abstract Today, service organizations are shifting their focus from â€Å"transactional exchange† to â€Å"relational exchange† for developing mutually satisfying relationship with customers. Extended relationships are reported to have a significant impact on transaction cost and profitability, and customer lifetime value. Serving the customers, in true sense, is the need of the hour as the customer was, is and will remain the central focus of all organizational activities. The hotel industry, especially the luxury segment hotels needs to be purely customer-centric and focus on the customer needs and duly fulfill them. Customers will not blindly accept poor service quality from a luxury hotel. They expect high quality of service in return for the money they spend on luxury hotels. This paper is an attempt to explain the dark side of CRM in the luxury segment of the hotel industry with the help of the ‘gap model’ available in literature which suggests that gaps in service occur at various instances. The author explains that the gap model is a useful tool to explain the dark side partly. There is more to the dark side like privacy issues, unwillingness of customers to build a relationship with the service provider and changing tastes and preferences of the customer. Ritz- Carlton Hotel Company, L. L. C. has been chosen as a single case study and the research questions have been addressed for the industry at large using Ritz- Carlton as a classic example of superior service quality to the customers. We will write a custom essay sample on Service Quality specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Service Quality specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Service Quality specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Some simple measures to reduce the dark side have been mentioned, which addresses the third and last research question. The project would contribute as a useful guide to luxury hotels, giving them some valuable information on what the customer expectations are and if they are duly met then service gaps shall not occur. This paper shall provide scope for luxury hotels to improve their overall service quality and strengthen their position in the industry. The relevant existing theory has been reviewed and the subject has been explored, using the ‘gap model’ (Parasuraman et al 1998) mainly. Based on the research findings and analysis, recommendation has been given to reduce the dark side at Ritz-Carlton and luxury hotels in general. Table of Contents Abstract0 Table of Contents2 Acknowledgments4 Chapter 1: Introduction5 Chapter 2: Literature Review7 2. 1 What is Customer Relationship Management? 7 2. 2Customer satisfaction, loyalty and business performance9 2. 3CRM and Service Quality13 2. 3. 1 Customer’s perception of quality:13 2. 3. 2 The Perceived Service Quality approach16 2. 3. 3 Gaps between customer expectations and perceptions:17 2. . 4 Service Guarantee24 2. 3. 5 Service Recovery26 2. 3. 6 Complaints management28 2. 4 Do all customers want a relationship with their service provider? 29 2. 5 Synopsis31 Chapter 3: CRM and Hotel Industry32 Chapter 4: Methodology and Research Design34 4. 1 Overview34 4. 2 Research objectives34 4. 3 Research design35 4. 4 Case study: An introduction36 4. 5 History of case study37 4. 6 Types of Case Study37 4. 7 Choice of cas e: Ritz-Carlton Hotel Company38 4. 8 Components of the Case Study38 4. 9 Data collection39 4. 9. 1 Documentation41 4. 9. Focus Groups41 4. 9. 3 Interviews43 4. 10 Data Analysis49 4. 11 Key issues of Data collection: Reliability and Validity50 4. 12 Synopsis51 Chapter 5: Case study52 5. 1 Ritz-Carlton: An Overview52 5. 2 Ritz-Carlton and the â€Å"Gold Standards† of Service Quality54 5. 2. 1 The Credo54 5. 2. 2Motto55 5. 2. 3 Three Steps of Service55 5. 2. 4 Service Values55 5. 2. 5 Employee Promise56 5. 3Ritz-Carlton: Current Reality57 Chapter 6: Research Findings59 6. 1 Focus groups findings59 6. 1. 1 Does the gap model explain the dark side of CRM? 59 6. 1. Is there more to the dark side of CRM than what is explained in the gap model? 61 6. 1. 3 How can the dark side of CRM be reduced? 62 6. 2 In-depth interview findings63 6. 2. 1 Customer Interviews64 6. 2. 2 Employee Interviews67 Chapter 7: Analysis of Research Findings70 7. 1 Does the gap model explain the dark side of C RM? 70 7. 1. 1 Ritz-Carlton and the ‘Gap model’70 7. 1. 2General Inference for the luxury hotel sector75 7. 2 Is there more to the dark side of CRM than what is explained in the gap model? 76 7. 2. 1 Willingness to build a relationship76 7. . 2 General Inference for the Hotel Industry79 7. 3 How can the dark side of CRM be reduced? 79 Chapter 8: Conclusion and Further research83 References85 Appendices93 Appendix 1Consent Form93 Appendix 2CRM and ‘Atithi Devo Bhava’94 Appendix 397 Appendix 4100 Appendix 5108 Acknowledgments Education is a progressive discovery of our ignorance. Will Durant (1885-1981) U. S. author and historian I would like to thank all those who helped me through the project phase of the MA Management program. I would like to express my sincere appreciation to my supervisor, Prof. Dave Wastell for his enlightenment of my knowledge of CRM and the hotel industry, valuable advice and kind support throughout the process of dissertation completion Most importantly, I would like to thank my parents and sister who were always there to motivate me. I would also like to thank my close friends at Nottingham for being around to discuss my ideas and giving me emotional support when I was stressed. I would like to thank all the focus group members for giving their valuable time and thoughts to my project. I would like to thank all the customers and employees of Ritz-Carlton for sharing their valuable thoughts which helped me shape this project. Lastly, I would like to thank the academic and library staff at University of Nottingham for their support throughout this year. Chapter 1: Introduction In the mid-twentieth century, mass production techniques and mass marketing changed the competitive landscape by increasing product availability for consumers. However, the purchasing process that allowed the shopkeeper and customer to spend quality time interacting with each other was also fundamentally changed. As a result, customers lost their uniqueness becoming an â€Å"account number†. Shopkeepers lost track of their customers’ individual needs as the market became full of product and service options. Many companies today are striving to re-establish their connections to new as well as existing customers to boost long-term customer loyalty (Chen and Popovich, 2003). The world has come full circle from selling to marketing and from seller’s market to buyer’s market. The customer today has the option to buy what he thinks he should and from whom, being in his best interest. Product development, technological improvement, cost optimization and excellent service facility are very important for any organisation but their importance is only if the customer appreciates it. For example, both diamond and coal are carbon but they are priced differently due to different valuations by the customer. Therefore, any business begins and ends with the customer (Sugandhi, 2002). Thus, service organizations are shifting their focus from â€Å"transactional exchange† to â€Å"relational exchange† for developing mutually satisfying relationship with customers. Extended relationships are reported to have a significant impact on transaction cost and profitability, and customer lifetime value. Serving the customers, in true sense, is the need of the hour as the customer was, is and will remain the central focus of all organizational activities. The paper explores â€Å"The Dark Side of Customer Relationship Management (CRM) in the Luxury segment of the Hotel Industry† using the ‘gap model’ of Parasuraman et al (1985) and suggests generic strategies to reduce the dark side. The researcher was motivated to choose the hotel industry because of his deep rooted passion for luxury hotels. The importance of this research is that it helped the researcher familiarize himself with the use of primary with a blend of secondary research to analyze a given situation. This piece of work shall contribute to the academic community as there is not much literature available on the dark side of CRM for the luxury hotels. It shall also benefit the management of luxury hotels to understand what the customer expects in terms of service quality. The aim of this research is to highlight the dark side of CRM in the luxury segment of the hotel industry using The Ritz-Carlton Hotel Company as a classic example of high service quality. The research objectives are as follows: 1. Does the gap model explain the dark side of CRM? 2. Is there more to the dark side of CRM than what is explained in the gap model? 