Rise And Growth Of Taliban History Essay

â€Å" The Taliban was portion of our past and your yesteryear. The ISI and CIA created it together. It was a monster created by all of us, but we forgot to do a remedy of it†¦ They ‘re sort of a malignant neoplastic disease created by Pakistan and America, and the universe. â€Å" A Asif Ali Zardari on TalibanIntroductionBy 1994, after holding overthrown the Soviets, Afghanistan had disintegrated into a hodgepodge of viing groups and switching confederations. The preponderantly cultural Tajik authorities of President Rabbani held Kabul and the nor'-east of the state, while the Northern states remained under the control of Abdul Rashid Dostum and other warlords. Ismail Khan controlled the Western states around Herat, and the country to the South and East of Kabul were in the custodies of warlords such as Gulbuddin Hekmatyar. The Eastern boundary line with Pakistan was held by a council of mujahidin, and the South was split between tonss of ex-mujahideen and brigands, who used their control of the roads to extort money from the cross-border trade with Pakistan.[ 1 ] In late 1994, a new motion emerged in the South, prehending control foremost of Kandahar and so of the surrounding states. Its leaders took the name of their group Taliban, from the plural of talib, an Arabic word denoting an Muslim pupil.[ 2 ]Beginnings of the TalibanThe most widely circulated theory is that the leading of the Taliban emerged from amongst the dissatisfied immature Afghan refugees analyzing in the spiritual schools around Quetta and Peshawar.[ 3 ] Soon after the Soviets sent their military personnels into Afghanistan in support of the Communist government in Kabul, General Mohammad Ziaul Haq, the so President of Pakistan, established a concatenation of ‘Deeni Madaris ‘ ( an outgrowth of the old madrassa educational system ) along the Afghan-Pakistan boundary line. He did so in order to make a belt of religiously-oriented pupils who would help the Afghan mujahidin to evict the Soviet forces from Afghanistan. The pupils in these Deeni Madaris were a mixture of Afghans and Pakistanis, with around 80 per centum of them being Afghans. The teaching staff were both Pakistanis and Afghans. After the autumn of Dr Najibullah,[ 4 ]spiritual schools began working in Afghanistan every bit good, particularly in the eastern states and in Herat.[ 5 ] The madaris non merely imparted spiritual instruction of kinds but more than that, they organised the pupils into hawkish groups who would be prepared to utilize force to repress their challengers. The 1s that produced the combatants were sent to Afghanistan to evict the Communists and subsequently to contend against those who they believed were non presenting an Muslim government in their state.[ 6 ]That is why they reportedly developed a disfavor for the bing Afghan groupings, which they blamed for brining approximately much of the decease and devastation in their fatherland.[ 7 ]The Taliban argued that they were making a stable Islamic province that the leaders of the jehad against the Soviets could non make.[ 8 ]Rise of the Taliban MovementImmediate Causes. The pathetic status in which the Afghans found themselves during this period ( 1992-1994 ) could be attributable to the bing mujahideen cabals. In Sep 1994, Mullah Mohammad Omar, a jehad veteran from Maiwand territory, of mere ly West of Khandahar, decided to work towards conveying about peace by evicting the pro-communists and presenting Islamic values in Afghanistan. Omar visited assorted mosques in his small town to garner support for his mission, and formed a group of Talibs along with arms and vehicles, which was provided to him by a mujahid commanding officer of Hizb-e-Islami. With this the Taliban motion had begun. The formal name given to the freshly created political cabal was Tehreek-i-Islami-i-Taliban Afghanistan. Later, permission was besides given for the commanding officers of The National Islamic Front of Afghanistan ( NIFA ) in Khandahar to fall in this new set of black-turbaned Islamic warriors by their head, in the hope that Taliban would convey about peace in Afghanistan. The strength of the Taliban shortly swelled.