Most Dangerous Game with the Lottery Essay

The Most Dangerous Game, by Richard Connell and The Lottery, by Shirley Jackson portray the common theme that people remain indifferent to cruelty until they are the recipients of it. Both stories show that when the darker side of human nature centers on itself, evil prevails showing how man is innately evil and that convictions and morals can be compromised by circumstance. Both authors show that through both societal standards and learned behavior, many injustices and cruelties can be accepted as normal behavior. In The Most Dangerous Game, Connell describes Rainsford, the protagonist, as a renowned hunter. Connell uses the opening conversation between Rainsford and Whitney, Rainsford’s companion on the yacht, to enlighten the reader to Rainsford’s attitude of indifference concerning the prey that he hunts. As fate would have it, Rainsford is marooned on an island where he meets another hunter, General Zaroff. As the story progresses, Rainsford begins to see the faà §ade of civility disappear and the real nature of the General come to surface. The General explains how hunting  man is the logical progression of their art and that they are actually kindred souls. Rainsford is appalled by the comparison of their two natures and clings to the moral high ground. That is until the General forces Rainsford to now become the prey. Rainsford, now the prey, calls upon not only his vast knowledge and experience of the hunt but also his primeval instinct of survival. Connell takes the reader through many twists and turns giving hope for Rainsford around each corner only to take it away. Due to the cunningness and resourcefulness of Rainsford, the General is given literally the best hunt of his life. In the end, Rainsford outsmarts the General and kills him in the end. In The Lottery, Jackson gently weaves the reader into what seems at first to be a typical small farming community with a special event taking place. Jackson portrays how the event had lost most of its pomp and circumstance over time and that many of the townspeople wer e there out of tradition. The protagonist, Mrs. Hutchinson, is introduced in the middle of the story, rushing up to the crowd commenting how she had almost forgotten what day it was. As the names in the box are read, the heads of household robotically accept their papers. When the papers are revealed, Bill Hutchinson, Mrs. Hutchinson’s husband, discloses he has drawn the back dot. Mrs. Hutchinson’s demeanor now changes from nonchalant to seriousness as she protests that it wasn’t a fair drawing. Now as the Hutchinson family draws another paper from the box, Mrs. Hutchinson fatefully draws the black dot. The townspeople then began to pick up stones from the pile as Mrs. Hutchinson pleads with them that it isn’t fair. The townspeople then converge on her, stoning her. Both writers arrive at the same two-part conclusion although taking different routes. Connell shows at first how Rainsford is indifferent to the game that he hunts merely for pride. Jackson likewise shows the nonchalantness of Mrs. Hutchinson to the lottery and it’s repercussions at the beginning of the ceremony. Only with the introduction of dire circumstances to both characters do they begin to examine what at one time they would have considered one of their core beliefs. Both authors then confirm that the evil nature of man is more natural of a path to take than a moral one. Connell shows this by ending the story with Rainsford sleeping in the General’s bed, leaving the question for the reader if Rainsford has now become the General. Jackson also confirms this by telling how even the small child of the Hutchinson’s is given stones  to throw at his mother. In comparison of both stories the authors convey that man is inherently evil and that choices made based on societal standards, traditions, and learned behavior may not be the morally correct choice. This confirms the passage of Scripture from Jeremiah 17:9, â€Å"The heart is deceitful above all things, and desperately wicked: who can know it?† (KJV) Man’s very essence is that of evil and selfishness.

An Introduction to Sociology Essay

Philip Vernon carried out research studies into contributions of environmental and genetic factors into intellectual development in the 1940s and 1950s. He believed that Western IQ tests were unsuitable for non-Western people; he also applied the same argument to the use of Western IQ testes within different subcultures and social classes within Western Societies. He stated that â€Å"There is no such thing as culture-fair tests, and never can be† (Haralambos p. 747). Vernon developed a hierarchical model of IQ testing in the 1950s, which broke down the test into many subcategories. He concluded that social class differences have some genetic basis. He based this conclusion on evidence that intelligence of adopted children relate more to the social class of their biological parents than to their adopted parents. Vernon believed that social mobility allowed individuals with high IQ levels to rise to the socially high classes’ whilst those with low IQ levels would fall to socially lower classes. Cultural rules play a profound role in our society today, and through education we have learnt what is right and what is wrong. However, could somebody who has not been brought up knowing these rules be able to interact with other humans? There are many cases where children in particular have had no social interact with other humans in the early stages of life, where primary socialisation should take place. And the outcome has been that they have no facial expression, incorrect movement, and have no human speech. The most popular example of this is the feral children. Feral Children are children who have been nurtured in the wild by animals, children that were raised in a non-human, inhuman or sub-human environment and because of it did not learn how to communicate or behave in a human manner. Two particular cases of child deprivation that argue the case of nurture particularly well are Amala and Kamala and Genie. Amala and Kamala were two sisters aged approximately eight and one and a half who were brought up by wolves in the 1920 in Bengal, India. When captured they were taken to an orphanage where they were looked after by the reverend Singh and his wife. Singh described them as â€Å"wolf like† in appearance and behaviour. They walked on all fours and had calluses on their knees and palms from doing so. They preferred to eat raw meat and stole it when ever they could. They licked water with their tongues and ate their food in a crouched position. Their tongues permanently hung out of their mouths, and they panted just like wolves. They never slept after midnight and howled at night. They could move very fast on all four’s. They turned away from human society altogether. If approached, they made faces and sometimes bared their teeth. Their hearing was very acute and they could smell meat at a great distance. They could also orientate themselves very well at night. In September 1921 both girls became ill, and Amala, the younger, died. Probably the most famous case of a feral child is that of Genie. She spent nearly 13 years in almost total isolation and was fed only on milk and baby food. She was eventually found and placed in a children’s hospital. At that time she could not stand straight, chew or see beyond 10 feet. She was inquisitive though and after 7 years her IQ had increased from 38 to 74 although she never developed the normal use of language. Many Psychologists believe that a child will have permanent difficulties in learning a language unless they start from an early age. Others argue that children could be mentally retarded from such abuse. So Genie’s case does not resolve the nature-nurture controversy surrounding human development. In 1977, the last time Genie was filmed, scientists found that without constant teaching Genie had regressed. She now barely said a word. In other cases of feral children, some, who were discovered at a much younger age than Genie, learnt language and were eventually able to speak reasonably well. Genie however was unable to do more than string a few words together. Genie failed to learn any kind of grammar, and this is what distinguishes the language of humans from that of animals. Genie could not grasp the difference between various pronouns or between active and passive verbs. In that sense she appeared to have passed the critical period. The critical period is a hypothesis that states that the first few years of life are a crucial time in the development of a first language providing that a sufficient stimulus is present. If the acquisition of language is not achieved during this time then it will never be fully achieved. Socialisation is a major sociological concept that provides the link between the individual and their Society. Socialisation is the ongoing social learning process that is necessary for human existence and development. There are two types of socialisation, primary and secondary. Those factors that are involved in primary socialisation are usually small, involve face-to-face interaction and communication and allow the individual to express the whole self, both feelings and intellect. Usually, those factors are the family, peer groups, of close friends. Within these groups, through personal experience, the individual learns ‘primary values’ such as love, loyalty, justice, sharing, etc. In contrast, secondary groups are usually large, more impersonal and formally organised, and exist for specific purposes. In the secondary stage, the individual learns more values and norms which are to be applied for the individual to fit in. This includes learning how to organise and conduct themselves in formal contexts (backgrounds) and how to behave towards people who have different degrees of status and authority. One of the crucial aspects of secondary socialisation is school. The effects of growing up in unsocial conditions in these and other cases seem consistent. When the children emerged immediately into society, they were generally described by observers as ‘primitive’ and ‘hardly human’. None of the children developed social and communication skills beyond a basic level, in spite of attempts to re-socialise them. Above all, their absence or limited ability to learn language prevented them from functioning fully within society. These cases, also, suggest that human development, especially those of gaining basic social and communication skills, needs considerable contact with others. These stories do more than just confirm the important role of education, and that not just nature plays an important role in growth and development but also the environment in which you grow up in. They show that a human being not only can, but must be educated or learn to become a human being. Even when isolated from birth, animals usually retain clearly recognisable instincts. A cat that is raised among dogs, will still behave like a cat. Humans, however, enter the world very poorly equipped. The knowledge a child needs to become fully human is not complete. Everything the child eventually knows, or can do, must be learned. With the exception of natural body functions, such as breathing, as well as the reflexes, everything else must be learned. That is why feral children are an excellent source of evidence in the nature and nurture debate, because they cannot walk, talk or even socialise. They cannot show any emotions nor have empathy. This is due to them growing up in isolation and not having humans to human interaction so that they can learn the basic skills of life. This also proves that its not only nature that play a big role in child development but the environment you grow up in makes an impact to child development or the upbringing of a person because that is where you learn to be what you will become. To conclude, culture is a very important idea in Sociology and without it, we would have no language, we would not be able to express ourselves, and our ability to reason and think would be severely restricted. Through the process of Socialisation, children learn the way of life or culture of their society. If culture did not exist, then society would not exist and vice versa. Bibliography Anon (2006)  Empiricism. Available at:  http://en.wikipedia.org/wiki/Empiricism: (Accessed 2/11/2006) Anon (2006)  John Locke. Available at:  http://en.wikipedia.org/wiki/John_Locke: (Accessed 2/11/2006) Anon (2006)  Francis Galton. Available at:  http://en.wikipedia.org/wiki/Francis_Galton: (Accessed 1/11/2006) Anon (2006)  Critical Period. Available at:  http://en.wikipedia.org/wiki/Critical_period: (Accessed 1/11/2006) Devlin, D., Daniels, M., & Roeder K., 1997. The heritability of IQ.