3. How can the dark side of CRM be reduced? This paper is divided into seven chapters. Chapter one is an introduction to the paper. Chapter two provides the reader with necessary literature available on CRM. Chapter three provides information on CRM and the hotel industry. Chapter four discusses the research design including interviews and focus groups that have been used for primary research. Chapter five provides an overview of The Ritz-Carlton Hotel Company . Chapter six provides a summary of the research findings. Chapter seven is an analysis of the research findings addressing the research questions, one of which provides recommendations to reduce the dark side. Chapter eight is a conclusion of the paper. The following chapter provides the literature review. Chapter 2: Literature Review Modern marketers are rediscovering the ancient mantras for success in corporate world and blending them with contemporary marketing practices. Long term survival and competitive advantage can only be attained by establishing an emotional bond with the customers. A shift is taking place from marketing to anonymous masses of customers to developing and managing relationships with more or less well known or at least some identified customers (Gronroos, 1994). This section shall provide general literature on CRM and its link with customer satisfaction, customer loyalty and business performance followed by literature on CRM and service quality in details. The ‘gap model’ shall be introduced and literature on service guarantee, service recovery, and complaint management shall be provided. This would lead to the privacy issues related with CRM. 2. 1 What is Customer Relationship Management? Customer Relationship Management (CRM) â€Å"is the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. It is grounded on high-quality customer data and enabled by IT† (Buttle, 2004). CRM is a business strategy to identify, cultivate, and maintain long-term profitable customer relationships. It requires developing a method to select your most profitable customer relationships (or those with the most potential) and working to provide those customers with service quality that exceeds their expectations. McDonald, 2002) An organization’s survival depends largely on harmonious relationships with its stakeholders in the market. Customers provide the ‘life-blood’ to the organization in terms of competitive advantage, revenue and profits. Managing relationships with customers is imperative for all types and size of service organizations. A sound base of satis fied customers allows the organization to move on the path of growth, enhance profitability, fight out competition and carve a niche in the market place. Bennett (1996) described that CRM seeks to establish long term, committed, trusting and cooperative relationship with customers, characterized by openness, genuine concern for the delivery of high quality services, responsiveness to customer suggestions, fair dealings and willingness to sacrifice short term advantage for long term gains. Schneider and Bowen (1999) advocated that service business can retain customers and achieve profitability by building reciprocal relationships founded on safeguarding and affirming customer security, fairness and self esteem. It requires that companies view customers as people first and consumers second. Trust, commitment, ethical practices, fulfillment of promises, mutual exchange, emotional bonding, personalization and customer orientation have been reported to be the key elements in the relationship building process (Levitt,1986; Gronroos, 1994; Morgan,1994; Gummesson,1994; Bejou et al,1998 ). CRM refers to all business activities directed towards initiating, establishing, maintaining, and developing successful long-term relational exchanges (Heide, 1994; Reinartz Kumar, 2003). One of the results of CRM is the promotion of customer loyalty (Evans Laskin, 1994), which is considered to be a relational phenomenon, (Chow Holden, 1997; Jacoby Kyner, 1973; Sheth Parvatiyar, 1995; cited by Macintosh Lockshin, 1997). The benefits of customer loyalty to a provider of either services or products are numerous, and thus organizations are eager to secure as significant a loyal customer base as possible (Gefen, 2002; Reinartz Kumar, 2003; Rowley Dawes, 2000). Recent developments in Internet technology have given the Internet a new role to facilitate the link between CRM and customer loyalty (Body and Limayem, 2004). It is common knowledge that a dissatisfied and unhappy customer will share his unfortunate experience more than a satisfied customer. It is also observed that a fraction of unhappy customers choose to complain while others simply switch their loyalty to others service providers. Loss of customer is loss of business along with the opportunity for business growth and profitability. Feedback collection from the customer is essential for the supplier to ascertain customer satisfaction and scope for improvisation (Sugandhi, 2002). The fundamental reason for companies aspiring to build relationships with customers is economic. For survival in the global market, focusing on the customer is becoming a key factor for companies big and small. Establishing and managing a good customer relationship is a strategic endeavor. Having a CRM software installed does not ensure a successful customer relationship. For this to happen business processes and company culture have to be redesigned to focus on the customer. CRM software can be only a tool to implement a customer strategy. It is known that it takes up to five times more money to acquire a new customer than to get an existing customer to make a new purchase. Improving customer retention rates increases the size of the customer base. Thus, customer retention is essential. (Baumeister, unknown). 