Ethics And Ethics Of Religion - 1574 Words

If you pick up a paper or magazine today most of the articles contain topics involving religion in the workplace or religion in the US military. It is hard for any Air Force member to go throughout their career without having to deal with religion in the workplace as a trending topic. â€Å"After entering the 21st century religion in the workplace has impacted not only schools, most major cooperation’s† (Ludolph, R. C., Wolfe, A. A. (2013) , but the United States military across all the branches of the uniform service. In this paper I will be using two ethical theories and one ethical perspective to persuade you into believing that religion has a place in not only in today’s military but in every cooperate workplace or simply argue the facts†¦show more content†¦(Religious Freedom the Military: An Ongoing History. (n.d.). Supervisors and commanders are often reluctant to raise concerns over the impact of religious practices in today’s workplace . The first amendment to the Constitution, which is part of the Bill of Rights, guarantees freedom of religion, speech, the press, and assembly. The first amendment provides the following: Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof... Supporting the right of free expression relates directly to the Air Force core values and the ability to maintain an effective team. It requires all military members to recognize that individuals within your workplace and the Air Force community hold diverse beliefs. Airmen are in an environment where their coworkers subscribe to many different viewpoints, groups, denominations, orders, affiliations, and persuasions. Within each of these varied expressions, all Air Force members are able to choose to practice their particular religion, or subscribe to no religious belief at all. Recognition and application of this right requires you to portray a great deal of respect, understanding, and support. â€Å"Religion is often understood as an institutional and organizational domain, confined and determined by creeds, theologies, and doctrines about man’s current and eternal destiny, his relationship with himself and others

A Midsummer Night s Dream - 988 Words

Character transformation is a major theme in Shakespeare’s A Midsummer Night’s Dream and the transformation of main characters directly lead to them getting married to their respective partners. A character that faces many obstacles in his pursuit of Hermia is Lysander, who transforms dramatically from the person he was at the beginning of the story. Lysander seems to need to go through a transformation because he resembles Demetrius so closely that it is hard for him to differentiate himself from Demetrius. In the beginning of the play, Lysander and Demetrius have the same personality and are essentially the same person, but by the end of the play, Lysander has transformed into a much more complex and intimate character that shows his love for Hermia and with the help of divine intervention convinces Theseus to approve of his marriage. At the beginning of the play, Lysander’s love for Hermia is apparent. He has courted her by enticing her at her window and by giving her presents. The only person standing in Lysnader’s way of marrying Hermia is Egeus, who wants Hermia to marry Demetrius because he has made a deal with him. Theseus, the leader of Athens also agrees with Egeus and tells Helena that the only person she can marry is Demetrius. To get around this problem, Lysander devises a plan with Hermia to elope and go to his relative’s house. At this point in the plot, Lysander is shown to be the same character as Demetrius. Lysander says â€Å"I am my lord, as well derived asShow MoreRelatedA Midsummer Night s Dream1094 Words   |  5 PagesJeana Jago Theater History J. Robideau October,1st 2015 A Midsummer Night’s Dream In a Midsummer Night’s Dream, Shakespeare story about romantic desire. Theseus and Hippolyta, are about to be married; both of them are wonderful figures from classical mythology. (Greek Mythology) Theseus is a great warrior, a kinsman of Hercules; Hippolyta is an Amazon warrior-woman, defeated in battle by Theseus. 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Leadership in Ford Free Essays

Influence of organizational contexts on leadership in Ford in the US and Europe. Introduction Nowadays organizational context is very important, because leaders have to make decisions relying on big amounts of information, which changes every day. Moreover depending on various situations leadership theories work different, it makes hard to predict the consequences of decisions relying only on theory. We will write a custom essay sample on Leadership in Ford or any similar topic only for you Order Now Depending on organizational context different leadership style can be used. Throughout the history of Ford, company distinguished itself by iron control of Henry Ford the first and the second. Their â€Å"great man† approach brought success to Ford, but eventually this approach became ineffective due to globalization and changing environment. This resulted in the need for followers of Henry Ford the second to introduce the big change for company, change in leadership approach and organizational culture. In addition Ford opened branches almost all over the world, so new approaches, vision and leadership is needed. This essay will cover questions about different styles of leadership in Ford in the US and Europe, key contextual issues that impact on strategic leadership in Ford and will consider main contextual challenges for Ford leaders. Depending on the context effective leader must be able to adopt his style to the demands and changing environment (Northouse, 2010). Question one The contextual issues significantly impact on strategic leadership. Two main contextual issues that impact on strategic leadership in Ford organizational culture and national culture. Organisational culture is a set of moral precepts, values, norms of behaviour in particular company accepted by members (Besanko et al, 2010). National culture is a set of values, rules, customs, traditions shared by people speaking the same language and having similar mindsets and moral principles (Northouse, 2010). Globalization has created many challenges for organizations including effective selection of leaders, adaptation to many cultures, creation of different approaches to nationally various employees (Northouse, 2010). It became necessary for top managers to take into consideration peculiarities, mentality, values and characteristics of different cultures to develop business abroad, because many problems in relationships between people can occur due to variations in norms, habits and values (Needle, 2004). Ford was not an exception and needed to turn the company around. As a company that was operating not only in US, but also in Europe and still doing it, Ford had to create unique strategy and organizational culture for both areas, which differ from each other. To build a successful strategy it is necessary to know national features of countries where organization is going to operate. According to GLOBE researchers who identified 10 clusters of countries (depending on cultural data), US were set into Anglo cluster and Europe was divided into four clusters: Eastern Europe, Latin Europe, Germanic Europe and Nordic Europe (House, et al, 2004). These clusters have their own characteristics affecting leadership in particular areas, so demands for leaders in these clusters are different. Two describe how different cultures view leadership behaviors in others GLOBE researchers identified six global leadership behaviors†(House Javidan, 2004 in Northouse, 2010, p. 348). First is charismatic/value-based leadership that includes being decisive, self-denying and performance oriented, being a motivator and inspirer (Northouse, 2010). Second is team-oriented leadership that includes team building, establishing common goals and such characteristics as diplomacy, collaboration (Northhouse, 2010). Third is participative leadership that means degree to which leader involves employees in decision-making ( Northouse, 2010). Next is â€Å"humane-oriented leadership that emphasizes being supportive, considerate, compassionate, and generous (Northouse, 2010, p. 348). Last is self-protective management that puts on top leaders who are face saving, conflict, aware of their status (Northouse, 2010). In that way Anglo countries including US want leaders to be charismatic, humane-oriented, extremely motivating and visionary, democratic, moreover leaders have to focus on team and to be independent (Northouse, 2010). For this reason Don Petersen and Harold `Red’ Poling with their mindsets perfectly corresponded this requirements. Europe, divided into 4 clusters has its own characteristics, but they are more complex due to peculiarities of clusters. Ideally it is better to have a particular approach for each cluster, nevertheless there are some common requirements for leaders in Europe such as charismatic and value-based person (Norhouse, 2010). As Ford has its offices and plants in Germany, England, Romania, Russia, Belgium, Spain, France and Turkey, it is necessary to consider Latin Europe cluster, Eastern Europe cluster and Germanic Europe cluster. There are three branches in Germanic cluster: two in Germany and one in Belgium. For this cluster ideal leader is expected to be charismatic, inspirational and autonomous, to have participative style, to focus on team (Northouse, 2010). Two branches are located in Latin Europe Cluster: one in Spain and one in France. In this cluster leader has to be team oriented as well, has to be participative and self-oriented (Northouse, 2010). Two more branches operate in Russia and Romania. For the Eastern European countries it is necessary for leader to have self-protective leadership style, to be team-oriented, to make decisions independently (Nothouse, 2010). All this factors and characteristics of clusters make it very complex to find perfect leadership style, nevertheless there are some points of contact between these clusters. Moreover GLOBE identified 22 leadership attributes that are universally desirable (House, et al, 2004, p. 39). As a result leader is a person who is honest, charismatic, value-based and team-oriented (Dorfman et al. , 2004, in Northouse, 2010). In addition Hofstede (2010, in Needle, 2004) identified 5 characteristics on which countries differ from each other. Power distance is the extent to which members of society accept that power is distributed unequally† (Needle, 2004, p. 148). It was found that in France for example power distance is large, on the contrary Germany and the USA, where power distance is small. Individualistic societies are the US and the UK, but Germany and France have also high rate of individualism (Needle, 2004). It means that these countries prefer more to look â€Å"after yourself o r your immediate family group† (Needle, 2004, p. 149). â€Å"Uncertainty avoidance is the extent to which members of society feel uncomfortable with uncertainty† (Needle, 2004, p. 49). According to Hofstede (1994, in Needle, 2004) France and Germany tend to be more anxious about the future than UK and US. Masculine societies like USA, UK and Germany used to prefer material success and achievement, while France is more anxious about quality of life and equality between sexes (Needle, 2004). Long-term orientation is not common neither in Germany, or US and UK, so these countries more used to short-term strategies (Needle, 2004). Taking all this facts into consideration becomes clear it is not easy to find appropriate leader for multinational companies like Ford. Leadership style has to be very adaptable and leader has to be competent and skilful. Organizational cultures in Europe and US were different and impacted leadership style in particular way. In US reorganized organizational culture, which was based on employee involvement and participative management demanded leadership style, based on participation, team-orientation, humane-orientation, such qualities as visionary, motivation and inspiration were necessary for leader. In Europe organizational culture has to be perfectly balanced due to the difference in national cultures. In that way organizational culture context in Ford in Europe is closely linked with national culture context and it is very complex mission for leaders to create strong organizational culture in Europe. It is not good for company, if its organizational culture is weak, because it â€Å"sets the scene for the determination of strategy and hence the operational aspects of organizational life† (Needle, 2004, p. 238). Question two There were different contextual challenges for leaders in Ford in Europe and US as a result they managed with them in a different way. One of the most important challenges for leaders in Ford in the US and Europe was getting power in company and control over staff. Power in terms of leadership means â€Å"capacity or potential to influence† (Northouse, 2010, p. 8). They all had position power and it was necessary for them to strengthen their positions in company by getting more power. Petersen with his leadership style engaged people feelings, introduced participative management and managed to strengthen his position in company by this approach. This approach perfectly corresponded to main values of Ford, because Petersen obtained ideas and opinions of employees, integrated their suggestions into top decision-making (Northouse, 2010). As a result he got not only position power, but also a personal power. It made possible to influence followers as they saw him as knowledgeable and likable (Northouse, 2010). Moreover it helped him to bring control over employees, who were happy, because they could participate in top-decision making. From that moment he knew the ideas of his followers, and he was using them in the interests of Ford. While Don Petersen was using participative leadership and reshaping goals of employees through mission of Ford, Harold `Red’ Poling was controlling final goal setting. Petersen and Poling managed to brought to Ford’s top team an intuitive and feeling approach to decision-making, something which is rarely found at that level (Starkey, 1996, p. 379), because participative leadership and management helps employees learn what leads to what (House Mitchell, 1974, p. 92, in Northouse, 2010). As Peterson and Poling received more power and control over their followers, there was no need to find new cadres, this resulted in formation of strong team, which was easy to lead. Billy Hayden, Europe’s Vice President of Manufacturing was in other situation. He had to get used to peculiarities of leading in Europe and to adopt his own leadership style. Moreover the situation was more complex than in the US due to high standards of the main rival Toyota. Billy Haeden was going to change behavioural patterns and mindsets in Ford in Europe, but nothing really changed. It caused many problems afterwards. As a result there was no strong team with an intuitive and feeling approach to decision-making which was needed even more than in the US, his leadership style was backward looking, so the whole organization was not able to compete with Toyota. The only power he had was legitimate power, and without balance like in case with Harold `Red’ Poling and Don Petersen, he was using it in a wrong way. Billy Hayden did not managed to create strong team, because he has given a steady turnover of top cadres and nobody could be a counterbalance for him. Eventually the change in organization, which brought success to Ford in the US, was introduced in Europe, but it was too late. Moreover values, mindsets, norms, patterns that were introduced in the US should be adapted to Europe and leadership style of Billy Hayden did not match these approach. Conclusion Organizational context became very important to every leader, manager and company on the whole. Without taking into consideration organizational context it is very hard and risky for any leader to make important decisions and lead company to success. Organizational contexts influence on leadership style, and depending on different peculiarities of context, appropriate leadership style can be chosen. Due to globalization culture context has great impact on leadership style, it became necessary for leader to know main features of mentality of nation in country, where he operates. Ford as a company, which has its branches almost all over the world, faced challenges and it was crucial to find a leader with appropriate leadership style. Don Petersen and Harold `Red’ Poling with their tandem led Ford US to success mostly due to perfect balance of power and participative management. Their style perfectly matched need of Ford in visionary leadership with necessary control. Petersen and Poling also showed the importance of power context. They managed to use not only position power, but personal power as well. Billy Hayden was in different situation, he did not managed to get personal power, and as a result he did not create a strong team, he did not adopt to the national cultures and his leadership style was not able to bring success. These situation emphases on the importance of cultural context, if company operates worldwide. Reference list Besanko, D. , Dranove, D. , Shanley, M. , Schaefer, S. , (2010). Economics of strategy, John Wiley Sons House, R. J. , Hanges, P. J. , Javidan, M. , Dorfman, P. W. , Gupta, V. , Associates (Eds. ). (2004). Culture, leadeeship, and organizations: The GLOBE study of 62 societies. Thousand Oaks, CA: Sage Needle, D. , (2004). Business in context, an introduction to business and its environment, Thomson Learning, London. Northouse, P. G. , (2010) Leadership: Theory and practice. Thousand Oaks, CA: Sage How to cite Leadership in Ford, Essay examples

