Speech against Animal Testing

Now ladies and gentlemen, I would like you guys to have a think about this, without animal research, how long would it take for us to have a breakthrough in order for us to survive through small pox, rabies, malaria or any other severe diseases that had occurred in the past. If it weren’t for animal testing, we wouldn’t be all sitting here, enjoying our lives. Thank you all for listening. 0 In the case of using primates in animal testing, the National Research and Medical Research Council has stated, ‘Some biomedical research is best undertaken on primates in order to allow the greatest relevance to understanding health and disease in humans. ’ A PHD student from the University of Sydney, Swetha Murali, is working in a neuropharmacology lab researching about the development of novel therapeutics for treating chronic pain. Murali also raised a number of concerns and argued, ‘The first three are not alternatives at all. These animal dealers must be lice nsed by the United States Department of Agriculture and must adhere to Animal Welfare Act standards of care. Both dealers and research facilities can obtain dogs and cats only from specified sources and must comply with detailed record-keeping and waiting-period requirements. In addition, the United States Department of Agriculture conduct surprising inspections of dealers and research facilities for agreement to help ensure research animals are not missing pets. ’ 6They don’t actually lead to the development of novel treatments, just a better understanding of the efficacy of existing ones. Meanwhile the last two are already commonly used in most labs, but prior to and in conjunction with work and animals. ’ Murali has also stated that ‘and as powerful as modern computers are, there’s still simply no comparison – the idea of successfully simulating the complexity present in organism- level biological systems is a pipe dream at present. â€⠄¢ 9 My third point would be that there is no suitable and reliable substitution to animal testing.It has been reported that there are situations, where there are no viable alternatives to animal testing in order to enlarge the research of treatments to assist human beings from suffering a wide range of diseases. This has been brought up by the National Health and Medical Research Council which stated, ‘Animal experimentation remains crucial to a proportion of the funded research design to find better ways of preventing, treating and curing human diseases, and there are many situations where no alternatives exist. 7 The American Association for Laboratory Animal Science stated that, ‘While some research requires that dogs and cats are used, the vast majority of laboratory animals are rodents specifically bred for research. Nearly half of the dogs and cats needed for research are also bred for that purpose. Since state laws and local policies prevent many animal pounds an d shelters from providing dogs and cats to research facilities, animal dealers are the primary source for the other half of the animals scientists require. ’ 5Good morning teachers and fellow classmates. Today I will be presenting my point of view towards the issue of animals being used in testing and research. Animals such as mice, rats and primates are used in the further research for the sake of us human beings, either health or cosmetic wise, and also tested on animals to make sure they have no life-threatening side effects. This act has being carried out for years, and to abolish it now would be a real shame and it’ll bring an end to the further advancement of human health. I assume that most of you guys think that animal testing will involve big needles injecting into those little cute, furry rodents. But I assure you, it’s not. It has been stated that the procedure throughout the whole testing will keep the animals’ distress to a minimal. Also the people who are involved in this project are all animal lovers, which mean that they aren’t doing this for enjoyment, but for the health of the greater well. As they say ‘Good science and good animal welfare go hand in hand’. In the UK, the experiments that were carried out have been classified as mild, moderate or substantial. In December 2001, licensed experiments that happened in the UK were: 39% mild, 55% moderate, 2% substantial and 4% that are unclassified. Judging from these statistics, it is shown that very few experiments have caused substantial suffering to the animals tested. This also leads to my second point. Many of these animals that were killed in animal testing were specifically bred for this purpose. 3These animals would not have been alive at all if they weren’t needed for animal testing. Also keep in mind that they were bred under humane conditions, which means, they had the right amount of nutrition to be healthy and also in an environm ent that were close to home for them. In certain parts of the world, purposely-bred animals were not available, and in these cases, animals that were used must be obtained through licensed and regulated dealers that meet standard criteria where it was suitable laboratory research. 4

Role of Human Resource

We are currently working in Human Resource department of NP enterprise. Marcus is the Human resource (HR) director. The director’s role is to promote and implement human resource values by planning and managing human resource programs and directing staff. He is responsible for making decisions for the HR department on a strategic level, implementing these strategies, manage operations as the strategy is in action, further improve on the strategy and yield the results. Other responsibilities include supporting and guiding his subordinates, complying with the law, enhancing reputation of the company and department and updating the department with new knowledge wherever possible. I am the manager of the department. In general, a human resource manager has the expertise of HR generalist combined with general business and management skill. One of the most important things a human resources manager does is set policies for hiring and recruitment. I am usually responsible for writing up job postings and advertisements when there are slots to be filled, and may also be responsible for creating new positions when needed. Also, my job is to dictate the company’s interview process, and make decisions with respect to how many candidates are offered interviews and the sort of questions that should be asked. Most of the actual interviewing is left up to others, however, the manager typically meets with the final candidates, and usually has the decisive vote when it comes to hiring decisions — but the work of actually narrowing down the pool is typically the responsibility of lower-ranking HR officers. As NP enterprise is a large organisation, the manager needs to report all the department’s activities to Human resource director. Human resource is an important department in every company/ organisation as we are in charge of managing the organisation’s workforce. The central focus for HR management must be on contributing to organizational success. Key to enhancing organizational performance is ensuring that human resources activities support organizational efforts focusing on improving productivity, service, and quality. To accomplish these goals, HR management is composed of several groups of interlinked activities. Some of the activities are: HR Planning and Analysis Through HR planning, managers attempt to anticipate forces that will influence the future supply of and demand for employees. The importance of human resources in organizational competitiveness must be addressed as well. As part of maintaining organizational competitiveness, HR analysis and assessment of HR effectiveness must occur. Staffing The aim of staffing is to provide an adequate supply of qualified individuals to fill the jobs in an organization. By studying what workers do, job analysis is the foundation for the staffing function. From this, job descriptions and job specifications can be prepared to recruit applicants for job openings. The selection process is concerned with choosing the most qualified individuals to fill jobs in the organization. HR Development Beginning with the orientation of new employees, HR training and development also includes job-skill training. As jobs evolve and change, ongoing retraining is necessary to accommodate technological changes. Encouraging development of all employees, including supervisors and managers, is necessary to prepare organizations for future challenges. Career planning identifies paths and activities for individual employees as they develop within the organization. Assessing how employees perform their jobs is the focus of performance management. Compensation and Benefits Compensation rewards people for performing organizational work through pay. This is to encourage the worker to contribute more for the organisation and also, it helps to strengthen the bond between our organisation and employees. Health, Safety, and Security Through a broader focus on health, HR management can assist employees with substance abuse and other problems through employee assistance programs in order to retain otherwise satisfactory employees. Workplace security has grown in importance, in response to the increasing number of acts of workplace violence. HR management must ensure that managers and employees can work in a safe environment. Management Relations The relationship between managers and their employees must be handled effectively. Employee rights must be addressed. It is important to develop, communicate, and update HR policies and rules so that managers and employees know what is expected. Information owned by the HR department include employee’s personal information and qualification, Also, managing paychecks to employees, managing the company’s taxes, employee’s employment details and contracts, healthcare benefits for employees. All the information will be shared with other departments in the organisation when needed. There is an interaction between HR departments and other departments in the organisation. Interactions include managing the supply of employees for other departments such as assigning the right workers to the right jobs, firing inefficient workers and handing paychecks to the employees of other departments.

John Keats

Expressing how little time he has left and how he Is afraid he wont get the massive amounts of Ideas â€Å"letters of the alphabet† written down before he dies at his young age. In the second section he starts with the romantic element of the poem relating to his fiance and expresses sadness that he wont experience the full power of love and life.Towards the end of he sestets he concludes that everything he has done and will do will fall to nothingness and he will be alone no matter what. Therefore the sections are life, work and romance, love. Question 2 The type of affliction shown In the poem Include: The poet has a fear of dying and shows negatively towards writing about death â€Å"when I have fears that I might cease to be† he knows he Is sick with tuberculosis and that he will die at his young age and he fears he wont do and experience all he could f in a full life time.He wants to express and write as many poems as possible which en cradles slung ten metaphor AT â€Å"null plea Dodos, In contrary' He wants to experience love and romance as much as possible with his fiance â€Å"relish in the farer power of unreflective love† he is expressing sorrow and loneness, and how he will â€Å"stand alone† and â€Å"nothingness do I sink† Question 3 The imagery used in the first line is that of a metaphor. The storehouses full grain represents books full of letters.The image of a farm with kilometers of grain to be â€Å"harvested† is all of his ideas over flowing the â€Å"storehouses†, his mind and he wants to express and put down onto paper in the short time he has left. Question 4 Keats has personified the night sky and stars as having a face â€Å"nights starred face† His inevitable demise is contrasted with the infinite starry night sky. He also personifies chance as having a magic hand, which could indicate hope that his fate is not inevitable. Question 5

Analyzing a work of music Essay Example | Topics and Well Written Essays - 1250 words

Analyzing a work of music - Essay Example The one event that finally made him finish on a song that he had desired to write the whole of his life was the Russia shooting down the Korean jet flying to Seoul from New York where 269 people, including 63 Americans, died. â€Å"I saw the senseless strike as a personal attack against our countrymen and it moved me to pen to paper† says Greenwood. â€Å"The song came so easily, it nearly wrote itself.† â€Å"I’m from California, and I don’t know anybody from Virginia or New York, so when I wrote it-and my producer and I had talked about it-[we] talked about the four cities I wanted to mention, the four corners of the United States.† The producer however suggested Detroit and Houston because they both were economically part of the basis of the US economy. He says ‘so I just poetically wrote that in the bridge while they chose New York and L.A. (the boot.com) In 2003, the song was performed b the American Idol season two finalists and released as a single, with part of the proceeds going to American Red Cross. It raised 155,000 dollars for the charity though some words were changed such as ‘men’ in ‘and I won’t forget the men who died† was replaced with ‘ones’. It reached number 4 in the ‘hot 100’ and it was certified gold b the RIAA the same year (Keuss, 03-45).

