Enjoyment Music Chapter 44 Flashcard

Enjoyment Music Chapter 44

Autumn When Autumn Came Essays

Autumn When Autumn Came Essays Autumn When Autumn Came Essay Autumn When Autumn Came Essay In both poems people reflect on autumn. Write about both poems and their effect on you. You may wish to include some or all of these points: The content what they are about The themes -? ideas the poet wanted the reader to consider The atmosphere and mood of the poem Structure how the poem is organized How they are written -? words and phrase you find interesting Your personal response When Autumn Came This is the way that autumn came to the trees: it stripped them down to the skin, left their ebony bodies naked. It shook out their hearts, the yellow leaves, catered them over the ground. Anyone could trample them out of shape undisturbed by a single moan of protest. The birds that herald dreams were exiled from their song, each voice torn out of its throat. They dropped into the dust even before the hunter strung his bow. Naomi Lizard Autumn Autumn arrives Like an experienced robber Grabbing the green stuff Then cunningly covering his tracks With a deep multitude Of colorful distractions. And the wind, The wind is his accomplice Putting an air of chaos Into the careful diversions So branches shake And dead leaves are suddenly brown In the faces of inquisitive strangers. The theft chills the world Changes the temper of the earth Till the normally placid sky Glows red with a quiet rage. Alan Bold Unseen Poetry similarities differences Content: Who? Where? When? What? Why do you think the poet wrote this poem? What is the mood or atmosphere of the poem? Does it change at any point? Why? How has the poet used language cleverly? Similes, metaphors, onomatopoeia, alliteration etc. Think why each technique has been chosen. Give your opinion of the poem (three sentences) Which poem did you prefer and why?

Analysis of Waterloo International Essay Example | Topics and Well Written Essays - 2750 words

Analysis of Waterloo International - Essay Example This essay describes the design of Waterloo International. The International terminal at Waterloo opened in 1994 under Eurostar’s banner. The terminal itself has had nearly 100 million pairs of feet through its concourses, millions using the restrooms, parking facilities, hotel and boarding areas. The terminal has stood up well to the demands placed on it and it is rather the route through the chunnel which has caused most problems for the operation of the trains. The high speed travel option has been dogged by bad press and Nicholas Sarkozy has openly citicised the company for lack of adequate preparation in case of emergencies. Because of extreme weather conditions the chunnel has been forced to close on many occasions-on one occasion passengers were stuck for hours-the ensuing panic almost crippled Eurostar. What began as a revolution in travel and design seemed, in 2007, to be a doomed operation and when Eurostar moved its entire operation to St Pancreas , Grimshaw’s lovely soaring dome looked set to become yet another Modernist white elephant. So far the building has been a venue for a performance of the Kink’s song, Waterloo Sunset, by Lily Allen (a fitting tribute), a major art exhibition and a Topshop fashion show during London Fashion Week, the models strutted down the platform showcasing the latest in British street style. These events show that Grimshaw’s addition to Waterloo station has been accepted by the Bri ts and looks set to be well utalised in the future.

Effective Advertising Essay Example | Topics and Well Written Essays - 2000 words - 1

Effective Advertising - Essay Example ng on the other hand refers to an advertisement that reaches the target audience specifically and succeeds in influencing them to take particular actions (Homburg, Sabine & Harley, 2009). The particular actions and the expected results of any advertising process are to influence the consumer behavior regarding increasing the sale of products or services. Political advertising as a contemporary type of advertising seeks to achieve the same results by influencing voters to appreciate either a particular candidate or an ideology. Effective advertising requires effective objectives and timelines. Some of the common objectives in advertising include positioning a new brand or product. Such a product requires dedicated advertisement that addresses particular interests of the target audience. Additionally, such an advert must explain the vital features of the product in order to explain the features elaborately including the products’ competitive advantages (Benkler, 2006). Increasing sales, creation of a brand and competitive relations are yet other primary objectives in different advertisements. The advertisers must develop appropriate messages and win particular appeals of the audience. Additionally, the objectives must influence the timing and channels of communication in order to reach a large group of the target audience. This way, the advertiser increases the chances of the messages influencing the consumer behaviors thereby achieving some of the objectives. Irrespective of the objectives of an advert, an effective advert must pursue three fundamental goals that include the presentation of information to both potential consumers and the rest of the public most of who may not be consumers, increasing the demand for the products and differentiating the product. The three are objectives that every advertiser must address when formulating an advert for a particular product. When developing an advert, an advertiser must consider the features of the product that will

Standard financial investment information Essay Example | Topics and Well Written Essays - 750 words

Standard financial investment information - Essay Example Outsourcing can be defined as, "subcontracting a process, such as product design or manufacturing, to a third-party company. Outsourcing became part of the business lexicon during the 1980s. The purpose of this paper is to agree or disagree with the concept that standard financial investment information and criteria are all that is needed to effectively evaluate IT outsourcing definitions The decision to outsource is often made in the interest of lowering firm costs, redirecting or conserving energy directed at the competencies of a particular business, or to make more efficient use of labor, capital, technology and resources" (Wikipedia, 2008). Significant cost savings, cost restructuring, an improvement in overall quality, access to a greater pool of knowledge, the existence of a legally binding contract, operational expertise that would otherwise be too expensive, the solving of staffing issues such as a small and dependable internal talent pool, improved capacity management, prov iding a catalyst for major change, reducing the time it takes for a product to reach market, commoditization, improved risk management techniques, the ability to operate 24/7 because of various time zones, and the pressure that is being placed on a company by customers which may only be solved through outsourcing (Wikipedia, 2008).Provided that the best ethical practices are taken into consideration and implemented, it is not agreed that standard financial investment information is all that is needed to effectively evaluate IT outsourcing definitions ... as information risk management or integrity services, providing routine assistance to in-house auditing for operations and control evaluations in peak period activity and conduct special projects such as fraud investigation or plant investment appraisals" (Wikipedia, 2008). Before any decisions are made, however, it is