Greek Gods and Goddesses Essay Example For Students

Greek Gods and Goddesses Essay God/GoddessesInformationPoseidon (Roman Name: NeptunePoseidon was another of the three sons of Cronus. He won the Sea as his realm in the casting of lots. Poseidon was a Sea God but he was also called Ennosigaios, Earthshaker and was the God of Earthquakes. Every coastal city was in some way connected to him. But he lost cities to other patrons as well: Corinth to Helius, Athens to Athena, and Argos to Hera (he was seriously bitter about that, and dried up the rivers for a while). Hades (Roman Name: Ploutos)Lord of the underworld (which was also known as Hades) and God of the dead. He abducted Persephone and made her his queen. Brother of Zeus. Zeus(Roman Name: Jupiter)The Supreme God of the Olympians. The God of Sky, Weather, Thunder and Lightening (no one dare challenge his fierce thunderbolts); Cloud-Gatherer; God of Home and Hearth, of Hospitality to Strangers; of Oaths. Zeus was the youngest son of Titans, Cronus and RheaHeaven and Earth were his realms. Hera (Roman name: Juno)Hera is known for being the wife of Zeus (her brother), The Goddess of Marriage and the Queen of Gods. Shes also the younger daughter of Rhea and Cronus. Her bird is the peacock and she is known to be horribly jealous. She appeared to be very jealous of Hercules(son of Zeus)Aphrodite (Roman name: Venus)The goddess of love, beauty and fertility. She was also the protector of sailors. Aphrodite was the daughter of Dione and Zeus. She is also the great grandmother of Dionysus (who she also had a child with), and she had a brief relationship with Ares. Dionysus (Roman name: Bacchus)The god of wine and the son of Zeus and mortal heroine Semele. Dionysus was the one who granted Midas the power to turn whatever he touched into gold. Ares ( Roman name: Mars)The god of war. Ares father is Zeus. Ares was handsome and cruel. He was often shown carrying a bloodstained spear. His thrown on Mount Olympus is said to be covered in human skin. Apollo ( Roman name: Phoebus)The god of prophesy, music and healing. As god of music, Apollo is often seen playing the lyre. He didnt invent this instrument; it was given to him by Hermes. Apollo was the twin brother of Artemis. Artemis ( Roman name: Diana)Artemis was the virgin goddess of the hunt. She helped woman during child birth. Artemis and her brother Apollo were the children of Zeus and Leto. When Apollo noticed Artemis spending great deal hunting, he decided to end their close relationship. Artemis was very cold and vowed never to marry. Hermes ( Roman name: Mercury)The messenger of the gods and guide of dead souls to the Underworld. Hermes was a prankster and a genius from birth. He is the son of Zeus and a mountain nymph. Hermes created the first lyre. Hermes was known for his helpfulness to mankind. He owned magic sandals, with the ability to fly and often let others borrow them. Hephaestus ( Roman name: Vulcan)The god of fire and crafts. Hephaestus was the son of Zeus and Hera. He limped because he was born lame, which caused his mother to throw him off Mount Olympus. Demeter ( Roman name: Ceres)The goddess of agriculture. Demeter was the sister of Zeus and the mother of Persephone. She was known for her bad temper. Athena ( Roman name: Minerva)The goddess of Wisdom, Weaving, Crafts and Military Victory. Athena is also the patron goddess of Athens and one of the three Virgin Goddesses. Her bird was an owl. Athena was the daughter of Zeus and Metis.

QCF 3 UNIT 616 Essay Example

QCF 3 UNIT 616 Essay unit 616 1 . 1 . 2. 1 . 2. 2. 2. 3. 2. 4. 5. 1 . 5. 3. 5. 4. 5. 6. 5. 7 There are several current legislation, guidelines, policies and protocols relevant to the administration of medication. These are The medicines Act (1968), Misuse of Drugs Act (1971), Misuse of Drugs Regulations (2007), Health Act (2000) The Care Standards Act (2000), Domiciliary Care Agencies Regulations (2002) Control of Substances Hazards to Health (2002), Hazard Waste Regulations, Controlled Waste Regulations (1992), The Handling of Medic9ines in Social Care and The Safe and Secure Handling of Medicines; a Team Approach. Organisational policy and procedures should include how to receive and record medication, safe storage, prescribing, dispensing, administration, monitoring and disposal. Common types of medicines are General Sales List Medicines also know as over the counter medincines, Pharmacy Medicines, prescription only medicines and controlled drugs. These are catorgorised into Analgesic (painkillers) which are split into 4 main groups these are Non-opioid, Opioid, Neuropathis, Anti-migraine, Anti-angina, Anti-arthritis, Antibiotics, Anti-coagulants, Anti-depressants, Anti-hypertensives, Anxiolytics, Laxatives, Statins and Steroids. Each medicine is used to treat conditions and each have different effects and possible side effects. For example Non-opioid medicines can cause side effects such as gastric irritation or liver damage and they can be used to reduce pain or to have an anti-inflammatory effect. Whereas Anxiolytics can be used to reduce anxiety and stress, but can have side effects such as reduced concentration, slowing down of mental agility and reasoning skills and can cause hort term memory. We will write a custom essay sample on QCF 3 UNIT 616 specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on QCF 3 UNIT 616 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on QCF 3 UNIT 616 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Some medications require serum concentration to be measured to ensure the person receives the optimal dose and to avoid toxicity or damage to the body. These include Insulin, Lithium, Warafarin, Digoxin and Statins. Reactions to medication are extremely common. In fact, 15-30% of all hospitalised patients will experience an unintended reaction as a result of medications. To recognise these reactions the packaging should be read fully to highlight what side effects may occur. They will inform you what you should do if you develop a side effect. If you are nsure you should contact your doctor. Common side effects include rashes, stiffness, breathing difficulties, shaking, swelling, headaches, nausea, drowsiness, vomiting, constipation, diarrhoea, weight gain etc. Staff must monitor and record any adverse reactions and the service users doctor should be contacted if medication is stopped until informed otherwise. There are several different ways that medicines can be administered these are: Oral, sublingually, inhalation, intramuscular injection, intravenous injection, rectal administration, vaginal administration, topical dministration, transdermal patch, percutaneous endoscopic gastronomy or by naso gastric tube. There are several types of medication, each has a purpose and function needed for their administration via the different routes. Tablets, capsules, liquids, suspensions and mixtures are taken via the oral route. Delivery is straight to the lungs. The delivery route is inhalation. Intramuscular injections are injected directly into large muscles, usually the legs or the bottom. These are performed by a doctor or nurse. Intravenous injections are medicines that re injected into the veins, which is of benefit when a situation in life threatening. Instillation administration is when medicine is in liquid or suspension form and is instilled via the eye, nose or ears. Drops are available for ear wax removal, glaucoma, dry eyes or eye infections. Nose drops and sprays are available for allergic conditions such as hay fever. Rectal administration is absorbed very quickly by the body. Suppositories can be inserted high into the rectum. Rectal diazepam can be prescribed as treatment for dealing with severe epileptic seizure. Training is required for administration Pessaries or applicators containing creams are effective for treatment of vaginal thrush during the vaginal administration route. Topical administration is when creams, ointments and gels are applied directly to the skin to treat skin conditions. They can also be used as a delivery route for analgesics (painkillers). Gloves are worn to protect against absorbtion of medication through the skin. Examples of types of medicines used for the Transdermal path route include fentanyl patch, hormone replacement therapy and nicotine patches. The drug is released slowly from the patch over a period of time and is absorbed through the skin into the bloodstream. For people who are unable to swallow medicines the Percutaneous Endoscopic Gastronomy and Naso Gastric tube routes can be used to administer medication. When administering medication staff must identify the medication correctly, identify the person correctly, know what the medicine is intended to do and know whether any special precautions are needed. If there is a problem with the administration of medication individuals should seek medical ssistance by ringing the doctor or in an emergency by calling 999. The house manager should also be informed as well as social workers, relevant staff and parents if relevant. It is important to confirm that individuals takes the medication and does not pass it to others as the condition may not be alleviated and may become worse. If the medication is passed and taken to other they may have possible side effects. Out of date and part-used medication should be disposed of at the correct pharmacy. This is then recorded and kept in a file within the workplace.