[ 9 ]The ages of their members varied from 15 to 50. The immature pupils who formed the group ab initio were shortly joined by experient combatants who had been active against the Soviets during the Afghan jehad. They excessively joined in helping the ‘war attempt ‘ . A cardinal shura was established in Khandahar, with Mullah Omar designated as the caput. The war attempt and all policies were being directed from his central office in Kandahar, which virtually became the capital of the Taliban-controlled countries of Afghanistan.[ 10 ]The Taliban leading, headed by Mullah Omar, emerged as a force that would bring around the state of factionalism, corruptness, and force that had prevailed of all time since the Soviet backdown. While there is no individual cause that brought the Taliban Islamic Movement of Afghanistan into prominence, several factors have been cited: – Pashtun individuality ; many of the warlords were from northern cultural groups. The combination of their seeable, although non to the full understood, piousness, coupled with bitterness against warlords perceived as Islamic. Financing, both holding beginnings of it, and being able to corrupt hard oppositions. Support from Pakistan, particularly Inter-Services Intelligence.[ 11 ] Due to defeat and war-weariness among the population in the South, the Taliban was ab initio good received. Its forces advanced quickly through Southern and Eastern Afghanistan, capturing nine out of 30 states by February 1995. The motion received strong backup from Pakistan ‘s ISI, which assisted in the enlisting of members and provided arms, preparation, and proficient aid. In 1996, the Taliban captured Kabul and, despite impermanent reverses, conquered the northern metropoliss of Mazar, Kunduz, and Taloqan in 1998.[ 12 ] By 2001, the Taliban controlled virtually all of Afghanistan. The lone exclusion was a little splinter of land North East of Kabul in the Panshjir Valley to which Ahmed Shah Massoud and his Northern Alliance forces had retreated. The Taliban instituted a inhibitory version of shari'a jurisprudence, censoring music, banned adult females from working or traveling to school, and prohibited freedom of the imperativeness. Afghanistan besides became a genteelness land for Jihadists and terrorists purpose on assailing the United States and other states.[ 13 ] The backdown of the Soviets in 1989 put an disconnected terminal to the American assistance being provided to the mujahidins. Subsequently, during the period from 1993 to 1996, which were important in organizing up the Taliban, both the political and military leading of Pakistan identified in Taliban, a proxy ground forces they could work to run into their aims. In 1994, the authorities of Pakistan under the leading of Benazir Bhutto, sought the aid of the Taliban in guaranting safe transition of their convoys through Afghanistan ; a undertaking which the Taliban executed successfully by overmastering the local warlords in the part. Their quest to suppress grew roots and they did go on to capture and govern most of Afghanistan ( about 90 % ) , till 9/11 reversed their lucks.

