Transition Highschool to College

Sandra kindete A Transition from High school to College Education is a general form of learning and gaining knowledge from different people and places. In United States high school and college are the main educational grounds that help people to achieve their goal and enhance their knowledge. From my personal experience, transition from high school to college was not only an exciting experience but also a challenging one because it was a struggle for me to adjust and cope into new environment and rules. There are many differences; however, there are some similarities between high school and college.High school is a free educational ground. First of all, work load in high school is much easier which enables students to get enough time to relax. Students spend more than 6 hours in week with their teacher and they are mostly guided and directed through everything. Their workloads tend to neither be complicated nor hard; thus, they get most of their homework assignments done in class whi ch provides them time to relax. For example, In my math class (pre calculus), my teacher spend one and half class period teaching and leave the rest of the 30 minutes for us to catch with assignments.Since I am never behind with completing my assignments ;Instead of me sitting and relaxing ,I use the 30 minutes to complete my homework assignment, so that I wouldn’t have any homework assignment. In addition, responsibilities and duties in high school tend to be much easier and not complicated. High school teachers frequently remind their students to do their homework and to turn it in on the due date; nevertheless, if you haven’t completed your assignment on the due date, you can still turn it in any other day and lose some points.For instance, at the beginning of my senior year, I was slacking off; I wasn’t turning in my homework assignment and even though, I turned it in: it was late. As the days, went by my GPA was starting to drop because of various reasons b ut mainly was not turning in my homework assignments on the due date or not turning them in at all. Later on that day, I decided to go and talk to my teacher to see if she will give me a chance for turning them in and receiving a late credit for them. Luckily, since it was high school, my teacher was more relaxed and flexible, so she gave me late credit for them.Furthermore; in high school, your time is organized by either your parents or counselor. Throughout my high school years, my schedule was arranged by my counselor. Also I could always count on my parents and teachers to guide and remind me on completing my duties. For instance; In morning, my parents always wake me up for school, so that I didn’t miss my bus and when I am home they ask me or remind me to complete my homework assignment. In addition, students have limited resources and materials in school for studying. College, on other hand, is an expensive educational ground of learning and experiencing new materials and cultures.College students are older and matured, so they are expected to be responsible and their work load is more intense and difficulty. College students spend less time with their professors. During my first year of college, I had an essay paper assignment that was due 11:59 am the exact day . Since, we spend less time with our professor in class, I barely had time to brainstorm some ideas or pre write my essay in class. As the result, I did most of my assignments and studying outside of class. Moreover, in my first year of college, at the beginning of the semester, my professor gave us an assignment that was due 11:59p. the same day. But since, it was my first year of college and I was learning how cope with the intense work load and manage my time. It was difficult for me to catch up with my homework assignment on time because I had a lot of assignment and not only I couldn’t organize my studying time but also I spend majority of the time hanging out with friends; as a consequence, I didn’t turn in some of my homework’s on time; therefore, I ended up getting a zero on my assignments. As a college student, you are excepted to responsible for managing of your own time and turning in assignments on the due date.Lastly, when you in college, you are considered as an adult. You set up your own schedule with the help of an advisor. You get to manage your own time and determine what time you want to study and what time you want to hang out with your friends. In addition, colleges always have endless resources of studying in the school. Overall, college students have control on their lives; you make your own decisions and choices. In conclusion; a transition from high school to college can be a difficulty and a challenging experience ecause in high school, most of your time is either managed by your parents or teachers, so students barely have control on their lives and they more relaxed; however it’s a mainly free educational gro und where students first get to learn and enhance their knowledge. College, on other hand, is an expensive and diverse educational ground. College students are considered as adult, so you are responsible for your own choices and actions. In college, not only you get to have control on your life but also you also get to meet different people and share, experience and learn different cultures.

Discipline in Secondary Schools

Section 1: Introduction 1. 1 Background of the Study The schools and other educational institutions today are facing large problems regarding the issue on the students’ lack of self discipline resulting to under-achievements of the students in the school as well as violence within the school premises. How close are these two issues related to each other? Mostly, the age-stage of which the student enters when he attends secondary school is ranged as the puberty stage of an individual’s growth.According to psychologists, this particular stage of growth introduces an individual to several major decisions that he has to face along the way towards his maturity. Hence, confusion of priorities and aggravation of depression through the environment occurs (Coon, 1999, 88). As reports could attest to this fact, it is not that hard to understand that there is an essential need of restructuring the procedures of the school when it comes to disciplining students who are attending se condary education. This is the reason why the researcher of this paper opted to discuss the issue mentioned.The timeliness of the research would indeed help in solving the problems at present especially with regards the issues of education, discipline and student achievements. 1. 2 Significance of the Problem The problem as mentioned earlier directly affects the achievements of the students in their schools. This means that because of the lack of discipline, the students of the secondary school level face the challenges of being misaligned when it comes to their focus and at some point become highly attracted to drugs and violence.This is the fact when it comes to school procedures. The actual reports that pertain to the said issue are indeed much disturbing and further more alarming to the institutional boards. As most of the schools affected by this dilemma are public educational institutions at [79%] whilst Private schools are affected by at least [45%], it is indeed necessary to identify the reasons behind the incidents that lead to students’ lesser interest in school and a higher rate of attraction towards drugs and violence.Through the proceedings of this particular research, it is expected that the reasons behind the ongoing issue in schools would be further regulated and controlled by institutional administrations through the use of psychological and psychosocial motivation. 1. 3 Research Questions To be bale to attend to the most important issues related to this particular problem, the researcher decided to use the following questions as guidelines for the completion of this particular study: †¢ What are the primary sources of the discipline of the students?Do those sources pertain to the personal or the social connection of the students to the society? †¢ How are students reacting to the discipline that they learn from their homes and from their environment? What are the elements that are so far affecting the vision of the students t owards their achievements in school as well as towards their future? †¢ How are drugs and violence related to the effects of lack of discipline among students? These particular questions shall serve as the primary foundation of the study.These questions shall be the settling ground of the researcher in finding the right sources for the completion of this paper as well as deciding on the right method to be used to collect actual data for the validation of this study. 1. 4 Purpose of the Study To add up to the stress that this study places on the topic to be discussed in this paper, the following presentation of the purposes would primarily support the existing statements of the problem to assist in the validation of the facts that are to be presented.The purposes of this study are: †¢ TO assist the ongoing researches on school students’ discipline issues and help the institutions solve the impending results of the said problems. †¢ To make assessments on how the issues could be investigated through the use of psychological assessments and actual-report-based evaluations of the situation. †¢ To strengthen the procedures of student motivation that is already currently used in schools in the society today.The utilization of these purposes within the completion of this study certainly helps in aligning the focus of the researcher. Hence, by doing so, the researcher expects that the focus would be on the cycle of events that involve The source of discipline, the results of the influential elements of the environment to the discipline of the students and the future of the students afterwards. Section 2: Literature Review 2. 1 What Psychology Says and how Anthropology Relates Both psychology and anthropology concentrate on the behavioral study of humans.Through the use of the said studies, the reasons behind the occurring behaviors of students in secondary school could be well identified. With regards the issue on discipline and how it affec ts the students, Psychologists claim that the situation is much controlled by the upbringing of the students. The original discipline that they receive from their homes are supposed to be the basis of why they act the way they do when they are already mingling with their peers or with the society as it is. (Coon, 1999, 89)Moreover, girls of the same age are differently reacting to the discipline that they receive from their homes compared to that of the boys. Anthropological studies attest to the claims of psychology as the said field of human understanding particularly points out the instance by which the discipline received by students from their homes are directly affected by the elements of the environment when they already begin to mingle with their peers or the society. As mentioned earlier, the effects vary.To young girls, the discipline that they receive from their homes are more likely more evident in their system of dealing with others as young girls are expected to be mor e emotionally and personally attached to the their families compare to that of the boys who are at some point more affected by the elements of change that they encounter in dealing with other people especially with their peers (Coon, 1999, 90). Knowing the sources of the discipline, it is essential to evaluate the claims of both psychology and anthropology through the use of the actual reports that are further presented for better understanding of the readers. .2 What Actual Reports Say Discipline is one primary element that is highly needed in schools, however, the irony pertains to the fact that it is also the primary element that is lacking in the said system of social connection at present. According to William, of Kenya, things have changed in this regard in Africa too. He said: â€Å"Discipline among the children is on the decline. When I was growing up [he is now in his 40’s], teachers ranked among the most respected people in African society. The teacher was always s een by young and old as a role model. This respect is on the decline.Western culture is slowly influencing young ones, even in rural Africa. Movies, videos, and literature depict lack of respect for authority as something heroic. † (Awake! 1999, 25) Giuliano, who teaches in Italy, laments: â€Å"Children are affected by the spirit of rebellion, insubordination, and disobedience that permeates the whole of society. † (Awake! 1999, 29) Sad to say, drugs have also become a problem in schools—so much so that U. S. teacher and author LouAnne Johnson writes: â€Å"Drug-abuse prevention is part of nearly every school curriculum, starting in kindergarten. Italics ours. ]Children know much more about drugs . . . than most adults do. † She adds: â€Å"Students who feel lost, unloved, lonely, bored, or insecure are most likely to experiment with drugs. †(2002, 51) Amira teaches in Guanajuato State, Mexico. She admits: â€Å"We face problems of violence and dr ug addiction in the family that directly affect the children. They are immersed in an environment in which they learn foul language and other vices. Another big problem is poverty. Although schooling here is free, the parents have to buy the notebooks, pens, and other materials.But food must come first. † (Johnson, 2002, 59) In the United States, recent shooting incidents at schools have highlighted that gun-related violence is not a minor problem in that land. One report states: â€Å"It is estimated that 135,000 guns are brought to the nation’s 87,125 public schools each day. To reduce the number of guns in schools, officials are using metal detectors, surveillance cameras, specially trained dogs to sniff out guns, locker sweeps, identification tags, and a prohibition against bringing book bags to school. (Teaching in America)Such security measures make one ask, Are we talking of schools or prisons? The report adds that more than 6,000 students have been expelled for taking guns to school. (Johnson, 2002, 29) 2. 3 Impact of the Reports and the Experts’ Claims As it could be noted above, the claims of the experts with regards the behavioral disposition of students in secondary schools are directly connected with the actual results of the reports that have been presented herein.The usage of this researches and reports within this study shall indeed help the researcher find the link between the experts’ analysis of the issue and further more relating it to how and why the actual reports on lack of discipline and violence in secondary schools occur. Section 3: Methodology The researches, reports and literatures that have been pre-reviewed in section two are among the primary sources of the informations that are to be found in this paper.Aside form this; the said researches would also be the primary basis of the methodology that shall be utilized by the researcher to validate the facts that have been presented earlier. As for this matt er, the researcher opts to choose survey analysis as an effective source of information on actual evaluation of students that could support both the psychological and anthropological studies that pertain to problem being tackled. 3. 1 Instrumentation and design The questionnaire prepared by the researcher is composed of 50 items that are subdivided into three subsections.The first section which would be 15 items, pertain to the family background of the students. This section shall help the researcher measure the discipline that the students receive from their parents and how that particular discipline impacted their lives in school as they grew older until reaching secondary school level. The second section is composed of 30 questions that are focused upon the social connection of the students with their peers, their teachers and other elemental factors in the society that may affect their behaviors towards their studies and their dealings in school.The third part is composed of fiv e personal questions that asks the students how they view discipline and how they would react to certain situations in school. This section would require the students to answer in paragraphs; while the other sections are multiple choices between (first section) frequently, seldom, never and the choices yes and no for the second part. 3. 2 Respondents The questionnaires are to ask for the gender of the respondents to be able to separate the results. The respondents are expected to be in their secondary school levels and the choosing of the said respondents is random.Whereas, the result would be a collection of opinions from students who are studying in different schools, making the study more factual and general in terms of population sampling. 2. 3 Gathering and Presenting Results To present the data collected through the survey, the results of are to be divided according to the gender of the respondents. The results are then to be calculated and evaluated through averaging method a nd shall be presented in tables and charts as well as diagrams followed by the explanations and analysis of the figures presented.Through this presentation, the researcher would be able to validate the results in a more effective manner for the completion of this proposed study. 2. 4 Expected Results It is expected that through the implementation and commencement of this study, a deeper understanding of the situation within secondary school level learning, would be derived. By being able to do so, it is also expected that the implementation of the suggested solution to the problems discussed through the context of this study be further applied in educational institutions.Section 4: Conclusion To be able to end the presentation of the problem being discussed in this paper, the researcher plans to present a five-point based summary that would help the readers understand the study deeply after reading the whole context of the research. From the said summarization of the whole idea that the paper deals with, the researcher further plans to give suggestions by which the school administrators could help motivate their students into becoming better individuals who are disciplined to reach their dreams towards the future.Through this study, the researcher further aims to establish a strong conclusion that validates the claim of psychological and anthropological studies that pertain to the reason behind the behavioral disorientation among students at their secondary level of learning. By doing so, the researcher plans to make the readers realize that the importance of discipline in keeping up with the changes of the society is indeed essentially factual for the students who are still attending secondary school as this will set the grounds for them, enabling them of reaching their dreams towards a brighter future for the said young learners.