Complete Guide How to Write a Tourism Essay

Complete Guide How to Write a Tourism Essay Writing an in-depth essay in the field of tourism is not an easy task as it may seem to be. Many students may think, â€Å"I like traveling and I have something to say in my tourism essay†. Indeed, essay writing on tourism demands extensive research into the field of study and a comprehensive analysis of reliable information sources. Generally, students are required to write this type of essay in several directions as tourism affects the social and economic of the world and countries or cities in particular greatly. So you can discover the tourism industry from the perspective of economics, politics, international relations, service management, geography, marketing, etc. Therefore, you should have a clear understanding of what can be described in your tourism essay. You cannot merely choose any topic on Tourism and write about it. You have to find a relevant tourism issue and discuss it by presenting the well-developed arguments and, sometimes, counter arguments. It should be mentioned that to write a comprehensive essay, you have to conduct detailed research and find reliable sources with the aim of supporting the arguments. Consequently, it is evident that the processes of finding sources and topic are likely to take much time. As a consequence, you have to read this tourism essay writing guide beforehand to comprehend the main principles of fast and successful writing an essay on tourism. What Should I Know about My Tourism Essay? A tourism essay is a short paper that is based on the knowledge that is received while investigating the selected topic. This type of essay describes different tourist aspects in the world or within the country particularly. What is more, the most common topic for the essay on tourism is to compare the countries’ touristic development. Therefore, a student has to explore and contrast the tourism industry of two or more areas. As a result, one may come to the conclusion that the central aim of this essay is to research various aspects of the tourism sector in different countries, states, or even cities. Besides the comparison and contrast essay on tourism, you can write the following types of essay: The descriptive essay on tourism is aimed at communicating a deeper meaning of the tourism sector at the descriptive approach. In a descriptive tourism essay, you should show an issue, not tell about it, using colorful elements of the description and vivid details. The best descriptive essays appeal to the reader’s emotions rather than to broaden their knowledge of the tourism business. The expository essay on tourism informs the reader about a possible tourism issue based on a balanced analysis of a topic. This analysis should include the relevant facts, statistics, and examples. The given type of writing involves a wide range of essays. For example, persuasive or cause and effect essays are based on facts, not personal feelings. Generally, tourism essays similar to the other essay types, have a certain structure that you should follow to make it easy to follow. As a rule, it consists of 3 parts: Introduction Body Conclusion Both the introduction and conclusion should be 1-paragraph long compared to the main part that has at least 3 paragraphs. Furthermore, the number of paragraphs should coincide with the number of the main points. But before considering, â€Å"How many points will my essay have?†, choose the topic for which some valuable points can be easily found. How to Choose a Topic to Have Something Valuable to Say About Tourism The tourism essay can be written on various topics from different angles, either from the economical, political, geographical, cultural or social perspectives. The following tips help students to choose the most appropriate topic for an essay. We’re sure they will help you as well. Just follow them. Consider the aspect of tourism that interests you most. For instance, if you choose a vapid topic, you will not have enough inspiration to write an essay quickly. Focus on the selected aspect of tourism and search for relevant issues or events. If you choose an obsolete issue, you might not be able to find any relevant sources to support your arguments and counterarguments. Omit too narrow or too broad topics. Some too narrow topics don’t allow to discuss a subject from different perspectives, and consequently, create a detailed essay. For some too broad topics, it may be difficult to decide what information is the most important one for your essay. If there is a broad topic you want to write on, try out some strategies to narrow your topic. It goes without saying that the most important element of the best tourism essay writing is a topic choice. It should be the right choice for a good essay topic on tourism. Look at what essay questions are offered by IELTS. Then, consider the list of possible essay topics on tourism below: Top Countries of the Highest Popularity Rating On Tourism: What Attract Visitors? The Effect of Tourism Business on the Country’s Economic Status X Factors Impeding the Development of the Country’s Tourism Sector Tourism as the Main Source of Income: Is It Possible or Impossible? The Influence of Tourism Business on the Everyday Life of Local Citizens The Well-Developed Tourism Sector: How Does It Look? How to Start Writing a Tourism Essay: 3 Simple Steps from Our Expert Academic Writers Having chosen the topic for your tourism essay, you should go through the prewriting process to understand what you want to describe and analyze. That is why you should concentrate on your topic to make the logical flow of essay ideas. The following list provides some prewriting strategies that will help you to focus on the topic and arrange your thoughts properly to start writing your essay. 1. Brainstorming Is a Fast Way to Get Some Essential Essay Ideas The central idea of this strategy is to think about your topic and write down all of the ideas that come to your mind. You can utilize bullet points as the fastest way to outline your thoughts. As a result, you will receive a list of ideas that can be applied to your tourism essay. 2. Freewriting Is an Effective Way to Write Down Some Essay Ideas This strategy remains a similar way of the briefing as the previous one, but freewriting requires you to write the entire text non-stop. Once you chose a topic, you have to write down everything that comes to your mind. Consequently, when you finish writing, you will receive the first draft of your essay. Freewriting is supposed to be a difficult strategy to apply, but it is much more effective than brainstorming. It provides you with the logically complete ideas and, sometimes, arguments and counterarguments. 3. Outlining Is a Helpful Way to Organize the Main Ideas Logically This type of the prewriting strategy is helpful to organize the main ideas in a logical way. That is why you should have a good sense of your topic, arguments, and thoughts. To apply this strategy, you should divide your essay into certain parts, such as introduction, main body paragraphs, and conclusion. Then, the parts mentioned earlier should be subdivided into several sections, such as a topic sentence, evidence, and conclusion sentence. When all of the sections are completed, you can start writing the essay by connecting them together. It should be mentioned that all these prewriting strategies can be applied with with each other. Just start doing anything effective to get closer to the success in academic writing. How to Structure a Tourism Essay to Make It Easy to Follow 1. Title Without a title page, it would be difficult to guess who wrote such a wonderful essay on tourism and what topic was investigated. So it should demonstrate the topic of your essay through the capitalized title. Then, include your name and instructor’s name. Keep in mind that you should stick to the correct formatting of this page. 2. Introduction The introduction should have certain elements an opening statement and thesis statement. The first sentence is crucial since it should attract the reader’s attention. At the end of the introductory paragraph, you have to create a thesis statement that will be further expanded in your essay. Remember you cannot utilize any in-text citation in this paragraph since you just introduce the topic of your essay to the reader from your point of view. 3. Main Part This part of the essay may consist of more than three paragraphs since it depends on the number of pages that are required. As the body of the essay usually contains more than one paragraph, they should be connected by particular linking words, such as ‘moreover’, ‘nonetheless’, ‘furthermore’, ‘what is more’, and ‘in addition’, etc. It should be also stated that this part of the essay is the most important because it demonstrates your arguments and counterarguments to the fullest extent. Therefore, you have to apply some in-text citations, which should be properly cited according to the required style, to support your arguments. Apart from strong arguments, each paragraph of the main body should have a particular structure: topic sentence → evidence → concluding sentence. Furthermore, you may apply different types of digital charts, such as line chart, bar chart, pie chart, and flowchart, to support your arguments. With the help of digital charts, you will be able to demonstrate various kinds of information that includes figures. Therefore, the reader will be able to analyze the presented information on his or her own. This type of visuals is useful for comparative data about two countries, cities, or states. Furthermore, the charts can show the development of the selected country’s tourism sector. That is why one may claim that digital charts are quite effective while writing a tourism essay. 4. Conclusion The conclusion is the last part of the essay that summarizes all of the arguments mentioned in the main body paragraphs. Therefore, it can be considered as the last chance to convince the reader. What is more, you have to restate and support the thesis statement, but you are not allowed to paraphrase it merely. Despite the fact that this part of the essay should conclude the whole essay, it should be short. Furthermore, if it is allowed, you can write your personal opinion about the selected event or situation. The conclusion should not contain any new ideas. As a result, one may notice that the conclusion part should only sum up the points to support the thesis statement. How to Revise the Essay: 3 Effective Steps You shouldn’t neglect the revision of your essay to improve its quality. You can realize that something is missed. So during the revision, you can add some information to the parts. You may create some counter argument paragraphs to demonstrate both sides of the discussion to a reader. How to do the revision more effective? 1. Proofread the Essay Proofreading involves checking for grammar, word choice, syntax and punctuation. Firstly, you should check whether there is the personal pronoun â€Å"I† or not since academic essays should not contain it. You can utilize a gender-neutral pronoun, also known as an indefinite pronoun, â€Å"one† instead of personal ones to make your essay sound more formal. Furthermore, you should check whether the sequence of tenses is preserved, especially referring to the Past Tenses. The shortenings are not allowed in academic essay writing. Therefore, you cannot write â€Å"they’ve,† â€Å"don’t/doesn’t/didn’t,† â€Å"won’t,† and any other contractions. Besides, the word choice should also correspond to the academic style. You have to choose words that will be suitable for your academic level and discipline. Besides, you cannot use any phrasal verbs or colloquial words since they do not belong to the literary vocabulary. The la st but not least important point is punctuation. You should check whether you do not forget to put a comma before â€Å"and† when enumerating some points or objects. What is more, please check whether you put a comma after linking words, since it is a common mistake among students. There are plenty of rules that should be considered, and therefore, please write your essay beforehand to have enough time to proofread it. 2. Let Someone Experienced Proofread Your Essay You can give your essay to read to anyone with good writing and reading skills enough to check your essay for mistakes. What is more, you should ask a keen-eyed editor to correct your paper according to its requirements. Therefore, you will be able to improve your own writing skills aside from making it look better. This expert may tell you whether it is interesting or not, and, if it is not compelling enough. You can ask him or her to tell you the part of the essay that should be improved. Consequently, to receive as much information as possible, you can ask some questions: Is my essay interesting? Are there any confusing parts in my essay? Are there any grammar errors? Is my essay coherent? Does my essay expand the thesis statement? What parts of the essay can be improved? As far as you can see the proofreading process may help to understand whether the essay is coherent and cohesive aside from detecting some possible errors. 3. Use Online Checker Help You can simplify the proofreading process by copying the text of your essay and pasting to the online effective grammar checker. Keep in mind that this tool can be effective only for correcting your grammar, spelling or punctuation. No attention will be paid to formatting. In this case, your best bet is to apply to professional writing services to avoid any issue in the way of creating a great tourism essay that has all the chances to get a high mark.