important that a Return on Investment is conducted. Companies need to way the benefits and the savings against the drawbacks and the costs in order to determine whether they are doing the right thing. This task is accomplished through a Return on Investment. According to the article written by Cresswell, "The choice of how to conduct the analysis should be based on four critical principles pertaining to: the strategic objective(s) of the ROI analysis, the place (and importance) of the IT investment in the overall enterprise architecture, the type of analysis that should be conducted (i.e., what data and methods of analysis are best suited to those objectives), and how the ROI analysis fits in the overall decision context for IT investments" (2008) During the Return on Investment analysis, it is crucial for managers to determine who is going to be impacted by it, what the risk factors are, who will be affected, is it really necessary for the given project, and if it is even worth the cost of an ROI analysis. In addition, the overall technology infrastructure should be considered, along with business processes, the organizational environment, and external relationships (Cresswell, 2008). Although many firms have chosen to at least partially outsource their IT functions over the past several years, these decisions have not been made for cost reasoning alone. According to Graham and Harvey, who conducted a survey, "The results of our survey were

Customer Switching Behaviour for Mobile Networks

Customer Switching Behaviour for Mobile Networks EXECUTIVE SUMMARY Consumers use services everyday, these ranges from taking the train or opening a bank account to talking on a mobile phone. Businesses also rely on a wide range of services on a daily basis, but on a much larger scale compared to consumers. However, customers are not always satisfied with a particular service that they maybe using and often resort to switching their service provider in order to resolve the issue or pursue better value from a less expensive service. The objective of this study is to investigate customer-switching behaviour in the mobile industry, why it takes place and what factors influence it. This topic area has been chosen, as customer switching and the mobile phone industry are contemporary and relevant to the present day and will continue to evolve overtime. Research has been undertaken using secondary and primary data collection methods. Secondary data provided a background to the mobile phone industry and an overview of customer switching behaviour in services. Primary data consisted of self administered questionnaires to a convenient sample of university students, this enabled data to be collected which would provide an idea of mobile phone users contemplation of switching and their understanding of why they believe they would switch from one service to another. Findings revealed that a majority of customer switching is due to high call and monthly charges and consumers trying to obtain more free minutes and texts. This contrasts with the literature and precious studies, which have found other reasons to cause customer switching, which illustrates how causes of switching differ in every industry according to the nature of the service. CHAPTER 1: INTRODUCTION 1.1 Project Aims The aim of this project is to determine the reasons as to why consumers switch from one mobile phone network to another? The research objectives that arise from the aim will therefore be: 1 To evaluate whether competitors offerings are causing consumers to switch from one network to another 2 To evaluate whether retail offerings are causing consumers to switch to gain a better deal 3 What actions of the service firms or their employees cause customers to switch from one service provider to another The research will be UK based geographically using a convenient sample of university students and will be done using both primary and secondary research methods. The research may help managers and researchers understand service switching from a customers perspective in the mobile phone industry and the switching drivers may provides answers as to what has influenced customer behaviour. The results of the research will be analysed to provide recommendations. The reason for choosing this topic area is that there appears to be a lack of research on customer switching behaviour in the mobile phone industry. This study aims to explore this topic are further. 1.2 Background on Mobile Phones Service Mobile phones service refers to a service whose customer base includes firms using mobile phones for business and customers using it for their personal use. Mobile phones have become substitutes for fixed telephone lines and have led to the decline in calls made from fixed telephone lines. The take up rate of mobile phones is constantly increasing and over the years the growth in the use of mobile phones has been dramatic. According to EMC mobile user numbers reached the 1.5 billion mark in June 2004 and is set to reach 2 billion by July 2006 and 2.45 billion by the end of 2009. (http://www.cellular.co.za, 2005) Mobile phones today are not solely used to make calls, additional value added services such as Short Messaging Service (SMS), Multimedia Messaging Service (MMS), radio, internet access and so on. This means that the benefits and use of mobile phones is also expanding, which is also contributing to industry growth. This has become a focus point for the various operators as intense competition has led to increasingly lower voice call prices. SMS was first used in 1992 and is currently the fastest growing communications technology in history. Worldwide, 135 billion text messages were sent person to person in the first quarter in 2004 (http://www.cellular.co.za, 2005). Retail revenues from voice and data services (including MMS, SMS) account for 79% of the total revenue of the four main UK mobile operators (Vodafone, O2, Orange and T-Mobile), which accounted for  £13.6 billion in revenues in 2003, (see appendix 1). CEPG Research Company conducted a study of the mobile telecommunications industry in 2002, in which findings showed that turnover had reached  £32 billion a year, with the sector contribution to GDP being  £19.4 billion (2.2%), (ofcom.org.uk/research/telecoms, 2005). The demand for mobile phones has never been so great as it has become a must have for people of all ages; consumers are constantly exchanging their outdated phones for the latest colour handsets. The popularity of mobile phones is immense and it is perceived that this interest in mobile phones will continue to grow over the next decade or so, as demand increases and new models and technology is introduced to mobile phones. 