Modern Fashion in China Research Paper Example | Topics and Well Written Essays - 750 words

Modern Fashion in China - Research Paper Example The paper "Modern Fashion in China" discovers the fashion in China. â€Å"The many facets of colour and design that emerged during a dynasty’s reign were marvellous and made every aspect of Chinese culture, including their wearing apparel, - highly acclaimed works of art† (Lu). Colors traditionally selected for Chinese clothing were vibrant. Chinese people give character to their dresses by making wonderful combinations of match and contrast. Traditionally, the dress is provided with the base of a dark color while lighter colors are used for the accessories to make them look more prominent in the dark background. The contemporary Chinese clothing redefines the old trends and traditions to a large extent. The fashion designers of Chinese origin make frequent use of the classic Chinese symbols together with the latest trends in the design of clothes, symbolism being a very important feature of the Chinese culture. Classic Chinese symbols are used in the clothes of childre n and adults alike. Symbols used in the design of Chinese clothes include but are not limited to good luck, opera characters, dragons, pictures of deities and masks. Bronze was readily used in the making of ancient Chinese clothes and the modern fashion designers in China have attempted to revive this concept. The contemporary Chinese clothing is enchanted with the combination of modern fabrics and classical patterns of embroidery and weaving. The image of clouds and classic dragon are some of the most readily used designs in the Chinese clothes.

Inattentiveness in School Research Paper Example | Topics and Well Written Essays - 1000 words

Inattentiveness in School - Research Paper Example The children going to school are the most affected by inattentiveness especially in cases where they have no option but to strain in order to meet the school requirements in terms of performance. They appear not to react at all to any situation they encounter. They are likely to experience problems when completing tasks (World Health Organization 19). It is evident that such disorders may not easily be noticed until in a later stage of life. The problem if unattended to affects the overall performance and behavioral traits of an individual. They end up lacking non-verbal communication skills as they are not attentive to issues in class from which they are expected to learn how to express themselves. This disorder has made most of the students to take a longer time to learn how to express them as they end up having low self-esteem. Physically, they appear clumsy and less interactive among their peers. Their mod of interaction appears to be an odd one that is observed where they depict specific behavior that appears to be restricted to them. Inattentiveness is caused by a variety of factors and it should not be assumed that it begins in class since there is a possibility that it begins outside the class and only extended to the classroom setting. For instance, when children are taken to the kindergarten, they are very eager to learn only to learn on information they are already aware of. This makes them learn faster than the average learner who needs to repeat several times in order to understand. With time the quick learners become less attentive to what they already know ignoring the new information that is likely to be derived. He average learners, on the other hand, find this to be demanding and brain numbing and with time they also become inattentive.  

Make a study guide Essay Example | Topics and Well Written Essays - 500 words

Make a study guide - Essay Example Both have one thing in common –they are haunted by memories. The author has justified the stands of both the characters in story. His story clearly states that a person doesn’t turn evil on his own choice but he is forced to become so. At the same time, he also reveals the fact that circumstances can make a good human being do things which are not justified. As Antonio himself says â€Å"with a gun anyone could be a killer.Guns were very democratic instruments. They did not discriminate. With guns the weak became strong, the frightened brave. Anyone who held one became invincible.†(Tobar, pg. 269) Antonio used to live in Guatemala along with his family when one day his wife and infant son were killed by the leader of the death squad, Guillermo Longoria (the tattooed soldier). Antonio immigrates to L.A in the hope to lead a better life but to this despair he finds only poverty and homelessness in such a big city. During the 1980’s, the immigrants believed t hat L.A was a place where one could live safely with his family and be financially well off but the reality was entirely different. Antonio is treated as an illegal immigrant and there is no room of sympathy for him.

How has the study of media and communications developed over the last Essay - 2

How has the study of media and communications developed over the last century - Essay Example According Elisa et al (1), many disciplines have contributed to the study and development of media and communications as well. The first work to be discussed is that done by Karl Marx. His influences on this discipline were less assertive. Notwithstanding, the works were very important and well known in the analysis of media and communication (Atton 51). The theory of Marx is inclined to give a strong emphasis on how media and communication leads to situations of status quo among individuals (Elisa et al 1). This is opposed to many scholars who say that media’s role in the society is to encourage people communicating freely. The fundamental characteristic of the Marxist theory is his point of view on â€Å"materialism†, where Marx insists that social being is a great determinant of individual’s awareness. According to his opinion, ideological perspectives of others are not correct on their claim that the social status of individuals determines directly their consciousness and awareness. The researchers view ideology as power of specific system to denote its own meanings as experienced (Ivan 78). Marx’s position on ideology is that the media offers a great persuasion on the people of different groups to embrace capitalism as a natural aspect to them. Antonio Gramsci developed the concept of Marxism in 1920s and brought in a new idea of hegemony. Hegemony is a scenario where power relationship is received and regarded natural or seen as a common sense. Hegemony for example would include lifestyle programs that cover a range of areas of domestic life as well as personal lives of individuals. This could further include programs like childrearing, dog training, clothing, cooking, among others (Emke 57). Chomsky and Herman found out that media has a way of manipulating populations such that they are prevented from being rebellious. They did achieve this by manufacturing consents and controlling the audiences’

Pollution in utah and it's affect on wild life Essay

Pollution in utah and it's affect on wild life - Essay Example Wildlife of Utah does not have any other choice but to breathe in the bad quality air which leads to several health problems. The pollution in the air affects behaviour and reproduction ability in amphibians, birds and even in insects. Several pollutants are present in air in Utah such as sulphur dioxide and lead which can cause damage to the nervous system and the respiratory system of the wildlife in Utah. One of the major contributors to the air pollution is the oil and shale facilities. The development of energy in these facilities produces toxic substances which can cause problem to the deer and elk populations. Light pollution is another major problem that exists today in Utah. Light pollution refers to the increasing use of artificial lights which has grave implication o the ecology of individual insects and organisms. Light pollution causes alteration in the normal natural light cycles and affects both nocturnal and diurnal animals. Migrating birds are often surprised by tall buildings lit up heavily by lights. The birds lose their sense of direction and often smash into the buildings. This not only hampers the population ecology f the migratory species but also alters the migratory patterns and routes of these birds (Plumer, 2014). However, water pollution is perhaps one of the major threats to the wildlife of the region. Waters of large water bodies such as Great Salt Lake have been polluted with contaminants such as methyl mercury. Studies have shown that the fish of the Great Salt Lake contain methyl mercury in their bodies. The chemical bioaccumulates and is transferred between species through the food chain. Therefore, piscivorous animals such as birds, ducks and otters suffer from adverse effects from the toxicity which may cause behavioural, neurological changes and can even result in death (Utah, department of Environmental Quality, 2014). Surveys of the Great Salt Lake conducted in 1996-1997 reported presence of

Renewable energy will be the most significant challenge for the oil Research Paper

Renewable energy will be the most significant challenge for the oil industry. Explain, by citing three reasons, whether you agree or disagree with this statement - Research Paper Example It is not true that renewable energy will be a challenge for the oil industry because of many factors. The renewable energy requires more infrastructure compared to the petroleum oil (Piotrowiak (2012). This process makes the consumers abandon the renewable sources of energy for oil. The price of oil usually fluctuates. It creates uncertainty in the market. The consumers are subjected to speculation. This process affects the prices of other products given that the industries rely on petroleum oil to run their plant and machinery. The petroleum oil undergoes many processes before obtaining pure oil. However, the other sources of energy like wind energy involves many processes. The transition to the use of electric cars will need an industrial transition from the old model spare parts to the manufacturing of electric vehicle spare parts. The adoption of renewable energy vehicles will require continuous monitoring and control software in order to maintain proper functioning of the vehicle. Thus renewable energy will not be a major challenge for the oil industry. The process will cause an additional cost to the owners of vehicles. According to Chan (2012), the marginal returns from the transport business will drastically reduce. Consequently, many potential investors in the transport will be sent away. The electric vehicles will also require extensive facilities for the safe transmission of electric energy to the intended destination. The transmission facilities will require extra electric energy. The cost of using this form of energy will be high. The common form of renewable component, ethanol, and gasoline are not suitable because of the high oxygen conte nt of the mixture. The high oxygen content makes the mixture unsuitable for pipeline transmission. Safe transmission is financially constraining. The additional costs make the preference of the renewable energy sources