The Nature of Romantic Love in Shakespeare

The Nature of Romantic Love in Shakespeare's As You Like It The Shakespearean comedy As You Like It, discusses the nature of love through the stories of four couples that demonstrate a variety of love situations. All of the couples in As You Like It exhibit some elements of ridiculous Infatuation as well as elements of genuine connection in their relationships. This makes it possible to view love on all accounts as either genuine or ridiculous. The reader Is able to decide how they would Ilke to view the love stories In the play.In particular, the relationship between Silvius and Phoebe demonstrates the options that the reader has in viewing the nature of love in As You Like It. Silvius goes through a transformation of character, subtle as It may be. In the beginning, he is pining over Phoebe and seems to believe that his enduring the pain of her rejection Is a reality of love. He acts desperately to try to win her over and forgets to respect himself in the process, When Phoebe has p rofessed her love for Ganymede over him, he expresses that love is made of â€Å"sighs and tears† (V, ‘i, 88).Proving his foolish confusion of angst and infatuation with genuine love. But In his next sentence he says love is about â€Å"faith and service† (V, it, 93). So while Silvius has some very misguided thoughts about love, he seems to have some real understanding of what it Is. His true dedication and understanding of his emotions seems to suggest that he may be able to have a successful relationship, but he is certainly toeing the line of belief and delusion by refusing to let Phoebe go. Phoebe presents a slightly more interesting transition than her partner.Phoebe adamantly efuses a well-suited prospect for no apparent reason. Silvius Is clearly passionate about Phoebe. He is persistent and unrelenting; he does not doubt his own love. However, Phoebe loves Ganymede and has to deal with the disappointment of not being able to marry him. Through this, she m ay be able to relate to Silvius, whom had to accept the constant disappointments she gave him. When the truth about Ganymede becomes apparent to her, she tells Silvius â€Å"thy faith my fancy to thee doth combine† (V, iv, 155).She seems to change her perspective and begin to view Silvius' ersistence as commitment rather than desperation. The main problem with their relationship is that Phoebe would not have him, but In the end she does (even if she was tricked into D. So with that challenge surpassed, maybe they can begin to develop a healthy relationship. Although Silvius begins as a desperate character who cannot make a rational decision of self-preservation to stop loving the girl who will not have him. Phoebe has no reason to refuse Silvius, but one may speculate that she does it to feel more powerful.She emotionally abuses Silvius, but is it possible that she changes when she realizes how foolish she was to fall for Ganymede. This caused her to change her views on love and accept Silvius's commitment. Ridiculousness is not difficult to find in Silvius and Phoebe's relationship. On the other hand, it can be argued the couple has something genuine at the foundation of their connection, so they may be able to have a successful marriage. Silvius and Phoebe's relationship is a great example of a t Of2 situation In wnlcn tne reader or aualence.

The Mise-en-Scne of a Film Essay Example | Topics and Well Written Essays - 2750 words

The Mise-en-Scne of a Film - Essay Example Bazin believed that a film should represent a director's personal vision. His writings focused on a new emphasis, with attention to more than just the usual exploration of story-performance-theme that discussion of films routinely limited itself to or focused on. His criticisms were deep and focused on the entire message, including such things as the role of the set and props, camera movement, and the use of deep focus to depict the personality of a character. He was keen to notice how Chaplin's Tramp kicks backward instead of forward. Bazin ushered in new dimensions to film discourse. His explanation in cinema discourse was understandable by the ordinary folks at the time. These views on montage or editing and deep focus were embodied in a chapter titled "Montage Interdit" in his collection of writings, where he prefers longer takes, explaining it, and "questioned the suitability of montage as a cinematic attempt to mimic literary simile." Because of its relationship to shot blocking, mise en scene is also a term sometimes used to indicate descriptive (action) paragraphs between the dialogues. The concentration on objective reality, deep focus, and lack of montage are linked to Bazin's belief that the interpretation of a film or scene should be left to the spectator. (2) What does the term Iconography mean in relation to film, and in particular, film genres Cinema appeals to the general public and tends to depend on familiar styles and structures, what people feel or idolize, and what is the trend. Tradition and culture also play a key role in the kind of genre that is in vogue, what is popular, and appeal to a larger audience. Box office appeals are influenced by idols of the masses, and this particular type of iconography maybe on the actors, the roles they play, the setting, the plot, what they wear, and the way the film is being shot. There are many ways to present iconography in films. Actors are idolized according to the role they play in movies. Sometimes typecasting is one. Teenage stars are seen on movies sometimes not because of the role they play but because they are simply teenage idols. But various factors influence the formation of a genre. Sometimes a genre just happens or evolve out of people's continuing viewing of almost similar kind of film setting or plot, with the same kind of actors. Variations occur only on how the director or filmmaker presents the films.

Assignment Example | Topics and Well Written Essays - 1500 words - 11

Assignment Example greater democracy within the Russian Empire that the reader will be able to integrate more fully with an understanding of why the events of the subsequent Russian Revolution were set in motion by the process that will herein be described; both as a function of its overall levels of success and its overall level of failures. The development of the early Russian Duma began as early as 1905/1906. For instance, the Stolypin reforms, reforms aimed at abolishing the prior system of land ownership and development within the Russian Empire, helped to engage the following key reforms: development of agricultural education, funded by the state, dissemination new methods of land improvement, for the lines of credit for peasants, development of large-scale individual farming, and lastly the somewhat ominous inclusion of introduction of agricultural cooperatives (Steinwedel, 2000). With a taste of the way in which reforms could in fact impact upon all individuals within society to a certain degree, the desire for greater autonomy and integration with the Democratic process was born. Although successful in engaging some key reforms that prompted changes to the Russian Empire, the Duma was ultimately unable to speak to the key failures that existed within the Russian Empire; namely, the fact that the Tsar continued to hold absolute power and although giving the Duma some latitude with regards to the functions it could engage, the final legislative power was still held within the hands of the nobles and the Tsar himself. Historically, many analysts have viewed the initial success and ultimately failure of the Duma as contingent upon the fact that the appetite of the people was whetted with regards to what a degree of democratic choice could portend (Kropotkin, 2008). For instance, under pressure after the horrific loss of territory that the Russian Empire faced after its loss to the Empire of Japan at Port Arthur and other key battles, the Tsar convened the first Duma;

The Psychosocial Model of Shamanic Trance Assignment

The Psychosocial Model of Shamanic Trance - Assignment Example The shamanic experience fits into the culture's mundis imaginalis, the way the members of a certain culture perceive the world. The shaman's role as healer requires communal recognition and acceptance. When a shaman is in training, there are often spirit helpers and human assistants who facilitate the process of the shamanic journey. The shaman's assistant will help to increase the vividness of the visions summoned in the shamanic trance by encouraging recollection of some things and avoiding others. In a trance state, mental imagery resulting from temporal and occipital lobe activity is perceived as real. The more perceptually real and detailed a vision is, the greater its cognitive and psychological effect will be. Just as keeping a dream diary will tend to sharpen the recall and intensify a person's dreams, the shaman's training has a similar effect. One essential aspect of training is the ability to control visions. The trainee learns to start and stop visions at will. The proces ses are kindled and tuned by the trainer. A shaman who is unable to control the vision process will be perceived as a bad shaman, as lack of control indicates that the spirits are in charge. In societies where oral traditions are observed as the main method of transferring information from one generation to the next, the shaman helps the community to remember the sacral world by recalling and interpreting and re-enacting it. The shaman is active in different areas, including the role of diagnostician and healer. But the role in preserving the tradition of the culture also constitutes a vital contribution to society.  The therapeutic triangle is described by Jane Atkinson in her investigations on the Wana people in Sulawesi, Indonesia. Contrary to Western medicine, where the pathological process and the healing rituals are confined to the patient suffering the symptoms, the shamanistic healing traditions extend treatment to involve the entire community.

Northeren Ireland History Coursework Essay Example | Topics and Well Written Essays - 1500 words

Northeren Ireland History Coursework - Essay Example The aim of this paper is to discuss thoroughly the elements involved in the struggle for peace that the people of Northern Ireland find themselves involved in - both past and present. By examining the history of Northern Ireland, including the factors, obstacles, and pinnacle points involved, we can come to a clearer and more knowledgeable understanding on the subject matter. This is what will be dissertated in the following. I can learn many disadvantages faced by Catholics from the first paragraph through the learning that Catholics were a significant minority in regards to employment; only a mere 400 out of 10,000 workers in a Belfast shipyard were Catholic. This proves to be a significant disadvantage towards Catholics in the early 1960s considering that it seems as though they were given less employment opportunities. As well as facing disadvantages in city areas like Belfast, the second part of the source also shows other disadvantages faced in rural areas through another staggering statistic; although the population at the time in Fermanagh was over half Catholic, in regards to employment their position was still strikingly minor. Out of the Fermanagh City Council's 370 employees only 48 were Catholic, and out of 75 school bus drivers, only 7 were Catholic. In conclusion from this I can learn that although sometimes the Catholics were actually a majority in population, such as in the rural city of Fermanagh, they continued to make up only the minority in regards to employment. This shows us that they were treated unfairly, and were not given equal employment opportunities. How Useful are Sources B and C in Helping to Assess the Extent of Discrimination Against Catholics These two sources are significantly helpful in assessing the discrimination against Catholics, in that they show severe examples of the scrutiny and injustice that they faced. For example in source B, when Billy Sinclair, a former player-manager of Linfield, a football club in Northern Ireland, is making statements in 1984; he explained that if a Linfield soccer scout asked a player what school he went to and "if it's Saint something, then all of a sudden the boy's not good enough." This is a perfect example of the unfair discrimination the Catholics faced during that time period. In regards to source C, a similarly severe example is used, as it was described that Protestants are preferred during times of depression in preference to their fellow Catholics. This proves that people were not looked upon for their talent or humanity, but rather for whether they were Catholic or not, which is completely stereotypical and unjustified. How do Sources D, E, and F Help to Explain why Londonderry Became a Centre of the Civil Rights Movement in Northern Ireland Londonderry, which is also commonly referred to as the