The Price of Happiness

People all around the world work their hardest to ensure that they have a happy life for them and their families. Happiness as we know cannot be bought with money, but Ben L. Ashcraft states that everything in life comes with a price tag, including happiness, and through our choices we select the price we are willing to pay. Ashcraft refers to a quote by James E. Fraust who stated â€Å"If you're not willing to pay the price of success, you will pay the price of failure.†Ashcraft says that being successful will lead to a happy life, although success has an up-front fee where not all beings are willing to pay, as opposed to failure where you are allowed a grace period before you are required to begin paying. He suggests developing a â€Å"long-term vision† in which people may see the result of their actions down the road. So does happiness have a price? it does, the price is the choices we make in our lives, the choice to travel the road of success of failure.Happiness c annot be bought with money, as cliche as it sounds it is absolutely true. The price of happiness can be paid by the choices we make in life. People always state that we pay the price of our mistakes , but we also pay the price of happiness. Ashcraft writes that being responsible, admitting to mistakes, apologizing, getting an education, telling the truth, making changes, repairing relationships, etc†¦ are the cost of success. As simple and easy as they sound they might be truly difficult in some situations.For example, an employee in a company makes an unintentional error at his job that leads to a chain of mistakes throughout the place of work which causes major commotion and confusion. That employee, although being terrified of his mistake, admits the fault he has done, takes responsibility and becomes determined in fixing his blunder. By that difficult choice, he has shown that he can be a responsible and dependable being, which can be a major positive feature to his future in that company.However, most people will not own up to their mistakes which may begin their travel on the road of failure. Suppose that employee does not take responsibility of his error but instead be dishonest about the situation and inflict the damage he has done upon another worker where he aims to be clear out of any trouble, which at the time may have been an easier choice. Ashcraft calls that a grace period before you are required to begin paying, in this case paying for his mistakes.It is known that no mistake goes unpunished, when the company figures out that the employee responsible was deceitful and corrupt, they take severe actions toward him. Not only did he lose his job, but he lost his credibility and trust between his colleagues and other companies who have heard of his name and his procedures, thus making it tougher for him to find another job in his area of expertise. Ben L. Ashcraft suggests that â€Å"long-term vision† can be of magnificent help to avoid failure, which in my opinion can be a great benefit in our lives.He compares it to driving on a windy dark road with poor headlights. You could miss a curve or crash. Long-Term is like turning on the bright light and seeing what the results of your actions might be â€Å"down the road†. Although the price of success may be rather difficult in the beginning, or a certain amount or pressure may come with it, but in the long-term it will decrease tremendously and become easier to pay.Not so the price of failure, for it may stack up to enormous amounts, that will cause grief and despair in your life and those around you. There is no way to escape paying the price of your actions. Take that young man who took responsibility for his slip-up, he was clearly looking forward towards the future for he knew if he was untruthful that would be a vast hit to his career which may cause a great amount of unrest and instability in his life. Indeed there is a price to happiness, every choice w e make whether good or bad will affect it.As hard as paying up-front for success may be, we must always accomplish it or try our best to, for in the long-term we will reap the goodness out of that choice. On the other hand, we may have the option of taking a different path that may lead to failure. That path may be trouble-free and uncomplicated at first, but the problems will catch up to us, those we thought we were liberated from, and they will ruin our lives. We have the ability to decide what the price of our happiness is, how abundantly present it may be in our lives or the opposite. Choose wisely.

Caribbean history Essay Example | Topics and Well Written Essays - 750 words

Caribbean history - Essay Example Tiones and Arawaks lived a peaceful life with happiness before arrival of Columbus. Agriculture, fishing and hunting were their daily activities for fulfilling basic needs. Arawaks had copper colour with long black hairs (Johnson 1920). Arawaks had a unique lifestyle and a very gentle society. They lived as a society and society was just like a small kingdom. Their leaders were called cacique. Every Arawak and Tiones had 2 or 3 wives as per the culture. The cacique always had more wives than normal people as it was a symbol of pride for the woman to marry a cacique. Marring a cacique used to raise the authority and lifestyle of the woman. Children of the cacique were provided with better lifestyle and future opportunities (Williams 1984). House construction of the Arawaks and Tiones was basically of round shape that a supported with a pole in the centre. Palm leaves were used to cover the house from the top. Caciques had rectangular shaped houses as to create difference between a cacique and a normal man. Mats of banana leaves were the material used for sleeping in absence of any other bedding (Williams 1984). ZEMI were the gods of Arawaks and they used to arrange different religious functions. Religious practice included dancing, religious worship and medical treatment by ZEMI. People also consulted ZEMI for advice on health matters. Agricultural festivals also had certain religious features as thank giving. Specific dress was used on such festivals and drum beating with cacique sitting at a special place. Singing and admiring of cacique are the main events of such festivals (Williams 1984). Different caciques asked for certain help when Columbus landed in the region. Cacique Guacanagarie of Marien (Bainoa) asked Columbus to save him from Caribs. He became the very good friend of Columbus. Canoba was the leader who resisted Spanish movement in the area. Columbus offered Canoba a chain of gold. Conaba mistakenly took