2 Customer satisfaction, loyalty and business performance The rationale for CRM is that it improves business performance by enhancing customer satisfaction and driving up customer loyalty (see figure 4). There is a compelling logic to the model, which has been dubbed the ‘satisfaction-profit chain’ (Anderson and Mittal, 2000). Satisfaction increases because customer insight allows companies to understand their customers better, and create improved customer value propositions. As customer satisfaction rises, so does customer repurchase intention (Anderson, 1994). This in turn influences actual purchasing behaviour, which has a significant impact on business performance. [pic] Figure 4: Customer satisfaction, customer loyalty and business performance (Buttle, 2004) Customer satisfaction has been the subject of considerable research and has been defined and measured in various ways (Oliver, 1997). Customer satisfaction may be defined as the customer’s fulfillment response to a consumption experience, or some part of it. Customer satisfaction I a pleasurable fulfillment response while dissatisfaction is an unpleasurable one (Buttle, 2004). Satisfaction and dissatisfaction are two ends of a continuum, where the location is defined by a comparison between expectations and outcome. Customers would be satisfied if the outcome of the service meets expectations. When the service quality exceeds the expectations, the service provider has won a delighted customer. Dissatisfaction will occur when the perceived overall service quality does not meet expectations (Looy, Gemmel Dierdonck, 2003). Sometimes customer’s expectations are met, yet the customer is not satisfied. This occurs when the expectations are low (Buttle, 2005). For example, the customer expects the flight to be late and it gets late. Customer satisfaction is considered to be one of the most important outcomes of all marketing activities in a market-oriented firm. The obvious need for atisfying the firm’s customer is to expand the business, to gain a higher market share, and to acquire repeat and referral business, all of which lead to improved profitability (Barsky, 1992). Studies conducted by Cronin and Taylor (1992) in service sectors such as: banking, pest control, dry cleaning, and fast food; found that customer satisfaction has a significant effect on purchase intentions in all four sectors. Similarly, in the health-care sector, McAlexander et al. (1994) found that patient satisfaction and service quality have a significant effect on future purchase intentions. Kandampully and Suhartanto, 2000) Customer loyalty can be defines as â€Å"customer behavior characterized by a positive buying pattern during an extended period (measured by means of repeat purchase, frequency of purchase, wallet share or other indicators) and driven by a positive attitude towards the company and its products or services† (Looy, Gemmel Dierdonck, 2003). Practitioners and researchers have not clearly identified a theoretical framework, identifying factors that could lead to the development of customer loyalty (Gremler and Brown, 1997). However, there is a consensus amongst practitioners and academics that customer satisfaction and service quality are prerequisites of loyalty (Gremler and Brown, 1997; Cronin and Taylor, 1992). Those technical, economical and psychological factors that influence customers to switch suppliers are considered to be additional prerequisites of loyalty (Selnes, 1993; Gremler and Brown, 1997). Recent studies also indicate that the firm’s image may influence customer enthusiasm: value, delight, and loyalty (Bhote, 1996). (Kandampully and Suhartanto, 2000) Loyalty behaviors, including relationship continuance, increased scale or scope of relationship, and recommendation (word of mouth advertising) result from customers’ beliefs that the quantity of value received from one supplier is greater than that available from other suppliers. Loyalty, in one or more of the forms noted above, creates increased profit through enhanced revenues, reduced costs to acquire customers, lower customer-price sensitivity, and decreased costs to serve customers familiar with a firm’s service delivery system (Reicheld and Sasser, 1990). Yi’s â€Å"Critical review of customer satisfaction† (1990) concludes, â€Å"Many studies found that customer satisfaction influences purchase intentions as well as post-purchase attitude† (p. 104). Customer loyalty can be viewed in two distinct ways (Jacoby and Kyner, 1973). The first views loyalty as an attitude. Different feelings create an individual’s overall attachment to a product, service, or organization (see Fornier, 1994). These feelings define the individual’s (purely cognitive) degree of loyalty. The second view of loyalty is behavioural. Examples of loyalty behaviour include continuing to purchase services from the same supplier, increasing the scale and or scope of a relationship, or the act of recommendation (Yi, 1990). The behavioural view of loyalty is similar to loyalty as defined in the service management literature. In brief, there are two dimensions to customer loyalty: behavioural and attitudinal (Julander et al. , 1997). The behaviour dimension refers to a customer’s behaviour on repeat purchases, indicating a preference for a brand or a service over time (Bowen and Shoemaker, 1998). Attitudinal dimensions, on the other hand, refer to a customer’s intention to repurchase and recommend, which are good indicators of a loyal customer (Getty and Thompson, 1994). Moreover, a customer who has the intention to repurchase and recommend is very likely to remain with the company. (Kandampully Suhartanto, 2000 and Hallowell, 1996) Customer attitude being difficult to measure, for financial and practical purposes, customer retention is widely used as an indicator of customer loyalty. Researchers have combined both views into comprehensive models of customer loyalty. Dick and Basu (1994) came up with a two-dimensional model of customer loyalty identifying four forms of loyalty according to relative attitudinal strength and repeat purchase behavior. The true loyal are those who have high levels of repeat purchase behavior and a strong relative attitude. Spuriously loyal customers tend to be more motivated by impulse, convenience and habit i. e. if the conditions are right. Latent loyalty applies to those customers who are loyal simply because they have no other choice. Lastly, there will always be some customers who shall not be loyal to any particular brand. 2. CRM and Service Quality Service quality is essential for an organization’s survival and growth. Interest in service quality emerged in 1970s. Ever since, the topic has attracted substantial attention among researchers and practitioners (Gronroos, 2001). Service quality is a form of attitude representing a long-run, overall, evaluation, which is different from customer satisfaction, a more short term, transaction specific judgment. The level of customer satisfaction is a result of the customer’s comparison of the service quality expected in a given service encounter with perceived service quality. This implies that satisfaction assessments require customer experiences while quality does not (Caruana, Money and Berthon, 2000). 2. 3. 1 Customer’s perception of quality: Quality of a particular service is whatever the customer perceives it to be. Service quality as perceived by the customer may differ from the quality of the service actually delivered. Services are subjectively experienced processes where production and consumption activities take place simultaneously. Interactions, including a series of moments of truth between the customer and the service provider occur. Such buyer-seller interactions or service encounters have a critical impact on the perceived service. The Nordic Model, originated by Christian Gronroos and developed by others, adopts a disconfirmation of expectations approach. This claims that customers have certain expectations of service performance with which they compare their actual experience. If the expectations are met, this is confirmation; if they are over performed, this is positive disconfirmation; if they are underperformed this is negative disconfirmation. According to Gronroos (1984), the quality of service as perceived by customers has two dimensions; a technical or outcome dimension and a functional or process-related dimension. What customers receive in their interaction with a firm is clearly important to them and their quality evaluation. This is one quality dimension, the Technical Quality of the outcome of the service production process. However, as there are numerous interactions between the service provider and customers, including various series of moments of truth, the technical quality dimension will not count for the total quality which the customer perceives he has received. The customer will also be influenced by the way in which technical quality- the outcome of the process is transferred to him and this will have