The cons and pros of fair value versus historical cost accounting and Essay

The cons and pros of fair value versus historical cost accounting and deprival value - Essay Example Financial reporting requires extremely accurate form of measurement to deliver information to lenders and shareholders who are obliged to know how wisely their money is being spent (Barth 2007). Van Zijl & Whittington (2006) reveal that the current form of measurement is increasingly emphasizing on the use of current value to replace historical costs. The principle reason behind the establishment of accounting standards was to ensure that financial information produced by organizations are accurate, reliable, complete, timely and relevant. In addition, accounting standards would ensure that organizations not only demonstrate accountability but also maintain it while meeting statutory reporting requirements such that the stakeholders are accounted for organizational financial performance to support decision making (Cooper 2007). Currently, the measurement basis for measuring amounts in financial statements includes among others historical cost, amortized historical cost, fair value an d value in use. This paper evaluates the pros and cons of fair value versus historical cost accounting and deprival value. 1.0. Current cost should be used in financial reporting Historical cost accounting works well for liabilities that are not traded; representation of liabilities for contractual business obligations like long term deferred revenue, and other complex issues of life insurance and pension liabilities (Macve 2010). However, more emphasis is given to existing stakeholders and stewardship compared to service to investors in capital market and usefulness in economic decisions emphasized by fair value approach which replaces historical costs (Whittington 2008). Historical cost accounting and deprival value characterize the conceptual framework of ASB while fair value is a recent concept that is available only for the last 20 years in FASB, the IASB and the ASB and is increasingly applied in financial reporting. Penman (2007) argues that while historical cost accounting h as been used in items whose measurement using fair value would be unreliable or expensive to quantify, fair value is considered to be informative given that it is applied within mixed measurement system. Defining and measuring current value Fair value is defined by Penman (2007) as the amount that would be obtained from selling an asset or the amount that would be given away in defrayal of a liability in a transaction deemed as methodical and between wiling and well-informed participants. As a result, fair value accounting information reflects the future and not the past, events or transactions (Whittington 2008; Barth 2006). Barth (2007) reveals that the measurement decisions are made by standard setters through focusing on the application of the definitions of elements in financial reporting and the qualitative attributes of accounting information on the basis of financial reporting objective. The use of qualitative attributes is intended at recognizing the desired measurement cha racteristics while the financial reporting objective brings out the context within which the evaluation of measurement will be evaluated (Barth 2007). 2.0. Importance of deprival value concept Van Zijl and Whittington (2006) argue that deprival value is the implying measurement at substitute cost for an asset that has a recoverable amount superior than the costs to be incurred for replacement. The value of an asset is restricted to replacement costs since the loss incurred in losing an asset

Corporate finance Essay Example | Topics and Well Written Essays - 4250 words

Corporate finance - Essay Example This analysis will include; A fundamental analysis and valuation of the British Airways using the free cash flow method. And a recommendation will follow suit. Valuation methods will be attended for the purpose of selecting equities for portfolio investments. Valuation methods though are used for proper valuation however, they do not fit all in one place some methods are used for specific companies, as we have inherent differences within firms, companies, industries, outlets etc. and method falls with each member. Some may take more than one, however, about tour valuation methods are to be used. Dividend capitalization goes in to baring out the real truth of a company, its history and ways of behaviour, e.g. Paying of dividends, expansion plans, paying history of business, operation cushion. It opens the investors eyes to see the risks of investment and take caution. Discussions concerning real option analysis in strategic investment decisions will be adequately attended to stressing and bringing out the use of real option analysis in strategic investment decisions. However in attempt to give a fundamental analysis of the British Airways, the examination of the subject will refer to it’s earnings, each flow, equity value and sales and other accounting statements of the airways will be critically analyzed and discussed. The financial record of the British Airways over the years has been quite interesting because for the past three years, its net profit has been appreciating steadily. Since the year 2003 the British Airways have seconded success at the recorded of every year. Below is a table showing the progress of the British Airways since 2003-2005. It is interesting and important to note the difference in the profit margin this clearly shows and suggests that some new policies or new managerial skills have been employed to rightly enhance such as steady progress without any break for

Project 3 Essay Example | Topics and Well Written Essays - 750 words - 2

Project 3 - Essay Example In case the tenant damages any property within the apartment, the law provides that it should be tabulated and written down. In case the landlord has any intentions to withhold, the security amount, the same should be communicated to in advance. On the other hand, the tenant has certain rights within the frame work of law. Sec 8-211 provides that the tenant could make repairs and deduct the commensurate amount from the rent. On the other hand, the landlord has a duty to mitigate the effects of the damages through initiatives such as re renting the premises. The law provides that in cases where the lease in question is one of 1 year, a three months’ notice should be given. There is however, an exception in case of farm tenancies that run for 6 months. In case the tenants- landlord agreement is a month to month, there should be one month notice. It is now proper to turn to instances where there is breach or violation of lease agreement, Sec 402.1(a)(1) provides that eviction notice should be given 30 days. However, in cases where the tenant poses a great danger it should be given 14 days. The landlord has the obligation of abiding by the laws when terminating the lease agreement. In this respect, the landlord is barred by the law to take possession of the leased property unless within the confines of the law. On the same note the landlord can only take possession of the tenant’s property only in case the tenant does not give legal notice on exit. Before the tenants enter any premise, the landlord has the duty to disclose all the relevant information. Within such information should be the right of the tenants, the landlord’s right to inspect the premises. Within such information should also be the person whom the landlord may direct to act on their behalf. Based on the above provisions, it is now in order to discuss the matters that relate to the case above. It is evident

Timothy Egans ’The Good Rain Essay Example for Free

Timothy Egans ’The Good Rain Essay In this essay â€Å"The Good Rain: Across Time and Terrain in the Pacific Northwest† Timothy Egan begins his essay by introducing himself that he was born in Seattle and graduated from the University of Washington and he is the Pulitzer Prize. He views Seattle as a new and interesting city which has changed a lot in the last century. Declining hills, losing salmon stream, building new skyscrapers by month, and the forested edge of the city is deforested for new neighborhoods as well. No wonder he describes Seattle as â€Å"a city that can’t decide what to wear†(127). He also interprets Seattle by kayak, where people usually travelling by kayak in the old time then getting into Elliott Bay, a bay with six hundred feet of depth, on a hectic weekday morning that is overwhelmed with ship traffic and dwelled mostly by one species, a half-blind octopus that weight about three hundred pounds. In another view, Timothy Egan wants to invite readers to imagine from George Vancouver’s perspective who discovered and marked Puget Sound onto the map. He started his travel heading up the Pacific Coast and then to the south to an inland sea and an enormous volcano which is named Rainier. Before Puget Sound was discovered, Vancouver always thought that wild land was evil land, bad before it was civilized but Vancouver belief had changed by the time he found the garden of Puget Sound. Then, he wrote perhaps his most famous passage: â€Å"To describe the beauties of this region, will, on some future occasion, be a very grateful task to the pen of a skillful panegyrist. The serenity of the climate, the innumerable pleasing landscapes, and the abundant fertility that unassisted nature puts forth, require only to be enriched by the industry of man with villages, mansions, cottages and other buildings, to render it the most lovely country to be imagined.†(129). Egan also tells the reader about Sealth who was tall, tough and owned eight slaves and freed them at last. Similar to what Abraham had done for blacks in the South. Sealth had done so much to develop the city and it was named after Sealth as a reward and eventually the name had changed to the city of Seattle as we known today. Timothy Egan does a really great job when he is trying to make readers imagine the city of Seattle is based on the landscape of Seattle and the perspective of George Vancouver. He starts with a condition of the early generation that they mostly travel by kayak and the consistent changes of Seattle’s landscapes and then he ends up writing about a humorist Fran Lebowitz who said â€Å"why are they tearing it down† which shows his disappointment to people who harm the landscape by building new skyscrapers and deforesting the forest of the city. Otherwise, Seattle would be a really â€Å"cute† city. He also wants readers to have George Vancouver’s feeling about the city and he has done a pretty good job by providing strong supporting sentences in which written â€Å"to Vancouver and other British explorers, wild land was evil land, bad until proven civilized. That attitude changed when he came upon the garden of Puget Sound.† It makes the passage sounds more convincing the terrain is really fertile and wonderful. As it is not only Vancouver that agrees the terrain is fantastic but also the British explorers. In the conclusion, Egan likes the place very much and he is willing to share the beauty of Seattle to the readers and it works really well.