Effective team and performance management Assignment

Effective team and performance management - Assignment Example The key purpose of this assignment was to ensure accomplishment of a comprehensive understanding of the concept of working in teams, and various factors associated with the same such as, the manner in which teams function, how to enhance the performance of teams; avoid arguments and disagreements and working together towards a common goal; various ways to avoid conflicts within teams; the issue of leadership and emotional intelligence; the impact and influence of decision making and the skill of negotiating with team members, among others. For the purpose of accomplishing this task, i.e., that of working in teams effectively and successfully completing the various group activities assigned to us as a part of this study, we used various models and theories to support and understand the concept of effective team management. The models proposed to be used for this task include conceptual models, mathematical models as well as computational models. For instance, the Cannon-Bowers (Cannon -Bowers et al., 1995) model of team effectiveness; the Tuckman model of team development developed by Bruce Tuckman (1965); Belbin's team role theory - a model which identifies 9 team roles which are associated with each specific personality trait of the members in a team; etc among many others. Finally, my personal reflections of the tasks performed based on my individual experiences will be explained using the John's (2000) model of structured reflection which includes three key factors i.e. experience, reflection and alternative action. These models and theories will be applied to the group activities assigned to us, in order to interpret, examine and analyze the manner in which the concept of team performance and management functions. 2. Reflection For the purpose of this segment, three key tasks undertaken by us will be described, and the corresponding experiences and issues associated with the same, will be reflected upon in a brief manner. The formation process of our team ca me through coincidence such as when tutor asked everyone to form a group; our group came into existence due to the fact that we were sitting in a same row at that very time. The group was consisted of multicultural members. I was both excited as well as nervous since this was my first time working with such a multicultural group. Before we could work on the assigned tasks, all the team members were given a Belbin questionnaire, based on which our roles in a team would be decided. According to the results of this questionnaire, I was assigned the role of a team worker and implementer. The rest of the team members were assigned appropriate roles according to their respective results. This worked in the favour of our team, since we all were best suited for the roles assigned to us, and helped us function effortlessly. Task 1: Egg flying contest. Description of the task assigned: For the purpose of this task, the team members were asked to choose 5 out of 7 resources provided to them, t o enable the egg to be dropped from 2m without breaking it. It also required the teams to select leaders and each team was assigned a time limit of 15 minutes, to accomplish this task. Key issues faced: The key issue faced during this task was deciding on the resources to be selected, that would help us in successfully executing the activity, without breaking the eggs. The members were divided on the opinion regarding which resources to choose, and there were lot of discussions and debates

The Role of Training in Employee Performance Improvement Essay

The Role of Training in Employee Performance Improvement - Essay Example Some were focused on the developmental aspect of learning while other theorists suggest learning in the behavioural context. In the constructivist view of learning, there are two important developments beyond the notion of an 'accumulation'. First, there is a flexibility in cognitive structure that allows change but without the influence of a third party to facilitate learning. Second, new materials are digested through the assimilation and selection processes.of learning (Moon 2004, p.17). Pavlovian conditioning theory asserts that learning is achieved if appropriate stimulus is given. Piaget has made major contributions to our understandings of the learning process, in particular through his emphasis on human beings as "active meaning-makers rather than passive 'recipients' of knowledge" (Moore 2000,p.30). Bloom presented the three domains of learning as cognitive (intellectual capability), affective (emotions) and psychomotor (skills). Bloom espoused the importance of progressive learning. As the student progresses and completes a level, the next level also increases in the degree of difficulty (Chapman 2005). Recent developments in learning techniques are introduced in the attempt to bridge the gap between theory and practice. But these are not new theories as explained by Moon (2004). For Dewey (1933), reflection is thinking about the self, his function as an individual. Reflective qualities focused on the strengths and weakness "typifies the holistic aspirations behind Personal Development Programmes. Kolb's (1984) "cycle of experiential learning" is a familiar concept. (Reflection n.d.) Elements of Effective Training and Development Programs Noe and Colquitte (2002) have four criteria so training and development programs are considered effective. The trainees must: a) be ready to learn; b) be motivated; c) learn the content of the training program; and d) transfer their training when back on the job. When organizations implement training and development programs, they must inform their employees about the purpose of the program and how it will help them perform their jobs better. The organization must also make it clear to the employees that the training program is meant to improve performance and not nitpick areas where they are deficient. The company can use technology like web-based applications to facilitate training so that it gives participants some degrees of freedom and flexibility. Finally, some testimonial from previous participants will encourage employees to join the training sessions. Determining Employee Training Readiness To determine training readiness of employees, the Human Resource Department will conduct an organizational meeting where parties involved are invited to participate in the discussion. Representative from various departments of the organization can aid in the discussion and analysis of the learning goals and processes. Important inputs must be gleaned about various operational procedures. Participants must maintain a broad perspective on the activity and avoid presumptions that would otherwise contaminate the results (Freeman 1993,