1.3 Mobile Phone Service Industry The mobile phone industry is one of the fastest growing sectors of the British economy, with the UK making up the second largest mobile market in Europe, with a share of 18% (Datamonitor, Nov 2004). This growth is due to factors such as changes in government policies towards communication (deregulation), economic growth and developments in information technology. The more recent growth has come from existing mobile phone users upgrading their handsets, which have led to mobile phone companies and network operators targeting first time buyers (Datamonitor, Nov 2004). Mobile phones are not only seen as a vital element for success in business but also as a much wanted item for social use. This is evident in the increasing number of individuals both young and old who now have at least one mobile phone. As indicated by an Oftel report, in Britain over one million people own a mobile phone instead of a fixed telephone line. 2.3 million UK residents live without a fixed line telephone at home. The popularity of the fixed line phone drastically declined after the mass introduction of mobile phones to the UK. It is worth noting however, that fixed phone line companies have not taken this lightly and have retaliated by introducing mobile phones linked to fixed home lines and companies such as BT setting up their own mobile networks i.e. BT until recently owned O2 and also offering special discounted rates to encourage customers to use their fixed lines. There are four main network providers in the UK; they are T-mobile, O2, Vodafone and Orange. In 2004 there were 342.43 million mobile subscribers, which is an increase of 8.54 percent from the previous year and a penetration rate of 87.63 percent. T-mobile UK accounted for 15.06 million subscribers, Orange UK had 13.75 million, O2 UK had 13.06 million and Vodafone UK had 12.98 million (mobile communications). Recently there have been changes in terms of ownership of the major mobile phone networks. T-mobile is now one of the three strategic growth areas of Deutsche Telekom, a German network provider and O2 is now owned by Spanish firm Telefonica. Orange was sold to German mobile phone network Mannesman, which was then taken over by Vodafone, who sold Orange to France Telecom. Orange has a strong network in the UK and overseas but recent management decisions by France Telecom have reversed their user growth and subscriber numbers, which has been partly due to customers switching to other networks. Customers can become concerned that, if their chosen network provider is owned by a firm overseas, their needs will not be met as well as they could by a UK owned provider. Additionally events such as these can contribute to switching behaviour through customer confusion, as found by Oftel (2003), where many consumers switched due to confusion over re-branding of the network. 1.4 Customer Switching Behaviour in the Mobile Phone Industry According to research by TNS Telecom Trak, consumers tend to use their handsets for about twenty months before upgrading to a new one. Telecommunications regulator OFTEL found that this is also the average amount of time that a majority of mobile phone users will stay with the same mobile provider for. Oftels research ascertained that 90% of consumers thought about changing their network when changing handsets. Oftel published a report in April 2003, which provided an overview of the key findings of trends in consumer behaviour in the mobile market based on a residential consumer survey conducted in February 2003. Research was carried out by Recom (Research in Communications) amongst a representative sample of 2,289 UK adults, 75% of who claimed to have a mobile. Findings revealed that 26% of mobile customers have switched network/ supplier. There was a strong indication that the rise in switching in the last quarter was a reflection of confusion over re-branding and rise in mobile penetration. One in ten (9%) of mobile customers were found to have switched network at least twice since owning a mobile, including customers switching back to a previous operator. Men (37%) and younger mobile users, 15-34 (38%) were found to be most likely to switch multiple times, which included returning to a previously used network. Although the switching differed according to type of package, 36% of contract customers had switched multiple times compared to those on prepay (33%). 24% of customers had switched once in the last 6 months, compared to three in ten (28%) of those that had switched twice and 43% that had switched more than 3 times. The same survey also revealed that in November 2002, 34% of consumers stated that they had switched mobile network, which was believed to have a result of customer confusion caused by the re-branding of O2 (formally BTCellent) and T-mobile (One2One). Yet this rise was temporary and soon returned to the previous level of 27%. In February 2003, 7% of T-mobile customers said that they had switched network having previously being with One2One, this was the same for O2 customers who had switched from BTCellnet. This accounted for 3% of all switchers who were confused by the re-branding during February. The current percentage of mobile consumers that have switched mobile network remains at 26%. When looking at multiple switching, two in ten (18%) of mobile customers had changed their network once, and seven out of ten claimed to have never switched network. CHAPTER 2: LITERATURE REVIEW This chapter will review all existing literature related to the mobile phone industry with a focus on customer switching habits and their surrounding elements such as consumer lifestyles, services themselves, competitor offerings and loyalty to help understand the research problem. This chapter will also review the contributions other researchers have made to the concepts of switching behaviour, yet it should be noted that literature on mobile phone choice is sparse and issues relating to why customers actually switch services remains unexplored in marketing literature which will be explored through this study. 2.1 Classification of Services There is no one single definition of services that is universally accepted, although many authors have attempted to define it. Yet very few products are 100% service or 100% tangible, they usually consist of a combination of both. Gronroos (1990) defines services as: â€Å"A service is an activity or series of activities of more or less intangible nature that normally, but not necessarily, takes place in interactions between the customers and the service employee and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer problems†. This illustrates the fact that services can take place through physical form, for example this project is concerned with customers switching network provider service (which is intangible) but to have that service to begin with, customers need to purchase a mobile phone, which is a tangible product. Therefore switching behaviour in such a situation may differ from switching a service, which is not integrated with hardware; this may be due to the fact that when physical products are also involved, the costs and risk of switching is different to when there is just a service alone. Brassington (2003) acknowledged that most products tend to have a combination of both physical goods and service e.g. purchasing a gas appliance; this would require the professional fitting service as well as purchasing of the appliance itself. Kotler (1997) also recognised that some services are a combination of both a service and a product and has incorporated this in his definition of services: â€Å"Any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.