Bio-fuels and how effective they truly Essay Example for Free

Bio-fuels and how effective they truly Essay If compared with utilizing fossil fuels, research studies on biofuels show that first generation biofuels can be projected to have 60% carbon emission reduction while utilization second generation biofuels can reduce up to 80%. Figure 4 shows the CO2 reduction particularly in the transport sector with the use of biofuels and other GHG reduction strategies. In the future, the type of processing energy used will be more relevant: a biofuel plant that uses biomass energy will contribute far more to reducing GHG emissions than one that uses fossil energy. The European Union started the market for biofuels. Other countries such as the United States of America are fast catching up. The Asian countries are slow in taking up the mandate because people are assuming the wise consumer attitude, adopting a wait-and-see approach, waiting for the infrastructure to be established in order to have a better rationalization of cost and benefit. Historical and projected biofuels production levels are shown in figures 5 and 6. The major country players are clearly indicated. Figure 7 shows the global demand for biofuels. The figure illustrated a 100% increase in the ethanol production between 2000 and 2005. ON the other hand, biodiesel production showed an increase of almost 400%.. Comparing these figures with production of oil from fossil fuels, it showed an increase only by only 7% over this period. Brazil produced 16. 5 billion liters of fuel ethanol (45. 2 percent of the worlds total) with the United States a close second at 16. 2 billion liters, or 44. 5 percent of the total. With these projections, benefits brought about by the utilization of biofuels is expected to be significant specifically on the reduction of greenhouse gas emissions. CONCLUSION Clean environment is essential to a good quality of life, yet many thousands of deaths yearly are linked to the effects of pollution. Improving local air quality is a major thrust that most countries are currently pursuing. Thus, it is relatively important to bear in mind that for the petroleum and energy industry, one of the major considerations should be the use of environmentally sound, economical and safe fuel. The use of biofuels, as presented in this paper suggests and projects a positive impact in the environment on the long term. While there are issues to be addressed, extensive research should be conducted in order to provide an answer to all these concerns. The figures show that there is an increasing demand for biofuels worldwide, still, policies gearing towards the utilization of such should be developed and adopted to the highest standards in the international scene. Like in some countries wherein the use of biofuels is mandated by law, there should be a worldwide promotion and advocacy campaign for its utilization with emphasis that it brings about to the environment. REFERENCES Biofuels for Transport (2006). What exactly is biofuels and the potential of it for its future use as alternative fuel for future road vehicles? [Internet], Biofuels for Transport. Available from: http://people. bath. ac. uk/ksyl20/my_report/interest. htm [Accessed 22 November 2007]. Brevitt, B. (February 12, 2002) Alternative Vehicle Fuels. Science and Environment Section, Research Paper 02/11. Center for Fuel Cells (2007) Fuel cell today. University of South Carolina. DOE Portal (2007) Biofuel. [Internet], Philippines Department of Energy. Available from: www. doe. gov. ph [Accessed 24 November 2007]. EurActive (2005) Alternative fuels for transport. [Internet], EurActive. Available from: www. eurActiv. com [Accessed 23 November 2007]. EurActive (2006a) Carmakers reject EU plan for CO2 emissions law. [Internet], EurActive. Available from: www. eurActiv. com [Accessed 23 November 2007]. Energy Research (2007) Introduction to Fuel cells. [Internet], European Commission. Available from: http://ec. europa. eu/research/energy/index_en. htm [Accessed 25 November 2007]. Environmental Technologies (2007) Innovations and Industry, Biofuel. [Internet], The Israel Export and Industrial Cooperation Institute. Available from: www. export. gov. il [Accessed 25 November 2007]. Gow, I. T. A. D. (February 21, 2007) EU promises 20% reduction in carbon emissions by 2020. The Guardian. Webster, B. (February 5, 2007) EU is steered from gas-guzzler ban. The Times.