an impact on the process experience. Examples include the accessibility of ATM, a website, appearance and behavior of waiting staff, how service employees perform their task, what they say and how they do it. Interestingly, other customers simultaneously consuming the same or similar services may influence the way in which customers will perceive a service. Thus, the consumer is also influenced by how he receives the service and how he experiences the simultaneous production and consumption process. This is the second quality dimension, the Functional Quality of the process, closely related to how the moments of truth of the service encounters themselves and are taken care of and how the service provider functions. Illustrated in figure 1, there are the two basic quality dimensions, namely, What the customer receives and How the customer receives it; the technical result or outcome of the process (technical quality) and the functional dimension of the process (functional quality. An organization’s image is an important variable that positively or negatively influences marketing activities. Image is considered to have the ability to influence customers’ perception of the goods and services offered (Zeithaml and Bitner, 1996). Thus, image will have an impact on customers’ buying behaviour. Image is considered to influence customers’ minds through the combined effects of advertising, public relations, physical image, word-of-mouth, and their actual experiences with the goods and services (Normann, 1991). Similarly, Gronroos (1983), using numerous researches on service organizations, found that service quality was the single most important determinant of image. Thus, a customer’s experience with the products and services is considered to be the most important factor that influences his mind in regard to image. For instance, if the service provider shares a positive or favorable image in the minds of the customers, minor mistakes will probably be overlooked or forgiven. However, if the image is negative, the impact of any mistake will often be considerably greater than it otherwise would be. This entire combination shall lead to total quality. [pic]Figure 1: Two service quality dimensions (Gronroos, 2001) 2. 3. 2 The Perceived Service Quality approach Gronroos (1982) introduced a service oriented approach to quality with the concept of Perceived Service Quality and the model of Total Perceived Service Quality. This approach is based on research into consumer behavior and the effects of expectations concerning goods performance on post-consumption evaluations. In previous sections, the two basic quality dimensions (the what and the how) in the minds of the customers has been discussed. However, the quality perception process is more complicated. It is not the experiences of the quality dimensions alone that determine whether quality is perceived as good, neutral or bad. Figure 2 illustrates how quality experiences are connected to traditional marketing activities resulting in a Perceived Service Quality. Good perceived quality is obtained when the experienced quality meets the expectations of the customers i. e. the expected quality. If expectations are unrealistic, the total perceived quality will be low, irrespective of the experienced quality measured in an objective way being good. As illustrated in figure 2, the expected quality is a function of factors, namely, marketing communication, word of mouth, company/local image, price, customer needs and values. Marketing communication includes advertising, direct mail, sales promotion, websites, internet communication and sales campaigns. These are directly under the control of the company unlike the image and word of mouth factors which are indirectly controlled by the company. Image of the company plays a central role in customer perception of service quality. Thus, it is imperative that image be properly managed. External impact on these factors could possibly occur, but they are a basically a function of the previous performance of the firm, supported by for instance advertising. Lastly, the needs of the customers as well as the values that determine the choice of customers also impact on their expectations. Thus, the level of total perceived quality is not determined simply by the level of technical and functional quality dimensions, but rather by the gap between the expected and experienced quality. [pic] Figure 2: Total Perceived Quality (Gronroos, 2001) 2. 3. 3 Gaps between customer expectations and perceptions: There exists a gap between expected service quality and perceived service quality. In an attempt to explain such gap, Parasuraman et al (1985), came up with a ‘gap model’ which is intended to be used for analyzing sources of quality problems and help managers understand how service quality can be improved. The model is illustrated in figure 3. Figure 3: The Gaps Model (Source: Parasuraman et al, 1988) Firstly, the model demonstrates how service emerges. The upper portion of the model includes phenomena related to customers, while the lower portion includes phenomena related to the service provider. The expected service is a function of the customer’s past experience and personal needs and of word of mouth communication. It is also influenced by the market communication activities of the firm. The service experienced, which in this model is termed as perceived service, is the outcome of a series of internal decisions and activities. Management perceptions of customer expectations guide decisions regarding service quality specifications to be followed by the company when service delivery (i. e. the execution of the service express) occurs. The customer experiences the service delivery and production process as a process-related quality component and the technical solution received by the process as an outcome-related quality component. As illustrated, marketing communication can influence the perceived service and also the expected service. This basic model demonstrates the steps that have to be considered during analyzing and planning service quality. The five discrepancies (so-called quality gaps) between the various elements of the structure are a result of inconsistencies in the quality management process. The ultimate gap (Gap 5) i. e. the gap between expected and perceived (experienced) service is a function of other gaps that possibly occurred in the process. The five gaps are discussed below: 1. The Management Perception Gap (Gap1): This gap occurs when the management perceives the quality expectations inaccurately due to inaccurate information from market research and demand analyses, inaccurately interpreted information about expectations, nonexistent demand analysis, bad or nonexistent upward information from the firm’s interface with its customers to management and numerous organizational layers which stop or change the information that may flow upward from those directly involved in customer contacts. Necessary action to open up or improve the various internal information channels has to be taken in such situations. 