Barbara Ehenreichs The Roots of War Essay Example | Topics and Well Written Essays - 500 words

Barbara Ehenreichs The Roots of War - Essay Example Here, the chain of events elucidated in the writing is closely related to the notion of warfare by human beings. By drawing many cause and effects of warfare, Ehenreich attempts to challenge many of the prevailing understandings of war. In the very introductory paragraph of her paper itself, she negates some of the widespread misunderstandings on war such as the ideas that ‘war is essentially human’, war is essentially modern capitalist’ and war is instinctual’. War is mysterious. It stems from mysteries and it mystifies. There exist hundreds of misconceptions about war. Many people think that war is unique to human species. The proverbial saying goes that even animals do not kill except for food. According to Barbara Ehenreich, â€Å"there are [o]nly three types of creatures engage in warfare- humans, chimpanzees and ants†(598). Is tendency to go for war part of our genome make up? Feminists for long thought that it is testosterone that makes men wa r prone. War is not new to the human society. War prevails in all kinds of societies from primitive hunter-gatherers to modern capitalist ones. The first cause/effect assertion by the writer is that war is not equal to violence because violence is just part of it. It is a reductionism to say that war is equal to violence. No, war is greater than violence.

Answer the questions Essay Example | Topics and Well Written Essays - 250 words - 3

Answer the questions - Essay Example Yes the author supported the facts adequately but the statistics were not displayed to strengthen the facts, No, the authorities were not quoted but the analogy was portrayed in an appropriate manner. The grounds provided are fairly acceptable as they related with the reality to a greater extent. Yes, writers assumptions are highly acceptable. that videogames are inculcating anti-social temperament in children. Children find it amusing and entertaining, thereby they are encouraging market of the videogame, but children do not have the wisdom to check the game rating and content and therefore author wants that parents should use their wisdom to guide their wards. Yes, writer has considered all the relevant points except the psychological implication of these games, lack of physical output leading to sedentary lifestyle and eventually obesity has not been highlighted which is becoming the root cause of all ailments prevalent in present epoch in children. The author is targeting affluent class who can spend a lot to meet their childs demand and to the parents who are busy in their own pursuits with little time for their kids. These approaches provide poor understanding in children about good or bad temperament and thus inculcates the feeling of practically performing what they witness or practice in their games. The tone of the author is mild and appealing which is very helpful to generate awareness amongst mass especially for parents. The author seems to be an aware individual who wants to reform the society and prevailing hostile attitude. Although the author has tried to develop ethos but could have done more on the psychological aspects as well to generate impact on parents outlook and future implications of these

Assignment 2 Example | Topics and Well Written Essays - 500 words - 2

2 - Assignment Example In the current methodology of commissions for the front-line salesmen, the annual break-even point in dollar sales and in unit sales for Shop 48 is sales of 12,500 pair of shoes for gross sales of $375,000. Appendix 1 shows a graph from zero to seventeen thousand units sold in a given year, with both fixed and variable expenses taken into account. Based upon projected annual sales of 17,000 pairs of shoes, potential profit for Shop 48 would be $54,000 on annual sales of $510,000. Another question raised was what the profit or loss would be on 12,000 pairs yearly. After expenses, the store would realize a net loss of $6,000. In the next circumstance, the company is toying with the idea of offering the store manager of Shop 48 an incentive commission of $0.75 (seventy-five cents) per pair of shoes, leaving the salespersons’ commission intact. What would this added commission have on the break-even point in dollar sales and in unit sales? It is clearly shown that the break even point would indeed rise considerably. Technically there would be no â€Å"break even point†, for at 13,333 pairs the shop would be operating at a loss of $3.75 and one more pair (13,334) would give them a net profit of $7.50. Either way, sales would have to be roughly $400,000 per annum to achieve a profit, or an increase of $25,000 in gross sales annually. As an another option to the situation above, what if the store manager was given fifty cents commission on each pair of shoes sold beyond the break-even point? Their question on this was what the shops net operating income would be based upon 15,000 pairs of shoes sold annually. This would include the data as discussed for current operations in that 12,500 pair of shoes for gross sales of $375,000 is the BE point. With this, 15,000 pairs of shoes would give the store gross sales of $450,000 annually. With the added expense of the fifty cent commission on 2,500 pairs net profit would then be

Writing a critique for an article Essay Example | Topics and Well Written Essays - 750 words

Writing a critique for an article - Essay Example The author being bilingual had less expertise in English language and had to face difficulty in the public where English was the only communicative medium. The author conveys that being bilingual is definitely not an easy experience when one is less expert in one of the bilingual languages (Thesis). The author in his article is letting the readers know that his siblings spoke Spanish at home and learned English at school. The author here takes initiative to explain the dilemma of Mexican migrants in an America where all spoke English. Author also explains about the new â€Å"bilingual program† which was launched by Government that allowed children to use their family language in school. But he is critical about this provision as he believes it impossible for a child to use any language apart from English in American school environment. In his article (Rodriguez 26) writes that â€Å"It is not possible for a child, any child ever to use, ever to use his family language in school†. Author is explaining about the uneasiness his family felt in American land, but can he not treat it as one of the sacrifice he need to undergo in order to get a quality life in America. Even though being bilingual is a complex phenomenon, after a considerable time, he would have become expert in English which would helped his future tremendously .It is a known fact that there is no gain without pain and this bilingual problem could have taken more lightly by the author. The author explains that in school he was only allowed to Speak English. As author’s family had acquaintance with their relatives he enjoyed the Spanish language only at the comfort of home. He referred to Americans as â€Å"los gringos† which depicts the alienation he felt within the American society. Author narrates to the readers that he was dull in English language and had no confidence of speaking this foreign language. According to (Rodriguez 27) â€Å"My own sound I was unable to hear, but I knew that I spoke English

The power of a world view Essay Example | Topics and Well Written Essays - 3750 words

The power of a world view - Essay Example The 4 horsemen are the same as the four myths as described above. Colson explains how the first horseman rails against heaven with the presumptuous question: why do bad things happen to good people He multiplies evil by denying its existence. The second horseman comes with sword and slaughter in the false hope of creating the perfect man. The third horseman sows chaos and confusion by questioning absolute morality. The fourth horseman brings excess and isolation by putting the individual over the society. The Gospel of Jesus Christ has transformed lives in ways which are beyond what can be experimentally evaluated. Only those impacted can truly understand the change in their lives. Third parties only get an external glimpse, and yet even this glimpse is glorious. Following are examples of this transformation which come out of the address of Charles Colson. Colson claims to be one who is himself transformed by Jesus Christ, this transformation being evident in his life over a period of twenty years. Jesus is credited by Colson as the reason for the excellence in his work as well as the award itself. Colson quotes the study of social scientist James Q Wilson who searched for a correlation between crime and social forces According to him, when America was rapidly industrializing in the late nineteenth century, conditions should have caused crime to increase, but it actually declined. He explained this phenomenon by crediting it to a powerful spiritual awakening that was sweeping the nation, inspiring moral revival and social renewal. This could be compared to the 1920s when affluence should have curbed crime, but it actually increased. The explanation was the wake of the theories of Darwin and Freud in this period when religion was no longer accepted universally as a good thing. Eg 3: The fall of the iron curtain. Colson describes a symbolic moment in May 1990 when a bearded monk thrust a huge crucifix into the air in the Red square and shouted above the crowd under the reviewing stand where Gorbachev and other Soviet leaders stood, "Mikhail Sergeyevich! Christ is risen!" Gorbachev turned and walked off the platform. The signal went across the continent and ultimately led to the collapse of communism. Eg 4: The Humaita prison in San Jose dos Campos Brazil. The prison mentioned above was turned over to two Christian laymen twenty years before Colson visited it. These men planned to run it on Christian principles. This they did. When Colson visited the prison he was greeted by a smiling murderer who was trusted with the keys to the prison and let Colson in. Inside Colson noted men at peace, clean living areas, inmates involved in industrious output, and walls decorated with Bible verses. Humaita's recidivism rate was 4% as compared to 75% in the rest of Brazil and the US. Colson says the reason was the realization among the inmates that Jesus died for their sins and crimes - this was symbolized by a crucifix beautifully