The Coffee Crisis Essay Example for Free

The Coffee Crisis Essay To begin, The Coffee Crisis is about an acute coffee crisis and how it threatens millions of small coffee farmers around the world and is putting economic growth, as well as social and political stability, at risk in scores of coffee producing countries in Central and South America, Africa and Asia. In 2004, the governments of coffee producing countries were considering how to respond to the dramatic decline in coffee prices caused in part by a large increase in coffee production in Brazil and Vietnam. Coffee was the main source of income for roughly 25 million farmers, mostly small land holders, in Latin America, Africa, and Asia. Coffee prices had hit 40 year lows in 2001 and had remained low since, resulting in real hardship for many farmers. A variety of alternative solutions had been suggested. (Gomez-Ibanez Quinlan, 2004) The International Coffee Organization was advocating increasing demand through programs promoting coffee consumption; the Inter-American Development Bank supported promotion but also thought some high-cost countries should get out of coffee, while the non-governmental organization Oxfam was pushing fair trade pricing. The coffee crisis is worldwide. It is affecting farmers in Central America, South America, Africa, and Asia. While the Arabica farmers in Costa Rica may be getting 40 cents per pound for their coffee cherries, the Robusta coffee farmers in Viet Nam are only receiving 15 cents a pound for theirs. Even the low cost producers are not benefiting from the current situation. This condition is created because the market place does not view coffee as a true commodity. It places premiums and discounts on both coffee types and coffee grades. While both markets may move up and down in tandem, the arbitrage, or spread between one Arabica and Robusta, does not give one farmer an economic competitive advantage over another. This fact tends to get glossed over in most economic discussions on the coffee crisis. Many analysts believe that oversupply is at the root of the present crisis. After the system of coffee export quotas (the International Coffee Agreement, or ICA), administered by the International Coffee Organization, collapsed in 1989, the regulation of coffee production and quality was left to each individual producer country. Almost immediately following the dissolution of the agreement, excessive quantities of coffee entered international markets, prices became quite volatile and the overall quality of the coffee began to decline. Many of the coffee producing nations, including Mexico, were simultaneously in the process of deregulating, privatizing, and otherwise liberalizing agricultural production and national agricultural institutions. This had the effect of exacerbating the uncertainties faced by coffee farmers at the end of the 1980s. The coffee crisis is structural. It was not caused by the cyclical nature of coffee agriculture that has produced the â€Å"boom-bust† cycles of the past. The change in the market place has been brought about by the concentration of buying power in the hands of a few firms that present coffee to the consumer as a â€Å"blended and branded† product, void of any links to type and grade. This has led to intense price competition for market share that has rewarded increased market share to low cost products in the short run at the expense of stability in the supply chain in the long run. Since the crisis is a structural problem and not a cyclical one, remedies are to be found by taking intervening actions. These actions would include a strengthening of coffee institutions, a realignment of market forces, a creation of suitable financial tools, and a promotion of sustainable agricultural practices. It must be emphasized that any direct market intervention, such as quotas or subsidies, would only be short term in effect and would not correct the structural problems. It must also be emphasized that what is required is a series of steps in a number of different areas, as no single step will produce the desired structural changes that are needed. The crisis in the coffee sector continues. Its impact cannot be understated, since coffee constitutes the livelihood of an estimated 25 million families around the world. In world trade, coffee is the second leading commodity, after petroleum. The worldwide coffee market spans some 71 countries, of which 51 are significant producers and 20 are key consumers. Prices have not kept up with production costs to the extent needed to make participation in the coffee business profitable for most producers, even though the crop year 2003-2004 witnessed a worldwide decrease in production. (Central America The Coffee Crisis: Effects and Strategies for Moving Forward, 1992) In coffee producing countries, which account for over 26% of world consumption, the situation is more diverse. In some countries, prices of coffee have fallen in local currency and consumption may therefore be stimulated. In Brazil, the largest coffee market among producing countries, the devaluation of the real has maintained prices of green coffee at pre-crisis levels. As a whole, consumption in these markets is not expected to suffer any major negative impact. The root cause of the coffee crisis can be linked to three factors: over production; under consumption; and market oligopoly. In short, these are all problems associated with the economics of coffee farming. Without resolution, they will lead to both social and environmental breakdowns. (Central America The Coffee Crisis: Effects and Strategies for Moving Forward, 1992). The crisis has been caused by a large increase in coffee production over the past several years by two countries Vietnam and Brazil. In the case of Vietnam, within ten years this country grew from a relatively insignificant producer to the world second largest – ahead of Colombia but behind Brazil, now producing well over 10 million bags annually and accounting for approximately 12% of world exports. (Central America The Coffee Crisis: Effects and Strategies for Moving Forward, 1992) To conclude, without economic remedies to the crisis, it is difficult to promote sustainable agricultural practices in coffee farming. While niche markets within the specialty coffee industry can provide some relief, the size of these markets makes them too small to be an effective solution. References: Central America The Coffee Crisis: Effects and Strategies for Moving Forward. (1992, July 19). Retrieved February 4, 2012, from Latin American and Carribean: http://web. worldbank. org/WBSITE/EXTERNAL/COUNTRIES/LACEXT/0,,contentMDK:20606092~pagePK:146736~piPK:146830~theSitePK:258554,00. html Gomez-Ibanez, J. , Quinlan, S. J. (2004). The Coffee Crisis.

Native Americans and Early American Colonists Essay Example for Free

Native Americans and Early American Colonists Essay Grade school and even beginning level college history classes have taught early American exploration from a largely one sided view of the conflict between early explorers and Native Americans. The traditional image of the Native Americans as the sole victims, is an oversimplification of the conflict that existed between early explorers, settlers and Native Americans. Through the readings from Columbus, Bradford and some selected Native American writings, the traditional view of the Native American victim will be challenged and a broader view of the conflict will be presented. Columbus set out to explore a new land under the Spanish flag to bring riches and fame to Spain and the throne. In his letter to Santangel, Columbus (1493) explained how he hoped to find â€Å"great cities† and â€Å"king[s]† but instead found a primitive people and settlements he described as â€Å"small hamlets† that he viewed quite devolved from the bustling civilizations of Europe (pg. 26). One can clearly see, that Columbus’s hopes of finding rich kingdoms and cultures were dashed; instead his presence was met with resistance from the â€Å"Indians†. This relationship with the natives was described by Baym et. all (2008) as â€Å"disordered and bloody† (pg. 25). These natives were mistreated even though one could argue that they â€Å"threw the first punch† but, as Baym et. all (2008) describes earlier in the chapter, the Natives were not merely victims. They strategically used alliances with explorers and settlers to further their own interests and disputes with warring tribes and peoples. William Bradford (1897) describes quite a different account of his coming to the new world. He was part of a group of â€Å"pilgrims† seeking religious freedom. He likens their arrival to the new world, to the story in Acts were the apostles are met with such aggression from barbarians â€Å"who were readier to fill their sides full of arrows† (pg. 60). Later on in his account, he describes an attack they received from the natives he described as â€Å"enemies† (pg. 64). Later on in his account, Bradford (1897) describes some awful events surrounding early accounts of settler and native interactions in which the Native Americans treated the english as â€Å"worse than slaves† and were sent around and â€Å"ma[d]e sport with† (pg. 70). One last important viewpoint to give credence to is that of the Natives themselves. This account is unique and oftentimes not told. The first story mentioned is that of the freeing of John Smith as a ceremonial act that the natives hoped would earn them respect from the English. This instead had the opposite effect and eventually brought about an attack from the natives which killed over 500 colonists. In a speech from Pontiac (1763) he expresses concern over his people forgetting their heritage and blaming the English for the polluting of his people’s culture and beliefs. He holds the English in complete responsibility and calls for their blood. The traditional view of the natives as the sole victim is an oversimplification of the problems revolving around immigration and cultural diversity. Just from these three personal accounts from the time period we have three very different views of the issue. So, to say that one peoples are the victim is a gross oversimplification and misrepresentation of history. Columbus, C. (1493). Letter to Luis de Santagel Regarding the First Voyage. In Baym, N. (Ed. ). (2008). The Norton Anthology of American Literature (seventh ed., pp. 24-28). New York, NY: W. W. Norton Company, Inc. Bradford, W. (1897). Of Plymouth Plantation. In Baym, N. (Ed. ). (2008). The Norton Anthology of American Literature (seventh ed. , pp. 57-74). New York, NY: W. W. Norton Company, Inc. Pontiac (1763). Speech at Detroit. In Baym, N. (Ed. ). (2008). The Norton Anthology of American Literature (seventh ed. , pp. 208-209). New York, NY: W. W. Norton Company, Inc. Baym, N. (Ed. ). (2008). The Norton Anthology of American Literature (seventh ed. , pp. 1-218). New York, NY: W. W. Norton Company, Inc.