Siting a Theatre based on the Findings Research Paper

Siting a Theatre based on the Findings - Research Paper Example In specific, three communities provided the basis upon which the information was gathered. Target groups within these communities were families as a basic unit of a society. This unit was considered based on the socio-cultural trends the three communities seemed to have in common. Research Methodology The research process involved data collection, techniques using various tools which included, the use of interviews, the use of questionnaires, visiting sites during the data collection process. These techniques were blinded by the use of both the structured as well as non-structures sub-categories, giving validity to the information collection process. The use of Questionnaires The questionnaire was a method that was administered to respondents in a user-specific form. It slotted for the three communities in question and was used to collect numerical data. This method was fundamental in the sense that it addressed the issue of time and precision. Because the information needed was not to be treated as crucially confidential, the questionnaire provided the platform where respondents could confidently give their honest opinion about the intended data. This also helped to focus this process on objectivity. The Use of Interviews During the data collection phase, there was also involved in the process, one on one encounter with the respondents. This form of data retrieval was to ascertain the validity of the content of questionnaires. In other words, the two processes in data collection were intended to run concurrently. As this information was sociologically retrieved, there was a need to justify the validity and precision standards of the information collected. Visits to Sites The various communities involved; communities A, B, and C, were those in the immediate vicinities of study sites, as to the appropriate location for the establishment of the theatre. In this regard, the communities depicted a representative target population for the fundamental information nee ded.

Positives and Negatives of the UK Electoral System Term Paper

Positives and Negatives of the UK Electoral System - Term Paper Example The timing of general elections and the fact that a Prime Minister whose party has lost majority status might attempt to remain the national leader; the most positive aspects are the theoretical involvement of every citizen of voting age and the regularity in which elections must legally be held. The premise of the general electoral system is fully democratic and meant to benefit the voters over the ambitions of politicians.   There are many legal checks put in place to ensure that the will of the voters is carried out; the problem is that the interpretation of voter will is often ambiguous.   Perhaps the most controversial aspect of the electoral system is known as first-past-the-post voting (or the plurality system); this is where the candidate or party with more votes than anyone else is given the leadership position (Judge 185).   During a general election, Members of Parliament (MP) are elected from each established riding to occupy the House of Commons; the political part y with the most MPs elected will take control of the federal government and be responsible for all federal legislation.   What concerns many voters is that given the first-past-the-post method of voting, a very large percentage of voters can be misrepresented by the outcome of their local elections.   If a high percentage of voters vote for the losing party in their riding and this happens all over the country, the representation of political parties within the House of Commons can be very different than the actual percentage of votes that went to each party.   Other countries, like France, have tried to deal with this issue by using a two-step plurality system that takes the two highest vote receivers from the preliminary round of voting and holds another round with only these two.   In the UK, the concern that actual voting percentages are misrepresented in Parliament persists.   Where the existing government is concerned, one of the primary negative aspects of electoral process includes the fact that the government is allowed to call an election at a time that best suits the party (Ware 300).  

Macroeconomic Situation Essay Example | Topics and Well Written Essays - 500 words

Macroeconomic Situation - Essay Example Further, it was expected that the private consumption for the year 2010 and the year 2011 would be restrained at 2.5 percent. The rate of unemployment for the year 2010 and the year 2011 has been expected to be over 9% (United Nations, 2010). It was pointed out that with the fall in the prices of houses in the United States; there will be negative influence upon the balance sheets of the households. This would further slow down the rate of consumption and thus increase the rate of savings. The low interest rates and inefficient economic conditions have evened out the weakness in the household net value. Further, the long-term related ‘government bond yields’ have declined in the United States (OECD Economic Outlook, 2010). It has been estimated that the fiscal policy of the country has been identified by the stimulus spending. Further, the remaining $470 billion is expected to be paid out in the year 2010 and 2011 with a smooth decline of its effect upon the economy (Cor porate Executive Board, 2010). It has been assessed that the rate of the Dollar has declined by 11% against Euro that was worth $1.47. The manufacturing industry is expected to rise in the US (Bloomberg, 2011).