2. The Quality Specification Gap ( Gap 2): This gap signifies that service quality specifications are not consistent with management perceptions of quality expectations due to planning errors or insufficient planning procedures, bad management of planning, lack of clear goal-setting in the company and insufficient support for planning service quality from top management. The planning related problems vary depending on the size of the first gap. However, even if there is sufficient accurate information on customer expectations, planning of quality specifications may fail due to lack of real commitment to service quality among top management. Commitment, dedication and devotion to service quality among management as well as service providers are of highest importance and priority in closing the Quality Specification Gap. 3. The Service Delivery Gap (Gap 3): This gap means that quality specifications are not met by performance in the service production and delivery process due to specifications which are too complicated and/or too rigid, employees not agreeing with the specifications and therefore not fulfilling them, specifications not being in line with the existing corporate culture, bad management of service operations, lacking or insufficient internal marketing and technology and systems not facilitating performance according to specifications. The possible problems here are many and varied and usually the reasons for the existence of a Service Delivery Gap are complicated and so are the cures. The reason for this gap can be divided into three categories: management supervision, employee perception of specifications and rules/customer needs and wishes, and a lack of technological/operational support. Management and supervision related problems may be varied too. For instance, supervisors may not be encouraging and supportive of quality behavior or the supervisory control systems may be in conflict with good service or even with quality specifications. In an organization where control and reward systems are decided upon separately from the planning of quality specifications, which is the case often, there is inherent risk of a Service Delivery Gap occurring. Often non-essential or important activities are controlled, perhaps even rewarded; and activities that contradict quality specifications are encouraged by the control system. Control and reward systems partly determine the corporate culture, and goals and specifications that do not fit the prevailing culture tend not to be well executed. The cure here involves changes in the way managers and supervisors treat their subordinates and in the way supervisory systems control and reward performance. Since the way in which performance requirements of the specifications, on one hand and existing control and reward systems on the other hand, are in conflict with each other, an awkward situation may arise for personnel when a customer contact person realizes that a customer requires different behavior on the part of the service provider than that expected according to the company’s specifications. It must be noted that situations where the service provider is aware of the fact that the customer is not receiving what he expects and may feel that the demands and wishes of the customer are justified and perhaps could be fulfilled, however, the service provider is not allowed to perform accordingly, may ruin the motivation for quality-enhancing behavior among personnel. The skills and attitudes of personnel may cause problems if the wrong people are recruited. For instance, the firm may have employees who are unable to adjust to the specifications and systems that guide operations. Furthermore, the workload perceived by employees may be a problem. For example, there may be too much paperwork or some other administrative tasks involved, so that quality specifications cannot be fulfilled and a result of which, the service provider does not possess time to attend to customers as expected. Lastly, the technology or the systems of operating, including decision making may not be suitable to employees. The problem may be the employees, but it is quite probable that technology and operational and administrative systems have been introduced inappropriately. Perhaps the technology and systems do not support quality behavior, or they have been improperly introduced to the employees. To close the Service Delivery Gap, the problems need to be dealt with effectively and efficiently. 4. The Marketing Communication Gap (Gap 4): This gap occurs when promises given by market communication activities are not consistent with the service delivered due to market communication planning not being integrated with service operations, lacking or insufficient coordination between traditional external marketing and operations, the organization failing to perform according to specifications, whereas market communication campaigns follow these specifications and an inherent propensity to exaggerate, and, thus, promise excessively. The reasons for Marketing Communication Gap can be divided into two categories: the planning and executing of external market communication and operations and a company’s propensity to over-promise in all advertising and marketing communication. The cure in the first situation could be creating a system that coordinates planning and execution of external market communication campaigns with service operations and delivery. For instance, every major campaign could be planned in collaboration with those involved in service production and delivery for Dual goal to be achieved. First, promises in market communications become more accurate and realistic and second, a greater commitment to what is promised in external campaigns could be achieved. The second category of problems i. e. over-promising can be dealt with by improving planning of marketing communication and/or closer management supervision. 5. The Perceived Service Quality Gap (Gap 5): This gap signifies that the perceived or experienced service is not consistent with the expected service resulting in negatively confirmed (bad) quality and a quality problem, bad word of mouth, a negative impact on corporate or local image and lost business. However, this gap may also be positive, which leads either to a positively confirmed quality or over-quality. If a Perceived Service Quality Gap occurs, the reason could be any one or a combination of those discussed above or other additional reasons. Addressing these gaps could be a basis for developing service processes in which expectations and experience consistently meet and a good perceived service quality will enhance. Some of the possible strategies that could be adopted by organizations to close these quality gaps are tabulated in Table 1. Gaps |Possible strategies to close gaps | | | | |1 |Change of management (in extreme situations), otherwise normally, learn from front-line customer contact | | |staff, flatten the hierarchical structure, include expectations data in consumer records, market research| | |for improvement in the knowledge of the characteristics of service competition, etc. | | | |2 |Change in firm’s priorities, Commitment to develop service standard s wherever possible, feasibility | | |assessment of customer expectations, develop a standards documentation process, automation of processes | | |wherever possible and desirable, activities outsourced wherever competencies are lacking, development of | | |service quality goals, etc. | | | |3 |Investment in people: (recruitment, training and retention), investment in technology, redesigning | | |workflow, encourage self organized teams; improve internal communication, clear job specifications to | | |avoid ambiguity, reward service excellence, etc. | | | |4 |Brief the advertising agency of the company, external communication of what the customer can expect | | |through advertising, training employees not to over-promise, penalize employees who over-promise, | | |encourage customers to sample the service experience, excel at service recovery, encourage and manage | | |customer complaints, etc. | Buttle, 2004; Gronroos, 2001 and Looy, Gemmel Dierdonck, 2003) 2. 3. 