HSBC Plc Essay Example | Topics and Well Written Essays - 2500 words

HSBC Plc - Essay Example rce capability, HSBC provides a comprehensive range of financial services: personal, commercial, corporate, investment and private banking; trade services; cash management; treasury and capital markets services; insurance; consumer and business finance; pension and investment and management; trustee services; and securities and custody services. financial services in 83 countries and territories. It provides its customers with a wide range of banking and other financial services, selected to complement its strategy in each market. Where HSBC enjoys large scale – or, in the case of emerging markets, where scale can be built – it offer a full range of personal financial products. In other markets, it participates more selectively, meeting the needs of customers with strong international connections. Sometimes it innovates and at other times, it relaunches some products as per the need of the market. HSBC has adopted a unified brand, using HSBC and its hexagon symbol nearly everywhere it operates, with the aim of enhancing recognition of the Group and its values by customers, shareholders and staff throughout the world. The branding initiative allowed HSBC to develop new services and products on a worldwide scale, all bearing the Group’s identity. Since 2002, the HSBC identity has carried the strap line â €˜the world’s local bank’ emphasising the Group’s experience and understanding of a great variety of markets and cultures. HSBC follows the Product Invention Strategy(Kotler,422) . This means that either it develops new products or reintroduces earlier product forms and promotion does not change. It could be diagramatically represented as follows: Managing for Growth Strategy: This strategy provides HSBC with a blueprint for organic growth and development. This strategy was launched in 2003 and would continue up to 2008. The plan aims at guiding the Group to achieve management’s vision to be the world’s leading financial services company. The company

Queen Victoria Essay Example | Topics and Well Written Essays - 1250 words

Queen Victoria - Essay Example When she was only an infant, her father who was the fourth son of King George the III expired and her mother brought her up single-handedly in a manner that was â€Å"both simple and spare,† by keeping a very keen eye on her and restricting all her movements. (Brad Hooper, 2005) However, in 1837, after the death of her uncle William IV, she assumed the throne and brought her cloistered existence to a close. Arnstein also sheds light on how Queen Victoria, under the guidance and influence of her beloved consort, Prince Albert, worked hard behind the scenes all through her years as a reclusive widow. (Brad Hooper, 2005) Queen Victoria has been the subject of the most number of biographies, than any other lady born since the 1800’s. However, Arnstein is one of the latest biographers who has carried out an in-depth research on the Queen and has shed light on many of the neglected areas of the Queen’s life. Arnstein’s biography is based on authentic manuscript sources such as journals and letters from the Queen’s own writings. ... Arnstein’s depiction of Victorian society is so well expressed in his biography, giving his readers a deep understanding about the administration and the political scene that existed during that time. These facts are not found in the biographies of other authors. He especially examines the political, social, economical and cultural background that was prevalent in Victorian society which makes it easy for his audience to understand how the administration was carried out during those days. In his enlightening and engaging study of the Queen, Arnstein makes an investigation of the public and private life of Queen Victoria. He makes use of the Royal Archives of the Windsor Castle, biographies, monographs, surveys and past research studies and incorporates them together with his own findings to provide us with an insightful view of the Victorian Age. For his study, he made use of various sources of previously unpublished journals and letters written and received by the Queen that contributed towards making his biography of Queen Victoria one of the most outstanding biographies ever. In the history of the world, Queen Victoria is considered as one of the most influential octogenarians to head one of the most powerful nations in the world. Arnstein sheds light on some of the controversial domestic issues and the various international conflicts that faced Victoria during her reign, which is considered to be the longest in the history of Britain. He also made use of secondary sources from collections of already published material to gain insight into the Queen’s life. He speaks of her marriage to Albert and of her being the mother of nine children who proudly showed them to ‘domestic and foreign dignitaries’ (Walter