Customer Service and Retention in Fast Food Industry

Customer Service and Retention in Fast Food Industry Abstract This study investigates the relationship between dining attributes, customer satisfaction and customers retention in the fast food industry. In short this research paper is to describe analyze why customers come back to the same restaurant when there are several options available to them. What influence their decisions? This research has brought out how to gain customer retention to the services and the factors that influence the customer retention. For this research qualitative approach is used. Data collection method is questionnaire and interviews to clarify what is their real mean of filling the options; sample size of 100 consumers from different fast food restaurant has been taken randomly on the basis of convenience sampling. Results obtained from the statistical analysis corroborate using the optimal regression as a statistical tool which shows that research can be used by marketers especially by the managers of the restaurants for better understanding, and assessing what in fluences customer how they behave and why they come back to the restaurant. Managers can also use our findings to increase the retention rates by adjusting relevant service elements of the restaurants. 1. INTRODUCTION 1.1 INTRODUCTION Eating is observably a daily action and necessity for all human beings. Depending on individuals reason for eating at restaurants, individual intentionally or instinctively assess a multifarious set of attributes ahead of choosing a restaurant. The significance involved to these restaurant attributes is ultimately evaluated in the customers mind, leading to a decision of purchasing. Some factors, like age, company and even social division come into take part in to amplify these attributes as the customer makes a decision of dining (Johnson and Champaner, 2004). The restaurant industry has undoubtedly not been free from either augmented competition or from increasing customer expectations regarding quality. In the greatly competitive food industry, large operators chain have a propensity to gain competitive gain in the course of cost leadership, likely only due to standardization and economies of scale beginning from large market shares, while smaller, independent restaurants on the other hand endeavor to gain benefit through differentiation (Lowenstein, 1995). Branding keeps on gaining importance in the marketing of restaurants services and marketers have spent lot of money to create and give support to brand images. This have seen in the marketing of strong and well defined brands like Mc Donalds and Kfc fast food restaurants which attracts the customer through their marketing , service and by making brand loyal customers of their products. This increases the retention rate due to satisfied and loyal customer. Particularly, there is lot more to discern about customers perceive restaurant brands and the comparative weight these links get during purchase decision as there is lot more to discern about customers perceive restaurant brands and the comparative weight these links get during purchase decision. According to the Kaplan and Norton (2001) the importance of the perceived quality in order to get the retention effect in restaurant industry is always considered as a main element to retain in the customers and the business. The main reaso n behind that in this industry entry barrier are usually low and any one can easily enter due to investment required that is not on the higher side. So the point is that when ever consumer is satisfy from the arrangement by the management, the quality of the food provided by the staff members with the positive attitude than this result in increasing the loyalty towards the particular restaurant and increases the retention intensions of the customers. 1.2 Purpose of the study The purpose of study fold in two parts: one suggests that how important is dining attributes in term of Re-patronage intentions and second part suggest the customer satisfaction which leads Re-patronage intentions in restaurants. The role of dining attributes and customer satisfaction is very important for knowing the customer intentions, would they will visit to that restaurants again or not. There has been a strong support for the espousal of consumer retention in restaurants as one of the key performance indicators. It has found that there is a high association between customer retention and the profit earn by the industries. The fragmentation of media choices and the active nature of the marketplace, tied with an enlarged number of additional demanding and prosperous consumers, brought bigger challenges to marketing practitioners in keeping hold of their regular customers. Customer satisfaction is regularly used as a sign of whether customers will come back to a restaurant that shows the customer retention. Whereas there is no agreement of a satisfied customers repeat visit, it is nearly certain that a not satisfied customer will not return. The majority of the preceding customer satisfaction researches are mentioned in the literature that has pay attention on recognizing the resource of customer contentment such as characteristic and attributes and on determining useful ways to establish consumers desires, wants and needs. On the other hand, significant dissimilarity comes out in the level of specify of the characteristic investigated. 1.3 Research Objectives To identify the process to gain customer retention to the services and what are the factors that influence the customer retention. The primary problem is to identify the customer retention in the detail that includes factors of dining attributes and customer satisfaction in context to food restaurant industry. Thus these factors leads to consumer behavior and customer revisit the restaurant. 1.4 Research Methodology This study find out the relationship between dining attributes, customer satisfaction and customers Re patronage intentions and this execute particularly in restaurant industry, how customers decide to revisit the restaurant and what are those factors which influences the customer for returning back to restaurants again and again. To find these reasons we used quantitative approach for this research. The constructed instrument was pre-tested, where 5 to 6 sample questionnaire to be filled, to know if there are any problem with the instrument and therefore it was simple to understand and figure out the questions or not. Through pre-testing it was found that all respondents felt at ease in responding and instrument was interested to them. Instrument:All the information is collected through a questionnaire containing closed ended, structured and unstructured questions. This method was chosen primarily due to ease in handling and recording information. Procedure:The research study is conducted to examine the outcomes and responses of our sample targeted (Local Industry) in order to conclude the impact of customer service on customer retention. Sample size: 100 2. LITERATURE REVIEW 2.1 Literature review Whether human live to eat or eat to live, food always plays a fundamental role in the lives of human being. The significance of foodstuff cannot be overstated from the physiological viewpoint; food gives us sustenance; while on the other hand from a psychological point of view food is classified as a basic need. Food can also characterize a product used to describe self-actualization. Therefore, individual can quarrel that above and beyond provided that nourishment food plays a variety of roles together at individual and group level. Edifice brands have become a key focus of restaurant managers. Furthermore, restaurant managers are relating brand management theories and practices which have done so far, and lots of restaurants are redesigning their business missions to imitate branding orientation rather than they go for product orientation. There is also an influence of brand recall on consumers intensions in choosing a restaurant for dining due to the different discount offers through different mediums of advertising that mostly include the below the line activities that makes restaurants brands that diminish the perceived risk of pay for the food and also indicate the quality of the product that creates their willingness to make wider positive word of mouth, recommendations, and complaint intention (Lowenstein, 1995) In our research we find that since the last few years the trend of dinning out and fast food restaurants has been increasing with the increasing rate. Now you will find (at least one) fast food restaurant in every society, whether it is high profile or low profile people society. The culture has always significant impact on the societys emerging trends. It is also observed though people dont consider fast food a healthy meal, yet they go for it over again. Due to availability of too many options to the customers, their behavior is more towards variety seeking instead of going for one meal second time. Especially the Pakistani youth seems that they are fond of entertainment and they find only fast food restaurants the best to be visited whenever they go for entertainment (Syed Kamran, 2010) The food industry is highly aggressive and customers have also become more demanding due to sufficient knowledge and information they have about the different trends in restaurant industry which causes increase the significance of effective marketing strategies to get the competitive advantage in order to understand the wants and needs of the customers (Bateson and Hoffman, 1999) Numerous Fast Food restaurants are paying attention in studying, assessing and implementing the marketing strategies with the aim of gaining maximum market share of customers and improving customer retention in analysis of the advantageous effects on the monetary performance for the organization. Customer satisfaction, contentment, quality of the service, excellence and retention are global matter that influences all organizations. This increases in the restaurant business revenue as well and this increases the word of mouth publicity (Almanza and Jaffe, 1994). Evaluating quality awareness and price elasticity related to quality, suggested that buyers are generally steady in their evaluations of quality. The results of their study showed that there was a strong association between a products attributes and the quality perceptions of the customers. It was found that tangible quality has a bigger circumlocutory effect than the straight effect indicates from a theoretical point of view; affect was a fractional mediator, facilitating the association among tangible quality and behavior. The consequences of well-situated parking must not be the lost upon restaurant management. Often the cost of attaining parking near to a restaurant is sighted as a non-revenue generating expenditure. This specifies the value of given that well-located parking along with the direct consequence it has on consumer intentions to patronize a restaurant (Lasser and Winsor, 2000). In customers mind when there is no defect in the overall dining service, then they consider the quality of the food is good enough for them (Bitner, 1992). Quality is all about eliminating internal failures that means all shortcomings before the product leaves from the factory and the external failures are the defects after usage of the product (Eileen and Berry, 2007). In Early research and study efforts in measuring and defining quality were mainly centered in the tangible goods, whereas the apparently more complicated services products was ignored. Products quality was conventionally correlated to the technical stipulation of products, with the most description of quality coming up from the manufacturing goods sector where excellence and quality control has inward drawn out awareness and research. Quantifying service quality is a difficult task because the idea of service quality is intrinsically insubstantial in nature and complicated to define (Kincaid, 2009) Branding and its orientation have been wicker strongly into the contemporary act of consumption in restaurants. Undeniably, the previous century will be considered as the century of brands in marketing (Johnson and Champaner, 2004) Researchers have acknowledged customer satisfaction, service quality and the loyalty to be similarly important for marketers, because they are responsible for determining dining satisfaction, and they must know the important of dining that must position restaurant functions competitively in the current and future marketplace (Kaplan and Norton, 2001). Customer satisfaction and the quality of food have long been acknowledged as a essential function for success and endurance in competitive marketplace that have been connected to consumer behavioral intentions as purchase and loyalty intention, their willingness to widen positive word of mouth, recommendation, and complaint intention (Olsen, 2002). Purchase behavior of the consumer in restaurants can be pretentious by the surroundings in different ways. Researcher consider atmosphere, which is an attention-building medium that can make restaurant inkling. The centre of attention is based on the collective possessions of those clues on customers idiosyncratic through design, sound, motion, and color. Customers are delimited by true rock and roll memorabilia (Supphellen 2000). The indication of Service in selecting by means of restaurant services, customers frequently act like detectives as they investigate for information and standardize their opinions into a set of mind-set regarding the resultant service. For example, the whole thing about the dining attributes of a restaurant or cafà © starts from the dining table potential communicate to the customers, with the table top used, if practical sign concern the technical excellence of the service, mainly concerning to whether the service is carry out proficiently. The research also highlighted that customers who pay for high quality foodstuffs also had a low acceptance for deviations from predictable quality. In the Fast food restaurant perspective, this entails that customers who want superior dining quality are more sensitive to quality fluctuations and possibly will be less price sensitive but, for example in relation to the relative higher pricing of the menu items and marketing strategies that put together the quality image of the restaurant, ambience and service. The concept of service quality comprises the tangible and intangible fundamentals most essential to consumers. Service quality has been related to customer satisfaction, contentment and loyalty as well as the business performance, success and profitability (Raajpoot, 2002) Fundamentals such as surface and texture, smell, color, sound, and texture inducing intuitive reactions in restaurant atmosphere that persuades purchase likelihood known as the mechanical clues (Eileen and Berry, 2007) Food and drink quality is an imperative dining attributes to diners representing restaurant management should certify an aggressive quality control agenda is in place to make sure food and drink quality must maintained The convenience of location includes the parking space, seating availability in the restaurant; the nearness to roof-tops like peoples residence, hotels, and motels is significant