† This emphasises two key elements: 1. Intangibility A Service cannot be experience before it is purchased, 2. Lack of ownership there is no ownership in a pure service as there is no physical product involved. This is further illustrated in the Figure 1 below which illustrates Kotlers (1997) four categories of products, which are: 1. A pure service 2. A major service with accompanying minor goods/services 3. A tangible good with accompanying service 4. A pure tangible product New services are being introduced on a daily basis to satisfy and meet all customer needs from individual consumers to business consumers. The service industry comprises the majority of todays economy. In 2001, it represented 80 percent of the GDP of the USA (U.S Bureau of Economic Analysis). Keiningham et al (2003) said â€Å"there is a growing recognition among managers of the importance of measuring the share of business a customer conducts with a particular service provider (share-of-wallet) as opposed to simply repurchasing a product or service at some point in the future or continuing to keep a business relationship with a service provider†. This indicates the importance of retaining and maintaining customers and the importance of the relationship with them. Research carried out by Bitner (1990); Boulding at al, (1993) looked at service quality in service organisations, Crosby Evans and Cowles (1990); Crosby and Stephens (1987) researched relationship quality and Cronin and Taylor (1992) looked at overall satisfaction with regards to the issue of customer retention in service organisations. These researchers all agreed that service organisations could improve the likelihood of customers intention to remain with a particular service organisation, as it is these features that contribute to customer satisfaction and the growth of the organisation. The above studies all illustrated strategies relating to customer retention in services. Yet issues relating to why customers actually switch services remain unexplored in marketing literature. 2.2 Characteristics of Services When describing the main characteristics of a service, it can be depicted as being intangible, as a service has no physical dimension but can take place through a tangible product as is the case with mobile phones and network providers, as discussed earlier. A service can also be described using a tangible noun as Shostack (1987) exemplified that an ‘airline means transportation and a ‘hotel means lodging rental. Berry (1980) described a good as ‘an object, a device, a thing in comparison to a service which is ‘a deed, a performance, an effort. This further illustrates the fact that consumers cannot see, touch, hear, taste or smell a service; all they can do is experience the performance of the service as said by Carman and Uhl, (1973) and Sasser et. al, (1978) but, the experience may not be possible in all cases without some form of hardware in addition. Because services are delivered by individuals, each service experience will differ from another; as a result each purchaser will receive a different service experience. Additionally, when a consumer purchases a good, they own it, yet with a service the consumer only has temporary access or use of it, as the service is not owned, only the benefit of it is. Wyckham et al (1975) and Kotler (1986) defined this concept as ownership. 2.3 The Services Marketing Mix As previously discussed above, many features separate services from tangible products, yet the marketing principles remain the same for both. One particular difference is that there is close contact between individual employees from the supplier organisation and the customer themselves. Because of this, the traditional marketing mix needs to be re-evaluated in terms of the 7ps. Product: This refers to the features of the product or surrounding it, which in this case would be a good service or supplementary services surrounding it. These features should be benefits, which the customer would desire, and the surrounding features would be competing products performance. (Lovelock and Wirtz, 2004). Place and Time: Delivering a service to customers involves place, time of delivery and distribution channels used. Delivery can be done both physically and through electronic distribution channels according to the nature of the service being provided. Services can be delivered directly to customers or through intermediary firms, e.g. rental outlets. (Lovelock and Wirtz, 2004). Promotion and Education: these are three fold, firstly information and advice needs to be provided to customers, target customers need to be persuaded towards a product, and they need to be encouraged to take action. Service promotional communication are usually educational, informing potential customers of the benefits of the service, where and when to obtain it and how. These communications are delivered through individuals (sales people) or media (TV, radio, newspapers etc.). (Lovelock and Wirtz, 2004). Price and Other User Outlays: In services monetary values refer to rates, fees, admissions, charges, tuition, contributions, interest etc. (Gabbott and Hogg, 1997). Physical Environment: A firms service quality can be perceived through the appearance of buildings, landscaping, vehicles, interior furnishing, equipment, staff members, signs, printed materials and other visible cues. These are physical evidence and impact customer impressions. (Lovelock and Wirtz, 2004). Process: A service is delivered to a customer through a process, which is the method and actions in the service performance. Poor processes can result in slow and ineffective service and unsatisfied customers. Front line staff may also find it difficult to do their jobs well as a result of poor process, which can again lead to service failure. (Lovelock and Wirtz, 2004). People: Services tend to involve direct interaction between customers and firms employees. The experience of the interaction, for example talking to call centre staff, can influence the customers perceptions of service quality. The implication is that firms need to train and motivate their employees to ensure good service quality. (Lovelock and Wirtz, 2004). 2.4 Marketing in Services Image is often a key factor in differentiating a service from its competitors. Marketing is therefore important in service because it enables the customer to link an image with a brand. Examples of these can be seen on delivery vehicles, which are painted, hotel soap and shampoos etc. When consumers have no experience with a product, they tend to ‘trust a favoured or well-known brand name; therefore service marketers need to build a favourable brand image. Some consumer theorists have linked service quality with consumer behaviour intentions, in that the quality of the service will determine whether the consumer remains with that particular provider or defects to a competitor. When consumers perceive high service quality, the behavioural intentions will be positive, as they will remain with the service provider. In contrast, poor service quality will lead to the relationship with the customer weakening resulting in defection to a competitor. Financially the firm will benefit more by retaining customers through increasing service quality; this is demonstrated in the figure 2 below. The figure above shows that the more favourable a firms service quality is, the more likely the customer is to remain with the firm, benefiting the firm. But when the service quality is poor, the customer will show unfavourable behavioural intentions, which will result in defecting/ switching. This highlights that in order to prevent customers from switching and to enable the firm to continue making profits, the firm needs to retain customers through good service quality. Service firms and service marketers need to recognise the significance of these reasons as they can lead to negative effects on share and profitability as noted by Rust and Zahorik (1993). This can arise from negative word of mouth, which will in turn deter potential customers. These reasons can also help markets to plan their promotional campaigns according to the aspects that are causing customers to switch. As maintained by Reichheld and Sasser (1990) companies can boost profits by almost 100% by retaining just 5% more of their customers. 