Discussion board 5 Essay Example | Topics and Well Written Essays - 1250 words

Discussion board 5 - Essay Example The industry provides children with a good platform that enables them to learn their environment, grow, and to have a cordial relationship with their parents. The various products from this industry include Toys, online games, and other manual games. In the recent past, the industry has experienced high level of competition from both the veteran firms and new firms (McDonald, 2011). Owing to the cutthroat competition that has characterized the industry; several firms are exploiting expansion strategies such as exports in order to increase their fortunes in the market. In order to realize increased exports for their products in foreign markets the companies have adopted sound export marketing plans. Similarities between the exports plans The various exports plans that exist in the industry have a striking similarities, which defines them. The major similarity between the marketing plans for ToyLearn, Toys " R " us and my own marketing plan is that they all target the children. Toys an d children's games target specific age group, which is children. It is important. Therefore, that the market plan is designed in such a way that when it is implemented it will be appealing to the children who are the main targets. The fact that the entire three export market plans utilize all the media platforms to popularize their products is yet another similarity among the various marketing plans under review. It is worth noting that in order to reach the foreign and the domestic markets, all forms of media such as print, audio, visual, and the Internet has to be utilized. The internet is the latest addition to the media forms, which has grown rapidly in popularity. McDonald (2011) says that children are not left behind in as far as the Internet is concerned, kids from developed economies such as Europe and America is exposed to the Internet at a tender age. It is due to this reason that the marketing plans targets the Internet as a vehicle to popularize their various products. T he internet as a form of media has several potent capabilities, which makes it the media platform that has the widest coverage. In fact, the social media is yet another aspect of the Internet that is utilized by the three marketing plans in order to reach the target audience. Almost everyone is into the various popular types of social media, which include Facebook, Twitter, and LilnkedIn. The three marketing plans have developed vibrant positioning techniques, which are responsible for ensuring success in marketing. The companies have positioned themselves as the company, which offers unrivalled medical services in America. The other positioning strategy is the fact that the company offers quality toys and other games at reasonable prices. The company is located at various strategic locations in America, which allows it to be accessible to various people seeking toys and other children games. McDonald (2011) asserts that exporting is one of the important elements of global business strategy that plays a significant role in making globalization a success. Exporting is the selling of products in international markets. The success of exporting as an approach to international global strategy is highly dependent upon the input of the government. Government must develop interest and acknowledge the immense input of exports in economic development. The procedures involved in facilitating exports of

My Sister's Keeper by Jodi Picoult Essay Example | Topics and Well Written Essays - 1000 words - 1

My Sister's Keeper by Jodi Picoult - Essay Example When Anna files a lawsuit to take full control of her body, she is self-centered because her decision is mainly to put her self-interest above her sister’s life. Kate is destined to die without Anna’s kidney. This paper seeks to explore Anna Fitzgerald as the protagonist in the book My Sister’s Keeper. Anna Fitzgerald, a thirteen-year-old sister and daughter is characterized to be subtly assertive. This is evident when she obtains a court order to be in full control of her body. She displays a character that is funny and thoughtful, as she is the only member of the family who seems to bring color and life to her family that has been immensely devastated by Kate’s illness. Anna is inquisitive. Unlike most children, she asks the reason for her existence beyond the surface-level inquisition. She goes ahead to claim that if outside creatures, such as an alien, see children in this world, they might assume that these children were born out of a drinking spree or a mishap in the use of artificial birth control (Picoult 7). This lamentation is a no-nonsense gibberish for Anna because all her life, her existence was literally purposeful. Her character is always inquisitive by asking, proving, and confirming the nature of her existence. With those questions, she was also able to formulate her own sensible answers. Furthermore, her inquisitive nature was also displayed many times in the book, particularly when she sought the help of Campbell Alexander, the lawyer she wished to defend her in court. She was initially declined, but her inquisitive nature made their conversation going and eventually earned the approval of Alexander to present her. Anna Fitzgerald also emerges intelligent. This observation is evident when she effortlessly elaborated the cases that she thought would be related to her possible case. More importantly, her intelligence was seen in the entire book as she manages to bring to the