Strategies for Service Quality

Strategies for Service Quality Literature Review Chapter One: An overview of Service Quality 1.0 Introduction Nowadays, service quality strategy is an important weapon used to gain a competitive advantage over competitors. This chapter starts by defining quality, services and service quality. Some essential elements such as the expectations of service, importance of service quality and its benefits are also being highlighted. It further stresses the need for handling customer complaints and underlines the role of service failure and recovery. 1.2 Meanings of Quality Quality is constantly evolving depending on its application techniques used. Quality is a term that is heard almost everywhere nowadays, from top management business to the small corner shop on the local street to the stall selling fruits in the market. Quality is perceived as a subjective term which means different things to different people in different situations. According to Joseph M. Juran (1988), quality is defined as â€Å"fitness for purpose†. Deming W. Edwards (1982), another quality guru, described quality as being â€Å"a predictable degree of uniformity and dependability at low cost and suited to the market†. However, â€Å"Delighting the customer by fully meeting their needs and expectations† is a more common definition of quality. Other definitions of quality are listed below: â€Å"Quality is a conformance to requirement† (Philip Crosby, 1979) â€Å"Quality is the customers opinion† (Armand V Feigenbaum, 2004) â€Å"Quality is the extent to which the customer or users believe the product or service surpasses their needs and expectations† (Gitlow et al. , 1989) The different definitions of â€Å"quality† given above are not stating the same thing. Thus, it is possible that one business concentrates on quality to meet a specified requirement, but this may not satisfy the customers expectations. Also, it is possible for a product to be of a degree of excellence but may not fit for purpose, that is, the definition underlined by Joseph Juran. Simply expressed, all gurus of quality dance around the definition of quality but none of these definitions stated above is a complete statement of what is meant by quality. 1.3 Importance of Quality The concept of quality is currently so widely used by organisations that it is no longer just an advantage to adopt it but a must for survival. Increased globalisation leads to increased competitive pressures. Therefore, businesses are forced to do their best to be more efficient, more up-to-date with the changing technologies and at the same time to be responsive to the markets. Dale (2003) stresses the importance of quality in that it increases productivity, followed by enhanced performance in the marketplace and improves overall business performance. According to Armand Feigenbaum (2004), quality is considered to be the single most important force resulting in organisational success and growth in both national and international markets. Competition nowadays is fiercer as existing competitors need to improve their offerings while new and low cost competitors emerge in the marketplace (Dale, 2003). Consequently, businesses are required to understand the great significance of quality and try to indulge in continuous and sustainable quality improvements in order to survive. Quality is a key aspect that plays a great role for both goods and services providing enterprises. More specifically, quality and its management have turned out to be progressively significant in pursuing business excellence, superior performance and market supremacy. But why quality in service? This is because organisations face challenges such as meeting customer requirements while remaining economically competitive. Services are labour intensive even today. There is not any substitute for high quality personal interaction between service employees and customers. Thus, quality practices need to be implemented by the service enterprises to identify problems quickly and systematically, establish valid and reliable service performance measures and measure customer satisfaction. 1.4 Services The new catch-all word â€Å"services† is making its rounds in the industry in the last decade. Indeed, the role of services in the world economy has increased considerably within the last ten years, particularly in developed nations. According to Jiang and Rosenbloom (2005), the shifting of the economy in industrialised countries from goods to services is considered to be one of the most essential long-term trends in the business world today. In fact, the service sector is one of the fastest growing sectors in the USA nowadays, accounting for over 75% of the increase in the GNP (Gross National Product) in the last decade. Regan (1963) brought in the idea of services being â€Å"activities, benefits or satisfactions which are offered for sale, or are provided in connection with the sale of goods†. As human beings, we consume services in our everyday life such as switching on the television, talking on mobile phones and using emails. Economies of the world are becoming more and more services based. Some activities such as banking, construction, tourism, accounting and hairdressing can be easily identified. Organisation goals can be achieved by knowing the needs and wants of target markets and thus delivering the appropriate and desired service better than competitors. According to Zeithaml et al. (1990), customers are considered to be the only judge of service. However, it is often difficult for customers to predict satisfaction and evaluate service prior to purchase and consumption and hence, they are more likely to look for information before purchasing services than goods This may be mostly due to the fact that services, in contrast to goods, are commonly said to derive from the four characteristics namely intangibility, heterogeneity, perishability and inseparability. However, some authors have argued that services are not fundamentally different from goods and have also reported that no pure goods or services exist in todays marketplace (McDougall et al. , 1990; cited by Stell et al. , 1996). This stream of thought puts forward that the service/good dichotomy is such that consumers can purchase either a good or service to fulfill their needs. For instance, when consumers need to have their documents copied, they may buy a personal copy machine (a good) or go to a copy center (a service). In these circumstances, services may compete directly with goods (Dholakia and Venkatraman, 1993). So, instead of identifying differences, marketing strategy should be based on the similarities between services and physical goods in relation to the characteristics of the total market offering. 1.4.1 Services in Retail Industry Organisations must be able to identify their most important customers and prospect and at the same time integrating customer insights and powerful analytics into retail decision-making. Thus, this can drive high performance throughout the business. Evidence suggests that services business customers tend to remain with the same service provider if they are continually and continuously satisfied (Hong and Goo, 2004). The building and maintenance of such relationships can attain better financial performance, customer trust, commitment and satisfaction (Hsieh et al, 2002). In order to achieve high performance in the retail industry, there are several attributes that retailers should strive towards to guarantee success and outperform their competitors. They have to excel in areas such as being customer focus, being continuously innovative, establishing a performance-oriented culture and improving the distribution channel. All these add a new dimension of competition. 1.5 Definition of Service Quality Service quality has drawn attention of researchers in recent decades (Zeithaml, 2000). Nevertheless, since there is not a universally accepted definition for service quality, many different meanings exist. For instance, Czepiel (1990) portrays service quality as customers perception of how well a service meets or exceeds their expectations whereas Bitner, Booms and Mohr (1994, p. 97) define service quality as â€Å"the consumers overall impression of the relative inferiority or superiority of the organisation and its services†. Zeithaml et al. (1996) depict service quality as â€Å"the delivery of excellent or superior service relative to customer expectations†. While other researchers (for example, Cronin and Taylor, 1994) view service quality as a form of attitude representing a long-run evaluation in general, Parasuraman, Zeithaml and Berry (1985, p. 48) define service quality as â€Å"a function of the differences between expectation and performance along the quality dimensions†. Indeed, this has appeared to be consistent with Roest and Pieters (1997) definition that service quality is a relativistic and cognitive discrepancy between experience-based norms and performances concerning service benefits. As for Gronroos (1983), service quality is viewed as the accomplishment of customers expectations whereas Parasuraman et al. (1985) define it as the gap between customers expectations, in terms of service, and their perception developed by the actual service experience. That is, service quality is an attitude that results from the comparison of expected service levels with perceived performance. Furthermore, Parasuraman et al. (1985) have reported that outstanding service is a profitable strategy as it results in more new customers, fewer lost customers, more business with existing customers, more insulation from price competition and fewer mistakes requiring the re-performance of services. Accordingly, by offering superior service quality, a firm is liable to become more profitable and at the same time to sustain a competitive edge in their served markets. Evidently, superior service quality is a strategic weapon aiming to attract more customers. Lassar et al. (2000) believe that service quality is a significant sign of customer satisfaction and thus delivering superior service quality is a strategy that eventually leads to success. 1.5.1 Service Quality in Retailing With the rapid development in the retail industry nowadays, understanding of retail service quality and identifying determinants of retail service quality has become strategic importance for retailers. By satisfying customers through high quality service, firms not only retain their current customers, but at the same time, their market share also increases. (Finn and Lamb, 1991; cited by Nguyen, 2007) According to numerous marking researchers (for example, Berry, 1986; Reichheld Sasser, 1990; Dabholkar et al., 1996; NcGoldrick, 2002), the offer and supply of high quality service is often perceived to be of fundamental importance in retailing. In the retail context, when customers evaluate retail service, they compare their perceptions of the service they receive with that of their expectations. Customers are seemed to be satisfied only when the perceived service meets or even exceeds their expectations. However, they are dissatisfied when they feel that the service falls below their expectations (Levy and Weitz, 2005). To date, Parasuraman et al. (1988) believe that many studies on service quality relied on service quality construct and scale. Nevertheless, Kaul (2005) and Dabholkar et al. (1996) argue that this application to the retail industry may not be appropriate for service quality in retailing industry as the latter seems to be different from other services. In retail setting, where there is a mix of product and service, retailers are prone to have impact on service quality more than on product quality (Dabholkar et al. , 1996). Hence, since retailers can create such effects, service quality plays a significant strategic role in creating quality perceptions. 1.6 Customer Expectations of Service According to Parasuraman et al (1993), understanding customer expectations is a must for delivering superior and value-added service. Customers have the tendency to compare their perceptions with that of expectations when judging a service. They are satisfied only when the service they have received is the same or exceeds what they expected. Lewis (1991) define expectations as the desires or wants of consumers and what they believe a product or service should offer, which are formed on the basis of previous experience with a company, its competitors and the marketing mix inputs. Thus, identifying what a customer expects is the prime step in delivering high quality of customer service. 1.6.1 Determinants of Customer Expectations of service Berry and Parasuraman (1993) have developed a complete model of customer expectations and have given their opinions through two levels namely desired and adequate expectations and the zone of tolerance in the middle which separates them (refer to Figure 1.3). This model shows the different factors that affect these three features. Desired service is that level of service which a customer expects to receive from a service firm. In fact, it is a blend of what the customer considers ‘can be and ‘should be. It is believed to result from six sources namely, enduring service intensifiers, personal needs, explicit service promises, implicit service promises, word-of-mouth and past experience. Conversely, adequate service level is related to which the customer finds acceptable. It is based on the customers appraisal of what the service ‘will be. It is influenced by five factors such as transitory service intensifiers, perceived service alternatives, customer self-perceived service role, situational factors and predicted service. Berry and Parasuraman (1993) describe a tolerance zone as â€Å"a range of service performance that a customer considers satisfactory†. This concept assumes that customers have expectations of a service attribute on the two given levels which have been discussed above. If the real experiences of a customer fall in the zone of tolerance, then the perceived quality is regarded as good. Understanding the different sources of customer expectations can therefore help managers to perceive correctly what their customers want and expect. They can then put emphasis on the services elements that they can control and deliver the services they have promised. Hence, this model can serve as a valuable diagnostic tool to boost up the overall level of perceived service quality (Kettinger and Lee, 2005).Yet, one of the perplexing issues confronting service businesses is how to measure quality service perceptions of existing and potential customers since many of these factors are uncontrollable and also expectations differ from customer to customer and, possibly, from one situation to the next for the same customer (Young et al. , 1994). Why is Service Quality Important? Across all service industries, service quality remains a critical issue as businesses strive to maintain a comparative advantage over their competitors in the marketplace (Kandampully et al., 1999). As a result, the environment of service organisations is more and more competitive. Ghobatian et al. (1994) point out that â€Å"customers are the lifeblood of any business† and â€Å"service quality can be the means to win and keep customers†. Actually, in todays aggressive environment, the pursuit of service quality is believed to be the most important strategic weapon in achieving a sustainable differential advantage within the global marketplace (Devlin et al., 2000). More importantly, it is conceded that companies that excel in high quality service as perceived by their customers, tend to be the most profitable ones. On the other hand, poor service has been classified as the prime cause for customers switching to competitors (Ghobatian et al., 1994). It is often observed that organisations providing a sophisticated level of service, try to go beyond just satisfying their customers. â€Å"They emphasise the need to ‘delight them by providing them more than what is required. They also now talk about winning customers† (Dale, 2003). The latter highlights some customer service facts and indicates why service quality is crucial for a firm. (See Appendix A) While focusing on the increased importance of service quality, it is also essential to assess the related benefits and costs. Lewis (1991) has underlined some benefits when adopting a quality service strategy such as customer satisfaction and customer retention, loyalty, expanded market share, enhanced firms reputation, improvement in employee morale, low staff turnover, increased productivity, less mistakes, lower costs, high revenues, increased financial performance, high revenues and positive word-of-mouth. On the other hand, Crosby (1979) has identified the costs of poor quality which are related due to lack of responsiveness to customers, low morale of employees, dissatisfied customers and unfavorable word-of-mouth communication. Hence, it is important for businesses to clearly anticipate that service quality is the basic prerequisite for continuous success. 