for the accomplishment of restaurants all through the dinner mealtime duration. The significance of the physical excellence raise of foodstuff and service and convenience to restaurant administration is to facilitate these constructs that have an affirmative association with influence which is completely linked with customer intentions to retention a restaurant. The objective of most restaurants is to obtain and maintain customers; restaurant administration organized with the information get that will be better prepared to accomplish their aim. There is a intense deficient in understanding about dining satisfaction and pleasure and post-dining behavioral intentions in the customer literature reviewed studied so far away, and up till now, according to the literature allude to, aspects concerning to customer satisfaction and return customer are elementary when put together business and marketing strategies of the organization. Professed service quality may perhaps be improved if customers are support with the mauve list and bill of fare and if a worker responds suitably to a customers asked for quick service. Customer always feel admire and important if they get the best service and respect from the overall management of the restaurant specially from the behavior of the front line staff that increases the comfort level of customers and at the same time makes them brand loyal to that particular restaurant. The impacts of customer satisfaction on customer retention are bringing into being to be momentous and positive. Specially, the customer satisfaction will influence the re customer retention intentions (Reece, 1999) Customer satisfaction is vital to the restaurant management for the reason that it is normally assumed to be a noteworthy determinant of replicate sales, customer loyalty and affirmative word of mouth. The more pleased the customers, the larger are their retention. Another attention-grabbing finding was that a products higher volume rate like for instance, fast food restaurants resulted in a lower sensitivity side to quality. This shows that management of restaurants must segment the market based on the food usage rate includes the repeat purchase of the particular item and quality preferred (Jochen and Rachel, 2000). The previous research shows the effect of physical quality construct on behavioral intentions for restaurant consumer and finds that influence is a strong moderator between tangible quality constructs and behavioral intentions when cognition affect actions archetype is applied to the restaurant location. One more factor for the customer retention which really brings customers back is that the customer likes to have a positive attitude of employee throughout the dining as a support for the disputation that employee approach is strongly linked with customer satisfaction. Ease and the location of the restaurant is also considerable and also the other factor influence customers to select that particular restaurant which satisfy their needs and wants regarding quality of the food and the restaurant environment. This leads in the increase of the retention rate and the loyalty of the customers towards that restaurant diners have an effect on restaurant (Bateson and Hoffman, 1999) It is suggested that commonly and normally used indicators of customer satisfaction comprise repeat customer behavior, brand loyalty and reliability and at last word of mouth recommendation (Lowenstein, 1995) In case of large restaurants franchised group, this kind of relative study and positioning might be important. Besides, while the performance of anyone of the outlet can impinge on the reputation of a whole network, identifying and recuperating those outlets that have a delicate association in the series can be vital. Valuable curriculum in marketing, human resource and man oeuvre be capable also be learnt as of those outlets where service exceeds or meets expectations of the customers (Kuo and Kao, 1999). The one of the fact is that business like restaurants is considered as a low credibility service and that is one of the reason that quality of the services are complicated to prove until consumers revisit the restaurant. Furthermore, the service quality that customers come across may be dissimilar apiece time they visit that particular restaurant, thus persuading the level of contentment and ultimately upsetting their retention intentions. There may possibly be a countervailing competitive consequence to enhance in product differentiation. Revelation of restaurant sanitation grades may serve up to decrease search costs for customers. Positive completion always ends in setting new ideas and innovation in the mind of the management of the management that makes them superior and differentiated in the industry in between the existing market players (Kaplan and Norton, 2001) Both service value and customer retention is extensively acknowledged as practices of repurchase intentions. Though, it is understood that restaurant possessor would like to identify the strongest influence on retention intentions. A recent study divulges that customer satisfaction is the better predictor of intention comparing to service quality to repurchase. Increasing trend in retention is always due to service quality which is provided by the management to the customers and at the same time customer should be satisfied. Any of the factor missing may cause the decrease in loyalty of the customer towards that particular restaurant and customers are unwilling to re-visit for dining to the same restaurant. In researches, results found that managing for most select customer satisfaction necessitates so as to satisfaction statistics be used in previous researches advise implement the positioning strategies with the intention of helping a business whittle a niche. Each restaurant has its own strategies to get the competitive edge in the market. Such information is able to facilitate to modify the restaurant service so that it congregates the desires of the target market segment. Supporting a firms competitive benefit and enduring productivity and profitability possibly will better rely on the incorporation of customer satisfaction into the service organizations strategies and operations that helps the restaurant management to look their positions in the long run completion in the industry (Olsen, 2002) In some countries like Germany, there is a system of Grade cards according to the quality differentiation in restaurants what decrease the expenditure of learning whether an individual restaurant has high-quality hygiene, and possibly will give confidence to customers to go to restaurants they want or else would not have. This may perhaps encourage competition among restaurants, by making customers not as much of incarcerated to any particular restaurants providing inducement for lesser prices, improved food quality, or better hygiene quality food provided and if this result is there, still amongst restaurants with the identical sanitation quality ranking, compulsory revelation may cause lesser prices or enhanced food quality (Johnson and Champaner, 2004). In Chinese and French restaurants, customer view of service quality by the side of all proportions drop short of customers expectations, even though an evaluation of the unprejudiced quality scores shows that the French restaurant is nearer to summiting the prospect of its consumers along all extent of service quality than in the Chinese business. It is evident that compassion and consistency are the two extents which plunge the largest part of below customer prospect inside the French restaurant As a meaning- generating medium, the environment gives discriminative motivation to buyers that facilitate them to identify a restaurants divergences as a source for select that restaurant. For instance, snowy white linen tablecloths, the soft lighting, and crystal chandeliers of a chic restaurant communicate the level of service and a kind of food to customers that create a fine-dining experience (Palmer and Neill, 2003). 3. FAST FOOD INDUSTRY 3.1 Introduction Fast foodis one of the worlds largest growing food types which are growing with an increasing rate. The term Fast Food refers to many items that can be prepared and served quickly usually outside the home. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store which is rapidly prepared and served to the customer in a packaged form to dine out, take out or take away. A typical fast food meal in the United States generally consists of fries, a burger and a soft drink. 3.2 Customer Preferences People pick fast foods because its easy. They could just go to McDonalds, Mr. Burger or KFC and order a burger or sandwich with fries and soft drink, rather than spending hours in the kitchen for cooking food. Another reason would be if they work for long hours, while they come back to home, they could just stop at the drive through and order something to eat. Through this they can save their time to get rest. When an individual is rushing for next appointment after lunch or work, it is more convenient to pack fast food. 3.3 Significance of Service Elements We believe that customer service elements have huge impact on customer retention. Many researchers have closely analyzed all the service elements of several service providers. But in our research we have tried to cover and analyze all the service elements of Karachis famous multinational and local restaurants. Researchers urge all service providers to pay attention towards all of the above service elements in order to improve and enhance the level of service quality.Poor service quality leads to switching intentions of the customer. To satisfy customer the restaurants service elements should be more competent or should have an edge over competitors. 3.4 Brand Perception When customers think or hear about any product or restaurant they start building perception about the brand. Sometimes it is based on observation or may be on the pat experience whether it is negative or positive. Most common methods of forming perception about brand are Past experience Interaction with sales staff or employees Word of mouth (colleagues or friends) Advertising Reviews by reputable sources Some researchers call brand image and brand perception are the two sides of a coin; brand image is how company want you to see them where as brand perception means how you see to the company. In our research we believe that in Karachi people are very brand consciouses the impact of brand over people is very huge and their replies to our questions were little biased. 3.5 Strategies for Retention In this chapter some theories are presented in the context of customer retention which was not discussed in the previous part, because these cannot be analyzed within our practical research. These studies are important part of the customers retention problem and can be used for advance researches. n this chapter some theories are presented in the context of customer retention which was not discussed in the previous part, because these cannot be analyzed within our practical research. These studies are important part of the customers retention problem and can be used for advance researches. The research of Fruchter and Zhang (2004) examine strategic use of targeted promotion for gaining and retention of customers. Authors stress that selection of strategy: defensive targeted promotions for retention and repulsive promotions for acquisition depend on market share of a company. Fruchter and Zhang 2004 highlighted that for companies with larger marketplace share offense promotions targeted on learning generate little knock on gross sales than defensive promotions. Therefore, researchers state that if market share of firm increases it should spend more on customer retention; if market share of firm decreases it should spend more on customer acquisition. This research highlights when marketers should put emphasize on retention or acquisition but it does not provide keeping increase strategies and reasons for keeping. (Fruchter and Zhang, 2004) Hogan, Lemon and Libai (2003) discuss changes of the customers value during the product life cycle. Authors stress the value of retained customer and impact of the lost customer on companys ability (Hogan, Lemon and Libai, 2003). Kumar (1999) highlights that relationship oriented service firms have higher level of trust and more repeated service encounters with their clients, therefore, such firms get higher level of ability and lower expenses over time. Desai and Mahajan (1998)argue that feeling based attitudes appeal to fillings wishes emotions etc. can takings component in a strategic part in small indefinite amount brands to obtain develop and retain customers. 4. CUSTOMER SERVICE AND CUSTOMER RETENTION 4.1 Introduction For more than last couple of decades customer satisfaction is extensively discussed subject in different research areas like consumer behavior and marketing research. Since the mid-1970s many annual conferences on customer satisfaction were held, with proceedings being published since 1981 in the â€Å"Journal of Customer Satisfaction, Dissatisfaction, and Complaining Behavior.† During the past couple of decades more than 1300 articles have been published to discuss and understand customer satisfaction. In recent era, customer satisfaction has gained new attention. Now it has been shifted from transactional marketing to relationship marketing , which refers â€Å"to all marketing activities directed towards establishing, developing, and maintaining successful relational exchange† (Morgan Hunt, 1994, p 22). The key to retention is satisfaction of the customer and it has been treated as the necessary premise in many publications and research articles. The link between satisfaction and the long-term retention of customers is developed by scholars and marketing practitioners in a rather categorical way, and is therefore treated as the starting point, rather than the core question of the analysis. â€Å"The assumption that satisfaction/dissatisfaction meaningfully affect on repurchase behavior underlies most of the study in this area of inquiry†. Consequently, only a few researchers have investigated the nature and to which degree the relationship between satisfaction and retention exist. The number of studies in this area can be classified into three groups. Most of the researchers use monetary data as dependent variables, such as revenues or profit. In this procedure the investigation of the satisfaction-retention relation considerably limited for two reasons. First, the aggregation of data renders any analysis on the individual customer level impossible. Second, revenues and pro ¬Ã‚ t are determined by a large amount of variables, which in addition are highly correlated. Therefore, a suitable assessment of the relationship investigated here seems barely accomplishable with this research design. A second group of studies on an individual level utilizes repurchase intentions of customers to investigate the link between satisfaction and retention (Bitner, 1990; Oliver, 1980; Oliver Bearden, 1985; Oliver Swan, 1989). This approach is also accompanied by two main limitations. Because satisfaction values and intention measures are usually obtained through the same q uestionnaire, the data are inherently correlated. This may lead to an Customer Service and Retention in Fast Food Industry Customer Service and Retention in Fast Food Industry Abstract This study investigates the relationship between dining attributes, customer satisfaction and customers retention in the fast food industry. In short this research paper is to describe analyze why customers come back to the same restaurant when there are several options available to them. What influence their decisions? This research has brought out how to gain customer retention to the services and the factors that influence the customer retention. For this research qualitative approach is used. Data collection method is questionnaire and interviews to clarify what is their real mean of filling the options; sample size of 100 consumers from different fast food restaurant has been taken randomly on the basis of convenience sampling. Results obtained from the statistical analysis corroborate using the optimal regression as a statistical tool which shows that research can be used by marketers especially by the managers of the restaurants for better understanding, and assessing what in fluences customer how they behave and why they come back to the restaurant. Managers can also use our findings to increase the retention rates by adjusting relevant service elements of the restaurants. 