Analysis of Customer Satisfaction at Beach Resort

Analysis of Customer Satisfaction at Beach Resort Chapter I: Introduction 1.1 Background In recent times, customers satisfaction is the main concern for every hotel and resort. Customers are now more valued and every effort is being made to keep them loyal to the resort and make them permanent visitors. The hotel industry believes that higher level of customer satisfaction may result in higher levels of repurchase. Repeat purchasing is essential to a continued stream of profitability through achieving higher levels of customer satisfaction (Oliver, 1997). The customers satisfaction can be defined as â€Å"the fulfillment response† which they feel towards given service. It has been a judgment that a product or service feature, or the product or service itself, provides (or is providing) a pleasurable level of consumption-related fulfillment, including levels of underfulfilment or overfulfilment† (Oliver, 1996, p. 14). The concept of consumer satisfaction occupies a central position in marketing thought and practice. Conceptually, satisfaction is an outcome of purchase and use results from the buyers comparison of the rewards and costs of the purchase in relation to the anticipated consequences. Operationally, satisfaction is similar to attitude in that it can be assessed as the sum of the satisfactions with the various attributes of the product or service. With due consideration of this marketing approach, every effort is being made to provide the customers with better services in order to keep them loyal and make them a repeat visitor. The customer behaviour is considered as the ultimate success scale within the industry. The hotel industry is also among those sectors which have been trying to attract customers as long term visits. For this purpose, the hotel industry consistently implies different approaches to assess the customers satisfaction level in order to introduce new methods to attract them and make them their repeat visitors. The Samui Island has many attractions for the tourists and visitors from all around the world and a great number of visitors come to the island in order to enjoy tranquil and naturally beautiful beaches, hospitality of the local population and the unique services like spa offered by the hotel industry. There are a lot of visiting places on the island like the Big Buddah, Namuang Waterfall, Hin Ta Hin Ya, Sawadee Shrine, Hin Lad Waterfall, Scuba Diving, Dinning and restaurant and Samui nightlife etc. These attractions have attracted visitors tremendously and have contributed significantly to enhance the business opportunity for the local hotels and resorts. Nora Beach is one of the most famous resorts of the Samui Island. It is a luxurious retreat in Thailand, situated in a strategic place of Koh Samaui, the 3rd largest island. The resort offers its customers a break from the hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking a seclude bay just north of the world famous Chaweng Beach. It is located a few minutes from the airport and a short drive from the city centre (Nora Beach and Spa, 2007). Nora Beach Resort and Spa has strived to offer its customers excellent service over the years. 1.2 Purpose of Study The purpose of this study is to analyse the level of customers satisfaction at Nora Beach Resort, Koh Samui, Thailand. This analysis would be made by assessing customers opinion through a well designed questionnaire. Considering the results of this analysis, the study will try to suggest the strategy for achieving a desirable customers satisfaction in the light of new marketing approaches. 1.1 Objectives of Study The objectives of the study are: To understand the level of customers satisfaction by conducting a survey. To analyse the characteristics of the customers satisfaction which contribute their loyalty for the particular resort or hotel. This will be done by analysing purpose of visit, gender, age, education and other characteristics. To suggest a strategy to retain customer loyalty by adopting an effective marketing strategy. 1.4 Study Structure In order to analyse customers satisfaction with the service at Nora Beach Resort and Spa at Koh Samui, this study will review the current literature in the context of customers satisfaction and the services provided by the hotel industry. It will also examine the customers satisfaction in relation with the services provided at Nora Beach Resort and Spa through the primary data. For this purpose, in the literature review chapter, different theories relating to service, customers satisfaction and different categories of hotels will be reviewed. The methodology chapter will present philosophy and methods of research undertaken for this study. It will also describe the sampling, data collection tools and the method for data analysis. The fourth chapter will present the results of the research in relation with demographic analysis of the respondents and their satisfaction level at the Hotel. In the fifth chapter, conclusions will be made resulting from the data analysis. This researcher w ill offer recommendation to the industry with due consideration to the results of the primary data and the review of the literature. Chapter II: Literature Review 2.1 Introduction 2.2 Service The service is defined as a â€Å"prototype for service, covering the need of the customer and the design of the service†. Edvardsson and Olsson (1996, p. 149). Goldstein et al. (2002) suggest that the service concept integrates the â€Å"how† and â€Å"what† of service design while keeping both the customers needs and strategic intent of the firm in mind. In other words, the service concept gives a detailed description of what the customer needs and how the organization will deliver the service. The study of customers satisfaction in the field of general marketing has evolved into important parameters that need to be identified and understood in order to satisfy the needs and wants of customers. Since the success of a business has been linked to providing high levels of customers satisfaction, a substantial amount of effort has been focused on identifying how consumers perceive service quality in various settings. Gronroos (1982) has defined service quality as â€Å"the outcome of an evaluation process where the consumer compares his expectations with the service he perceived he has received.† Hence we can say that perceived service is measured against expected service. Service quality has been seen as the result of comparing a customers expectations prior to receiving the service with the customers experiences with the service. Wyckoff (1984) defined the concept of service quality from the companys perspective. Service quality is the degree of excellence for meeting the customers requirements, and control over the variability in achieving that excellence. 2.2.1 Service Theories According to Parasuraman, Zeithaml, and Berry (1988) the study of service in the field of general marketing has evolved into important parameters that need to be identified and understood in order to satisfy the needs and wants of customers. With growing competition and emerging of hotel industry as a high profiting business, much preference is made to deliver a quality service to the customers. The researchers have defined service quality as the result of comparing the expectation of service quality and the perception of feelings. That is, the service quality not only includes the evaluation of the service performances, but also includes the process of service (Parasuraman, Zeithaml, and Berry, 1985, 1988). According to Sherden (1988), service quality is defined as a relationship between a customer and the particular employee with whom the customer is dealing. Although the actual level of service quality is developed in the employee-customer relationship, management must ensure that customers experiences are in line with their expectations. Lovelock (1991) has defined the characteristics of service quality. According to him, service quality is that; which is delivered in a performance, in which the customer is involved in production in which other customers are often similarly involved in production (e.g., a theater) in which quality control can only be performed during delivery in which service cannot be inventoried, deliver is â€Å"realtime†, and; distribution channels are nonexistent or compressed. Examining service quality and its relationship with relevant constructs not only requires recognition of essential dimensions of service quality, but also identification of dimensions that are most meaningful to the customers in measuring the overall satisfaction. Therefore, having a better understanding of service quality is associated with considering various dimensions of service quality. Service quality dimensions or elements are those attributes that contribute to the creation of consumer expectations and perceptions of service quality. Service Quality called â€Å"SERVQUAL† is an instrument for measuring the gap between the services.† Therefore, what consumers think should be provided and what they think actually has been provided. Parasuraman, Zeithaml, and Berry (1985, 1988) initially offered ten attributes, which they regard as essential to the quality of all services. These ten dimensions were tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding/knowing the customer, and access. These ten dimensions and their descriptions served as the basic structure of the service quality domain from which items were derived for the SERVQUAL scale (Table 1). 2.2.2 Elements of Service Researchers agree that it is hard to measure customer satisfaction and the service quality as every customer perceives service from his or her own preferences (Gavin Eccles and Philip Durand, 1997). To overcome this problem of defining the service level, hotels have addressed it through star ratings, where guests can gain a perception of the quality on offer through the number of stars attached to he hotel. However, as service quality depends more on customers perception, there are different criteria used by different customer groups to evaluate service. The purpose of The SERVQUAL scale is to measure levels of service quality. In this technique, it is assumed that the levels of service quality experienced by customers are critically determined by the gap between general expectations of the service and the customers perceptions of what they actually receive from a specific service provider. The customers can evaluate the service quality from the following five factors: tangibles; reliability; responsiveness; assurance; empathy. The benefit of the SERVQUAL scale is that the management can assess and monitor the service quality and design better strategies and policies to improve it. Furthermore, understanding the customers satisfaction level and perception of service quality may yield important information influencing the design and specification of this and other, related, services provided by the organization. Finally, it helps the hotel industry in better developing future service improvements (Gavin and Durand, 1997). 2.3 Impact of Service on Customer Satisfaction The improved service quality provided to the customers enhances their loyalty to the service provider. Thus, attention has been paid to the concept of customer satisfaction as a corporate goal among academics and business practitioners (Rust Oliver, 1995). Satisfaction is a major outcome of marketing processes that culminate in purchase, and satisfaction is also thought to contribute to post-purchasing phenomena such as word-of-mouth communication, repurchase intention, and brand loyalty. Gronholdt, Martensen, and Kristensen (2000) administered a study on sixty companies and found that customer satisfaction would have significant impacts on customer loyalty. Bowen and Chen (2001) focused on the hotel industry to examine the relationship between customer satisfaction and customer loyalty. The results showed a slight increase in customer satisfaction would highly improve customer loyalty. Hence, customer satisfaction was inferred to have great impacts on customer loyalty. Moreover, Tam (2004) established an integrated framework of service quality, customer satisfaction, and perceived value, suggesting that customer satisfaction and perceived value have significant influences on customers future purchase behaviors. Anderson and Sullivan (1993) believed that customer satisfaction positively influenced repurchase intentions. Repurchase intentions is considered a possible outcome of customer loyalty. Jones and Sasser (1995) stated that customer loyalty is â€Å"a feeling of attachment to or affection for a companys people, products, or services.† Customer loyalty is often referred to as a purchase behavior, unlike customer satisfaction, which is an attitude. Repurchase behavior is a form of loyalty. Customer loyalty, a key mediating variable in explaining customer retention is concerned with the likelihood of a customer returning, making business referrals, providing strong word-of-mouth, as well as providing references and publicity (Bowen and Showemaker, 1998). Although most research on loyalty has focused on frequently purchased package goods (brand loyalty), the loyalty concept is also important for industrial goods (vendor loyalty), services (service loyalty), and retail establishment (store loyalty) Prior research has shown that ones emotions have an influence on behavior, and that one responds to an event in certain ways to maintain positive emotions (i.e. happiness) and to avoid negative emotions (i.e. depression) (Strauss and Neuhaus, 1997). Oliver, Rust, and Varki (1997) found that positive emotion led to higher levels of customer satisfaction and increased repurchase intentions. On the other hand, Andreasen (1999) found that initial negative emotion caused by a service failure results in customer exit behavior. Dick and Basu (1994) posited that true loyalty only exists when repeat patronage coexists with a high relative positive attitude. In addition to attitude, it has been argued that loyalty may also be based on cognition (Lee and Zeiss, 1980; Oliver, 1980). 2.2.4 Quality in Customer Service The quality of service provided to the customers matters a lot more not only for the customers but it is a matter of great concern for the service provider as well. Common dimensions of satisfaction with a service include service quality, product quality, price, and location. The theory suggest that the â€Å"people factor† (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determining overall satisfaction and repeated purchasing in service industries. Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long-run overall evaluation about a service, whereas satisfaction was a transaction-specific evaluation. Based on these conceptualizations, they posited that incidents of satisfaction over time result in perceptions of service quality. Other researchers supported the argument that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service encounter evaluation and empirically supported the effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to service quality. Cronin and Taylor (1992) reported that in their structural analysis for the causal relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant while the coefficients of path for satisfaction, service quality, purchase intention were insignificant. Spreng and MacKoy (1996) also studied the relationship between service quality and satisfaction based on their modified Olivers (1993) satisfaction/service quality model. Their modified model fitted the data well where service quality was hypothesized to influence satisfaction. In their study, the path coefficient between two constructs appeared to be significant (t = 9.4). Woodside, Frey, and Daly (1989) supported the causal relation of service quality and satisfaction with data collected in area of health care. Several researchers stated that overall service quality is determined only by the customers perception of a service, rather than the difference between the customers expectation and actual service performance. 2.3 Customer Satisfaction The service literature has been contributed to the confusion over the relationship between consumer satisfaction and service quality. The most important that service providers need to know are how their objectives meet or exceed the customers satisfaction with their performance. The importance of this issue has been led to several recent efforts to clarify the relationship between satisfaction and service quality. The SERVQUAL measurement tool suggests that a consumers perception of service quality involves the difference between his or her expectations about the performance of a general class of service providers and his or her assessment of the actual performance of a specific firm within that class. SERVQUAL confounds customer satisfaction and customer attitude. In contrast, the SERVPERF version of the original SERVQUAL scale only concerns performance. Common dimensions of satisfaction with a service include service quality, product quality, price, and location. The theory suggest that the â€Å"people factor† (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determining overall satisfaction and repeated purchasing in service industries. Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long-run overall evaluation about a service, whereas satisfaction was a transaction-specific evaluation. Based on these conceptualizations, they posited that incidents of satisfaction over time result in perceptions of service quality. Other researchers supported the argument that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service encounter evaluation and empirically supported the effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to service quality. Cronin and Taylor (1992) reported that in their structural analysis for the causal relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant while the coefficients of path for satisfaction, service quality, purchase intention were insignificant. 2.3.1 Customer Satisfaction Theories The customer satisfaction theories stress that quality of service is more important than the goods provided. Customers get satisfied mainly because of the quality and it is a psychological effect on their choice when they choose a particular hotel or resort to visit and stay. That is why one of the fastest growing segments in marketing research is the study of customer satisfaction (Dutka, 1994). When customers get satisfied with a particular service, they become loyal for it and in this way, the business have more repeat visitors. Customers satisfaction is directly linked with his or her expectancy level. The perception of customers are always different and there is no hard and fast rule to determine what kind of service satisfy more. As the satisfaction expectancies consistently change, so, there are three stages which the customers pass through before rendering satisfaction. At the first level, expectations are simple and take the form of assumptions. In the next level the expecta tion level become complex and the customer has higher expectations. At the third level customers expectorations are even higher and he or she years for something which may attract him or her and have some delightful effects rather than the normal routine services. (Service Marketing, 2007). When a customer achieves this kind of highly attracting service, he becomes a loyal and repeat customer and remains loyal until the service quality begin deteriorating. 2.3.2 Functionalities of Customer Satisfaction The functionality of customer satisfaction in the business world is that how effectively the services/goods meet the customers expectations. Therefore we can see across marketing world that each businesses success story relies on â€Å"Customer Satisfaction†. Thus the customer satisfaction has become the key element of business strategy in todays market place (Buchanan, Gilles, 1990). Although the customer satisfaction varies from an individual to individual, however certain recommend standards can be opted in-order to mitigate positively the popular perception. The common tool to opt the level of customer satisfaction is survey or collection of primary data where customer is asked to evaluate the open ended and close ended statements in accordance with the customers own perception. Thence the performance of the service/goods becomes contingent of that certain level of Customer Satisfaction. 2.3.3 Customer vs. Employee Satisfaction Satisfaction can be seen from two different perspectives. Customers satisfaction implies that they should get satisfied with the quality of service they receive while the employees satisfaction means how satisfied they are in the workplace and how they are able to serve the customers with commitment. As the satisfaction on both sides is imperative the hotel industry has not only to ensure the satisfaction of its customers but also those of their employees because without satisfaction of employees there is no justification to expect commitment of employees. Employees satisfaction may be achieved through incentives and rewards, acknowledgment of their performance and motivating them for achievement of further goals. Similarly, customers satisfaction can be achieved through offering them unique and high standard services and fostering better public relations with them. 2.4 Hotel Categories Hotels can be categorised according to the services they provide, i.e., location, facilities and services offered and clientele served. Restaurants mostly provide the customers with eating stuff but do not offer accommodation. However, hotels mainly have accommodation facilities as well as provide the customers different menus for breakfast, lunch and dinner. Some hotels offer accommodation but does not have their own chef so customers have to have their meals outside. Furthermore, the services of hotels further differ according to their location. In Thailand, usually hotels have begun to offer spa and other health facilities besides providing them normal accommodation and meals facilities. 2.4.1 Types of Hotel Most of the hotels have their own star rating. But the interesting thing is that there is no unified system to determine the service quality of the hotels. Throughout Europe, rating of hotels is determined either by government or by the private organisation according to the service they provide (Martin, 2007). There are 1 to 5 star hotels across the globe and the cost of their services differ according to their rating. For example, a four star hotel is much costly than a 1 star hotel. Similarly, four star hotel is expected to have more facilities than a 1 star hotel. A four to five star hotel may have more services and amenities, including meeting space for conferences 2.5 Nora Beach Resort and Spa 2.5.1 Information of the Hotel The Nora Beach Resort is a luxurious retreat in Thailand, situated in a strategic place of Koh Samui, the 3rd largest island, which offers its customers a break from the hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking a secluded bay just north of the world-famous Chaweng Beach. It is located a few minutes from the airport and a short drive from the city centre (Nora Beach Resort and Spa, 2007). The profound services of Nora Beach Resort and Spa are as follow: Bars and Restaurants. Recreation Anodas Spa Rooms The additional supportive services of the Resort are as follow: Travel and Tours Desk. Taxi/Limousine Service. Swimming pools Laundry and Dry Cleaning. Gymnasium/Fitness Room. Baby Sitting Facilities. 2.5.2 Type of Customers The type of customers visit Nora Beach Resort and Spa are holiday makers, however the professionals on travel also frequently visit the resort. According to a study by Thailand Tourism Statistics that 87% of tourists are holiday makers at Koh Samui Island; where the Nora Beach Resort is jewel of the attraction for the holiday makers at Koh Samui Islands. These categories of visitors consist of male, female and children with age diversity from 13 to 55 years on average. They prefer Nora Beach for the reason that major attractions of Island are nearby the resort. 2.5 Conclusion In this chapter, different theories of customers satisfaction have been evaluated and reviewed. Further, the importance of service quality on customers loyalty has been discussed. Besides, the review of literature from customers perspective, different categories of hotels and the system of rating has also been discussed. The review of literature shows that with the competition in hotel industry, customers perception and expectation of service has increased to a great extent and now the hotel industry has to enhance, improve and add up more services for the customers to make them loyal to the services. Chapter III: Methodology 3.1 Introduction This chapter presents details about the methodology adopted and elaborates the chosen research philosophy, approach and strategy used and the reasons for their selection. Further, this chapter describes the sample population and how the primary data was collected and processed. It also describes the secondary data collection for the literature review. This chapter further explains the data collection tool and highlights validity, authenticity and reliability of the data collected. 3.2 Research Framework Saunders et al. (2007) define an exploratory study as a valuable means of finding out what is happening; to seek new insights; to ask questions and to assess phenomena in a new light study. Further, they define interpretivism as a theory of knowledge that depicts the methods, validity and scope of the research. This theory advocates that it is necessary for the researcher to understand difference between humans as social actors (Saunders, Lewis Thornhil, 2007). ). Hence, the study was conducted in the interpretivism philosophy, because the aim of the researcher was to know the difference of human behavior in relation with satisfaction in the service quality provided by the Nora Beach Resort and Spa. The researcher aimed to know how customers get satisfied with the service provided by the Resort and how they perceive service quality. The research strategy utilized was case study. The case study strategy has considerable ability to generate answers to the question ‘why? as well as the ‘what? and ‘how? questions (Saunders et al., 2007). In addition, a case study strategy can be very worthwhile way of exploring existing theory or to challenge an existing theory (Saunders et al., 2007). The study also sought answers to what the customers satisfaction level and how customers can be attracted to revisit the Nora Beach Resort and Spa. 3.3 Sampling The population of this research were customers who stayed in Nora Beach Resort and Spa; a total of n= 113 customers completed the survey. The sampling technique needed for the case study was non- probability sampling which are purposive and convenience. 3.4 Data Collection tool The data collection tool for this study is a well designed questionnaire consisting of three parts as questionnaires are one of the most widely used data collection techniques in the survey strategy (Saunders et al. 2007). The first part is related to the customers satisfaction consisting 15 questions based on five likert scale ranging from very satisfied, satisfied, neutral, dissatisfied and very dissatisfied. The purpose of this part is to assess the perception of customers about the quality of the Resort in relation with menu variety, room service, cleanliness etc. The second part consists general type of questions like accessibility of the Resort and the reason to choose it. The third part of the questionnaire is demographic one assessing customers gender, age occupation and the purpose of their visit. In all, there were twenty two questions asked to analyze the customers assessment and expectations regarding the facilities and services as provided at Nora Beach Resort and Spa, T hailand. 3.4 Data Collection The research was based on positivism principles with deductive approach. The questionnaire developed was placed in the guest rooms, as well as in the lobby and was collected by Ms.Napaphon Rattanarak, a proctor who was trained according to the guidelines established. Permission was granted by the resort manager to conduct this study following highest ethical standards and principles. 3.6 Data Analysis As this study aims at providing recommendations on improving service quality of Nora Beach Resort and Spa, the dully filled and returned questionnaire was analysed using SPSS, the software having good analytical capabilities. The analysis of the questionnaire offers insight about the conception of customers with regard to their perception of service quality at Nora Beach Resort and Spa. The results of this analysis will be discussed in the preceding chapter. 3.7 Conclusion This chapter has highlighted the research philosophy, techniques and methods used for this study. The study has relied over Likert Technique because in-order to assess the level of customer satisfaction the best available method was to conduct survey. The respondents were visitors to the resort staying at the Nora Beach Resort and Spa. Although the responses of the customers may be biased as their opinion may be influenced by the service provided at that very moment, yet, this research provides a lot of interesting information regarding their perception of the service quality. Chapter IV: Results 4.1 Introduction In this chapter, the researcher will show the results of the data collected from the questionnaire which were gathered from the customers/visitors of Nora Beach Resort and Spa at Koh Samui. In this section, the researcher will present the demographic information from the respondents, and will also discuss the customers response towards the questions asked about the services provided. Further, the researcher will discuss the general information analysis of the customers as to how they found the resort, why did they choose to stay at the Nora Beach Resort and Spa and whether it was their first visit or they are a repeat visitors. 