Recycling E-waste An Essential Solution to a Growing Problem in Essay

Recycling E-waste An Essential Solution to a Growing Problem in Clayton County, Georgia - Essay Example There is a shortage of existing programs and resources dedicated to such recycling and proper disposal" (Georgia General Assembly). There are hardly a few recognized, licensed re-cycling agents for electronic goods in Georgia. This is a proposal from EFEWROPS or the "Environment Friendly Electronic Waste Recycle Options" - a non-profit organization with registered body volunteers (with plans to take in two paid workers), who possess the knowledge and expertise required for careful handling and re-cycle of electronic waste materials. This body aims to offer useful, qualitative service in the much needed arena of electronic-re-cycling by providing 1) on-site inspection services, 2) free-consultations regarding recycle options, 3) more collection centers, as well as 4) adding one more electronic re-cycling unit in Clayton County, Georgia, at a total approximate cost of $ 30,000 with aid from Solid Waste Trust Fund Program, Georgia DCA and philanthropists and private donors. In a report titled "Is a PC landfill tax inevitable" Declan McCullagh (cnet.com 2005) cites the California Democrat Mike Thompson stating that, the about 3000 tons of obsolete electronic items were trown away in the United States, everyday. Electronic discards affects the Clayton community in two important ways a) the availability of space in landfills and warehouses for storing the discarded products, b) the environment because of the potential leak of toxins such as lead, chromium, and mercury into the atmosphere c) water contamination too may take place as the toxins dissolve in landfills (Research from University of Florida cited in Pilot Project 2003, p.2). Environmental Protection Agency has reported that the lead, cadmium, the hexa-valent chromium, found in CRTs cpabale of causing nervous problems and mental retardation in children, are carcinogenic, and may cause high blood pressure (Meyer, El Ella, & Young 2004, p.1). Fortunately for Georgia, there has been no contamination of groundwater due to electronic materials wasting away in landfills (Pilot Project 2003, p.3). However, in a bid to prevent such occurrence, the General Assembly of Georgia has reckoned the necessity to include in the Comprehensive Solid Waste Management Act, "to develop and assist in the establishment of pilot programs and ongoing programs for the recycling and proper disposal of computer equipment." (Code Section 12-8-33.1) It is the aim of EFEWROPS to join hands with the state, with the support of the community to take positive preventive measures to minimize pollution and all its related problems. This program is necessary because, it is likely to affect the health of 267,966 people (Wikipedia 2007) - the population of Clayton County (2005 Census estimate, see Table 1). One of the County Council member has kindly agreed to make available his old warehouse in Jonesboro, for the good cause, until a permanent place is fixed with the help of the concerned authorities. While other parts of Georgia like the Hall County, Floyd County and Athens-Clarke County have been covered by the

Wicked Environmental Problems Research Paper Example | Topics and Well Written Essays - 1000 words

Wicked Environmental Problems - Research Paper Example This mixture of water, sand, and chemicals will hold the fractures open and let the gas trapped inside seep back through the drilled holes to the surface. This process has the problem of the quantity of water and chemicals used. The process has its benefits in the clean fuel and economic growth. This paper will explain the negative impacts of the process and why the negative impacts are difficult to manage. Negative Environmental Impact Drilling in Allegany county of Marcellus Shale seems like a brilliant idea and an excellent opportunity that many people seek to explore. There are many flaws, however, associated with this renowned energy source. This paper only discusses the proven and documented problems. First, the focus is on the many gallons of water that will be utilized in the process. In the drilling process, to retrieve the gas, approximately four million gallons of water are required (Campbell and Laherrere 79). This water is harnessed form the nearby rivers and streams and is used until the whole process is completed. Some may say that this volume of water is insignificant compared to the average water from the municipal council that is used on a daily basis (Campbell and Laherrere 83). The water from the municipal council is used in homes and institutions, whereas the water used in the drilling process is said to be a consumptive water loss; this water does not return to the water cycle, and most of it remains deep in the ground for many years. Regulation measures should be provided to ensure that the demand for water is not as high as to debilitate the local waterways (Olsthoorn and Anna 23). Water is just one of the many ingredients of the drilling process. The second alarming concern lies in the many chemicals that are used for the effective retrieval of the gas and to hold open the cracks in the earth. These chemicals include benzene, kerosene, hydraulic acid neurotoxins, and many other dangerous chemicals (Harvey 90). For each drilling process, more than 15,000 gallons of these harmful chemicals are used. The chemicals are transported via large trucks to the drilling site where they are mixed with water. The procedure of mixing the two is risky – if a spill occurs even in small scale, the great concentration of the chemicals will have many devastating effects on human health and the environment. Small scale spills are a common occurrence and collectively these small spills have a large cumulative impact (Harvey 96). Handling and treatment of the waste water that is generated is the other problem that is associated with the drilling process. The current municipal water treatment facilities are not equipped to handle the chemicals (Marion 44). Proper treatment of the waste water is an expensive process, and, in most cases, the water is left to sit in man-made ponds, which pose significant threat to the human population in the area due to potential leaks and the wild animals that may wander into the exposed chemical p onds. Such infractions have been witnessed in the drilling processes in Pennsylvania (Marion 28). Environmentalists have claimed that the process of hydro-fracking is an extremely detrimental to the water supply and natural habitat. The process has become controversial and has received a lot of debate in the recent years (Cunningham and Mary 34). A significant amount of forestland loss and surface damage should be available for an area to undergo the process of hydro-fracking. The effect is elevated when there are multiple drill sits and an increased number of access roads. The environmentalists have argued that the process causes earthquakes and many explosions above the ground and is responsible for draining stream water, which is a precious resource in many places (Cunningham and

Theorists Essay Example | Topics and Well Written Essays - 250 words

Theorists - Essay Example A cognitive theorist would try to apply any of the established theories of cognitive development, such as that of Piaget, to explain Dina’s behavior. As such, a cognitive theorist may refer to the fact that Dina is in her sensorimotor Stage, as identified by Piaget. During this stage, an infant starts to build up knowledge of the world, by relating the physical activities to perceived results of those activities. The main personal trait of infants during this stage is egocentrism, because young kids have no understanding of the external world other than their own. As such, a cognitive theorist may argue that Dina’s egocentrism during this early stage of development pushes her to reject the concept of sharing and prefer to have and possess everything she wants. To remedy this problem, a cognitive theorist may suggest that Dina should be related more to her social surroundings, and not to be left to her ego, as the social surroundings are extremely important in shaping th e personality and behavior of children. Unlike cognitive theorists, a behaviorist accounts for development in terms of learning. That is, behaviorists believe that the bad habit of egocentrism and rejection of sharing is highly affected by the stimulus context. In other words, the surrounding atmosphere, in which one performs this habit, would affect the frequency of practicing it. In this context, almost all behaviorists agree that the behavior of children is affected by the family within which he or she is raised. For example, many of the ill-behavior of children to divorced parents can be closely attributed to the fact that their parents are separated. That’s why a behaviorist may approach Dina’s negative behavior in the light of her relationship with her family and parents. For a behaviorist, Dina’s behavior may be modified after understanding her relationship with her family members. This is because a behaviorist believes that the