4 Service Guarant ee An organization tries to balance its customers’ expectations with the delivered service. A service guarantee promises the customers a certain service quality and backs up such promise with a payout, making services more ‘tangible’, reducing the perceived risk of purchasing a service. â€Å"A service guarantee makes the customer a meaningful promise and specifies a payout and an invocation procedure in case the promise is not kept. Each of these elements is equally important in making a guarantee successful† (Looy, Gemmel Dierdonck, 2003) The key elements of this definition are discussed below: The Promise Through introduction of a service guarantee, an organization makes a credible promise to its customers. For example, PTT Telecom promise to connect new telephones within three working days and to fix telephone lines within a day and a half. This promise is a credible one in a European context, where shorter lead times are highly desirous by customers (Looy, Gemmel Dierdonck, 2003). In defining a promise, a company should be careful not to promise what would be expected anyway. This may negatively signal that service failures are likely to be expected. Some promises are limited in scope i. e. guarantee only less important service aspects or are highly conditional, excluding all major causes of service failure. For example, Lufthansa guarantees that its customers will make their connecting flights if there are no delays due to weather or air-traffic control problems. Ironically, these two problems cause in total 95 percent of all flight delays. Furthermore, the guarantee is applicable only if all flights including connecting flights are with Lufthansa (Lufthansa airlines, 1987). The presence of a service guarantee can support the perception of service reliability, which is one of the most critical determinants of customer satisfaction. However, sometimes a guarantee may give out a negative message, indicating that service failures may occur due to customers wondering why it is necessary to provide a guarantee. For example, Lufthansa promises its customers that their luggage will arrive with them. However, this created the perception that lost luggage is more a problem with Lufthansa than its competitors (Lufthansa airlines, 1987). The effectiveness of communicating a service guarantee also depends on the source of the message, especially if the form has a history of service problems, making it difficult for a service firm with bad service reputation to send out credible message. The Payout In a situation where promises are not kept, the customer shall receive a payout which will encourage the customer to communicate all service failures, which has a double effect: †¢ Service recovery: The customer who claims his payout is less likely to defect or spread a negative word of mouth. Hence, service recovery becomes a possibility. Service quality improvement: Each claim represents valuable information about quality errors and their possible causes, but the avoidance of future payouts functions as an incentive to all staff to participate in improvement projects. In order to achieve service recovery, the payout has to be meaningful to customers. It should not only make up for all the damage and inconvenience suff ered but also make the customer ‘whole. ’ For example, the payout offered by the Dutch bus service organization, â€Å"Interliner,† makes their customer ‘whole’ by guaranteeing that their passengers will reach their connecting flights and buses. A refund would not adequately compensate the passenger who missed a connection. Therefore, any passenger who would have to wait for more than fifteen minutes for a connection due to delay by Interliner would be taken to his destination by taxi at Interliner’s expense (www. interliner. nl). A payout can also be too high. For example, in India atleast, Domino’s Pizza offers customers its pizza free of charge if they were not delivered within thirty minutes from ordering. The Invocation Procedure The final aspect of the service guarantee is the invocation procedure. Invocating a guarantee should be either easy or proactive. For example, supermarkets Hoogvliet (Netherlands) and Match (Belgium) promise short queues at their checkouts. If all tills are not manned and if some customer is the third one (Hoogvliet) or the fourth one (Match) in the queue, he does not have to pay (Hoogvliet) or receives a significant discount (Match). An example of unconditional satisfaction guarantee which is easy to invoke is that of Superquinn’s Goof Card System. Superquinn is the leading supermarketing chain in the Greater Dublin area. Periodically, customers who participate in the loyalty saving system called ‘Superclub’ receive a ‘Goof Card’. Each time Superquinn ‘goofs’ i. e. produces a service failure, the customer simply has to point it out to any member of staff, and he shall receive thirty bonus points worth ? 1. The guarantee offers unconditional satisfaction guarantee as customers are able to define the goof themselves, however, for further help to customers, Superquinn lists ten examples of goofs. The invocation of PTT Telecom’s guarantee for example is proactive as well. After each connection or repair, PTT Telecom makes an after-sales call to the customer trying to assess customer’s satisfaction. If there is a failure of promise, the customer is immediately informed of the payout (Looy, Gemmel Dierdonck, 2003). 2. 3. 5 Service Recovery The real test of the customer orientation of a service provider takes place when service failure has occurred. Ideally, quality should be high throughout and failures should not occur in the service processes. However, in reality employees makes mistakes, systems break down, customers in the service process may cause problem for other customers, etc. Service recovery is a strategy for managing mistakes, failures and problems in customer relationships (Gronroos, 2001). As defined by Tax and Brown (2000) (in gronroos 2001), â€Å"Service recovery is a process that identifies service failures, effectively resolves customer problems, classifies their root cause(s), and yields data that can be integrated with other measures of performance to assess and improve the service system. † Service recovery includes all actions taken by company when there has been a service failure. Services fail for different reasons- sometimes technical service fails; sometimes functional service quality (Keaveney, 1995 in Buttle, 2004). Problems caused by a service failure are two-fold; factual and emotional problems (Gronroos, 2001). In a problematic situation when service recovery is called upon, customers are often frustrated, possess high expectations and tend to have a narrower zone of tolerance that normal (Tax et all, 1998). Therefore, service recovery could be risky (Smith and Bolton, 1998) and needs to be well managed. Service recovery performance can be better if the employees are more committed to the visions, strategies and service concepts of the firm. Moreover, empowered employees can be expected to perform better in recovery situations, inclined to deal quickly and effectively with service failures (Boshoff and Allen, 2000). When companies resolve problems quickly and effectively there are positive consequences for customer satisfaction, customer retention and word-of-mouth (Tax et al, 1998). Service recovery process should be developed and exercised to maximize fairness as perceived by the customer (Ruyter and Wetzels, 2000). In addition to mistake correction, quick response and adequate compensation are considered crucial elements of service recovery (Johnston and Fern, 1999). It has been discovered that customers who have been let down, then well recovered, are more satisfied than customers who have not been let down all (Hart et al, 1990). A well managed recovery has positive impact in development of a trusting relationship between a firm and its customer and may also deepen the customer’s commitment towards the service provider (Tax et al, 1998). Service recovery is an important factor influencing perceived service quality and is a criterion which can have a positive effect on functional quality. Satisfaction with the service can be increased through good service recovery (Spreng, Harrell Mackoy, 1995). According to Patrick Mene, Director of Quality at the Ritz-Carlton Hotel Company â€Å"1-10-100 rule of service