4.2 Demographics There were total 113 questionnaire placed in the guest room and the lobby of the resort which the customer staying at the resort had to fill up which, in return, were collected and returned to the researcher by Ms. Napaphon, a protector trained for the purpose. All the 113 questionnaires were duly filled up and retuned y the customers. Of these 113 respondents, 56 were male (49.56 per cent) and 57 female (50.44 per cent) 4.3 Level of Analysis of Customer Satisfaction at Beach Resort Analysis of Customer Satisfaction at Beach Resort Chapter I: Introduction 1.1 Background In recent times, customers satisfaction is the main concern for every hotel and resort. Customers are now more valued and every effort is being made to keep them loyal to the resort and make them permanent visitors. The hotel industry believes that higher level of customer satisfaction may result in higher levels of repurchase. Repeat purchasing is essential to a continued stream of profitability through achieving higher levels of customer satisfaction (Oliver, 1997). The customers satisfaction can be defined as â€Å"the fulfillment response† which they feel towards given service. It has been a judgment that a product or service feature, or the product or service itself, provides (or is providing) a pleasurable level of consumption-related fulfillment, including levels of underfulfilment or overfulfilment† (Oliver, 1996, p. 14). The concept of consumer satisfaction occupies a central position in marketing thought and practice. Conceptually, satisfaction is an outcome of purchase and use results from the buyers comparison of the rewards and costs of the purchase in relation to the anticipated consequences. Operationally, satisfaction is similar to attitude in that it can be assessed as the sum of the satisfactions with the various attributes of the product or service. With due consideration of this marketing approach, every effort is being made to provide the customers with better services in order to keep them loyal and make them a repeat visitor. The customer behaviour is considered as the ultimate success scale within the industry. The hotel industry is also among those sectors which have been trying to attract customers as long term visits. For this purpose, the hotel industry consistently implies different approaches to assess the customers satisfaction level in order to introduce new methods to attract them and make them their repeat visitors. The Samui Island has many attractions for the tourists and visitors from all around the world and a great number of visitors come to the island in order to enjoy tranquil and naturally beautiful beaches, hospitality of the local population and the unique services like spa offered by the hotel industry. There are a lot of visiting places on the island like the Big Buddah, Namuang Waterfall, Hin Ta Hin Ya, Sawadee Shrine, Hin Lad Waterfall, Scuba Diving, Dinning and restaurant and Samui nightlife etc. These attractions have attracted visitors tremendously and have contributed significantly to enhance the business opportunity for the local hotels and resorts. Nora Beach is one of the most famous resorts of the Samui Island. It is a luxurious retreat in Thailand, situated in a strategic place of Koh Samaui, the 3rd largest island. The resort offers its customers a break from the hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking a seclude bay just north of the world famous Chaweng Beach. It is located a few minutes from the airport and a short drive from the city centre (Nora Beach and Spa, 2007). Nora Beach Resort and Spa has strived to offer its customers excellent service over the years. 1.2 Purpose of Study The purpose of this study is to analyse the level of customers satisfaction at Nora Beach Resort, Koh Samui, Thailand. This analysis would be made by assessing customers opinion through a well designed questionnaire. Considering the results of this analysis, the study will try to suggest the strategy for achieving a desirable customers satisfaction in the light of new marketing approaches. 1.1 Objectives of Study The objectives of the study are: To understand the level of customers satisfaction by conducting a survey. To analyse the characteristics of the customers satisfaction which contribute their loyalty for the particular resort or hotel. This will be done by analysing purpose of visit, gender, age, education and other characteristics. To suggest a strategy to retain customer loyalty by adopting an effective marketing strategy. 1.4 Study Structure In order to analyse customers satisfaction with the service at Nora Beach Resort and Spa at Koh Samui, this study will review the current literature in the context of customers satisfaction and the services provided by the hotel industry. It will also examine the customers satisfaction in relation with the services provided at Nora Beach Resort and Spa through the primary data. For this purpose, in the literature review chapter, different theories relating to service, customers satisfaction and different categories of hotels will be reviewed. The methodology chapter will present philosophy and methods of research undertaken for this study. It will also describe the sampling, data collection tools and the method for data analysis. The fourth chapter will present the results of the research in relation with demographic analysis of the respondents and their satisfaction level at the Hotel. In the fifth chapter, conclusions will be made resulting from the data analysis. This researcher w ill offer recommendation to the industry with due consideration to the results of the primary data and the review of the literature. Chapter II: Literature Review 2.1 Introduction 2.2 Service The service is defined as a â€Å"prototype for service, covering the need of the customer and the design of the service†. Edvardsson and Olsson (1996, p. 149). Goldstein et al. (2002) suggest that the service concept integrates the â€Å"how† and â€Å"what† of service design while keeping both the customers needs and strategic intent of the firm in mind. In other words, the service concept gives a detailed description of what the customer needs and how the organization will deliver the service. The study of customers satisfaction in the field of general marketing has evolved into important parameters that need to be identified and understood in order to satisfy the needs and wants of customers. Since the success of a business has been linked to providing high levels of customers satisfaction, a substantial amount of effort has been focused on identifying how consumers perceive service quality in various settings. Gronroos (1982) has defined service quality as â€Å"the outcome of an evaluation process where the consumer compares his expectations with the service he perceived he has received.† Hence we can say that perceived service is measured against expected service. Service quality has been seen as the result of comparing a customers expectations prior to receiving the service with the customers experiences with the service. Wyckoff (1984) defined the concept of service quality from the companys perspective. Service quality is the degree of excellence for meeting the customers requirements, and control over the variability in achieving that excellence. 2.2.1 Service Theories According to Parasuraman, Zeithaml, and Berry (1988) the study of service in the field of general marketing has evolved into important parameters that need to be identified and understood in order to satisfy the needs and wants of customers. With growing competition and emerging of hotel industry as a high profiting business, much preference is made to deliver a quality service to the customers. The researchers have defined service quality as the result of comparing the expectation of service quality and the perception of feelings. That is, the service quality not only includes the evaluation of the service performances, but also includes the process of service (Parasuraman, Zeithaml, and Berry, 1985, 1988). According to Sherden (1988), service quality is defined as a relationship between a customer and the particular employee with whom the customer is dealing. Although the actual level of service quality is developed in the employee-customer relationship, management must ensure that customers experiences are in line with their expectations. Lovelock (1991) has defined the characteristics of service quality. According to him, service quality is that; which is delivered in a performance, in which the customer is involved in production in which other customers are often similarly involved in production (e.g., a theater) in which quality control can only be performed during delivery in which service cannot be inventoried, deliver is â€Å"realtime†, and; distribution channels are nonexistent or compressed. Examining service quality and its relationship with relevant constructs not only requires recognition of essential dimensions of service quality, but also identification of dimensions that are most meaningful to the customers in measuring the overall satisfaction. Therefore, having a better understanding of service quality is associated with considering various dimensions of service quality. Service quality dimensions or elements are those attributes that contribute to the creation of consumer expectations and perceptions of service quality. Service Quality called â€Å"SERVQUAL† is an instrument for measuring the gap between the services.† Therefore, what consumers think should be provided and what they think actually has been provided. Parasuraman, Zeithaml, and Berry (1985, 1988) initially offered ten attributes, which they regard as essential to the quality of all services. These ten dimensions were tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding/knowing the customer, and access. These ten dimensions and their descriptions served as the basic structure of the service quality domain from which items were derived for the SERVQUAL scale (Table 1). 2.2.2 Elements of Service Researchers agree that it is hard to measure customer satisfaction and the service quality as every customer perceives service from his or her own preferences (Gavin Eccles and Philip Durand, 1997). To overcome this problem of defining the service level, hotels have addressed it through star ratings, where guests can gain a perception of the quality on offer through the number of stars attached to he hotel. However, as service quality depends more on customers perception, there are different criteria used by different customer groups to evaluate service. The purpose of The SERVQUAL scale is to measure levels of service quality. In this technique, it is assumed that the levels of service quality experienced by customers are critically determined by the gap between general expectations of the service and the customers perceptions of what they actually receive from a specific service provider. The customers can evaluate the service quality from the following five factors: tangibles; reliability; responsiveness; assurance; empathy. The benefit of the SERVQUAL scale is that the management can assess and monitor the service quality and design better strategies and policies to improve it. Furthermore, understanding the customers satisfaction level and perception of service quality may yield important information influencing the design and specification of this and other, related, services provided by the organization. Finally, it helps the hotel industry in better developing future service improvements (Gavin and Durand, 1997). 2.3 Impact of Service on Customer Satisfaction The improved service quality provided to the customers enhances their loyalty to the service provider. Thus, attention has been paid to the concept of customer satisfaction as a corporate goal among academics and business practitioners (Rust Oliver, 1995). Satisfaction is a major outcome of marketing processes that culminate in purchase, and satisfaction is also thought to contribute to post-purchasing phenomena such as word-of-mouth communication, repurchase intention, and brand loyalty. Gronholdt, Martensen, and Kristensen (2000) administered a study on sixty companies and found that customer satisfaction would have significant impacts on customer loyalty. Bowen and Chen (2001) focused on the hotel industry to examine the relationship between customer satisfaction and customer loyalty. The results showed a slight increase in customer satisfaction would highly improve customer loyalty. Hence, customer satisfaction was inferred to have great impacts on customer loyalty. Moreover, Tam (2004) established an integrated framework of service quality, customer satisfaction, and perceived value, suggesting that customer satisfaction and perceived value have significant influences on customers future purchase behaviors. Anderson and Sullivan (1993) believed that customer satisfaction positively influenced repurchase intentions. Repurchase intentions is considered a possible outcome of customer loyalty. Jones and Sasser (1995) stated that customer loyalty is â€Å"a feeling of attachment to or affection for a companys people, products, or services.† Customer loyalty is often referred to as a purchase behavior, unlike customer satisfaction, which is an attitude. Repurchase behavior is a form of loyalty. Customer loyalty, a key mediating variable in explaining customer retention is concerned with the likelihood of a customer returning, making business referrals, providing strong word-of-mouth, as well as providing references and publicity (Bowen and Showemaker, 1998). Although most research on loyalty has focused on frequently purchased package goods (brand loyalty), the loyalty concept is also important for industrial goods (vendor loyalty), services (service loyalty), and retail establishment (store loyalty) Prior research has shown that ones emotions have an influence on behavior, and that one responds to an event in certain ways to maintain positive emotions (i.e. happiness) and to avoid negative emotions (i.e. depression) (Strauss and Neuhaus, 1997). Oliver, Rust, and Varki (1997) found that positive emotion led to higher levels of customer satisfaction and increased repurchase intentions. On the other hand, Andreasen (1999) found that initial negative emotion caused by a service failure results in customer exit behavior. Dick and Basu (1994) posited that true loyalty only exists when repeat patronage coexists with a high relative positive attitude. In addition to attitude, it has been argued that loyalty may also be based on cognition (Lee and Zeiss, 1980; Oliver, 1980). 2.2.4 Quality in Customer Service The quality of service provided to the customers matters a lot more not only for the customers but it is a matter of great concern for the service provider as well. Common dimensions of satisfaction with a service include service quality, product quality, price, and location. The theory suggest that the â€Å"people factor† (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determining overall satisfaction and repeated purchasing in service industries. Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long-run overall evaluation about a service, whereas satisfaction was a transaction-specific evaluation. Based on these conceptualizations, they posited that incidents of satisfaction over time result in perceptions of service quality. Other researchers supported the argument that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service encounter evaluation and empirically supported the effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to service quality. Cronin and Taylor (1992) reported that in their structural analysis for the causal relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant while the coefficients of path for satisfaction, service quality, purchase intention were insignificant. Spreng and MacKoy (1996) also studied the relationship between service quality and satisfaction based on their modified Olivers (1993) satisfaction/service quality model. Their modified model fitted the data well where service quality was hypothesized to influence satisfaction. In their study, the path coefficient between two constructs appeared to be significant (t = 9.4). Woodside, Frey, and Daly (1989) supported the causal relation of service quality and satisfaction with data collected in area of health care. Several researchers stated that overall service quality is determined only by the customers perception of a service, rather than the difference between the customers expectation and actual service performance. 