1. INTRODUCTION 1.1 INTRODUCTION Eating is observably a daily action and necessity for all human beings. Depending on individuals reason for eating at restaurants, individual intentionally or instinctively assess a multifarious set of attributes ahead of choosing a restaurant. The significance involved to these restaurant attributes is ultimately evaluated in the customers mind, leading to a decision of purchasing. Some factors, like age, company and even social division come into take part in to amplify these attributes as the customer makes a decision of dining (Johnson and Champaner, 2004). The restaurant industry has undoubtedly not been free from either augmented competition or from increasing customer expectations regarding quality. In the greatly competitive food industry, large operators chain have a propensity to gain competitive gain in the course of cost leadership, likely only due to standardization and economies of scale beginning from large market shares, while smaller, independent restaurants on the other hand endeavor to gain benefit through differentiation (Lowenstein, 1995). Branding keeps on gaining importance in the marketing of restaurants services and marketers have spent lot of money to create and give support to brand images. This have seen in the marketing of strong and well defined brands like Mc Donalds and Kfc fast food restaurants which attracts the customer through their marketing , service and by making brand loyal customers of their products. This increases the retention rate due to satisfied and loyal customer. Particularly, there is lot more to discern about customers perceive restaurant brands and the comparative weight these links get during purchase decision as there is lot more to discern about customers perceive restaurant brands and the comparative weight these links get during purchase decision. According to the Kaplan and Norton (2001) the importance of the perceived quality in order to get the retention effect in restaurant industry is always considered as a main element to retain in the customers and the business. The main reaso n behind that in this industry entry barrier are usually low and any one can easily enter due to investment required that is not on the higher side. So the point is that when ever consumer is satisfy from the arrangement by the management, the quality of the food provided by the staff members with the positive attitude than this result in increasing the loyalty towards the particular restaurant and increases the retention intensions of the customers. 1.2 Purpose of the study The purpose of study fold in two parts: one suggests that how important is dining attributes in term of Re-patronage intentions and second part suggest the customer satisfaction which leads Re-patronage intentions in restaurants. The role of dining attributes and customer satisfaction is very important for knowing the customer intentions, would they will visit to that restaurants again or not. There has been a strong support for the espousal of consumer retention in restaurants as one of the key performance indicators. It has found that there is a high association between customer retention and the profit earn by the industries. The fragmentation of media choices and the active nature of the marketplace, tied with an enlarged number of additional demanding and prosperous consumers, brought bigger challenges to marketing practitioners in keeping hold of their regular customers. Customer satisfaction is regularly used as a sign of whether customers will come back to a restaurant that shows the customer retention. Whereas there is no agreement of a satisfied customers repeat visit, it is nearly certain that a not satisfied customer will not return. The majority of the preceding customer satisfaction researches are mentioned in the literature that has pay attention on recognizing the resource of customer contentment such as characteristic and attributes and on determining useful ways to establish consumers desires, wants and needs. On the other hand, significant dissimilarity comes out in the level of specify of the characteristic investigated. 1.3 Research Objectives To identify the process to gain customer retention to the services and what are the factors that influence the customer retention. The primary problem is to identify the customer retention in the detail that includes factors of dining attributes and customer satisfaction in context to food restaurant industry. Thus these factors leads to consumer behavior and customer revisit the restaurant. 1.4 Research Methodology This study find out the relationship between dining attributes, customer satisfaction and customers Re patronage intentions and this execute particularly in restaurant industry, how customers decide to revisit the restaurant and what are those factors which influences the customer for returning back to restaurants again and again. To find these reasons we used quantitative approach for this research. The constructed instrument was pre-tested, where 5 to 6 sample questionnaire to be filled, to know if there are any problem with the instrument and therefore it was simple to understand and figure out the questions or not. Through pre-testing it was found that all respondents felt at ease in responding and instrument was interested to them. Instrument:All the information is collected through a questionnaire containing closed ended, structured and unstructured questions. This method was chosen primarily due to ease in handling and recording information. Procedure:The research study is conducted to examine the outcomes and responses of our sample targeted (Local Industry) in order to conclude the impact of customer service on customer retention. Sample size: 100 2. LITERATURE REVIEW 2.1 Literature review Whether human live to eat or eat to live, food always plays a fundamental role in the lives of human being. The significance of foodstuff cannot be overstated from the physiological viewpoint; food gives us sustenance; while on the other hand from a psychological point of view food is classified as a basic need. Food can also characterize a product used to describe self-actualization. Therefore, individual can quarrel that above and beyond provided that nourishment food plays a variety of roles together at individual and group level. Edifice brands have become a key focus of restaurant managers. Furthermore, restaurant managers are relating brand management theories and practices which have done so far, and lots of restaurants are redesigning their business missions to imitate branding orientation rather than they go for product orientation. There is also an influence of brand recall on consumers intensions in choosing a restaurant for dining due to the different discount offers through different mediums of advertising that mostly include the below the line activities that makes restaurants brands that diminish the perceived risk of pay for the food and also indicate the quality of the product that creates their willingness to make wider positive word of mouth, recommendations, and complaint intention (Lowenstein, 1995) In our research we find that since the last few years the trend of dinning out and fast food restaurants has been increasing with the increasing rate. Now you will find (at least one) fast food restaurant in every society, whether it is high profile or low profile people society. The culture has always significant impact on the societys emerging trends. It is also observed though people dont consider fast food a healthy meal, yet they go for it over again. Due to availability of too many options to the customers, their behavior is more towards variety seeking instead of going for one meal second time. Especially the Pakistani youth seems that they are fond of entertainment and they find only fast food restaurants the best to be visited whenever they go for entertainment (Syed Kamran, 2010) The food industry is highly aggressive and customers have also become more demanding due to sufficient knowledge and information they have about the different trends in restaurant industry which causes increase the significance of effective marketing strategies to get the competitive advantage in order to understand the wants and needs of the customers (Bateson and Hoffman, 1999) Numerous Fast Food restaurants are paying attention in studying, assessing and implementing the marketing strategies with the aim of gaining maximum market share of customers and improving customer retention in analysis of the advantageous effects on the monetary performance for the organization. Customer satisfaction, contentment, quality of the service, excellence and retention are global matter that influences all organizations. This increases in the restaurant business revenue as well and this increases the word of mouth publicity (Almanza and Jaffe, 1994). Evaluating quality awareness and price elasticity related to quality, suggested that buyers are generally steady in their evaluations of quality. The results of their study showed that there was a strong association between a products attributes and the quality perceptions of the customers. It was found that tangible quality has a bigger circumlocutory effect than the straight effect indicates from a theoretical point of view; affect was a fractional mediator, facilitating the association among tangible quality and behavior. The consequences of well-situated parking must not be the lost upon restaurant management. Often the cost of attaining parking near to a restaurant is sighted as a non-revenue generating expenditure. This specifies the value of given that well-located parking along with the direct consequence it has on consumer intentions to patronize a restaurant (Lasser and Winsor, 2000). In customers mind when there is no defect in the overall dining service, then they consider the quality of the food is good enough for them (Bitner, 1992). Quality is all about eliminating internal failures that means all shortcomings before the product leaves from the factory and the external failures are the defects after usage of the product (Eileen and Berry, 2007). In Early research and study efforts in measuring and defining quality were mainly centered in the tangible goods, whereas the apparently more complicated services products was ignored. Products quality was conventionally correlated to the technical stipulation of products, with the most description of quality coming up from the manufacturing goods sector where excellence and quality control has inward drawn out awareness and research. Quantifying service quality is a difficult task because the idea of service quality is intrinsically insubstantial in nature and complicated to define (Kincaid, 2009) Branding and its orientation have been wicker strongly into the contemporary act of consumption in restaurants. Undeniably, the previous century will be considered as the century of brands in marketing (Johnson and Champaner, 2004) Researchers have acknowledged customer satisfaction, service quality and the loyalty to be similarly important for marketers, because they are responsible for determining dining satisfaction, and they must know the important of dining that must position restaurant functions competitively in the current and future marketplace (Kaplan and Norton, 2001). Customer satisfaction and the quality of food have long been acknowledged as a essential function for success and endurance in competitive marketplace that have been connected to consumer behavioral intentions as purchase and loyalty intention, their willingness to widen positive word of mouth, recommendation, and complaint intention (Olsen, 2002). Purchase behavior of the consumer in restaurants can be pretentious by the surroundings in different ways. Researcher consider atmosphere, which is an attention-building medium that can make restaurant inkling. The centre of attention is based on the collective possessions of those clues on customers idiosyncratic through design, sound, motion, and color. Customers are delimited by true rock and roll memorabilia (Supphellen 2000). The indication of Service in selecting by means of restaurant services, customers frequently act like detectives as they investigate for information and standardize their opinions into a set of mind-set regarding the resultant service. For example, the whole thing about the dining attributes of a restaurant or cafà © starts from the dining table potential communicate to the customers, with the table top used, if practical sign concern the technical excellence of the service, mainly concerning to whether the service is carry out proficiently. The research also highlighted that customers who pay for high quality foodstuffs also had a low acceptance for deviations from predictable quality. In the Fast food restaurant perspective, this entails that customers who want superior dining quality are more sensitive to quality fluctuations and possibly will be less price sensitive but, for example in relation to the relative higher pricing of the menu items and marketing strategies that put together the quality image of the restaurant, ambience and service. The concept of service quality comprises the tangible and intangible fundamentals most essential to consumers. Service quality has been related to customer satisfaction, contentment and loyalty as well as the business performance, success and profitability (Raajpoot, 2002) Fundamentals such as surface and texture, smell, color, sound, and texture inducing intuitive reactions in restaurant atmosphere that persuades purchase likelihood known as the mechanical clues (Eileen and Berry, 2007) Food and drink quality is an imperative dining attributes to diners representing restaurant management should certify an aggressive quality control agenda is in place to make sure food and drink quality must maintained The convenience of location includes the parking space, seating availability in the restaurant; the nearness to roof-tops like peoples residence, hotels, and motels is significant