2.5 Marketing in the Mobile Phone Industry As the market becomes more competitive, firms will endeavour to maintain their market share by focusing on retaining their current customers. It can be said that recent competition amongst mobile phone networks has become aggressive, especially with all the competitive price plans and handsets on offer, which are being promoted by the networks. More recently a ‘camera wars are taking place between mobile brands as consumers are considering this an important feature when purchasing mobile phones, Marketing magazine (2004). When network 3 entered the market, they were able to encourage many consumers to switch mobile networks from their existing providers to 3. this was done using challenging and direct advertising comparing brand and product features with those of competing networks. Marketing magazine (2004). As a result of this, 3 were able to reach the one million-customer mark faster than any other network since launching. It is evident that mobile phone networks are being innovative in their marketing tactics in the aim of securing higher customer bases. Much of the marketing the mobile networks today to do this are directed towards consumer confusion tactics. Consumer confusion tactics are where consumers are provided with large amounts of decision-relevant information, in regards to mobiles, this is seen in the form of deals, discounts, leaflets, newspaper adds and television advertising line rentals from as little as 99p per month. Confusion marketing and overload aims to confuse consumers into a state of stress and frustration, resulting in information overload and sub-optimal decisions. Price confusion is the most common confusion marketing tactic used in the mobile telephone market today in order to assist companies to gain a competitive advantage. It has been found that this tactic of confusion marketing appears to work and confuses customers to such an extent that they end up being persuaded b y this marketing literature and the information overload that they are provided with that they purchase the plan that is sold to them without investigating it further as they feel that they have all the information that they need and have made an informed choice. Confusion usually arises from 3 main sources: i) Over choice of products and stores there are independent mobile phone shops opening up regularly, and new mobile phones are being introduced to the market every month. ii) Similarity of products all the price plans available are very similar in terms of price as well as network call charges. iii) Ambiguous, misleading or inadequate information conveyed through marketing communications For example, many retailers are offering line rental for 99p per month, what consumers are not aware of is that they have to pay the full line rental for the first six months and then they claim their cash back. But using confusion marketing can have adverse effects on consumers. The ‘information overload can cause consumers to shop around, which can reduce brand loyalty towards the firm. 2.6 Decision Making Process for Mobile Phones When customers purchase a product or service they go through a complex process of three stages: the pre purchase stage (decision to buy), the service encounter stage and the post purchase stage. This can be applied to the purchasing of mobile phones. The post purchase stage will determine the customers future intentions on whether or not to remain loyal to that service provider or to switch service. During the post purchase stage, customers evaluate service quality and their satisfaction/dissatisfaction with the service experience. This is done by comparing what was initially expected with what they perceived they received from a particular provider. If expectations are met, customers are likely to be satisfied and therefore more likely to make repeat purchases and remain loyal. If customer expectations are not met, customers may complain about poor service quality, suffer in silence or resort to switching service provider. It has become evident in recent years that customers no longer â€Å"suffer in silence† with bad service to the extent that they previously and if they experience service that they are not satisfied with then are more likely to switch in order to receive a better service/better value for their money. When considering the purchase process of mobile phones, again there are complex factors, which influence the decision the decision process which include both macro and microeconomic conditions, but it generally tends to follow the traditional buying process. When faced with the problem of whether or not to purchase a mobile phone, consumers will initially take part in an information search before choosing which one to buy. The consumers decision-making process is directed by preferences that the consumer has already formed regarding a particular brand. Beatty and Smith (1987) and Moorthy et al (1997) argue that this means the consumer is most likely to make a choice based on a limited information search and without evaluating fully all the alternative brands available. As indicated by Dhar and Wertenbroach (2000), limited information search and evaluation of alternatives can result in a situation where the consumers choice is driven by hedonic considerations. Utilitarian goods are co nsidered to be instrumental and functional whereas hedonic good are seen as being fun and exciting, but some goods can have both features, as stated by Barta and Ahtola (1990). With relation to mobile phones the choice has both utilitarian (e.g. communication, SMS, planning) and hedonic (e.g. games, music, camera) features. Wilska (2003) believes the younger the consumer gets, the more they value the hedonistic features in their mobile phones. The mobile phone market is a technology driven market, therefore products are created based on consumers possible future needs which tend to be hedonistic features. Riquelme (2001) explored the level of knowledge consumers have when choosing between different mobile phone brands. The study focused on main factors, which were: telephone features, connection fee, access cost, mobile-to-mobile phone rates, call rates and free calls), which respondents had to rate according to importance. Findings revealed that respondents with previous experience about products predicted their choices well, although they over-estimate the importance of features, cal rates and free calls and under-estimated the importance of the monthly access fee, mobile-to-mobile phone rates and the connection fee. 2.7 Customer Switching Behaviour There is no one clear definition of customer switching, due to the lack of research into this area, although very few authors have attempted to define it. According to Brassington (2003) customer switching refers to â€Å"consumers who are not loyal to any one brand of a particular product and switch between two or more brands within the category†. Switching behaviour has also been referred to as defection or customer exit (Hirschman, 1970; Stewart, 1994) and refers to a customers decision to stop purchasing a particular service or patronising the service firm completely as agued by Bolton and Bronkhurst (1995) and Boote, (1998). Yet it can be argued that this is not a valid definition of customer switching as this definition refers to the consumers behaviour as abandonment of the use of a product/service although, whereas switching is concerned with consumers using one product/service provider and then deciding to switch to another. Many models have attempted to portray customer switching behaviour in services yet they all imply that switching derives from a gradual dissolution of relationships as a result of multiple problems encountered over time as found by Bejou and Palmer (1998) and Hocutt (1998). 