2.3 Customer Satisfaction The service literature has been contributed to the confusion over the relationship between consumer satisfaction and service quality. The most important that service providers need to know are how their objectives meet or exceed the customers satisfaction with their performance. The importance of this issue has been led to several recent efforts to clarify the relationship between satisfaction and service quality. The SERVQUAL measurement tool suggests that a consumers perception of service quality involves the difference between his or her expectations about the performance of a general class of service providers and his or her assessment of the actual performance of a specific firm within that class. SERVQUAL confounds customer satisfaction and customer attitude. In contrast, the SERVPERF version of the original SERVQUAL scale only concerns performance. Common dimensions of satisfaction with a service include service quality, product quality, price, and location. The theory suggest that the â€Å"people factor† (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy, may be the most salient in determining overall satisfaction and repeated purchasing in service industries. Parasuraman, Zeithaml, and Berry (1988) conceptualized perceived service quality as a long-run overall evaluation about a service, whereas satisfaction was a transaction-specific evaluation. Based on these conceptualizations, they posited that incidents of satisfaction over time result in perceptions of service quality. Other researchers supported the argument that customer satisfaction leads to service quality. For example, Bitner (1990) developed a model of service encounter evaluation and empirically supported the effect of satisfaction on service quality. Bolton and Drew (1991b) also proposed that satisfaction leads to service quality. Cronin and Taylor (1992) reported that in their structural analysis for the causal relations among satisfaction, overall service quality, and purchase intention, the coefficients of path for service quality, satisfaction, and purchase intention appeared to be all significant while the coefficients of path for satisfaction, service quality, purchase intention were insignificant. 2.3.1 Customer Satisfaction Theories The customer satisfaction theories stress that quality of service is more important than the goods provided. Customers get satisfied mainly because of the quality and it is a psychological effect on their choice when they choose a particular hotel or resort to visit and stay. That is why one of the fastest growing segments in marketing research is the study of customer satisfaction (Dutka, 1994). When customers get satisfied with a particular service, they become loyal for it and in this way, the business have more repeat visitors. Customers satisfaction is directly linked with his or her expectancy level. The perception of customers are always different and there is no hard and fast rule to determine what kind of service satisfy more. As the satisfaction expectancies consistently change, so, there are three stages which the customers pass through before rendering satisfaction. At the first level, expectations are simple and take the form of assumptions. In the next level the expecta tion level become complex and the customer has higher expectations. At the third level customers expectorations are even higher and he or she years for something which may attract him or her and have some delightful effects rather than the normal routine services. (Service Marketing, 2007). When a customer achieves this kind of highly attracting service, he becomes a loyal and repeat customer and remains loyal until the service quality begin deteriorating. 2.3.2 Functionalities of Customer Satisfaction The functionality of customer satisfaction in the business world is that how effectively the services/goods meet the customers expectations. Therefore we can see across marketing world that each businesses success story relies on â€Å"Customer Satisfaction†. Thus the customer satisfaction has become the key element of business strategy in todays market place (Buchanan, Gilles, 1990). Although the customer satisfaction varies from an individual to individual, however certain recommend standards can be opted in-order to mitigate positively the popular perception. The common tool to opt the level of customer satisfaction is survey or collection of primary data where customer is asked to evaluate the open ended and close ended statements in accordance with the customers own perception. Thence the performance of the service/goods becomes contingent of that certain level of Customer Satisfaction. 2.3.3 Customer vs. Employee Satisfaction Satisfaction can be seen from two different perspectives. Customers satisfaction implies that they should get satisfied with the quality of service they receive while the employees satisfaction means how satisfied they are in the workplace and how they are able to serve the customers with commitment. As the satisfaction on both sides is imperative the hotel industry has not only to ensure the satisfaction of its customers but also those of their employees because without satisfaction of employees there is no justification to expect commitment of employees. Employees satisfaction may be achieved through incentives and rewards, acknowledgment of their performance and motivating them for achievement of further goals. Similarly, customers satisfaction can be achieved through offering them unique and high standard services and fostering better public relations with them. 2.4 Hotel Categories Hotels can be categorised according to the services they provide, i.e., location, facilities and services offered and clientele served. Restaurants mostly provide the customers with eating stuff but do not offer accommodation. However, hotels mainly have accommodation facilities as well as provide the customers different menus for breakfast, lunch and dinner. Some hotels offer accommodation but does not have their own chef so customers have to have their meals outside. Furthermore, the services of hotels further differ according to their location. In Thailand, usually hotels have begun to offer spa and other health facilities besides providing them normal accommodation and meals facilities. 2.4.1 Types of Hotel Most of the hotels have their own star rating. But the interesting thing is that there is no unified system to determine the service quality of the hotels. Throughout Europe, rating of hotels is determined either by government or by the private organisation according to the service they provide (Martin, 2007). There are 1 to 5 star hotels across the globe and the cost of their services differ according to their rating. For example, a four star hotel is much costly than a 1 star hotel. Similarly, four star hotel is expected to have more facilities than a 1 star hotel. A four to five star hotel may have more services and amenities, including meeting space for conferences 2.5 Nora Beach Resort and Spa 2.5.1 Information of the Hotel The Nora Beach Resort is a luxurious retreat in Thailand, situated in a strategic place of Koh Samui, the 3rd largest island, which offers its customers a break from the hassles of the real world. The resort enjoys a spectacular hillside setting, overlooking a secluded bay just north of the world-famous Chaweng Beach. It is located a few minutes from the airport and a short drive from the city centre (Nora Beach Resort and Spa, 2007). The profound services of Nora Beach Resort and Spa are as follow: Bars and Restaurants. Recreation Anodas Spa Rooms The additional supportive services of the Resort are as follow: Travel and Tours Desk. Taxi/Limousine Service. Swimming pools Laundry and Dry Cleaning. Gymnasium/Fitness Room. Baby Sitting Facilities. 2.5.2 Type of Customers The type of customers visit Nora Beach Resort and Spa are holiday makers, however the professionals on travel also frequently visit the resort. According to a study by Thailand Tourism Statistics that 87% of tourists are holiday makers at Koh Samui Island; where the Nora Beach Resort is jewel of the attraction for the holiday makers at Koh Samui Islands. These categories of visitors consist of male, female and children with age diversity from 13 to 55 years on average. They prefer Nora Beach for the reason that major attractions of Island are nearby the resort. 2.5 Conclusion In this chapter, different theories of customers satisfaction have been evaluated and reviewed. Further, the importance of service quality on customers loyalty has been discussed. Besides, the review of literature from customers perspective, different categories of hotels and the system of rating has also been discussed. The review of literature shows that with the competition in hotel industry, customers perception and expectation of service has increased to a great extent and now the hotel industry has to enhance, improve and add up more services for the customers to make them loyal to the services. Chapter III: Methodology 3.1 Introduction This chapter presents details about the methodology adopted and elaborates the chosen research philosophy, approach and strategy used and the reasons for their selection. Further, this chapter describes the sample population and how the primary data was collected and processed. It also describes the secondary data collection for the literature review. This chapter further explains the data collection tool and highlights validity, authenticity and reliability of the data collected. 3.2 Research Framework Saunders et al. (2007) define an exploratory study as a valuable means of finding out what is happening; to seek new insights; to ask questions and to assess phenomena in a new light study. Further, they define interpretivism as a theory of knowledge that depicts the methods, validity and scope of the research. This theory advocates that it is necessary for the researcher to understand difference between humans as social actors (Saunders, Lewis Thornhil, 2007). ). Hence, the study was conducted in the interpretivism philosophy, because the aim of the researcher was to know the difference of human behavior in relation with satisfaction in the service quality provided by the Nora Beach Resort and Spa. The researcher aimed to know how customers get satisfied with the service provided by the Resort and how they perceive service quality. The research strategy utilized was case study. The case study strategy has considerable ability to generate answers to the question ‘why? as well as the ‘what? and ‘how? questions (Saunders et al., 2007). In addition, a case study strategy can be very worthwhile way of exploring existing theory or to challenge an existing theory (Saunders et al., 2007). The study also sought answers to what the customers satisfaction level and how customers can be attracted to revisit the Nora Beach Resort and Spa. 3.3 Sampling The population of this research were customers who stayed in Nora Beach Resort and Spa; a total of n= 113 customers completed the survey. The sampling technique needed for the case study was non- probability sampling which are purposive and convenience. 3.4 Data Collection tool The data collection tool for this study is a well designed questionnaire consisting of three parts as questionnaires are one of the most widely used data collection techniques in the survey strategy (Saunders et al. 2007). The first part is related to the customers satisfaction consisting 15 questions based on five likert scale ranging from very satisfied, satisfied, neutral, dissatisfied and very dissatisfied. The purpose of this part is to assess the perception of customers about the quality of the Resort in relation with menu variety, room service, cleanliness etc. The second part consists general type of questions like accessibility of the Resort and the reason to choose it. The third part of the questionnaire is demographic one assessing customers gender, age occupation and the purpose of their visit. In all, there were twenty two questions asked to analyze the customers assessment and expectations regarding the facilities and services as provided at Nora Beach Resort and Spa, T hailand. 3.4 Data Collection The research was based on positivism principles with deductive approach. The questionnaire developed was placed in the guest rooms, as well as in the lobby and was collected by Ms.Napaphon Rattanarak, a proctor who was trained according to the guidelines established. Permission was granted by the resort manager to conduct this study following highest ethical standards and principles. 3.6 Data Analysis As this study aims at providing recommendations on improving service quality of Nora Beach Resort and Spa, the dully filled and returned questionnaire was analysed using SPSS, the software having good analytical capabilities. The analysis of the questionnaire offers insight about the conception of customers with regard to their perception of service quality at Nora Beach Resort and Spa. The results of this analysis will be discussed in the preceding chapter. 3.7 Conclusion This chapter has highlighted the research philosophy, techniques and methods used for this study. The study has relied over Likert Technique because in-order to assess the level of customer satisfaction the best available method was to conduct survey. The respondents were visitors to the resort staying at the Nora Beach Resort and Spa. Although the responses of the customers may be biased as their opinion may be influenced by the service provided at that very moment, yet, this research provides a lot of interesting information regarding their perception of the service quality. Chapter IV: Results 4.1 Introduction In this chapter, the researcher will show the results of the data collected from the questionnaire which were gathered from the customers/visitors of Nora Beach Resort and Spa at Koh Samui. In this section, the researcher will present the demographic information from the respondents, and will also discuss the customers response towards the questions asked about the services provided. Further, the researcher will discuss the general information analysis of the customers as to how they found the resort, why did they choose to stay at the Nora Beach Resort and Spa and whether it was their first visit or they are a repeat visitors. 4.2 Demographics There were total 113 questionnaire placed in the guest room and the lobby of the resort which the customer staying at the resort had to fill up which, in return, were collected and returned to the researcher by Ms. Napaphon, a protector trained for the purpose. All the 113 questionnaires were duly filled up and retuned y the customers. Of these 113 respondents, 56 were male (49.56 per cent) and 57 female (50.44 per cent) 4.3 Level of