A Postmodern Paradox Essay Example for Free

A Postmodern Paradox Essay A Postmodern Paradox Postmodernism, a paradox in itself, challenges conformity in countless ways. Taking place after World War II, this movement is mainly characterized by its rejection of social constructs and its challenges to traditional forms of philosophy, literature, art, and religious authority. Ironically, while it defied categorizing, it became a category itself. Nevertheless, this movement has had a profound impact on countless literary, cinematographic, art, and philosophic works. Two works that have been profoundly influenced by postmodernism includes Slaughterhouse 5 by Kurt Opponent, and the elm and book The Hours, by Michael Cunningham. While both works have been influenced by modernism in separate ways, they ultimately share its key themes: an abstraction of time, a rejection of reality, and a search for higher purpose. Through the use of postmodernism themes and literary techniques, both the movie and book were able to convey that absolute truth does not exist because it is relative, intricate, and blurred. Occurring in the post-World War II era, postmodernism can be considered an intentional departure from previously dominant modernist approaches such as scientific positivism, realism, constructivism, formalism, and tapestries. Through its emphasis and use of power relations, binary classifications, fragmentation, paradox, dark humor, rejection of reality, sociology, linguistics, and subjectivism it constantly attacks contemporary life, art, literature, philosophy, religion, and ethics. In addition, it is characterized by a rejection of reality, claiming that transmutable validity cannot exist since reality is limited by concepts like time and sexuality. It is able to achieve its unique goals in literature and film through numerous literary devices. In literature, there are several devices frequently used by southernism writers to convey some of the main ideas of the movement. Of these devices the use of fragmenting, dark humor, satire, paradox, allusions, mixed point of view and interruption of form are the most frequently used. These devices allow writers to deal with topics like the absurdity of moral, philosophical, political, and authoritative relativism; in addition, these devices provide for a blurring of classifications and boundaries of societal structuring. Ultimately, postmodernists desire to condemn contemporary life, reject reality, and accept relativity and complexity in indefinite answers. The movement of postmodernism came about through a series of meaner. An important factor that contributed to the development was that it followed World War II. Before the war, modernism dominated the current literature of the time. This movement involved rationalism, reason, the scientific approach, optimism for human potential, and a pursuit of absolutely certain knowledge. However, in the wake of both World Wars, the climate was set for postmodernism as confidence in human progress, autonomy, and optimism were destroyed in battle. This permeating and predominantly pessimistic aura of thinking exulted in a series of books, films, artworks, and musical pieces that rejected reality, worldly concepts like time, renounced identity, and questioned the purpose of life. These themes clearly reflect the toll that war had on society; many people desired to marginality the horrors of war in a rejected reality, ostracize human error through a pitiful purpose of existence through fragmented viewpoints. The wars essentially brought about a pessimistic form of modernism that relished in the repudiation of absolute answers; for postmodernists nothing could ever be easily or fully explained. As postmodernist ideals began to develop and conglomerate they were influenced by countless individuals. One extremely influential individual was Linda Hutchison. Hutchison, who wrote several postmodernist works like A Theory of Parody, expressed a great deal of interest in self-reflexive approaches to texts through parodies that both legitimate and subvert that which it parodies (Introductory Guide to Critical Theory). Hutchison also coined the term historiographer metrification, which describes literary texts that assert an interpretation of the past but are also intensely self- flexi; these texts allow a double process of installing and ironing, parody signals how present representations come from past ones and what ideological consequences derive from both continuity and difference (Introductory Guide to Critical Theory). With historiographer metrification, writers can speak constructively about that past in a way that acknowledges the falsity and violence of the past without isolating the present. Many other writers, artists, composers, and directors have had a significant impact on the evolution of postmodernism as well. Key incepts of postmodernism have also developed and evolved through the influence of society and individuals. For example the term kitsch or stratification, which can be defined as the reduction of aesthetic objects or ideas into easily marketable forms, has a more widely accepted definition adopted by famous postmodern philosopher Jean Baudelaire: The kitsch object is commonly understood as one of that great army of trashy objects, made of plaster of Paris [stuck] or some such imitation material: that gallery of cheap Junk?accessories, folksy knickknacks, souvenirs, emphases or fake African masks?which proliferate everywhere, with a preference for holiday resorts and places of leisure (Consumer Society 109-10). Jean Baudelaire also offered a definition for simulacrum, defining it as Simulation is no longer that of a territory, a referential being, or a substance. It is the generation by models of a real without origin or reality: a hyperbole. It is no longer a question of imitation, nor duplication, nor even parody. It is a question of substituting the signs of the real for the real (The Precession of Simulacra 1-2). Postmodernism, like any literary movement, was molded and defined by society and intellectuals involved in its progression. The profound impact postmodernism had on Kurt Evensongs Slaughterhouse 5, through its use of frame-breaking, criticism of worldly concepts like time and war, exploration or reality and truth, simulacrum, and rejection of reality, satire, allowed for the novel to express its ultimate renunciation of an absolute truth in exchange for intricate and indefinable answers. In addition, it was able to express key concepts of post modernism through its use of postmodern iterate devices; many of these concepts included a search for a higher purpose, a renunciation of social structuring, and a rejection of reality. By expressing these concepts, Opponent follows the postmodernist ideals of historiographer metrification, and questioning the absurdity of contemporary life and conventional viewpoints of society. Frame-breaking, the linkage of separate subplots in a novel to unify the intricacies of an entire plot, contributed to the postmodernist impact on the novel by individuality. Frame-breaking takes place in the novel through the employment of Opponent as three characters of differing importance: the narrator, the protagonist, and a supporting character. Through frame-breaking, Opponent demonstrates that even the recount of a war experience does not hold a simple plot; it consists of a web of intermingled plots, ideas, characters, events, and concepts; this adheres to the postmodernist principle of blurred lines of interpretation and absolute truth. In addition, frame-breaking allows for a loss of identity. The loss of identity occurs when Opponent represents an omniscient force narrating the story as he simultaneously lays protagonist Billy Pilgrim, and a seemingly inconsequential supporting character. Opponent as an omniscient force demonstrates the renunciation of religion in postmodernist ideals; Opponent plays god, yet he is as trivial as any other human being. Furthermore, by telling his own story in the perspective of Billy Pilgrim this demonstrates how war results in a loss of identity, or the adoption of an alias. Rather than personalizing the story in a first person perspective, Opponent distances himself from the horrors of his past. Finally, by including himself as a prison mate in Billy Pilgrims story, this demonstrates how in postmodernism, all identities consolidate; the man that represented god and the protagonist is nevertheless a supporting character in the larger plot of the story. By disparaging his ultimate role in the novel, Opponent demonstrates that people are all essentially equal in life and in death- thus a loss of individualism. Through the use of simulacrum, which involves replacing reality with a representation, Opponent is able to criticize worldly concepts like time and war. For instance, by using the simulacrum of Transformable for Earth, e criticizes the necessity of war. Transformable represents a conglomeration of ideals he believes are optimal in achieving peace. However, instead of directly stating those concepts, Opponent employs a narrative and symbolism; this allows for a rejection of reality while criticizing war. Time is also criticized through a simulacrum of time traveling. Through time traveling the distinctness of years is blurred and time loses meaning as it is muddled together. This criticism of time is a unique postmodernist concept that is closely related to the criticism of social structuring. As postmodernist writer, Opponent denounces the traditional concept of time and replaces it with a web of linked yet intricate events. Simulacrum is also used in the plot of Billy Pilgrims Journey; rather than telling the story in the first person perspective, Opponent ostracizes himself thus criticizing the worldly concept of individualism and identity. Contrastingly, he links all frames of the story in the end of the novel to demonstrate that personal identity is futile when people are all equal in life and in death. In addition the concept of death is abandoned as Opponent accepts omelet equality of the human identity. By employing a plot dedicated to the exploration of reality and truth, Opponent demonstrates that the world according to postmodernists is full of blurred lines, undefined edges, and complex networks of relationships. Not only does the novel in its entirety consist of three convoluted interwoven subplots made up of smaller subplots, but it contains episodes of irrationality and science-fiction. This mixture of reality and science fiction represents a renunciation of reality for a combination of philosophy and fantasy; further mistreating that reality does not exist in a state of definable truth, but in limbo higher purpose is an impossibly multifaceted path that nevertheless ends the same as all others do: everything is connected and personal identity is trivial. The Hours, written by Michael Cunningham and directed by Stephen Deadly, has been manifestly impacted by postmodernism through its use of fragmenting, stratification , satire, and renunciation of worldly concepts like death to express postmodern ideals like a loss of identity or interconnection of all things. Through expressing these ideals, Cunningham was able to reject typical social and literary construct and ultimately convey that answers are not simple or absolute. Frame- breaking is employed in the hours through the eventual amassing of all three subplots within the novel to demonstrate the interconnectedness of all human identities. The novel is formatted in three separate spheres to demonstrate how as humans search their lives for purpose, they are unable to see how individualism and identity are inane. The three plots are eventually connected through death- another worldly concept denounced by postmodernists. Through death, the characters become linked to one another and the reader becomes aware of their unity; this demonstrates how death provides enlightenment and is not solely the end of a life. Additionally, frame-breaking allows the criticism of the concept of time. All three subplots take place in completely different eras, yet they have profound impact on one another despite this detriment; this demonstrates that time is merely a concept, rather than an obstacle, and cannot overcome the unity of humanity identity. Stratification and loss of identity are expressed through a variety of literary devices n The Hours to demonstrate that superficiality and identity are ultimately trivial in life. Stratification most chiefly occurs in the novel and film when the concept of love is reduced to a party and flowers; this becomes a criticism of superficiality upon the death of Richard when the party goes to waste. It signifies that the superficial form of love was powerless and inconsequential to Richards death and that death encompasses all. In addition, both Richard and Virgins death represents a loss of identity in that his life and accomplishment were evidently meaningless to them. In he end, they chose the namelessness of death as their path rather than a quest for a higher purpose or discovery of self-identity. Their deaths are a demonstration of the interconnectedness of life in that both writers commit suicide, creating a full circle to the complex web of relationships. Postmodernism, contradicts itself in its essence. Yet its use of paradoxes, satire, criticisms of the conventional, and quest for answers have had a profound impact on the development of literature, art, and society. While postmodernism will be phase in the history of writing, it will not cease to remind rites to question the norm, look past what is conventional, and defy typical form and construction.