1.7 Service Quality and Customer Satisfaction In a competitive business environment where organisations compete for customers, customer satisfaction is perceived as a key differentiator and increasingly has become a primary element of business strategy (Carl D. McDaniel, 2005). Customers are the foremost decision makers in any marketing effort. They opt for a service offering that adds value to them and optimises their satisfaction. Many researchers such as Brady and Robertson (2001) and Lovelock, Patterson and Walker (2001) conceptualise customer satisfaction as an individuals feeling of pleasure or disappointment resulting from judging against a products perceived performance with respect to his or her expectations. But, Westbrook and Oliver (1981) make use of the confirmation-disconfirmation theory to better explain the meaning of customer satisfaction. This paradigm states that customers assess their levels of satisfaction by comparing their actual experiences with that of their previous experiences, expectations, and perceptions of the products performance. Parasuraman et al. (1994) mention that customer satisfaction is a key consequence of service quality and thus, it can determine the long term success of a service organisation. In the same vein, Oliver (1980) points out that customer satisfaction is affected by customer expectation or anticipation prior to obtaining a service and can be approximated by the following equation: Customer Satisfaction = â‚ ¬Ã‚  Perception of Performance Expectations Based on the above equation, Parasuraman et al. (1994) devise that a service provider can boost up overall customer satisfaction by either improving customer perceptions of a service or by lowering their expectations of it. If a service firm fails to respect this equation, then, this may dissatisfy the customer at the time and, in turn, will result in his or her switching to alternative service firms (McCollough, Berry, and Yadav, 2000; Roos, 1999). Thus, this equation is a valuable tool and a clear reminder that both factors, perceptions and expectations of customer satisfaction need to be managed and controlled by the service provider. An analysis of the literature on the relationship between customer satisfaction and service quality has received a widely held view among researches. Caruana and Malta (2002) point out by mentioning that service quality is an important input to customer satisfaction. Zeithaml et al. (1996) share the same line of thought by suggesting that a customers relationship with a company is strengthened when that customer makes a positive appraisal about the companys service quality and is weakened when a customer makes negative assessments about the companys service quality. They argue that favourable assessment of service quality will result in favourable behavioral intentions like â€Å"praise for the company† and expressions of preference for the company over other companies. Thus, implying that there is a positive relationship between service quality and customer satisfaction. However, the relationship between customer satisfaction and service quality has been criticised for not being inter-related by many researches. For instance, Iacobucci et al. (1995) identify that the vast majority of articles attempting to scrutinise this inter-relationship have been of a non-empirical nature. Similarly, Anderson and Fornell (1994) point out that the literature is not very clear about the distinction between quality and satisfaction. Satisfaction is a â€Å"post consumption† experience which judges perceived quality against expected quality, whereas service quality refers to a global evaluation of an organisations service delivery system (Anderson and Fornell, 1994; Parasuraman et al., 1985). Hence, Dabholkar et al. (2000) suggest that it is recommended that customer satisfaction should be measured separately from service quality so as to understand how customers evaluate service performance. 1.8 Service Quality and Customer trust The trust that customers have in service organisations is an important concern for customer relationship managers. Existing research has accentuated the significance of trust and its implications for driving profitable and long-lasting customer relationships (Garbarino and Johnson, 1999; Morgan and Hunt, 1999). Practitioners and researchers have repeatedly emphasised the importance of service quality which enable firms to build stable and trusting relationships with customers (Grà ¶nroos, 1983; Rust, Moorman, and Dickson, 2002; Zeithaml, Berry, and Parasuraman, 1996). Recent evidence highlights that there exists a positive relationship between service quality and trust (Chiou and Droge, 2006; Sharma and Patterson, 1999). To reinforce this notion, a firm that consistently meets or exceeds the expectations of customers will cultivate more trusting relationships with its customers. The courteous, caring, and responsive employee behaviours that are characteristic of service quality will inspire confidence in customers, particularly in retail outlets and thus will introduce a sense of trust for the retail store in customers (Weisinger, 1998). These related factors of service quality eventually contribute to the development of trust, and trust starts to develop as the customers experience positive service interactions and obtain benefits from this personal interaction. Consequently, the higher the service quality, the stronger is customer trust in an organisation. 1.9 Service Quality and Customer Loyalty The main aim of leading service organisations is to maintain a superior quality of service in an effort to gain customer loyalty. Coupled with this, Zeithaml (1996) believes that a service firms long term success in a market is essentially determined by its ability to expand and maintain a large and loyal customer base. Buttle and Burton (2002) simply describe customer loyalty as â€Å"a customer who continues to buy is a loyal customer†. Boulding et al. (1993) find that there is a positive relationship between service quality and customer loyalty, that is, customers having the repurchase intentions and the willingness to recommend. Sharing the same line of thought, Zeithaml et al. (1990) also report a positive relationship, thereby, customers willingly pay a price premium and intend to remain loyal in case of a price increase. However, Johnson et al. (2001) point out that this positive relationship varies between products, industries, and situations. On the other hand, some researchers argue that it has remained unclear whether or not there is a direct relationship between service quality and loyalty. In the study done by Cronin and Taylor (1992), service quality did not appear to have a significant or positive effect on customer loyalty. Similarly, Bloemer et al. (1999) mention that this relationship has remained relatively underdeveloped. 1.10 Handling customer complaints The phenomenon of customer complaints is considered as an area of great significance for businesses, particularly where organisations are increasingly recognising the value of pursuing long-term relationships with customers. Tax and Brown (1998) identify that only 5-10% of customers who are dissatisfied actually complain. Hence, it is imperative for organisations to encourage their customers to voice their dissatisfaction by providing communication facilities such as customer service desks. However, Blancero and Johnson (2001) argue that customer complaints could result in negative reactions from employees, which may in turn reduce service quality. But complaints can have a positive impact as well. It is an excellent opportunity for an organisation when receiving complaints in order to restore customer confidence and to capitalise on this feedback for helping in organisational improvements (Johnston, 2001; Ramsey, 2003). When focusing on handling customer complaints, it should include adequacy or fairness of the outcome, access to the organisation contact points, friendliness, empathy, active feedback, and speed of response (Stauss, 2002). 1.11 Service Failure and Recovery The retail industry involves a high degree of interaction between employees and consumers and as a result, provides many opportunities for service failures to crop up. According to Michel (2001), service failures include those circumstances when a service fails to live up to the customers expectations. Some consequences of service failures are dissatisfaction, negative word-of-mouth (Mattila, 2001), decrease in customer confidence and a decline in employee morale and performance (Boshoff and Leong, 1998). When service failure occurs, then service providers have to take actions to recover which gives rise to service recovery. Miller et al. (2000) describe service recovery as the actions takes to problems, change negative attitudes of dissatisfied customers and to ultimately retain these customers. Examples of recovery efforts consist of price discounts, improved services, refunds, free products or services, apologies, and acknowledgment of the problem (Kelley et al. , 1993). 1.12 Summary of the Literature Review This chapter has provided a general idea on service quality. It has started by providing an overview of services and quality with emphasis in the retailing industry. In addition, customer expectations, customer trust, loyalty and customer satisfaction have also been discussed. Undoubtedly, in the service quality literature, service quality is proven to provide many benefits to organisations. Literature Review Chapter Two: Related Concepts of Service Quality 2.0 Introduction In this chapter, service quality and its related concepts have been explored. They are as follows: The dimensions of service quality including SERVQUAL, Gap analysis, the three dimensions of Lehtinen and Lehtinen and the Perceived service quality model. Besides, the difficulties in measuring service quality as well as a critical review of the concept of service quality have also been identified 2.1 Dimensions of Service Quality Service quality is not a singular but rather it is a multidimensional phenomenon (Ghobatian et al, 1993). Without doubt, the identification of the quality dimensions to measure is of fundamental necessity as customers base their views about service on these dimensions (Kunst and Lemmink, 1996). Various writers and researchers have suggested a number of dimensions of service quality. For instance, Lehtinen and Lehtinen (1982) identify three dimensions for service quality which are physical quality (tangible aspects of service), corporate quality (company image and reputation) and interactive quality (two-way flow between customers and personnel). They also argue that it is important to differentiate between the output quality of service and the quality associated with the process of service delivery. Indeed, service quality is being perceived as a multidimensional concept. Grà ¶nroos (1984) point out that service quality comprises of three global dimensions: The technical quality which refers to what is delivered or what the customer gets from the service. For example, for a retail store, technical quality may consist of the range of products offered and the availability of parking space. The functional quality, that is, the way in which the service is delivered or how it is delivered. For example, customers of a retail store will assess whether the salespersons are friendly or whether products are easily returnable. The corporate image has to do with how consumers perceive the firm and is built by mainly both technical and functional quality and to some extent other factors such as the traditional marketing activities (pricing, advertising). Unlike Grà ¶nroos (1984) who uses the global measure of service quality, Parasuraman et al. (1985) argue that the criteria used by consumers to evaluate service quality fits ten dimensions: reliability, responsiveness, competence, courtesy, communication, credibility, security, access, tangibles and understanding/knowing the customer. Later, after having carried out successive research, analysis and testing, Parasuraman et al. (1988) refine the dimensions into only five dimensions namely: Tangibles: the appearance of physical facilities, personnel, communication materials and condition of equipment. Reliability: the ability to perform the promised service on time dependably and accurately. Responsiveness: the willingness to help customers, to deal effectively with complaints and provide prompt service. Assurance: the employees knowledge and courtesy and their ability to convey trust and confidence. Empathy: The level of caring, individualised attention provided to the customers. 2.1.1 SERVQUAL Model Based on these five dimensions above, the SERVQUAL instrument has been developed. This particular instrument which is originally developed by A. Parasuraman, Valarie A. Zeithaml and L.L. Berry in 1988, measures service quality through customer opinions. They point out that SERVQUAL essentially comprises of two sections. The first section basically questions customers expectations, while the second part measures customers perceptions. The gap between the expected service and perceived service is measured using the SERVQUAL together with its five underlying dimensions of service quality (tangibles, reliability, responsiveness, assurance and empathy). The SERVQUAL incorporates 22 items in each of the two sections which are sub-items of the predefined five dimensions (refer to Appendix B). According to Zeithaml et al. (2006), SERVQUAL has been creatively used in multiple service contexts. Indeed, Parasuraman et al. (1988) suggest that the instrument is applicable across a wide variety of services. In the same line, Getz et al. (2001) put forward that SERVQUAL has been broadly used in a variety of service industries. They also point out that it is a helpful tool comprising of potential applications in assessing effectively consumers expectations and perceptions of service quality. Despite the fact that SERVQUAL is the most well known instrument for service quality, it has been criticised from several researchers. Cronin and Taylor (1992) claim that there are deficiencies in both the conceptualisation and operationalisation of service quality in the SERVQUAL model. Buttle (1996) criticises on the dimensionality of the SERVQUAL scale, especially to the number of dimensions and their stability from contexts to contexts. He also states that the dimensions are not universal. Following the same line of thought, Bahia and Nantel (2000) declare that this model emphas Strategies for Service Quality Strategies for Service Quality Literature Review Chapter One: An overview of Service Quality 1.0 Introduction Nowadays, service quality strategy is an important weapon used to gain a competitive advantage over competitors. This chapter starts by defining quality, services and service quality. Some essential elements such as the expectations of service, importance of service quality and its benefits are also being highlighted. It further stresses the need for handling customer complaints and underlines the role of service failure and recovery. 