How to Measure and Manage the Reputation of a Corporation Essay

A corporation is a form of business that is common in most countries. It is chartered by the state and is given legal rights as an entity that is separate from its owners. Characteristics of corporate are that the business has no liability to its owners. There is the issuance of shares of easily transferable stock, and it exists as a going concern. A business becomes a corporation through incorporation. After the business undergoes the incorporation, it is given legal standing that is different from their own. This legal standing protects the owner from being personally liable in an event that the business is sued. Incorporation also gives companies more flexible ways of managing their own structures (Melo & Garrido†Morgado, 2012). According to Freeman (2010), Godfrey, Merrill and Hansen (2009) and Musteen, Datta and Kemmerer (2010), reputation is the opinion about a person, social group and an organization. The opinion is as a result of evaluation of criteria. Reputation happens as a result of the corporate branding in the area of the market. Reputation is seen as a sign of future actions and behavior. It also serves as a pledge that justifies and also promotes the expectations of a principal about the actions of the agent in the field of principal agent theory. Reputation is seen as a form of goodwill in accounting. It is also viewed as a manifestation of the identity of a corporation in the field of organization theory. Finally, reputation is a potential market entry barrier in the field of management. This is because if the corporate reputation of a business is negative, the market value of the business is low and the market entry is low compared to businesses that has a positive corporate reputation (Lange , Lee & Dai 2011). R... ...0). Reputation as an Intangible Asset: Reflections on Theory and Methods in Two Empirical Studies of Business School Reputations. Journal of Management, 36 (3), 610-619. Surroca, J., Tribà ³, J. A., & Waddock, S. (2010). Corporate Responsibility and Financial Performance: The Role of Intangible Resources. Strategic Management Journal, 31 (5), 463-490. Walker, K. (2010). A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory. Corporate Reputation Review, 12 (4), 357-387. Wisdom At Work (2013). Perception is Reality – Building and Managing Corporate Reputation. Hill+ Knowlton strategies Asia. Retrieved from http://asia.hkstrategies.com/perception-is-reality-building-and-managing-corporate-reputation/ Wood, D. J. (2010). Measuring Corporate Social Performance: A Review. International Journal of Management Reviews, 12 (1), 50-84