2.8 Causes for Dissatisfied Service and Switching Bitner et al (1994) has looked at the events that lead to satisfying and dissatisfying service encounters for customers from an employees point of view. Bitner et als (1994) study found that employees were inclined to describe the customers problems with external causes such as delivery system failures as the most prominent followed by problem customers. A small percentage of dissatisfactory incidents were classified as spontaneous negative employee behaviours such as rudeness or lack of attention. It was evident that the employees were biased in terms of not blaming themselves for failures. Past research associating customer and employee views on critical factors compelling customers to switch offers assorted assumptions. Schneider and Bowen (1985) and Schneider, Parkington, and Buxton (1980) found a strong relationship between employee and customer attitudes regarding service quality on the whole in the banking service. The results from their study contradicted those of a study carried out by Brown and Swartz (1989). Data was collected from patients based on experiences with their physicians and were compared to what physicians perceived of the experiences of their patients. Results showed large differences inversely associated to patient satisfaction in general. Thus researchers have different views regarding customer and employee attitudes on service quality. When considering switching in the financial service, Mintel International Group believes the critical factor causing consumers to switch providers is price. Price is a sensitive issue and one that is close to th e heart of customers so it is perceived that they may consider switching on the basis of this if they are not satisfied with the service they are receiving. But it can be concluded that the customers view holds greater value, as it is their opinion that brings in business for a firm. Bolton Brankhurst (1995) and McDougal (1996) have looked at customer switching behaviour in relation to complaints, which they believe leads up to the defection. They suggested, that this field should be further explored, as there is a lack of research that tries to investigate the correlations between the factors that influence service switching and those that influence complaints before switching. Complains are again another major area of concern. The first Customer Switching Behaviour for Mobile Networks Customer Switching Behaviour for Mobile Networks EXECUTIVE SUMMARY Consumers use services everyday, these ranges from taking the train or opening a bank account to talking on a mobile phone. Businesses also rely on a wide range of services on a daily basis, but on a much larger scale compared to consumers. However, customers are not always satisfied with a particular service that they maybe using and often resort to switching their service provider in order to resolve the issue or pursue better value from a less expensive service. The objective of this study is to investigate customer-switching behaviour in the mobile industry, why it takes place and what factors influence it. This topic area has been chosen, as customer switching and the mobile phone industry are contemporary and relevant to the present day and will continue to evolve overtime. Research has been undertaken using secondary and primary data collection methods. Secondary data provided a background to the mobile phone industry and an overview of customer switching behaviour in services. Primary data consisted of self administered questionnaires to a convenient sample of university students, this enabled data to be collected which would provide an idea of mobile phone users contemplation of switching and their understanding of why they believe they would switch from one service to another. Findings revealed that a majority of customer switching is due to high call and monthly charges and consumers trying to obtain more free minutes and texts. This contrasts with the literature and precious studies, which have found other reasons to cause customer switching, which illustrates how causes of switching differ in every industry according to the nature of the service. CHAPTER 1: INTRODUCTION 1.1 Project Aims The aim of this project is to determine the reasons as to why consumers switch from one mobile phone network to another? The research objectives that arise from the aim will therefore be: 1 To evaluate whether competitors offerings are causing consumers to switch from one network to another 2 To evaluate whether retail offerings are causing consumers to switch to gain a better deal 3 What actions of the service firms or their employees cause customers to switch from one service provider to another The research will be UK based geographically using a convenient sample of university students and will be done using both primary and secondary research methods. The research may help managers and researchers understand service switching from a customers perspective in the mobile phone industry and the switching drivers may provides answers as to what has influenced customer behaviour. The results of the research will be analysed to provide recommendations. The reason for choosing this topic area is that there appears to be a lack of research on customer switching behaviour in the mobile phone industry. This study aims to explore this topic are further. 1.2 Background on Mobile Phones Service Mobile phones service refers to a service whose customer base includes firms using mobile phones for business and customers using it for their personal use. Mobile phones have become substitutes for fixed telephone lines and have led to the decline in calls made from fixed telephone lines. The take up rate of mobile phones is constantly increasing and over the years the growth in the use of mobile phones has been dramatic. According to EMC mobile user numbers reached the 1.5 billion mark in June 2004 and is set to reach 2 billion by July 2006 and 2.45 billion by the end of 2009. (http://www.cellular.co.za, 2005) Mobile phones today are not solely used to make calls, additional value added services such as Short Messaging Service (SMS), Multimedia Messaging Service (MMS), radio, internet access and so on. This means that the benefits and use of mobile phones is also expanding, which is also contributing to industry growth. This has become a focus point for the various operators as intense competition has led to increasingly lower voice call prices. SMS was first used in 1992 and is currently the fastest growing communications technology in history. Worldwide, 135 billion text messages were sent person to person in the first quarter in 2004 (http://www.cellular.co.za, 2005). Retail revenues from voice and data services (including MMS, SMS) account for 79% of the total revenue of the four main UK mobile operators (Vodafone, O2, Orange and T-Mobile), which accounted for  £13.6 billion in revenues in 2003, (see appendix 1). CEPG Research Company conducted a study of the mobile telecommunications industry in 2002, in which findings showed that turnover had reached  £32 billion a year, with the sector contribution to GDP being  £19.4 billion (2.2%), (ofcom.org.uk/research/telecoms, 2005). The demand for mobile phones has never been so great as it has become a must have for people of all ages; consumers are constantly exchanging their outdated phones for the latest colour handsets. The popularity of mobile phones is immense and it is perceived that this interest in mobile phones will continue to grow over the next decade or so, as demand increases and new models and technology is introduced to mobile phones. 