1.2 Meanings of Quality Quality is constantly evolving depending on its application techniques used. Quality is a term that is heard almost everywhere nowadays, from top management business to the small corner shop on the local street to the stall selling fruits in the market. Quality is perceived as a subjective term which means different things to different people in different situations. According to Joseph M. Juran (1988), quality is defined as â€Å"fitness for purpose†. Deming W. Edwards (1982), another quality guru, described quality as being â€Å"a predictable degree of uniformity and dependability at low cost and suited to the market†. However, â€Å"Delighting the customer by fully meeting their needs and expectations† is a more common definition of quality. Other definitions of quality are listed below: â€Å"Quality is a conformance to requirement† (Philip Crosby, 1979) â€Å"Quality is the customers opinion† (Armand V Feigenbaum, 2004) â€Å"Quality is the extent to which the customer or users believe the product or service surpasses their needs and expectations† (Gitlow et al. , 1989) The different definitions of â€Å"quality† given above are not stating the same thing. Thus, it is possible that one business concentrates on quality to meet a specified requirement, but this may not satisfy the customers expectations. Also, it is possible for a product to be of a degree of excellence but may not fit for purpose, that is, the definition underlined by Joseph Juran. Simply expressed, all gurus of quality dance around the definition of quality but none of these definitions stated above is a complete statement of what is meant by quality. 1.3 Importance of Quality The concept of quality is currently so widely used by organisations that it is no longer just an advantage to adopt it but a must for survival. Increased globalisation leads to increased competitive pressures. Therefore, businesses are forced to do their best to be more efficient, more up-to-date with the changing technologies and at the same time to be responsive to the markets. Dale (2003) stresses the importance of quality in that it increases productivity, followed by enhanced performance in the marketplace and improves overall business performance. According to Armand Feigenbaum (2004), quality is considered to be the single most important force resulting in organisational success and growth in both national and international markets. Competition nowadays is fiercer as existing competitors need to improve their offerings while new and low cost competitors emerge in the marketplace (Dale, 2003). Consequently, businesses are required to understand the great significance of quality and try to indulge in continuous and sustainable quality improvements in order to survive. Quality is a key aspect that plays a great role for both goods and services providing enterprises. More specifically, quality and its management have turned out to be progressively significant in pursuing business excellence, superior performance and market supremacy. But why quality in service? This is because organisations face challenges such as meeting customer requirements while remaining economically competitive. Services are labour intensive even today. There is not any substitute for high quality personal interaction between service employees and customers. Thus, quality practices need to be implemented by the service enterprises to identify problems quickly and systematically, establish valid and reliable service performance measures and measure customer satisfaction. 1.4 Services The new catch-all word â€Å"services† is making its rounds in the industry in the last decade. Indeed, the role of services in the world economy has increased considerably within the last ten years, particularly in developed nations. According to Jiang and Rosenbloom (2005), the shifting of the economy in industrialised countries from goods to services is considered to be one of the most essential long-term trends in the business world today. In fact, the service sector is one of the fastest growing sectors in the USA nowadays, accounting for over 75% of the increase in the GNP (Gross National Product) in the last decade. Regan (1963) brought in the idea of services being â€Å"activities, benefits or satisfactions which are offered for sale, or are provided in connection with the sale of goods†. As human beings, we consume services in our everyday life such as switching on the television, talking on mobile phones and using emails. Economies of the world are becoming more and more services based. Some activities such as banking, construction, tourism, accounting and hairdressing can be easily identified. Organisation goals can be achieved by knowing the needs and wants of target markets and thus delivering the appropriate and desired service better than competitors. According to Zeithaml et al. (1990), customers are considered to be the only judge of service. However, it is often difficult for customers to predict satisfaction and evaluate service prior to purchase and consumption and hence, they are more likely to look for information before purchasing services than goods This may be mostly due to the fact that services, in contrast to goods, are commonly said to derive from the four characteristics namely intangibility, heterogeneity, perishability and inseparability. However, some authors have argued that services are not fundamentally different from goods and have also reported that no pure goods or services exist in todays marketplace (McDougall et al. , 1990; cited by Stell et al. , 1996). This stream of thought puts forward that the service/good dichotomy is such that consumers can purchase either a good or service to fulfill their needs. For instance, when consumers need to have their documents copied, they may buy a personal copy machine (a good) or go to a copy center (a service). In these circumstances, services may compete directly with goods (Dholakia and Venkatraman, 1993). So, instead of identifying differences, marketing strategy should be based on the similarities between services and physical goods in relation to the characteristics of the total market offering. 1.4.1 Services in Retail Industry Organisations must be able to identify their most important customers and prospect and at the same time integrating customer insights and powerful analytics into retail decision-making. Thus, this can drive high performance throughout the business. Evidence suggests that services business customers tend to remain with the same service provider if they are continually and continuously satisfied (Hong and Goo, 2004). The building and maintenance of such relationships can attain better financial performance, customer trust, commitment and satisfaction (Hsieh et al, 2002). In order to achieve high performance in the retail industry, there are several attributes that retailers should strive towards to guarantee success and outperform their competitors. They have to excel in areas such as being customer focus, being continuously innovative, establishing a performance-oriented culture and improving the distribution channel. All these add a new dimension of competition. 1.5 Definition of Service Quality Service quality has drawn attention of researchers in recent decades (Zeithaml, 2000). Nevertheless, since there is not a universally accepted definition for service quality, many different meanings exist. For instance, Czepiel (1990) portrays service quality as customers perception of how well a service meets or exceeds their expectations whereas Bitner, Booms and Mohr (1994, p. 97) define service quality as â€Å"the consumers overall impression of the relative inferiority or superiority of the organisation and its services†. Zeithaml et al. (1996) depict service quality as â€Å"the delivery of excellent or superior service relative to customer expectations†. While other researchers (for example, Cronin and Taylor, 1994) view service quality as a form of attitude representing a long-run evaluation in general, Parasuraman, Zeithaml and Berry (1985, p. 48) define service quality as â€Å"a function of the differences between expectation and performance along the quality dimensions†. Indeed, this has appeared to be consistent with Roest and Pieters (1997) definition that service quality is a relativistic and cognitive discrepancy between experience-based norms and performances concerning service benefits. As for Gronroos (1983), service quality is viewed as the accomplishment of customers expectations whereas Parasuraman et al. (1985) define it as the gap between customers expectations, in terms of service, and their perception developed by the actual service experience. That is, service quality is an attitude that results from the comparison of expected service levels with perceived performance. Furthermore, Parasuraman et al. (1985) have reported that outstanding service is a profitable strategy as it results in more new customers, fewer lost customers, more business with existing customers, more insulation from price competition and fewer mistakes requiring the re-performance of services. Accordingly, by offering superior service quality, a firm is liable to become more profitable and at the same time to sustain a competitive edge in their served markets. Evidently, superior service quality is a strategic weapon aiming to attract more customers. Lassar et al. (2000) believe that service quality is a significant sign of customer satisfaction and thus delivering superior service quality is a strategy that eventually leads to success. 1.5.1 Service Quality in Retailing With the rapid development in the retail industry nowadays, understanding of retail service quality and identifying determinants of retail service quality has become strategic importance for retailers. By satisfying customers through high quality service, firms not only retain their current customers, but at the same time, their market share also increases. (Finn and Lamb, 1991; cited by Nguyen, 2007) According to numerous marking researchers (for example, Berry, 1986; Reichheld Sasser, 1990; Dabholkar et al., 1996; NcGoldrick, 2002), the offer and supply of high quality service is often perceived to be of fundamental importance in retailing. In the retail context, when customers evaluate retail service, they compare their perceptions of the service they receive with that of their expectations. Customers are seemed to be satisfied only when the perceived service meets or even exceeds their expectations. However, they are dissatisfied when they feel that the service falls below their expectations (Levy and Weitz, 2005). To date, Parasuraman et al. (1988) believe that many studies on service quality relied on service quality construct and scale. Nevertheless, Kaul (2005) and Dabholkar et al. (1996) argue that this application to the retail industry may not be appropriate for service quality in retailing industry as the latter seems to be different from other services. In retail setting, where there is a mix of product and service, retailers are prone to have impact on service quality more than on product quality (Dabholkar et al. , 1996). Hence, since retailers can create such effects, service quality plays a significant strategic role in creating quality perceptions. 1.6 Customer Expectations of Service According to Parasuraman et al (1993), understanding customer expectations is a must for delivering superior and value-added service. Customers have the tendency to compare their perceptions with that of expectations when judging a service. They are satisfied only when the service they have received is the same or exceeds what they expected. Lewis (1991) define expectations as the desires or wants of consumers and what they believe a product or service should offer, which are formed on the basis of previous experience with a company, its competitors and the marketing mix inputs. Thus, identifying what a customer expects is the prime step in delivering high quality of customer service. 1.6.1 Determinants of Customer Expectations of service Berry and Parasuraman (1993) have developed a complete model of customer expectations and have given their opinions through two levels namely desired and adequate expectations and the zone of tolerance in the middle which separates them (refer to Figure 1.3). This model shows the different factors that affect these three features. Desired service is that level of service which a customer expects to receive from a service firm. In fact, it is a blend of what the customer considers ‘can be and ‘should be. It is believed to result from six sources namely, enduring service intensifiers, personal needs, explicit service promises, implicit service promises, word-of-mouth and past experience. Conversely, adequate service level is related to which the customer finds acceptable. It is based on the customers appraisal of what the service ‘will be. It is influenced by five factors such as transitory service intensifiers, perceived service alternatives, customer self-perceived service role, situational factors and predicted service. Berry and Parasuraman (1993) describe a tolerance zone as â€Å"a range of service performance that a customer considers satisfactory†. This concept assumes that customers have expectations of a service attribute on the two given levels which have been discussed above. If the real experiences of a customer fall in the zone of tolerance, then the perceived quality is regarded as good. Understanding the different sources of customer expectations can therefore help managers to perceive correctly what their customers want and expect. They can then put emphasis on the services elements that they can control and deliver the services they have promised. Hence, this model can serve as a valuable diagnostic tool to boost up the overall level of perceived service quality (Kettinger and Lee, 2005).Yet, one of the perplexing issues confronting service businesses is how to measure quality service perceptions of existing and potential customers since many of these factors are uncontrollable and also expectations differ from customer to customer and, possibly, from one situation to the next for the same customer (Young et al. , 1994). Why is Service Quality Important? Across all service industries, service quality remains a critical issue as businesses strive to maintain a comparative advantage over their competitors in the marketplace (Kandampully et al., 1999). As a result, the environment of service organisations is more and more competitive. Ghobatian et al. (1994) point out that â€Å"customers are the lifeblood of any business† and â€Å"service quality can be the means to win and keep customers†. Actually, in todays aggressive environment, the pursuit of service quality is believed to be the most important strategic weapon in achieving a sustainable differential advantage within the global marketplace (Devlin et al., 2000). More importantly, it is conceded that companies that excel in high quality service as perceived by their customers, tend to be the most profitable ones. On the other hand, poor service has been classified as the prime cause for customers switching to competitors (Ghobatian et al., 1994). It is often observed that organisations providing a sophisticated level of service, try to go beyond just satisfying their customers. â€Å"They emphasise the need to ‘delight them by providing them more than what is required. They also now talk about winning customers† (Dale, 2003). The latter highlights some customer service facts and indicates why service quality is crucial for a firm. (See Appendix A) While focusing on the increased importance of service quality, it is also essential to assess the related benefits and costs. Lewis (1991) has underlined some benefits when adopting a quality service strategy such as customer satisfaction and customer retention, loyalty, expanded market share, enhanced firms reputation, improvement in employee morale, low staff turnover, increased productivity, less mistakes, lower costs, high revenues, increased financial performance, high revenues and positive word-of-mouth. On the other hand, Crosby (1979) has identified the costs of poor quality which are related due to lack of responsiveness to customers, low morale of employees, dissatisfied customers and unfavorable word-of-mouth communication. Hence, it is important for businesses to clearly anticipate that service quality is the basic prerequisite for continuous success. 