recovery†, what costs the firm one pound, euro or dollar to fix immediately will cost ten the next day and hundred later on (Patlow, 1993). An example of quick service recovery is an incident that took place at the Ritz-Carlton Hotel in Phoenix, Arizona. A group of four MBA students from Europe had attended a seminar at the hotel and wished to spend a few hours of leisure time at the swimming pool before leaving for the airport. When they arrived at the swimming pool around mid afternoon, they were politely told that the pool area was closing because the area was to be prepared for an evening reception and dinner. The students explained that during their stay at the hotel, that was the only time they could spend at the pool before returning to the freezing temperature of their country and they had been looking forward to this opportunity. The waiter requested them to wait while he sorted out the situation. After a short while, a supervisor arrived to inform them that the hotel unfortunately had to close the entire pool area for evening preparation. However, he added that a limousine was waiting for them outside the main entrance to take them and their luggage to Biltmore Hotel where the pool area would be at their disposal. This limousine was at the Ritz-Carlton’s expense undoubtedly. This delighted the group and their already favorable perception of the hotel was improved further. They also engaged in considerable amount of positive word-of-mouth communication (Gronroos, 2001). 2. 3. 6 Complaints management Customers complain under one or both of the conditions: their expectations being underperformed to a degree that falls outside their zone of tolerance or unfair treatment. Complaints management process should be developed to take a positive view of customer complaints. Customers who complain provide an opportunity for the service firm to identify root causes of problems as well as win back unhappy or dissatisfied customers to retain their future value (Buttle, 2005). A complaints management process should allow company to capture complaints before customers spread a negative word-of-mouth or take their business elsewhere (Buttle, 1998). Up to two-thirds of customers who are dissatisfied do not complain to the organization (Richins, 1983). However, they may complain to their social networks. Dissatisfied customers are likely to inform twice as many people about their experience than customers with a positive experience (TARP, 1995 in Buttle, 2005). According to Wilson (1991), only 4 percent of the dissatisfied customers actually complain, providing valuable feedback to the company. The remaining 96 percent choose to simply leave the business and go elsewhere. Companies choose to deal with complaints efficiently to bring about customer retention, continuous improvement in service quality and build a customer- focused organization (Looy, Gemmel Dierdonck, 2003). The customers choose not to complain for some reasons listed in table 2 below. They do not know how to register a complaint |They believe complaining will be useless because the company don’t care| | |about them or their complaints | |They believe it is not worth the time or trouble |They fear retribution. For example, many people are reluctant to | | |complain about the police. | (Wilson, 1991 and Buttle, 2005) Now, we shall move into the section of the literature review where we shall highlight the privacy issue with CRM. . 4 Do all customers want a relationshi p with their service provider? It is clear that companies want relationships with customers, but it is far less clear that customers universally want relationships with their suppliers. In a business to customer context, relationships may be sought when the customer seeks benefits over and above those directly derived from acquiring, consuming or using the service. The benefits include recognition, personalization, power, risk reduction, status and affiliation (Buttle, 2004). Examples of each such benefit are mentioned below Recognition: A customer may feel more valued and important when recognized and addressed by name †¢ Personalization: For example, over time, a hotel manager may understand a customer’s particular preferences or expectations †¢ Power: For instance, some of the power asymmetries in relationships between banks and their customers may be reversed when customers feel that they have personal relationships with their bank officers and managers. †¢ Risk reduction: Risk may be in the form of performance, physical, financial, social or psychological. High levels of perceived risk are uncomfortable for many customers. A relationship has the ability to reduce, or even eliminate risk. For example, a customer may develop a relationship with a garage to reduce the perceived performance and physical risk attached to having a car serviced. The relationship provides the assurance that the job has been skillfully accomplished and the car is safe to drive. †¢ Status: For example, customers may feel that their status is enhanced by a relationship with an organization, say, the Hilton. †¢ Affiliation: people’s social needs can be met through relationships. For example, many people join particular forums or associations to be a part of a community. However, there are some customers who would be satisfied with the service quality and perhaps decide to be loyal, but not want a relationship as such with the supplier for privacy issues. It is a known fact that suppliers wish to increase their sales to customers. In order to know and analyze their customers, companies collect extensive data on their customers through various channels. One popular rather common channel is through loyalty programs and cards. Examples include Tesco loyalty cards, Hilton hhonors program, British Airways frequent flyer cards, etc. The companies provide some benefits to customers and collect data like contact name, history of purchase, money spent in the past on company’s services, etc. However, if the data is mishandled or incorrectly handled, it can destroy the trust and loyalty in the relationship. (Vargas, 2006) Privacy and data protection are key concerns of customers, who are increasingly concerned about the amount of information that organizations have about them and the uses to which information is put. In reality, most customers are unaware of the quantity of information available to companies. Some customers may wish to simply not join any loyalty programs in order to secure their privacy and prevent intrusion into personal information. 2. 5 Synopsis This section has provided available literature about CRM. The gap model explained shall be a strong basis for explaining the dark side of CRM. Privacy issues shall be given importance as well. The customers’ perception of service quality is to be given supreme priority by the hotel industry. It is important how customers perceive the service quality to be. What they receive and how they receive corresponding to their expectations helps them judge the service quality to a large extent. Chapter 3: CRM and Hotel Industry The hotel industry today has been recognized as a global industry, with producers and consumers spread around the world. The use of hotel facilities such as: room, restaurant, bar, nightclub or health club; are no longer considered a luxury. For many people these services have become an integral component of lifestyle. Moreover, in the last two decades, demand for and supply of hospitality services beyond that of the traditional services intended for travelers have escalated the growth of the hospitality industry globally, leading to intense competition in the market-place. One of the greatest challenges facing hotel organizations today is the ever-growing volume and pace of competition. Competition has had major implications for the customer, providing increased choice, greater value for money and augmented levels of