1.3 Mobile Phone Service Industry The mobile phone industry is one of the fastest growing sectors of the British economy, with the UK making up the second largest mobile market in Europe, with a share of 18% (Datamonitor, Nov 2004). This growth is due to factors such as changes in government policies towards communication (deregulation), economic growth and developments in information technology. The more recent growth has come from existing mobile phone users upgrading their handsets, which have led to mobile phone companies and network operators targeting first time buyers (Datamonitor, Nov 2004). Mobile phones are not only seen as a vital element for success in business but also as a much wanted item for social use. This is evident in the increasing number of individuals both young and old who now have at least one mobile phone. As indicated by an Oftel report, in Britain over one million people own a mobile phone instead of a fixed telephone line. 2.3 million UK residents live without a fixed line telephone at home. The popularity of the fixed line phone drastically declined after the mass introduction of mobile phones to the UK. It is worth noting however, that fixed phone line companies have not taken this lightly and have retaliated by introducing mobile phones linked to fixed home lines and companies such as BT setting up their own mobile networks i.e. BT until recently owned O2 and also offering special discounted rates to encourage customers to use their fixed lines. There are four main network providers in the UK; they are T-mobile, O2, Vodafone and Orange. In 2004 there were 342.43 million mobile subscribers, which is an increase of 8.54 percent from the previous year and a penetration rate of 87.63 percent. T-mobile UK accounted for 15.06 million subscribers, Orange UK had 13.75 million, O2 UK had 13.06 million and Vodafone UK had 12.98 million (mobile communications). Recently there have been changes in terms of ownership of the major mobile phone networks. T-mobile is now one of the three strategic growth areas of Deutsche Telekom, a German network provider and O2 is now owned by Spanish firm Telefonica. Orange was sold to German mobile phone network Mannesman, which was then taken over by Vodafone, who sold Orange to France Telecom. Orange has a strong network in the UK and overseas but recent management decisions by France Telecom have reversed their user growth and subscriber numbers, which has been partly due to customers switching to other networks. Customers can become concerned that, if their chosen network provider is owned by a firm overseas, their needs will not be met as well as they could by a UK owned provider. Additionally events such as these can contribute to switching behaviour through customer confusion, as found by Oftel (2003), where many consumers switched due to confusion over re-branding of the network. 1.4 Customer Switching Behaviour in the Mobile Phone Industry According to research by TNS Telecom Trak, consumers tend to use their handsets for about twenty months before upgrading to a new one. Telecommunications regulator OFTEL found that this is also the average amount of time that a majority of mobile phone users will stay with the same mobile provider for. Oftels research ascertained that 90% of consumers thought about changing their network when changing handsets. Oftel published a report in April 2003, which provided an overview of the key findings of trends in consumer behaviour in the mobile market based on a residential consumer survey conducted in February 2003. Research was carried out by Recom (Research in Communications) amongst a representative sample of 2,289 UK adults, 75% of who claimed to have a mobile. Findings revealed that 26% of mobile customers have switched network/ supplier. There was a strong indication that the rise in switching in the last quarter was a reflection of confusion over re-branding and rise in mobile penetration. One in ten (9%) of mobile customers were found to have switched network at least twice since owning a mobile, including customers switching back to a previous operator. Men (37%) and younger mobile users, 15-34 (38%) were found to be most likely to switch multiple times, which included returning to a previously used network. Although the switching differed according to type of package, 36% of contract customers had switched multiple times compared to those on prepay (33%). 24% of customers had switched once in the last 6 months, compared to three in ten (28%) of those that had switched twice and 43% that had switched more than 3 times. The same survey also revealed that in November 2002, 34% of consumers stated that they had switched mobile network, which was believed to have a result of customer confusion caused by the re-branding of O2 (formally BTCellent) and T-mobile (One2One). Yet this rise was temporary and soon returned to the previous level of 27%. In February 2003, 7% of T-mobile customers said that they had switched network having previously being with One2One, this was the same for O2 customers who had switched from BTCellnet. This accounted for 3% of all switchers who were confused by the re-branding during February. The current percentage of mobile consumers that have switched mobile network remains at 26%. When looking at multiple switching, two in ten (18%) of mobile customers had changed their network once, and seven out of ten claimed to have never switched network. CHAPTER 2: LITERATURE REVIEW This chapter will review all existing literature related to the mobile phone industry with a focus on customer switching habits and their surrounding elements such as consumer lifestyles, services themselves, competitor offerings and loyalty to help understand the research problem. This chapter will also review the contributions other researchers have made to the concepts of switching behaviour, yet it should be noted that literature on mobile phone choice is sparse and issues relating to why customers actually switch services remains unexplored in marketing literature which will be explored through this study. 2.1 Classification of Services There is no one single definition of services that is universally accepted, although many authors have attempted to define it. Yet very few products are 100% service or 100% tangible, they usually consist of a combination of both. Gronroos (1990) defines services as: â€Å"A service is an activity or series of activities of more or less intangible nature that normally, but not necessarily, takes place in interactions between the customers and the service employee and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer problems†. This illustrates the fact that services can take place through physical form, for example this project is concerned with customers switching network provider service (which is intangible) but to have that service to begin with, customers need to purchase a mobile phone, which is a tangible product. Therefore switching behaviour in such a situation may differ from switching a service, which is not integrated with hardware; this may be due to the fact that when physical products are also involved, the costs and risk of switching is different to when there is just a service alone. Brassington (2003) acknowledged that most products tend to have a combination of both physical goods and service e.g. purchasing a gas appliance; this would require the professional fitting service as well as purchasing of the appliance itself. Kotler (1997) also recognised that some services are a combination of both a service and a product and has incorporated this in his definition of services: â€Å"Any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.