Customer Satisfaction at The Plaza Crowne Hotel

Customer Satisfaction at The Plaza Crowne Hotel Chapter I Introduction 1.1 Introduction Tourism is frequently and justifiably described as a major phenomenon of modern times. Since 1950 the number of international tourist arrivals worldwide has increased spectacularly, from just 25 million to over 924 million in 2008. Representing an average annual growth of 7 % a year (Sharpley, R., 2004; and WTO – World Tourism Organisation, 2009). International tourism generated US$ 856 billion in 2007, representing 30% of the world’s exports of services for the related year. Under the influence of the recent global economic recession, tourism demand has significantly slowed down in the past few months. Notably in the second half of 2008 growth came to stagnation with the number of international arrivals declining slightly – a trend which is expected to continue in 2009 and probably beyond, if the economy does not show signal of reaction (WTO – World Tourism Organisation, 2009). Regardless of the current actual global recession, it is undeniable the importance of the tourism activity for the world economy, mutual understanding of nations, personal growth and development, just to mention a few benefits that tourism brings in. The hospitality industry, as a segment of the tourism industry, plays a major role in this economic activity (King, 1995). Being accommodation the biggest percentage in tourism expenditure, in average of 34% of the total expenditure per trip (Sharpley, R., 2004). The success of the hospitality industry, relies massively on the quality of the service delivered and customer satisfaction. The index of the measurement of both, quality service and customer satisfaction, will widely influence on occupancy rates, hence, on the profitability of the company (Holloway, JC, 1998; Solomon et al, 2006). Therefore, justifying the need for a reliable model of assessment of customer satisfaction and service quality that would better adapt to the hospitality field, which at present still have a lack of agreement. 1.2 Research Title The measurement of service quality and customer satisfaction in the hospitality industry: a case study of the Plaza Crowne Hotel. 1.3 Research Background For Cardozo (1965), cited by Williams and Uysal (2003), marketing researches in the consumer satisfaction field started in the early 60’s. The subject had a relevant increase in popularity by organisations and researchers only in the 80’s, when organisations, in an attempt to try to keep itselves in the marketplace, started paying substantial attention on customer’s expectations demands. 1.4 Research Aims The aim of this project is to analyse customer satisfaction and service quality measurement, using the SERVQUAL model, within The Plaza Crowne Hotel – Kansas City (USA), based upon the hotel’s own data against the highlighted gaps within the model. 1.5 Research Objectives In order to achieve the specified aim it will be necessary to: Conduct a review of service quality and customer satisfaction; Illustrate The Plaza Crowne Hotel’s current customer satisfaction and service quality measurement model to identify its positive and negative aspects; Conduct an initial diagnosis of the key issues presented in the Crown Plaza data, examining the hotel’s past assessments in order to identify areas of failure; Analyse the SERVQUAL model focusing on the hospitality industry; Identify and critically recommend suitable quality measurement practices to apply within The Plaza Crowne Hotel, if necessary; Chapter II Literature Review 2.1 Introduction To Kotler et al (1996), nowadays companies need to change their view and attitude in the marketplace and adopt a more customer centred philosophy, in order to keep competitive and profitable. Customers are changing their behaviour towards consumption, becoming more challenging to companies to attend their expectations, as they are increasingly aware of their rights, expect more than they used to, and know exactly what they want when purchasing a product or service. This increase in consumers expectation naturally leads to the need of a higher quality in costumer services delivery. Customer satisfaction and quality service became priority for companies worldwide. They are believed to generate repeated business, therefore increased profit margin. The hospitality industry is paying close attention to it. Hampton’s Inn, a well know resort in Florida, has developed a 100% satisfaction guarantee program that promises its customers no charge unless they are completely satisfied. Other companies such as Sheraton Hotels has implemented a employees’ reward system for superior services to guests, the Sheraton Guests Satisfaction System (SGSS). Hilton International has adopted as a primary goal its customers satisfaction with global diversity. Moreover, organisations are increasingly becoming adept of rewarding its employees with bonuses, incentives and salary rise, just to mention a few actions to improve service. (Oh, 1997). Therefore, marketing researchers are constantly developing and improving models of measuring customers satisfaction and quality service. Among many measurement models and theories, this dissertation will focus on the analysis of the 5 Gaps Model developed by Parasuraman, Berry and Zeithaml also called The Servqual Model. 2.2 Defining Service Service is any act or performance that one firm can offer to a costumer, its nature is essentially intangible and does not result in the ownership of anything. The service production may or may not be tied to a physical product (Kotler, P, 2003). Addittionaly, Gronroos (1990) cited by Hsu et al (2001, p.18) defines service as â€Å"an activity or series of activities of more or less intangible nature that normally, but not necessarily, takes place in interactions between the costumer and services employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer’s problems†. From the consumer’s optic, service is nothing else than the experience lived in the whole process of this transaction (Hsu et al, 2001). Moreover, it was noted that services have four major characteristics that greatly affect the way it is delivered and its marketing programme. Which are: intangibility, inseparability, variability, and perishability (Kotler, 2003). Bellow the four charactecristics are briefly explained in the light of Kotler (2003) and Hsu et al (2001): Intangibility relates to the extent that services cannot be tried in anyway before they are actually purchased and delivered. The only thing that can be done to reduce uncertainty is to look for evidences of service quality; Inseparability is the relation that services are typically produced and consumed simultaneously. The person who provides the service, is actually part of the service purchased, therefore the importance of the interaction of providers and customers; Variability occurs because services depend on who provides, when and where, one experience is never exactly equal the other. As people are the means through service production, personal problems, mood, knowledge of the job and many other factors can interfer and widely vary the service; Perishability means that services cannot be stored as we can do with manufactured products, because services are produced and consumed simultaneously. As an example, in a hotel, a room that was not occupied yesterday, cannot be sold anymore as time does not goes backwards. For Cook (2002) the increased global competition has made many organisations realised that they cannot compete only in price. Therefore companies are developing their own strategy in providing superior customer care to differentiate their products and services. â€Å"Surveys suggest that service-driven companies can charge up to 9 per cent more for the products and services they provide. They grow twice as fast as the average company and have the potential to gain up to 6 per cent market share† (Cook, 2002, p.1). 2.3 Defining customer satisfaction and quality service Peter Drucker cited by Cook (2002, p.1), once said: â€Å"There is only one valid definition of business purpose: to create a customer () an organisation’s ability to remain in business is a function of its competitiveness and its ability to win customers from the competition. The customer is the foundation of the business and keeps it in existence†. Customer satisfaction relates to the personal opinion and result of customers’ assessment of a service based on a comparison of their expectations and actual perceptions of the service delivered (Clark, G.; and Johnston, R., 2005). According to Lancaster et al (2002) from the customer’s point of view, service is judged by the mix of customers’ previous experiences and their perception of the outcome of the service. The service experience is the customer’s direct experience of the service process and concerns the way the customer is dealt with by the service provider. The result for the customer of the service delivered is described by the term service outcome. (Lancaster, G. et al, 2002). â€Å"Service quality is more often used to mean different things. Some managers use the term to mean how the customer is treated. This is perhaps more accurately called quality of service, as opposed to service quality, which can mean the entirety of outcome and experience† (Clark, G.; and Johnston, R., 2005, p.108). Van Looy (et al, 2003) differentiates service quality and customer satisfaction stating that â€Å"service quality is a form of attitude representing a long-run, overall evaluation, whereas satisfaction represents a more short-term, transaction-specific judgement. The level of customer satisfaction is the result of a customer’s comparison of the service quality expected in a given service encounter with perceived service quality. This also means that satisfaction assessments require customer experience while quality does not â€Å"(p.124). 2.4 Benefits of service quality Kotler (1996) has listed many benefits that an organisation enjoys as a prize for delivering service quality. As listed bellow: Retaining customers – high quality builds loyal customers and creates positive word of mouth. Avoidance of price competition – â€Å"the PIMS data show that firms in the top third in quality could charge 5% to 6% higher than those in the bottom third. High quality can help to avoid price competition and help to maximise potential revenue† (p.363). Retention of good employees – employees appreciate working in operations that are well managed and produce quality services and products. When an organisation operates in high quality, it decreases turn over rates, hence, retaining good employees. Additionally, recruiting is easier and training costs are reduced. Reduction of costs – which are divided in three categories of costs: Internal costs are those associated with correcting problems discovered by the firm before the product reaches the costumers; External costs – are associated with errors that the costumers experience; Quality system costs – are costs viewed as investments in the future of the company to ensure that customers return. (Kotler, 1996) 2.5 Benefits of a customer-centred organisation An excellent service provides many benefits to an organisation, Cook (2002) has listed what some of the best-practice organisations have gain on focusing on the customer. â€Å"Differentiate itself from the competition; improve its image in the eyes of the customer; minimise price sensitivity; improve profitability; increase customer satisfaction and retention; achieve a maximum number of advocates for the company; enhance its reputation; ensure products and services are delivered ‘right first time’; improve staff morale; increase employee satisfaction and retention; increase productivity; reduce costs; encourage employee participation; create a reputation for being a caring, customer-oriented company; foster internal customer/supplier relationships; bring about continuous improvements to the operation of the company† ( p.24). 2.6 Importance of customer relationship management (CRM) Customers perceive service quality through everyday aspect of their contact with the company. In improving the quality of its service therefore an organisation needs to develop a strategy bearing in mind all aspects of the relationship with its clients. (Cook, 2002) Customers often do not perceive the service they receive from an organisation as a complete entity. Attention to detail is a key tool of the organisation’s relationship with the customer â€Å"such as an incorrectly addressed letter, a lengthy delay in receiving an e-mail response, a service which turns out to be different to how it was originally advertised, which forms customers’ impressions† (Cook, 2002, p.24). CRM involves managing the customer relationship across all its interfaces with the company as one entire process. A CRM system can help identify sales prospects from existing or potential customer databases. It also can assist with all aspects of the sale and service being provided, eg offering online access to order status and a single view of the customer status when the sale is complete. It can collect information about the customer and the queries that he or she made. It can also monitor customer-usage patterns, so abnormal patterns or a reduction in use can be identified. Hotels systems can store any peculiarity or requests made by guests, such as preferences for smoking or non-smoking rooms, higher or lower floors etc. (Cook, 2002 and Lancaster et al, 2002). Ernst and Young found elements that are essentially important for organisations to build a CRM framework. First basic step is to accumulate systematic knowledge of its markets and costumers. This could be made by complex IT systems, that are designed to store, manager and analyse informations about customer’s value. With this tool organisations can access business informations regard theier costumers, and also predict consumer’s behaviour. Enabling organisations to share informations across departments, and automatically update this informations by tracking loyalty cards costumers, any time they make a purchase or request the company’s service,for example (Cook, 2002). CRM systems helps companies to target theier segments, and also to analyse the information flow throughout the company. Making easier to identify its costumers needs, and more importantly, shows the best way to approach its most profitable clients. The more information a company holds about its costumer’s the best is the knowledge built, as it helps refines consumer segmentation and individual needs. In this particular case, data about costumers life-style is very helpful (Cook, 2002). Selling involves taking a proactive approach towards costumers, rather than a reactive. For instance, hotels can treat their most profitable business guests with special offers on their holidays. To finish the CRM framework, is essential to hold a service, providing an after-sales which should be measured to individual needs (Cook, 2002). 