1.7 Service Quality and Customer Satisfaction In a competitive business environment where organisations compete for customers, customer satisfaction is perceived as a key differentiator and increasingly has become a primary element of business strategy (Carl D. McDaniel, 2005). Customers are the foremost decision makers in any marketing effort. They opt for a service offering that adds value to them and optimises their satisfaction. Many researchers such as Brady and Robertson (2001) and Lovelock, Patterson and Walker (2001) conceptualise customer satisfaction as an individuals feeling of pleasure or disappointment resulting from judging against a products perceived performance with respect to his or her expectations. But, Westbrook and Oliver (1981) make use of the confirmation-disconfirmation theory to better explain the meaning of customer satisfaction. This paradigm states that customers assess their levels of satisfaction by comparing their actual experiences with that of their previous experiences, expectations, and perceptions of the products performance. Parasuraman et al. (1994) mention that customer satisfaction is a key consequence of service quality and thus, it can determine the long term success of a service organisation. In the same vein, Oliver (1980) points out that customer satisfaction is affected by customer expectation or anticipation prior to obtaining a service and can be approximated by the following equation: Customer Satisfaction = â‚ ¬Ã‚  Perception of Performance Expectations Based on the above equation, Parasuraman et al. (1994) devise that a service provider can boost up overall customer satisfaction by either improving customer perceptions of a service or by lowering their expectations of it. If a service firm fails to respect this equation, then, this may dissatisfy the customer at the time and, in turn, will result in his or her switching to alternative service firms (McCollough, Berry, and Yadav, 2000; Roos, 1999). Thus, this equation is a valuable tool and a clear reminder that both factors, perceptions and expectations of customer satisfaction need to be managed and controlled by the service provider. An analysis of the literature on the relationship between customer satisfaction and service quality has received a widely held view among researches. Caruana and Malta (2002) point out by mentioning that service quality is an important input to customer satisfaction. Zeithaml et al. (1996) share the same line of thought by suggesting that a customers relationship with a company is strengthened when that customer makes a positive appraisal about the companys service quality and is weakened when a customer makes negative assessments about the companys service quality. They argue that favourable assessment of service quality will result in favourable behavioral intentions like â€Å"praise for the company† and expressions of preference for the company over other companies. Thus, implying that there is a positive relationship between service quality and customer satisfaction. However, the relationship between customer satisfaction and service quality has been criticised for not being inter-related by many researches. For instance, Iacobucci et al. (1995) identify that the vast majority of articles attempting to scrutinise this inter-relationship have been of a non-empirical nature. Similarly, Anderson and Fornell (1994) point out that the literature is not very clear about the distinction between quality and satisfaction. Satisfaction is a â€Å"post consumption† experience which judges perceived quality against expected quality, whereas service quality refers to a global evaluation of an organisations service delivery system (Anderson and Fornell, 1994; Parasuraman et al., 1985). Hence, Dabholkar et al. (2000) suggest that it is recommended that customer satisfaction should be measured separately from service quality so as to understand how customers evaluate service performance. 1.8 Service Quality and Customer trust The trust that customers have in service organisations is an important concern for customer relationship managers. Existing research has accentuated the significance of trust and its implications for driving profitable and long-lasting customer relationships (Garbarino and Johnson, 1999; Morgan and Hunt, 1999). Practitioners and researchers have repeatedly emphasised the importance of service quality which enable firms to build stable and trusting relationships with customers (Grà ¶nroos, 1983; Rust, Moorman, and Dickson, 2002; Zeithaml, Berry, and Parasuraman, 1996). Recent evidence highlights that there exists a positive relationship between service quality and trust (Chiou and Droge, 2006; Sharma and Patterson, 1999). To reinforce this notion, a firm that consistently meets or exceeds the expectations of customers will cultivate more trusting relationships with its customers. The courteous, caring, and responsive employee behaviours that are characteristic of service quality will inspire confidence in customers, particularly in retail outlets and thus will introduce a sense of trust for the retail store in customers (Weisinger, 1998). These related factors of service quality eventually contribute to the development of trust, and trust starts to develop as the customers experience positive service interactions and obtain benefits from this personal interaction. Consequently, the higher the service quality, the stronger is customer trust in an organisation. 1.9 Service Quality and Customer Loyalty The main aim of leading service organisations is to maintain a superior quality of service in an effort to gain customer loyalty. Coupled with this, Zeithaml (1996) believes that a service firms long term success in a market is essentially determined by its ability to expand and maintain a large and loyal customer base. Buttle and Burton (2002) simply describe customer loyalty as â€Å"a customer who continues to buy is a loyal customer†. Boulding et al. (1993) find that there is a positive relationship between service quality and customer loyalty, that is, customers having the repurchase intentions and the willingness to recommend. Sharing the same line of thought, Zeithaml et al. (1990) also report a positive relationship, thereby, customers willingly pay a price premium and intend to remain loyal in case of a price increase. However, Johnson et al. (2001) point out that this positive relationship varies between products, industries, and situations. On the other hand, some researchers argue that it has remained unclear whether or not there is a direct relationship between service quality and loyalty. In the study done by Cronin and Taylor (1992), service quality did not appear to have a significant or positive effect on customer loyalty. Similarly, Bloemer et al. (1999) mention that this relationship has remained relatively underdeveloped. 1.10 Handling customer complaints The phenomenon of customer complaints is considered as an area of great significance for businesses, particularly where organisations are increasingly recognising the value of pursuing long-term relationships with customers. Tax and Brown (1998) identify that only 5-10% of customers who are dissatisfied actually complain. Hence, it is imperative for organisations to encourage their customers to voice their dissatisfaction by providing communication facilities such as customer service desks. However, Blancero and Johnson (2001) argue that customer complaints could result in negative reactions from employees, which may in turn reduce service quality. But complaints can have a positive impact as well. It is an excellent opportunity for an organisation when receiving complaints in order to restore customer confidence and to capitalise on this feedback for helping in organisational improvements (Johnston, 2001; Ramsey, 2003). When focusing on handling customer complaints, it should include adequacy or fairness of the outcome, access to the organisation contact points, friendliness, empathy, active feedback, and speed of response (Stauss, 2002). 1.11 Service Failure and Recovery The retail industry involves a high degree of interaction between employees and consumers and as a result, provides many opportunities for service failures to crop up. According to Michel (2001), service failures include those circumstances when a service fails to live up to the customers expectations. Some consequences of service failures are dissatisfaction, negative word-of-mouth (Mattila, 2001), decrease in customer confidence and a decline in employee morale and performance (Boshoff and Leong, 1998). When service failure occurs, then service providers have to take actions to recover which gives rise to service recovery. Miller et al. (2000) describe service recovery as the actions takes to problems, change negative attitudes of dissatisfied customers and to ultimately retain these customers. Examples of recovery efforts consist of price discounts, improved services, refunds, free products or services, apologies, and acknowledgment of the problem (Kelley et al. , 1993). 1.12 Summary of the Literature Review This chapter has provided a general idea on service quality. It has started by providing an overview of services and quality with emphasis in the retailing industry. In addition, customer expectations, customer trust, loyalty and customer satisfaction have also been discussed. Undoubtedly, in the service quality literature, service quality is proven to provide many benefits to organisations. Literature Review Chapter Two: Related Concepts of Service Quality 2.0 Introduction In this chapter, service quality and its related concepts have been explored. They are as follows: The dimensions of service quality including SERVQUAL, Gap analysis, the three dimensions of Lehtinen and Lehtinen and the Perceived service quality model. Besides, the difficulties in measuring service quality as well as a critical review of the concept of service quality have also been identified 2.1 Dimensions of Service Quality Service quality is not a singular but rather it is a multidimensional phenomenon (Ghobatian et al, 1993). Without doubt, the identification of the quality dimensions to measure is of fundamental necessity as customers base their views about service on these dimensions (Kunst and Lemmink, 1996). Various writers and researchers have suggested a number of dimensions of service quality. For instance, Lehtinen and Lehtinen (1982) identify three dimensions for service quality which are physical quality (tangible aspects of service), corporate quality (company image and reputation) and interactive quality (two-way flow between customers and personnel). They also argue that it is important to differentiate between the output quality of service and the quality associated with the process of service delivery. Indeed, service quality is being perceived as a multidimensional concept. Grà ¶nroos (1984) point out that service quality comprises of three global dimensions: The technical quality which refers to what is delivered or what the customer gets from the service. For example, for a retail store, technical quality may consist of the range of products offered and the availability of parking space. The functional quality, that is, the way in which the service is delivered or how it is delivered. For example, customers of a retail store will assess whether the salespersons are friendly or whether products are easily returnable. The corporate image has to do with how consumers perceive the firm and is built by mainly both technical and functional quality and to some extent other factors such as the traditional marketing activities (pricing, advertising). Unlike Grà ¶nroos (1984) who uses the global measure of service quality, Parasuraman et al. (1985) argue that the criteria used by consumers to evaluate service quality fits ten dimensions: reliability, responsiveness, competence, courtesy, communication, credibility, security, access, tangibles and understanding/knowing the customer. Later, after having carried out successive research, analysis and testing, Parasuraman et al. (1988) refine the dimensions into only five dimensions namely: Tangibles: the appearance of physical facilities, personnel, communication materials and condition of equipment. Reliability: the ability to perform the promised service on time dependably and accurately. Responsiveness: the willingness to help customers, to deal effectively with complaints and provide prompt service. Assurance: the employees knowledge and courtesy and their ability to convey trust and confidence. Empathy: The level of caring, individualised attention provided to the customers. 2.1.1 SERVQUAL Model Based on these five dimensions above, the SERVQUAL instrument has been developed. This particular instrument which is originally developed by A. Parasuraman, Valarie A. Zeithaml and L.L. Berry in 1988, measures service quality through customer opinions. They point out that SERVQUAL essentially comprises of two sections. The first section basically questions customers expectations, while the second part measures customers perceptions. The gap between the expected service and perceived service is measured using the SERVQUAL together with its five underlying dimensions of service quality (tangibles, reliability, responsiveness, assurance and empathy). The SERVQUAL incorporates 22 items in each of the two sections which are sub-items of the predefined five dimensions (refer to Appendix B). According to Zeithaml et al. (2006), SERVQUAL has been creatively used in multiple service contexts. Indeed, Parasuraman et al. (1988) suggest that the instrument is applicable across a wide variety of services. In the same line, Getz et al. (2001) put forward that SERVQUAL has been broadly used in a variety of service industries. They also point out that it is a helpful tool comprising of potential applications in assessing effectively consumers expectations and perceptions of service quality. Despite the fact that SERVQUAL is the most well known instrument for service quality, it has been criticised from several researchers. Cronin and Taylor (1992) claim that there are deficiencies in both the conceptualisation and operationalisation of service quality in the SERVQUAL model. Buttle (1996) criticises on the dimensionality of the SERVQUAL scale, especially to the number of dimensions and their stability from contexts to contexts. He also states that the dimensions are not universal. Following the same line of thought, Bahia and Nantel (2000) declare that this model emphas