Ragtime and Blues Essay Example for Free

Ragtime and Blues Essay Ragtime and Blues are the two music styles that give Jazz her name and life. Ragtime and blues, which are generated and rose into popularity at mostly the same time of period, are usually considered as closely connected because of Jazz and yet are very distinctive music styles. They affect Jazz in different perspectives, such as Ragtime in the usage of syncopation, the swing feeling, and Blues in the composition form, the improvisation, and the â€Å"Soul†. Similarity and difference: What both Ragtime and Blues share is their Black regions. They are both a classic and important component of early Black popular music. Almost all commentators expressed their view that the originators of Ragtime were black, and even some believe that it was imported from Africa; and yet Blues was believed to start in slavery which involved with large population of African Americans. As Scott Joplin, one of the most influential Ragtime musician, stated, â€Å" There has been ragtime music in America ever since the Negro race has been here. † and this poetic statement would perfectly apply to Blues as well. Historically, ragtime and blues started and rose into popularity at basically the same time. Ragtime’s huge popularity was abetted with the huge dimension of the print of â€Å"Maple Leaf Rag† by Scott Joplin in 1897. Almost the same time, classic blues like â€Å"St. Louis Blues† and â€Å"Memphis Blues† was composed by W. C. Handy. For a long period of time, specifically from 1890s to 1920s which was the time when Jazz becomes a dominant popular music style, ragtime was the typical popular music form in America. The popularity of Blues and Ragtime at early ages was strongly associated with the popular theater in late 19th and early 20th century. Even though ragtime and blues share the same origin and same historical path, they are indeed very different music styles, which determines their contribution to Jazz and make it a new and yet unique music. The definition of Ragtime is the music that signifying the broken rhythm, especially a sort of syncopation. Indeed, the word â€Å"rag† is a verb describing the syncopation process of the music. Syncopation is such a significant character of ragtime and it somehow defines the music style of ragtime. Part of the reason that helps determine the syncopation of ragtime is that ragtime is an instrumental based music genre. At early times, ragtime is dominated by piano, especially with great pianists like Scott Joplin and Ben Harney. And Blues, a more vocal based music, does not evidently engage with syncopation. Syncopation is the most important character that ragtime affects Jazz and some people believe that Jazz is a more complex form of syncopated music. Blues, often considered as a music that generated from slavery, was characterized with the improvisation. Improvisation is defined as creating music on the spot. Improvisation is not only a distinctive but also a great character because never has any music genre in the history before is based on improvisation. Even ragtime is based on pre-written music. Jazz took on this character and developed into a even more complicated, spicy music on the spot with different instrument arrangement. Jazz took improvisation to another level from this great tradition in blues. As far as the music style goes, ragtime is more affected by European style from the composition to instrument. Scott Joplin, the great ragtime musician mentioned earlier, was a classical trained piano player and the effect of classical music is obvious in his pieces. However, blues is more affected by its African origin. It is believed that one of the first blues was directly imported from African folk song. It is a very simultaneous music style and consists of a lot of elements of real life, such as the call-and-answer structure. It is also necessary to mention that the composition of blues like 12-bar blues and AABA structure greatly affect the composition of Jazz, especially at early ages. A lot of the early Jazz songs are in such structure, like the first Jazz recording ever, â€Å"livery stable blues† by Original Dixieland Jazz Band. Ragtime, characterized with syncopation and strong rhythm and beats, was created for the need of people to dance. However, Blues has very strong and evident emotions in the performance, especially with the great vocalists that convey those emotions through their great vocal performance. Bessie Smith, one of the best Blues vocalists of all time, combined the strong rhythm sense with an extremely sensitive feeling of pitch and thus convey them to the large audience. In a sense, Blues gives Soul to Jazz, with those emotions and tones of struggle. Evidently, ragtime and blues, the Black Music, struggle to make them merge into different classes, not only popular but also respected. From ragtime and blues, this kind of struggle carried on with Jazz and gives Jazz the identity, the structure, the tone and the â€Å"soul†.

Analysis of Customer Satisfaction at Beach Resort

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