2.7 Importance of performance measurement and a programme development â€Å"You cannot manage what you can not measure† (Kelvin Anon, www.dti.gov.uk/quality/performance). According to Cook (2002) and Williams (2002) managers braves the way through customer satisfaction measurement. A measurement programme starts with a clear definition of objectives, budget and timeline. Moreover, for this task to be performed and achieve its highest level of success, it is necessary the full commitment and willingness of top management to act on the results founded. A starting point should be to decide which part of customer satisfaction the company is most concerned to measure. Is also important to be aware that expectations and satisfaction levels can widely vary between the costumers of a company, therefore, the need to identify market segments. For example, the different needs of a businesses and tourists guest of a hotel. (Cook, 2002; Laws, 2004; Williams, 2002) According to Clark and Johnston (2005) performance measurement is costly. Few organisations have calculated just how much time and energy they spend on measuring their performance and its value for money relation. Two useful tests of a performance measure are, first, what is its purpose and, second, what systems are in place to support or achieve that purpose. There are four main purposes or reasons to take measurement: communication, motivation, control and improvement within the company. In the endless improvement process, measuring performance is an important task in order to identify and track progress in harmony with the organisations’ goals; identify areas and opportunities for improvement; and compare performance with internal and external standards (www.dti.gov.uk/quality/performance). According to the Department of Trade and Industry (DTI) the main reasons of measuring performance is: †¢ â€Å"To ensure customer requirements have been met †¢ To be able to set sensible objectives and comply with them †¢ To provide standards for establishing comparisons †¢ To provide visibility and a â€Å"scoreboard† for people to monitor their own performance level †¢ To highlight quality problems and determine areas for priority attention †¢ To provide feedback for driving the improvement effort† (retrieved from ). 2.8 The SERVQUAL model The Servqual model was developed by Parasuraman, Zeithaml and Berry, and has been one of the most popular service quality measurement instrument since then. The model was designed to measure those components of service that generate satisfaction within five dimensions (Ryan and Saleh,1991; Lee et al, 2004; Johns et al, 2004). Originally the researchers conducted a focus group studies with service providers and costumers, and as a result they came up with a list of ten determinants or dimensions of service quality which are: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding/knowing the customer and tangibles, (Van Looy, B et al, 2003; Parasuraman et al, 1990; Ryan and Saleh,1991) which will be briefly explained bellow: Tangibles – the appearance of physical facilities, the personnel, the tools or equipment used to provide the service and communication material. Guests of a hotel look for details of the building, web sites and reservation systems for instance. Reliability – consistency of performance and dependability. This means that the firm performs the service correctly the first time and that the firm honours its promises. Responsiveness – the willingness to help the customers and to provide prompt service. Competence – knowledge, ability and possession of the right skills to perform the job. Access – degree of approachability of service providers. Courtesy – use of good manners, politeness, friendliness, smiling during the service. Communication – ability to successfully communicate with costumers, keep them informed. Understanding – degree of interest of employees to know the costumers needs and wants. Assurance – knowledge and courtesy of employees and their ability to inspire trust and confidence. Empathy – caring, individualized attention to customers. (Van Looy, B et al, 2003; Parasuraman et al, 1990; Ryan and Saleh,1991) Later on, in another attempt of improving their models they found a high degree of correlation between communication, competence, courtesy, credibility and security. They therefore, merged them into one dimension, which they called assurance. Similarly they found a high correlation between access and understanding which they merged into empathy. Thus compacting the dimensions of service quality in five which are: tangibles, reliability, responsiveness, assurance and empathy (Van Looy, B et al, 2003; Dabholkar et al 2000). The diagram bellow was originally made to suit the quality service measurement and customer satisfaction of a car repair garage. Which can be easily adapted to any other service organisation, surely including any hotels to be more precise. Source: http://www.emeraldinsight.com/fig/0240221006003.png The SERVQUAL identified gaps between clients and organisations perceptions of attributes of service perceived, and also between customers expectations and perceptions of the service actually delivered (Ryan and Saleh,1991; Landrigan, 1999). This has led to the well known and widely used 5 gaps of service quality: Gap 1: Consumer expectations versus management perception CEO’s and managers often fail to realise what consumers expect of a service and which features needs to be pursued to deliver a high-quality service. When management does not understand what their customers want, a gap 1 exists. Very often, organisations research to find out what are their markets needs and wants, but later can occur a divergence. When customer needs change but the product remains the same, gap 1 increases, as the service becomes less attractive (Parasuraman etal, 1991). Gap 2: Management perception versus service quality specifications A gap 2 situation occurs when managers know their customers needs, but do not deliver it, either for unwillingness or incapability. Reasons for gap 2 to happen could be inadequate commitment to service quality, absence of goal setting, lack of perception of feasibility, and lack of standardization. The pursuit to achieve short-term profits refrain companies to invest in equipments and people, causing service quality issues (Parasuraman etal, 1991). Gap3: Service quality specifications versus service delivery Gap 3 occurs when employees are unwilling or unable to deliver the appropriate service that was specified by management. In this case managers understand their customers needs, develop strategies and tasks to fulfil these needs, but in the moment of employee and costumer interaction it does not occur (Parasuraman etal, 1991). Gap 3 could be minimised through training and development, rewarding and internal marketing campaigns. Human resources department plays a major role in this task. Gap 4: Service delivery versus external communications A company creates gap 4 when it promises more than it can deliver, creating disappointments to its customers. Good sense and ethic when advertising should be primordial in any circumstances (Parasuraman etal, 1991). The image of a company that cheats or lies to its costumers leads to an extremely bad reputation and negative word of mouth. Gap 5: Expected service versus perceived service Last but not least, gap 5 is a function of the other gaps. It pictures the difference among expected quality and perceived quality. If any of the other 4 gaps increases or decreases, gap 5 will follow it (Parasuraman etal, 1991). The diagram below represents the 5 gaps model of quality service. Source: http://www.kmfadvance.com/mind_the_gap_files/image004.jpg 2.9 Criticisms and limitations of the SERVQUAL According to Oh (1997) the use of the difference of the scores contributes to discrepancies and errors, affecting the reliability and valididyt of the model. Such finding suggests that caution has to be taken when using the scores, and that additional work is essential to the development of measures of assessing the quality of services. In addition it is also noticeable that the SERVQUAL lacks in ties with statistics, economics and even psychology theories, therefore many arguments has formed a doubtful opinion regards its relaibility. 2.10 Other service quality and costumer satisfaction measurement models Obviously, the SERVQUAL is not the only model available to measure service quality and costumer satisfaction. Indeed, there is a range of variety of models out there. Some of them will be quickly explained in this study. 2.10.1 The expectancy-disconfirmation model (EDM) The principle of expectancy theory was early stated by Lewin (1938) who hypothesized that individuals make decisions on the most appropriate action to take based on their expectations of the outcomes of that action. After being reviewed by many researchers, the model developed to two processes: the formation of expectations and the disconfirmation/ confirmation of the expectations through performance evaluations (Oh, 1997; available at http://proquest.umi.com.newdc.oum.edu.my/pqdweb). Chapter III Research Methodology 3.1 Research Process This research will include several components of different character, promoting the approach to new problems, providing bibliographic survey, offering a selection of methodologies, as well as providing a critical analysis of results (Saunders, et al, 2003). In order for the aims of this research to be met it is necessary to gain an understanding of the practices of the service quality and customer satisfaction assessments applied within The Crowne Plaza Hotel (please see appendix II). This data will be given by one manager of the company, and will be adapted for a experimental application of the SERVQUAL model. The research and development will comprise creative work undertaken on a systematic basis in order to build knowledge accumulation, including not only the practices of the service quality and customer satisfaction assessments model researched but how would be applied within The Crowne Plaza Hotel in order to achieve competitive advantage and business success. The purpose of the literature review is theoretically discussing ideas that exist about the given topic. Data sources, such as library catalogues and indexes will be scanned for secondary data. This will produce a list of journals and newspaper articles, published books and internet sources (Saunders, et al, 2003). The secondary research will be complemented by primary research, through questionnaires and interviews with stakeholders of the organization in question. In case of interviews and questionnaires, the manager cooperating with this research will be fully informed about the, methods and intended possible uses of the research, what their participation in the project entails, the strict confidentiality, and academic purpose only (Bell, 1999). The project proposes to use analytical and theoretical framework, which extends descriptive research, making suggestions of why and how practices of the service quality and customer satisfaction assessments plays an important role in the competitive advantage, profitability and success of the firm (Yin, 2003). A method of both, quantitative and qualitative approach will be applied in order to examine values, attitudes and perceptions aspects of the research subject. (Flick, 2003) The departure point will be deductive, with the observation of the SERVQUAL model, fed by the organisation information’s collected where conclusions will be critically evaluated against facts. Moreover, a phenomenological philosophy will be implemented, applying a case study approach, since this kind of research methodology is ideally suited to investigate the insights into the service quality and customer satisfaction in theory and practice (Yin, 2003). The data collected for this research was taken between the months of January, February and March 2009, it consists of 380 customer satisfaction surveys, applied by the hotel. This surveys were answered by guests, either on the check-out or on the hotel web site, after their stay in the hotel. At the time of the data collection, was common practice of the hotel’s front desk manager to put the weekly result together and send to all hotel departments, so they could have a picture of the guest’s feedback. 3.2 Research Theories In order to achieve this reaserch objectives it will be necessary to apply many reaserch theories that reinforces the reliability of it. The theories used in this research will be briefly explained one by one. 3.2.1 Case study According to Robson (2002:178) cited by Saunders et al, 2003, p.93), a case study is â€Å"a strategy for doing research which involves an empirical investigation of a particular contemporary phenomenon within its real life context using multiple sources of evedence†. A case study approach is recommended to those reasearchs that essentially aims to explain ‘why’, ‘how’ such phenomenon occurs, as well as in research that includes surveys (Saunders, 2003; Yin,2003). A case study is also a scientific way of explore an existing theory, which is one of the main objectives of this research, as is analysing the use of SERVQUAL (Saunders, 2003). 3.2.2 Descriptive studies In order to have a clear picture of the scenario studied is essentially important to describe with accuration every data collected. As cited by Saunders et al (2003, p.97), Robson, 2002:59 describes the objective of descriptive research as ‘ to portray an accurate profile of persons, events or situations’. 3.2.3 Deductive method Complementing the case study approach, a deductive method could be simply described as way of what we would think of a scientific research or theory, moving from theory to practice (Bailey, 2006; Cottrell, 2005; Saunders, 2003). â€Å"It involves the development of a theory that is subjected to a rigorous test† (Saunders, 2003, p. 86). The deductive method has many characteristics. â€Å"First, there is the search to explain casual relationships between variables† (Saunders, 2003, p. 86). Then, hypothesis development, followed by hypothesis testing, normally using quantitative data, but could also being backed up by qualitative data. 3.2.4 Quantitative data On the other hand quantitative research apply measurements and normally considered as better than qualitative research. Ghauri and Gronhaug (2005; p. 109) explains that â€Å"the difference between quantitative and qualitative methods and approach is not just a question of quantification, but also a reflection of different perspectives on knowledge and research objectives†. A method of qualitative approach will be applied in order to examine values, attitudes, and perceptions aspects of the research subject. 