for the accomplishment of restaurants all through the dinner mealtime duration. The significance of the physical excellence raise of foodstuff and service and convenience to restaurant administration is to facilitate these constructs that have an affirmative association with influence which is completely linked with customer intentions to retention a restaurant. The objective of most restaurants is to obtain and maintain customers; restaurant administration organized with the information get that will be better prepared to accomplish their aim. There is a intense deficient in understanding about dining satisfaction and pleasure and post-dining behavioral intentions in the customer literature reviewed studied so far away, and up till now, according to the literature allude to, aspects concerning to customer satisfaction and return customer are elementary when put together business and marketing strategies of the organization. Professed service quality may perhaps be improved if customers are support with the mauve list and bill of fare and if a worker responds suitably to a customers asked for quick service. Customer always feel admire and important if they get the best service and respect from the overall management of the restaurant specially from the behavior of the front line staff that increases the comfort level of customers and at the same time makes them brand loyal to that particular restaurant. The impacts of customer satisfaction on customer retention are bringing into being to be momentous and positive. Specially, the customer satisfaction will influence the re customer retention intentions (Reece, 1999) Customer satisfaction is vital to the restaurant management for the reason that it is normally assumed to be a noteworthy determinant of replicate sales, customer loyalty and affirmative word of mouth. The more pleased the customers, the larger are their retention. Another attention-grabbing finding was that a products higher volume rate like for instance, fast food restaurants resulted in a lower sensitivity side to quality. This shows that management of restaurants must segment the market based on the food usage rate includes the repeat purchase of the particular item and quality preferred (Jochen and Rachel, 2000). The previous research shows the effect of physical quality construct on behavioral intentions for restaurant consumer and finds that influence is a strong moderator between tangible quality constructs and behavioral intentions when cognition affect actions archetype is applied to the restaurant location. One more factor for the customer retention which really brings customers back is that the customer likes to have a positive attitude of employee throughout the dining as a support for the disputation that employee approach is strongly linked with customer satisfaction. Ease and the location of the restaurant is also considerable and also the other factor influence customers to select that particular restaurant which satisfy their needs and wants regarding quality of the food and the restaurant environment. This leads in the increase of the retention rate and the loyalty of the customers towards that restaurant diners have an effect on restaurant (Bateson and Hoffman, 1999) It is suggested that commonly and normally used indicators of customer satisfaction comprise repeat customer behavior, brand loyalty and reliability and at last word of mouth recommendation (Lowenstein, 1995) In case of large restaurants franchised group, this kind of relative study and positioning might be important. Besides, while the performance of anyone of the outlet can impinge on the reputation of a whole network, identifying and recuperating those outlets that have a delicate association in the series can be vital. Valuable curriculum in marketing, human resource and man oeuvre be capable also be learnt as of those outlets where service exceeds or meets expectations of the customers (Kuo and Kao, 1999). The one of the fact is that business like restaurants is considered as a low credibility service and that is one of the reason that quality of the services are complicated to prove until consumers revisit the restaurant. Furthermore, the service quality that customers come across may be dissimilar apiece time they visit that particular restaurant, thus persuading the level of contentment and ultimately upsetting their retention intentions. There may possibly be a countervailing competitive consequence to enhance in product differentiation. Revelation of restaurant sanitation grades may serve up to decrease search costs for customers. Positive completion always ends in setting new ideas and innovation in the mind of the management of the management that makes them superior and differentiated in the industry in between the existing market players (Kaplan and Norton, 2001) Both service value and customer retention is extensively acknowledged as practices of repurchase intentions. Though, it is understood that restaurant possessor would like to identify the strongest influence on retention intentions. A recent study divulges that customer satisfaction is the better predictor of intention comparing to service quality to repurchase. Increasing trend in retention is always due to service quality which is provided by the management to the customers and at the same time customer should be satisfied. Any of the factor missing may cause the decrease in loyalty of the customer towards that particular restaurant and customers are unwilling to re-visit for dining to the same restaurant. In researches, results found that managing for most select customer satisfaction necessitates so as to satisfaction statistics be used in previous researches advise implement the positioning strategies with the intention of helping a business whittle a niche. Each restaurant has its own strategies to get the competitive edge in the market. Such information is able to facilitate to modify the restaurant service so that it congregates the desires of the target market segment. Supporting a firms competitive benefit and enduring productivity and profitability possibly will better rely on the incorporation of customer satisfaction into the service organizations strategies and operations that helps the restaurant management to look their positions in the long run completion in the industry (Olsen, 2002) In some countries like Germany, there is a system of Grade cards according to the quality differentiation in restaurants what decrease the expenditure of learning whether an individual restaurant has high-quality hygiene, and possibly will give confidence to customers to go to restaurants they want or else would not have. This may perhaps encourage competition among restaurants, by making customers not as much of incarcerated to any particular restaurants providing inducement for lesser prices, improved food quality, or better hygiene quality food provided and if this result is there, still amongst restaurants with the identical sanitation quality ranking, compulsory revelation may cause lesser prices or enhanced food quality (Johnson and Champaner, 2004). In Chinese and French restaurants, customer view of service quality by the side of all proportions drop short of customers expectations, even though an evaluation of the unprejudiced quality scores shows that the French restaurant is nearer to summiting the prospect of its consumers along all extent of service quality than in the Chinese business. It is evident that compassion and consistency are the two extents which plunge the largest part of below customer prospect inside the French restaurant As a meaning- generating medium, the environment gives discriminative motivation to buyers that facilitate them to identify a restaurants divergences as a source for select that restaurant. For instance, snowy white linen tablecloths, the soft lighting, and crystal chandeliers of a chic restaurant communicate the level of service and a kind of food to customers that create a fine-dining experience (Palmer and Neill, 2003). 3. FAST FOOD INDUSTRY 3.1 Introduction Fast foodis one of the worlds largest growing food types which are growing with an increasing rate. The term Fast Food refers to many items that can be prepared and served quickly usually outside the home. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store which is rapidly prepared and served to the customer in a packaged form to dine out, take out or take away. A typical fast food meal in the United States generally consists of fries, a burger and a soft drink. 3.2 Customer Preferences People pick fast foods because its easy. They could just go to McDonalds, Mr. Burger or KFC and order a burger or sandwich with fries and soft drink, rather than spending hours in the kitchen for cooking food. Another reason would be if they work for long hours, while they come back to home, they could just stop at the drive through and order something to eat. Through this they can save their time to get rest. When an individual is rushing for next appointment after lunch or work, it is more convenient to pack fast food. 3.3 Significance of Service Elements We believe that customer service elements have huge impact on customer retention. Many researchers have closely analyzed all the service elements of several service providers. But in our research we have tried to cover and analyze all the service elements of Karachis famous multinational and local restaurants. Researchers urge all service providers to pay attention towards all of the above service elements in order to improve and enhance the level of service quality.Poor service quality leads to switching intentions of the customer. To satisfy customer the restaurants service elements should be more competent or should have an edge over competitors. 3.4 Brand Perception When customers think or hear about any product or restaurant they start building perception about the brand. Sometimes it is based on observation or may be on the pat experience whether it is negative or positive. Most common methods of forming perception about brand are Past experience Interaction with sales staff or employees Word of mouth (colleagues or friends) Advertising Reviews by reputable sources Some researchers call brand image and brand perception are the two sides of a coin; brand image is how company want you to see them where as brand perception means how you see to the company. In our research we believe that in Karachi people are very brand consciouses the impact of brand over people is very huge and their replies to our questions were little biased. 3.5 Strategies for Retention In this chapter some theories are presented in the context of customer retention which was not discussed in the previous part, because these cannot be analyzed within our practical research. These studies are important part of the customers retention problem and can be used for advance researches. n this chapter some theories are presented in the context of customer retention which was not discussed in the previous part, because these cannot be analyzed within our practical research. These studies are important part of the customers retention problem and can be used for advance researches. The research of Fruchter and Zhang (2004) examine strategic use of targeted promotion for gaining and retention of customers. Authors stress that selection of strategy: defensive targeted promotions for retention and repulsive promotions for acquisition depend on market share of a company. Fruchter and Zhang 2004 highlighted that for companies with larger marketplace share offense promotions targeted on learning generate little knock on gross sales than defensive promotions. Therefore, researchers state that if market share of firm increases it should spend more on customer retention; if market share of firm decreases it should spend more on customer acquisition. This research highlights when marketers should put emphasize on retention or acquisition but it does not provide keeping increase strategies and reasons for keeping. (Fruchter and Zhang, 2004) Hogan, Lemon and Libai (2003) discuss changes of the customers value during the product life cycle. Authors stress the value of retained customer and impact of the lost customer on companys ability (Hogan, Lemon and Libai, 2003). Kumar (1999) highlights that relationship oriented service firms have higher level of trust and more repeated service encounters with their clients, therefore, such firms get higher level of ability and lower expenses over time. Desai and Mahajan (1998)argue that feeling based attitudes appeal to fillings wishes emotions etc. can takings component in a strategic part in small indefinite amount brands to obtain develop and retain customers. 4. CUSTOMER SERVICE AND CUSTOMER RETENTION 4.1 Introduction For more than last couple of decades customer satisfaction is extensively discussed subject in different research areas like consumer behavior and marketing research. Since the mid-1970s many annual conferences on customer satisfaction were held, with proceedings being published since 1981 in the â€Å"Journal of Customer Satisfaction, Dissatisfaction, and Complaining Behavior.† During the past couple of decades more than 1300 articles have been published to discuss and understand customer satisfaction. In recent era, customer satisfaction has gained new attention. Now it has been shifted from transactional marketing to relationship marketing , which refers â€Å"to all marketing activities directed towards establishing, developing, and maintaining successful relational exchange† (Morgan Hunt, 1994, p 22). The key to retention is satisfaction of the customer and it has been treated as the necessary premise in many publications and research articles. The link between satisfaction and the long-term retention of customers is developed by scholars and marketing practitioners in a rather categorical way, and is therefore treated as the starting point, rather than the core question of the analysis. â€Å"The assumption that satisfaction/dissatisfaction meaningfully affect on repurchase behavior underlies most of the study in this area of inquiry†. Consequently, only a few researchers have investigated the nature and to which degree the relationship between satisfaction and retention exist. The number of studies in this area can be classified into three groups. Most of the researchers use monetary data as dependent variables, such as revenues or profit. In this procedure the investigation of the satisfaction-retention relation considerably limited for two reasons. First, the aggregation of data renders any analysis on the individual customer level impossible. Second, revenues and pro ¬Ã‚ t are determined by a large amount of variables, which in addition are highly correlated. Therefore, a suitable assessment of the relationship investigated here seems barely accomplishable with this research design. A second group of studies on an individual level utilizes repurchase intentions of customers to investigate the link between satisfaction and retention (Bitner, 1990; Oliver, 1980; Oliver Bearden, 1985; Oliver Swan, 1989). This approach is also accompanied by two main limitations. Because satisfaction values and intention measures are usually obtained through the same q uestionnaire, the data are inherently correlated. This may lead to an