service. Additionally, there is little to distinguish one hotel’s products and services from another. Thus it has become imperative for hotel organizations to gain a competitive advantage. There are two strategies most commonly used by hotel managers in order to gain a competitive advantage, which are low-cost leadership through price discounting and developing customer loyalty by providing unique benefits to customers. Hotels that attempt to improve their market share by discounting price run the serious risk of having a negative impact on the hotel’s medium- and long-term profitability. As a result, it is quality of service rather than price that has become the key to a hotel’s ability to differentiate itself from its competitors and to gain customer loyalty. Getty and Thompson (1994) studied relationships between quality of lodging, satisfaction, and the resulting effect on customers’ intentions to recommend the lodging to prospective customers. Their findings suggest that customers’ intentions to recommend are a function of their perception of both their satisfaction and service quality with the lodging experience. However, satisfying customers alone is not enough, since there is no guarantee that satisfied customers will return to purchase. It is now becoming apparent that customer loyalty is significantly more important than customer satisfaction for success. Numerous examples illustrate that it is important that the hotel industry develop customer loyalty, as opposed to relying solely on pricing strategies. Researchers have shown that a 5 per cent increase in customer loyalty can produce a profit increase of 25 per cent to 85 per cent (Reichheld and Sasser, 1990). Hence a dedicated focus on customer loyalty is likely to become a necessary prerequisite for the future survival of hotel organizations. In the hotel industry, Customer relationship management (CRM) is more than the practice of collecting guest-centric data. It’s the art of using historical, personal, and experiential information to personalize a guest’s stay while generating incremental revenue opportunities. For instance, knowing a traveler is an avid sports fan creates the opportunity to market tickets to a game; knowing a guest had a less-than-memorable experience in the hotel restaurant gives you a chance to win them back the next time they are in town. With the latest offerings in CRM, hoteliers can develop comprehensive guest profiles from reservation information and demonstrate to guests that the property is in touch with their needs, drive guest-centric data down to the transaction level, allowing employees and guest-facing technology to deliver greater value to the guest, generate a realistic profile on the spending and stay patterns of guests, allowing the property to create guest-centric marketing for increased loyalty and spending, etc. Microsoft, 2006). To summarize, the shift in the sales and marketing landscape requires the hotel companies to be as advanced as technology will allow in managing their customer relationships. â€Å"There will be a sea change from management of customer data to management of customer relationships†. Hotel companies must carefully consider how they store, track, analyze and act upon every aspect of their relationships with their guests and booking customers. † The emphasis should be on using the data intelligently to predict consumer behavior, such as loyalty and usage patterns, and to use the customer knowledge to anticipate the customer needs or problems (EURHOTEC, 2000). Chapter 4: Methodology and Research Design 4. 1 Overview Methodology can be defined as (i) â€Å"a body of methods, rules, and postulates employed by a discipline†, (ii) â€Å"a particular procedure or set of procedures or (iii) â€Å"the analysis of the principles or procedures of inquiry in a particular field†, the common idea being the collection, the comparative study, and the critique of the individual methods that are used in a given discipline or field of inquiry (Wikipedia, 2006). This chapter of the paper provides an overview of the research design (i. e. the case study) used for research about the hotel industry. The objectives of the research have been mentioned followed by a definition of research design and the qualitative approach of the case study. The researcher then presents his justification for choosing Ritz-Carlton Hotel Company as his case example leading to methods of data collection for the research conducted along with each method’s strengths and weaknesses. This chapter concludes with discussion on data analysis and the reliability and validity issues with data collection 4. 2 Research objectives A review of the present literature is a stepping stone in compiling the objectives behind the research. In this regard, the literature review enabled an understanding of how can the hotel industry improve its business performance through service quality, customer satisfaction and customer loyalty. The service quality is provided by hotels to ultimately satisfy the customers and the hotel managers must know what their customer wants rather than blindly assuming. Even though the service quality may be satisfactory, there may be a gap between the expected service quality by the customer and their experienced service quality. The hotel management has to strive to bridge these gaps to improve service quality and customer satisfaction and attempt to bring about customer loyalty which in turn would impact business performance. The literature review also highlighted that there is possibly a ‘dark side of CRM’ which refers to privacy issues of the customer and doubts about customers willing to build relationships in the long run. There is also not ample literature available on the customer’s perspective i. e. how he customer feels about what the hotel provides him with, if the hotel actually provides them with what they promise to deliver, if the customers value all they receive and how much, the privacy issues and possibly customers’ reaction to certain experiences during their stay, just to name a few not so explored sides of CRM. Inspired by the above, the research objectives are as follows: 1. Does the gap model explain the dark side of CRM? 2. Is there more to the dark side of C RM than what is explained in the gap model? 3. How can the dark side of CRM be reduced? . 3 Research design A research design can be explained as the â€Å"detailed blueprint used to guide a research study toward its objectives† (Aaker, Kumar and Day, 2003). Research design provides the â€Å"glue that holds the research project together. A design is used to structure the research, to show how all of the major parts of the research project the samples or groups, measures, treatments or programs, and methods of assignment work together to try to address the central research questions† (Social research methods, 2006) The process of designing a research study requires some interrelated decisions to be made. The most significant decision is the choice of research approach which determines how the information will be obtained. The choice of research approach is dependant on the nature of the research to be conducted. Research approaches can be categorized into one of the three general categories of research i. e. exploratory, descriptive and casual (Aaker, Kumar and Day, 2003). Exploratory research: This type of research is undertaken when one is seeking insight into the general nature of a problem area, the possible decision alternatives and relevant variable that are to be considered. The research methods are loosely defined, highly flexible, unstructured and qualitative. The researcher begins without firm preconceptions as to what will be the outcome. The absence of structure allows a thorough pursuit of ideas and clues about the problem situation. Such research is conducted because a problem has not been clearly defined. Explor