3.2.5 Qualitative data A narrative analysis process was implemented to interpret the data that were collected from the research portion of this project. Thomas (2003; p.1) argues that â€Å"Qualitative methods involves a researcher describing kinds of characteristics of people and events without comparing events in terms of measurements or amounts† 3.3 Research Design The survey consists of a questionnaire of 44 questions (picked by the hotel’s own customer satisfaction survey) related to the quality of the service provided by the hotel. The guests (sample = 380) will answer the questions according to their perception of the service received, whilst the managers (sample = 4) will answer the questions according to what they expect the overall of the guests to answer. The answers will range between score 1 to score 5. Being 1 the best degree of satisfaction and 5 the worst degree of dissatisfaction, (Saleh and Ryan, 1991) having some variations as follows: Score 1: very satisfied / definitely would / much more than you paid / much better / excellent / yes Score 2: somewhat satisfied / probably would / somewhat more than you paid / somewhat better / very good Score 3: neither / might or might not / about what you paid / about the same / good Score 4: somewhat dissatisfied / probably would not / somewhat lees than you Customer Satisfaction at The Plaza Crowne Hotel Customer Satisfaction at The Plaza Crowne Hotel Chapter I Introduction 1.1 Introduction Tourism is frequently and justifiably described as a major phenomenon of modern times. Since 1950 the number of international tourist arrivals worldwide has increased spectacularly, from just 25 million to over 924 million in 2008. Representing an average annual growth of 7 % a year (Sharpley, R., 2004; and WTO – World Tourism Organisation, 2009). International tourism generated US$ 856 billion in 2007, representing 30% of the world’s exports of services for the related year. Under the influence of the recent global economic recession, tourism demand has significantly slowed down in the past few months. Notably in the second half of 2008 growth came to stagnation with the number of international arrivals declining slightly – a trend which is expected to continue in 2009 and probably beyond, if the economy does not show signal of reaction (WTO – World Tourism Organisation, 2009). Regardless of the current actual global recession, it is undeniable the importance of the tourism activity for the world economy, mutual understanding of nations, personal growth and development, just to mention a few benefits that tourism brings in. The hospitality industry, as a segment of the tourism industry, plays a major role in this economic activity (King, 1995). Being accommodation the biggest percentage in tourism expenditure, in average of 34% of the total expenditure per trip (Sharpley, R., 2004). The success of the hospitality industry, relies massively on the quality of the service delivered and customer satisfaction. The index of the measurement of both, quality service and customer satisfaction, will widely influence on occupancy rates, hence, on the profitability of the company (Holloway, JC, 1998; Solomon et al, 2006). Therefore, justifying the need for a reliable model of assessment of customer satisfaction and service quality that would better adapt to the hospitality field, which at present still have a lack of agreement. 1.2 Research Title The measurement of service quality and customer satisfaction in the hospitality industry: a case study of the Plaza Crowne Hotel. 1.3 Research Background For Cardozo (1965), cited by Williams and Uysal (2003), marketing researches in the consumer satisfaction field started in the early 60’s. The subject had a relevant increase in popularity by organisations and researchers only in the 80’s, when organisations, in an attempt to try to keep itselves in the marketplace, started paying substantial attention on customer’s expectations demands. 1.4 Research Aims The aim of this project is to analyse customer satisfaction and service quality measurement, using the SERVQUAL model, within The Plaza Crowne Hotel – Kansas City (USA), based upon the hotel’s own data against the highlighted gaps within the model. 1.5 Research Objectives In order to achieve the specified aim it will be necessary to: Conduct a review of service quality and customer satisfaction; Illustrate The Plaza Crowne Hotel’s current customer satisfaction and service quality measurement model to identify its positive and negative aspects; Conduct an initial diagnosis of the key issues presented in the Crown Plaza data, examining the hotel’s past assessments in order to identify areas of failure; Analyse the SERVQUAL model focusing on the hospitality industry; Identify and critically recommend suitable quality measurement practices to apply within The Plaza Crowne Hotel, if necessary; Chapter II Literature Review 2.1 Introduction To Kotler et al (1996), nowadays companies need to change their view and attitude in the marketplace and adopt a more customer centred philosophy, in order to keep competitive and profitable. Customers are changing their behaviour towards consumption, becoming more challenging to companies to attend their expectations, as they are increasingly aware of their rights, expect more than they used to, and know exactly what they want when purchasing a product or service. This increase in consumers expectation naturally leads to the need of a higher quality in costumer services delivery. Customer satisfaction and quality service became priority for companies worldwide. They are believed to generate repeated business, therefore increased profit margin. The hospitality industry is paying close attention to it. Hampton’s Inn, a well know resort in Florida, has developed a 100% satisfaction guarantee program that promises its customers no charge unless they are completely satisfied. Other companies such as Sheraton Hotels has implemented a employees’ reward system for superior services to guests, the Sheraton Guests Satisfaction System (SGSS). Hilton International has adopted as a primary goal its customers satisfaction with global diversity. Moreover, organisations are increasingly becoming adept of rewarding its employees with bonuses, incentives and salary rise, just to mention a few actions to improve service. (Oh, 1997). Therefore, marketing researchers are constantly developing and improving models of measuring customers satisfaction and quality service. Among many measurement models and theories, this dissertation will focus on the analysis of the 5 Gaps Model developed by Parasuraman, Berry and Zeithaml also called The Servqual Model. 2.2 Defining Service Service is any act or performance that one firm can offer to a costumer, its nature is essentially intangible and does not result in the ownership of anything. The service production may or may not be tied to a physical product (Kotler, P, 2003). Addittionaly, Gronroos (1990) cited by Hsu et al (2001, p.18) defines service as â€Å"an activity or series of activities of more or less intangible nature that normally, but not necessarily, takes place in interactions between the costumer and services employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer’s problems†. From the consumer’s optic, service is nothing else than the experience lived in the whole process of this transaction (Hsu et al, 2001). Moreover, it was noted that services have four major characteristics that greatly affect the way it is delivered and its marketing programme. Which are: intangibility, inseparability, variability, and perishability (Kotler, 2003). Bellow the four charactecristics are briefly explained in the light of Kotler (2003) and Hsu et al (2001): Intangibility relates to the extent that services cannot be tried in anyway before they are actually purchased and delivered. The only thing that can be done to reduce uncertainty is to look for evidences of service quality; Inseparability is the relation that services are typically produced and consumed simultaneously. The person who provides the service, is actually part of the service purchased, therefore the importance of the interaction of providers and customers; Variability occurs because services depend on who provides, when and where, one experience is never exactly equal the other. As people are the means through service production, personal problems, mood, knowledge of the job and many other factors can interfer and widely vary the service; Perishability means that services cannot be stored as we can do with manufactured products, because services are produced and consumed simultaneously. As an example, in a hotel, a room that was not occupied yesterday, cannot be sold anymore as time does not goes backwards. For Cook (2002) the increased global competition has made many organisations realised that they cannot compete only in price. Therefore companies are developing their own strategy in providing superior customer care to differentiate their products and services. â€Å"Surveys suggest that service-driven companies can charge up to 9 per cent more for the products and services they provide. They grow twice as fast as the average company and have the potential to gain up to 6 per cent market share† (Cook, 2002, p.1). 2.3 Defining customer satisfaction and quality service Peter Drucker cited by Cook (2002, p.1), once said: â€Å"There is only one valid definition of business purpose: to create a customer () an organisation’s ability to remain in business is a function of its competitiveness and its ability to win customers from the competition. The customer is the foundation of the business and keeps it in existence†. Customer satisfaction relates to the personal opinion and result of customers’ assessment of a service based on a comparison of their expectations and actual perceptions of the service delivered (Clark, G.; and Johnston, R., 2005). According to Lancaster et al (2002) from the customer’s point of view, service is judged by the mix of customers’ previous experiences and their perception of the outcome of the service. The service experience is the customer’s direct experience of the service process and concerns the way the customer is dealt with by the service provider. The result for the customer of the service delivered is described by the term service outcome. (Lancaster, G. et al, 2002). â€Å"Service quality is more often used to mean different things. Some managers use the term to mean how the customer is treated. This is perhaps more accurately called quality of service, as opposed to service quality, which can mean the entirety of outcome and experience† (Clark, G.; and Johnston, R., 2005, p.108). Van Looy (et al, 2003) differentiates service quality and customer satisfaction stating that â€Å"service quality is a form of attitude representing a long-run, overall evaluation, whereas satisfaction represents a more short-term, transaction-specific judgement. The level of customer satisfaction is the result of a customer’s comparison of the service quality expected in a given service encounter with perceived service quality. This also means that satisfaction assessments require customer experience while quality does not â€Å"(p.124). 2.4 Benefits of service quality Kotler (1996) has listed many benefits that an organisation enjoys as a prize for delivering service quality. As listed bellow: Retaining customers – high quality builds loyal customers and creates positive word of mouth. Avoidance of price competition – â€Å"the PIMS data show that firms in the top third in quality could charge 5% to 6% higher than those in the bottom third. High quality can help to avoid price competition and help to maximise potential revenue† (p.363). Retention of good employees – employees appreciate working in operations that are well managed and produce quality services and products. When an organisation operates in high quality, it decreases turn over rates, hence, retaining good employees. Additionally, recruiting is easier and training costs are reduced. Reduction of costs – which are divided in three categories of costs: Internal costs are those associated with correcting problems discovered by the firm before the product reaches the costumers; External costs – are associated with errors that the costumers experience; Quality system costs – are costs viewed as investments in the future of the company to ensure that customers return. (Kotler, 1996) 2.5 Benefits of a customer-centred organisation An excellent service provides many benefits to an organisation, Cook (2002) has listed what some of the best-practice organisations have gain on focusing on the customer. â€Å"Differentiate itself from the competition; improve its image in the eyes of the customer; minimise price sensitivity; improve profitability; increase customer satisfaction and retention; achieve a maximum number of advocates for the company; enhance its reputation; ensure products and services are delivered ‘right first time’; improve staff morale; increase employee satisfaction and retention; increase productivity; reduce costs; encourage employee participation; create a reputation for being a caring, customer-oriented company; foster internal customer/supplier relationships; bring about continuous improvements to the operation of the company† ( p.24). 2.6 Importance of customer relationship management (CRM) Customers perceive service quality through everyday aspect of their contact with the company. In improving the quality of its service therefore an organisation needs to develop a strategy bearing in mind all aspects of the relationship with its clients. (Cook, 2002) Customers often do not perceive the service they receive from an organisation as a complete entity. Attention to detail is a key tool of the organisation’s relationship with the customer â€Å"such as an incorrectly addressed letter, a lengthy delay in receiving an e-mail response, a service which turns out to be different to how it was originally advertised, which forms customers’ impressions† (Cook, 2002, p.24). CRM involves managing the customer relationship across all its interfaces with the company as one entire process. A CRM system can help identify sales prospects from existing or potential customer databases. It also can assist with all aspects of the sale and service being provided, eg offering online access to order status and a single view of the customer status when the sale is complete. It can collect information about the customer and the queries that he or she made. It can also monitor customer-usage patterns, so abnormal patterns or a reduction in use can be identified. Hotels systems can store any peculiarity or requests made by guests, such as preferences for smoking or non-smoking rooms, higher or lower floors etc. (Cook, 2002 and Lancaster et al, 2002). Ernst and Young found elements that are essentially important for organisations to build a CRM framework. First basic step is to accumulate systematic knowledge of its markets and costumers. This could be made by complex IT systems, that are designed to store, manager and analyse informations about customer’s value. With this tool organisations can access business informations regard theier costumers, and also predict consumer’s behaviour. Enabling organisations to share informations across departments, and automatically update this informations by tracking loyalty cards costumers, any time they make a purchase or request the company’s service,for example (Cook, 2002). CRM systems helps companies to target theier segments, and also to analyse the information flow throughout the company. Making easier to identify its costumers needs, and more importantly, shows the best way to approach its most profitable clients. The more information a company holds about its costumer’s the best is the knowledge built, as it helps refines consumer segmentation and individual needs. In this particular case, data about costumers life-style is very helpful (Cook, 2002). Selling involves taking a proactive approach towards costumers, rather than a reactive. For instance, hotels can treat their most profitable business guests with special offers on their holidays. To finish the CRM framework, is essential to hold a service, providing an after-sales which should be measured to individual needs (Cook, 2002). 2.7 Importance of performance measurement and a programme development â€Å"You cannot manage what you can not measure† (Kelvin Anon, www.dti.gov.uk/quality/performance). According to Cook (2002) and Williams (2002) managers braves the way through customer satisfaction measurement. A measurement programme starts with a clear definition of objectives, budget and timeline. Moreover, for this task to be performed and achieve its highest level of success, it is necessary the full commitment and willingness of top management to act on the results founded. A starting point should be to decide which part of customer satisfaction the company is most concerned to measure. Is also important to be aware that expectations and satisfaction levels can widely vary between the costumers of a company, therefore, the need to identify market segments. For example, the different needs of a businesses and tourists guest of a hotel. (Cook, 2002; Laws, 2004; Williams, 2002) According to Clark and Johnston (2005) performance measurement is costly. Few organisations have calculated just how much time and energy they spend on measuring their performance and its value for money relation. Two useful tests of a performance measure are, first, what is its purpose and, second, what systems are in place to support or achieve that purpose. There are four main purposes or reasons to take measurement: communication, motivation, control and improvement within the company. In the endless improvement process, measuring performance is an important task in order to identify and track progress in harmony with the organisations’ goals; identify areas and opportunities for improvement; and compare performance with internal and external standards (www.dti.gov.uk/quality/performance). According to the Department of Trade and Industry (DTI) the main reasons of measuring performance is: †¢ â€Å"To ensure customer requirements have been met †¢ To be able to set sensible objectives and comply with them †¢ To provide standards for establishing comparisons †¢ To provide visibility and a â€Å"scoreboard† for people to monitor their own performance level †¢ To highlight quality problems and determine areas for priority attention †¢ To provide feedback for driving the improvement effort† (retrieved from ). 2.8 The SERVQUAL model The Servqual model was developed by Parasuraman, Zeithaml and Berry, and has been one of the most popular service quality measurement instrument since then. The model was designed to measure those components of service that generate satisfaction within five dimensions (Ryan and Saleh,1991; Lee et al, 2004; Johns et al, 2004). Originally the researchers conducted a focus group studies with service providers and costumers, and as a result they came up with a list of ten determinants or dimensions of service quality which are: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding/knowing the customer and tangibles, (Van Looy, B et al, 2003; Parasuraman et al, 1990; Ryan and Saleh,1991) which will be briefly explained bellow: Tangibles – the appearance of physical facilities, the personnel, the tools or equipment used to provide the service and communication material. Guests of a hotel look for details of the building, web sites and reservation systems for instance. Reliability – consistency of performance and dependability. This means that the firm performs the service correctly the first time and that the firm honours its promises. Responsiveness – the willingness to help the customers and to provide prompt service. Competence – knowledge, ability and possession of the right skills to perform the job. Access – degree of approachability of service providers. Courtesy – use of good manners, politeness, friendliness, smiling during the service. Communication – ability to successfully communicate with costumers, keep them informed. Understanding – degree of interest of employees to know the costumers needs and wants. Assurance – knowledge and courtesy of employees and their ability to inspire trust and confidence. Empathy – caring, individualized attention to customers. (Van Looy, B et al, 2003; Parasuraman et al, 1990; Ryan and Saleh,1991) Later on, in another attempt of improving their models they found a high degree of correlation between communication, competence, courtesy, credibility and security. They therefore, merged them into one dimension, which they called assurance. Similarly they found a high correlation between access and understanding which they merged into empathy. Thus compacting the dimensions of service quality in five which are: tangibles, reliability, responsiveness, assurance and empathy (Van Looy, B et al, 2003; Dabholkar et al 2000). The diagram bellow was originally made to suit the quality service measurement and customer satisfaction of a car repair garage. Which can be easily adapted to any other service organisation, surely including any hotels to be more precise. Source: http://www.emeraldinsight.com/fig/0240221006003.png The SERVQUAL identified gaps between clients and organisations perceptions of attributes of service perceived, and also between customers expectations and perceptions of the service actually delivered (Ryan and Saleh,1991; Landrigan, 1999). This has led to the well known and widely used 5 gaps of service quality: Gap 1: Consumer expectations versus management perception CEO’s and managers often fail to realise what consumers expect of a service and which features needs to be pursued to deliver a high-quality service. When management does not understand what their customers want, a gap 1 exists. Very often, organisations research to find out what are their markets needs and wants, but later can occur a divergence. When customer needs change but the product remains the same, gap 1 increases, as the service becomes less attractive (Parasuraman etal, 1991). Gap 2: Management perception versus service quality specifications A gap 2 situation occurs when managers know their customers needs, but do not deliver it, either for unwillingness or incapability. Reasons for gap 2 to happen could be inadequate commitment to service quality, absence of goal setting, lack of perception of feasibility, and lack of standardization. The pursuit to achieve short-term profits refrain companies to invest in equipments and people, causing service quality issues (Parasuraman etal, 1991). Gap3: Service quality specifications versus service delivery Gap 3 occurs when employees are unwilling or unable to deliver the appropriate service that was specified by management. In this case managers understand their customers needs, develop strategies and tasks to fulfil these needs, but in the moment of employee and costumer interaction it does not occur (Parasuraman etal, 1991). Gap 3 could be minimised through training and development, rewarding and internal marketing campaigns. Human resources department plays a major role in this task. Gap 4: Service delivery versus external communications A company creates gap 4 when it promises more than it can deliver, creating disappointments to its customers. Good sense and ethic when advertising should be primordial in any circumstances (Parasuraman etal, 1991). The image of a company that cheats or lies to its costumers leads to an extremely bad reputation and negative word of mouth. Gap 5: Expected service versus perceived service Last but not least, gap 5 is a function of the other gaps. It pictures the difference among expected quality and perceived quality. If any of the other 4 gaps increases or decreases, gap 5 will follow it (Parasuraman etal, 1991). The diagram below represents the 5 gaps model of quality service. Source: http://www.kmfadvance.com/mind_the_gap_files/image004.jpg 2.9 Criticisms and limitations of the SERVQUAL According to Oh (1997) the use of the difference of the scores contributes to discrepancies and errors, affecting the reliability and valididyt of the model. Such finding suggests that caution has to be taken when using the scores, and that additional work is essential to the development of measures of assessing the quality of services. In addition it is also noticeable that the SERVQUAL lacks in ties with statistics, economics and even psychology theories, therefore many arguments has formed a doubtful opinion regards its relaibility. 2.10 Other service quality and costumer satisfaction measurement models Obviously, the SERVQUAL is not the only model available to measure service quality and costumer satisfaction. Indeed, there is a range of variety of models out there. Some of them will be quickly explained in this study. 2.10.1 The expectancy-disconfirmation model (EDM) The principle of expectancy theory was early stated by Lewin (1938) who hypothesized that individuals make decisions on the most appropriate action to take based on their expectations of the outcomes of that action. After being reviewed by many researchers, the model developed to two processes: the formation of expectations and the disconfirmation/ confirmation of the expectations through performance evaluations (Oh, 1997; available at http://proquest.umi.com.newdc.oum.edu.my/pqdweb). Chapter III Research Methodology 3.1 Research Process This research will include several components of different character, promoting the approach to new problems, providing bibliographic survey, offering a selection of methodologies, as well as providing a critical analysis of results (Saunders, et al, 2003). In order for the aims of this research to be met it is necessary to gain an understanding of the practices of the service quality and customer satisfaction assessments applied within The Crowne Plaza Hotel (please see appendix II). This data will be given by one manager of the company, and will be adapted for a experimental application of the SERVQUAL model. The research and development will comprise creative work undertaken on a systematic basis in order to build knowledge accumulation, including not only the practices of the service quality and customer satisfaction assessments model researched but how would be applied within The Crowne Plaza Hotel in order to achieve competitive advantage and business success. The purpose of the literature review is theoretically discussing ideas that exist about the given topic. Data sources, such as library catalogues and indexes will be scanned for secondary data. This will produce a list of journals and newspaper articles, published books and internet sources (Saunders, et al, 2003). The secondary research will be complemented by primary research, through questionnaires and interviews with stakeholders of the organization in question. In case of interviews and questionnaires, the manager cooperating with this research will be fully informed about the, methods and intended possible uses of the research, what their participation in the project entails, the strict confidentiality, and academic purpose only (Bell, 1999). The project proposes to use analytical and theoretical framework, which extends descriptive research, making suggestions of why and how practices of the service quality and customer satisfaction assessments plays an important role in the competitive advantage, profitability and success of the firm (Yin, 2003). A method of both, quantitative and qualitative approach will be applied in order to examine values, attitudes and perceptions aspects of the research subject. (Flick, 2003) The departure point will be deductive, with the observation of the SERVQUAL model, fed by the organisation information’s collected where conclusions will be critically evaluated against facts. Moreover, a phenomenological philosophy will be implemented, applying a case study approach, since this kind of research methodology is ideally suited to investigate the insights into the service quality and customer satisfaction in theory and practice (Yin, 2003). The data collected for this research was taken between the months of January, February and March 2009, it consists of 380 customer satisfaction surveys, applied by the hotel. This surveys were answered by guests, either on the check-out or on the hotel web site, after their stay in the hotel. At the time of the data collection, was common practice of the hotel’s front desk manager to put the weekly result together and send to all hotel departments, so they could have a picture of the guest’s feedback. 3.2 Research Theories In order to achieve this reaserch objectives it will be necessary to apply many reaserch theories that reinforces the reliability of it. The theories used in this research will be briefly explained one by one. 3.2.1 Case study According to Robson (2002:178) cited by Saunders et al, 2003, p.93), a case study is â€Å"a strategy for doing research which involves an empirical investigation of a particular contemporary phenomenon within its real life context using multiple sources of evedence†. A case study approach is recommended to those reasearchs that essentially aims to explain ‘why’, ‘how’ such phenomenon occurs, as well as in research that includes surveys (Saunders, 2003; Yin,2003). A case study is also a scientific way of explore an existing theory, which is one of the main objectives of this research, as is analysing the use of SERVQUAL (Saunders, 2003). 3.2.2 Descriptive studies In order to have a clear picture of the scenario studied is essentially important to describe with accuration every data collected. As cited by Saunders et al (2003, p.97), Robson, 2002:59 describes the objective of descriptive research as ‘ to portray an accurate profile of persons, events or situations’. 3.2.3 Deductive method Complementing the case study approach, a deductive method could be simply described as way of what we would think of a scientific research or theory, moving from theory to practice (Bailey, 2006; Cottrell, 2005; Saunders, 2003). â€Å"It involves the development of a theory that is subjected to a rigorous test† (Saunders, 2003, p. 86). The deductive method has many characteristics. â€Å"First, there is the search to explain casual relationships between variables† (Saunders, 2003, p. 86). Then, hypothesis development, followed by hypothesis testing, normally using quantitative data, but could also being backed up by qualitative data. 3.2.4 Quantitative data On the other hand quantitative research apply measurements and normally considered as better than qualitative research. Ghauri and Gronhaug (2005; p. 109) explains that â€Å"the difference between quantitative and qualitative methods and approach is not just a question of quantification, but also a reflection of different perspectives on knowledge and research objectives†. A method of qualitative approach will be applied in order to examine values, attitudes, and perceptions aspects of the research subject. 3.2.5 Qualitative data A narrative analysis process was implemented to interpret the data that were collected from the research portion of this project. Thomas (2003; p.1) argues that â€Å"Qualitative methods involves a researcher describing kinds of characteristics of people and events without comparing events in terms of measurements or amounts† 3.3 Research Design The survey consists of a questionnaire of 44 questions (picked by the hotel’s own customer satisfaction survey) related to the quality of the service provided by the hotel. The guests (sample = 380) will answer the questions according to their perception of the service received, whilst the managers (sample = 4) will answer the questions according to what they expect the overall of the guests to answer. The answers will range between score 1 to score 5. Being 1 the best degree of satisfaction and 5 the worst degree of dissatisfaction, (Saleh and Ryan, 1991) having some variations as follows: Score 1: very satisfied / definitely would / much more than you paid / much better / excellent / yes Score 2: somewhat satisfied / probably would / somewhat more than you paid / somewhat better / very good Score 3: neither / might or might not / about what you paid / about the same / good Score 4: somewhat dissatisfied / probably would not / somewhat lees than you