† This emphasises two key elements: 1. Intangibility A Service cannot be experience before it is purchased, 2. Lack of ownership there is no ownership in a pure service as there is no physical product involved. This is further illustrated in the Figure 1 below which illustrates Kotlers (1997) four categories of products, which are: 1. A pure service 2. A major service with accompanying minor goods/services 3. A tangible good with accompanying service 4. A pure tangible product New services are being introduced on a daily basis to satisfy and meet all customer needs from individual consumers to business consumers. The service industry comprises the majority of todays economy. In 2001, it represented 80 percent of the GDP of the USA (U.S Bureau of Economic Analysis). Keiningham et al (2003) said â€Å"there is a growing recognition among managers of the importance of measuring the share of business a customer conducts with a particular service provider (share-of-wallet) as opposed to simply repurchasing a product or service at some point in the future or continuing to keep a business relationship with a service provider†. This indicates the importance of retaining and maintaining customers and the importance of the relationship with them. Research carried out by Bitner (1990); Boulding at al, (1993) looked at service quality in service organisations, Crosby Evans and Cowles (1990); Crosby and Stephens (1987) researched relationship quality and Cronin and Taylor (1992) looked at overall satisfaction with regards to the issue of customer retention in service organisations. These researchers all agreed that service organisations could improve the likelihood of customers intention to remain with a particular service organisation, as it is these features that contribute to customer satisfaction and the growth of the organisation. The above studies all illustrated strategies relating to customer retention in services. Yet issues relating to why customers actually switch services remain unexplored in marketing literature. 2.2 Characteristics of Services When describing the main characteristics of a service, it can be depicted as being intangible, as a service has no physical dimension but can take place through a tangible product as is the case with mobile phones and network providers, as discussed earlier. A service can also be described using a tangible noun as Shostack (1987) exemplified that an ‘airline means transportation and a ‘hotel means lodging rental. Berry (1980) described a good as ‘an object, a device, a thing in comparison to a service which is ‘a deed, a performance, an effort. This further illustrates the fact that consumers cannot see, touch, hear, taste or smell a service; all they can do is experience the performance of the service as said by Carman and Uhl, (1973) and Sasser et. al, (1978) but, the experience may not be possible in all cases without some form of hardware in addition. Because services are delivered by individuals, each service experience will differ from another; as a result each purchaser will receive a different service experience. Additionally, when a consumer purchases a good, they own it, yet with a service the consumer only has temporary access or use of it, as the service is not owned, only the benefit of it is. Wyckham et al (1975) and Kotler (1986) defined this concept as ownership. 2.3 The Services Marketing Mix As previously discussed above, many features separate services from tangible products, yet the marketing principles remain the same for both. One particular difference is that there is close contact between individual employees from the supplier organisation and the customer themselves. Because of this, the traditional marketing mix needs to be re-evaluated in terms of the 7ps. Product: This refers to the features of the product or surrounding it, which in this case would be a good service or supplementary services surrounding it. These features should be benefits, which the customer would desire, and the surrounding features would be competing products performance. (Lovelock and Wirtz, 2004). Place and Time: Delivering a service to customers involves place, time of delivery and distribution channels used. Delivery can be done both physically and through electronic distribution channels according to the nature of the service being provided. Services can be delivered directly to customers or through intermediary firms, e.g. rental outlets. (Lovelock and Wirtz, 2004). Promotion and Education: these are three fold, firstly information and advice needs to be provided to customers, target customers need to be persuaded towards a product, and they need to be encouraged to take action. Service promotional communication are usually educational, informing potential customers of the benefits of the service, where and when to obtain it and how. These communications are delivered through individuals (sales people) or media (TV, radio, newspapers etc.). (Lovelock and Wirtz, 2004). Price and Other User Outlays: In services monetary values refer to rates, fees, admissions, charges, tuition, contributions, interest etc. (Gabbott and Hogg, 1997). Physical Environment: A firms service quality can be perceived through the appearance of buildings, landscaping, vehicles, interior furnishing, equipment, staff members, signs, printed materials and other visible cues. These are physical evidence and impact customer impressions. (Lovelock and Wirtz, 2004). Process: A service is delivered to a customer through a process, which is the method and actions in the service performance. Poor processes can result in slow and ineffective service and unsatisfied customers. Front line staff may also find it difficult to do their jobs well as a result of poor process, which can again lead to service failure. (Lovelock and Wirtz, 2004). People: Services tend to involve direct interaction between customers and firms employees. The experience of the interaction, for example talking to call centre staff, can influence the customers perceptions of service quality. The implication is that firms need to train and motivate their employees to ensure good service quality. (Lovelock and Wirtz, 2004). 2.4 Marketing in Services Image is often a key factor in differentiating a service from its competitors. Marketing is therefore important in service because it enables the customer to link an image with a brand. Examples of these can be seen on delivery vehicles, which are painted, hotel soap and shampoos etc. When consumers have no experience with a product, they tend to ‘trust a favoured or well-known brand name; therefore service marketers need to build a favourable brand image. Some consumer theorists have linked service quality with consumer behaviour intentions, in that the quality of the service will determine whether the consumer remains with that particular provider or defects to a competitor. When consumers perceive high service quality, the behavioural intentions will be positive, as they will remain with the service provider. In contrast, poor service quality will lead to the relationship with the customer weakening resulting in defection to a competitor. Financially the firm will benefit more by retaining customers through increasing service quality; this is demonstrated in the figure 2 below. The figure above shows that the more favourable a firms service quality is, the more likely the customer is to remain with the firm, benefiting the firm. But when the service quality is poor, the customer will show unfavourable behavioural intentions, which will result in defecting/ switching. This highlights that in order to prevent customers from switching and to enable the firm to continue making profits, the firm needs to retain customers through good service quality. Service firms and service marketers need to recognise the significance of these reasons as they can lead to negative effects on share and profitability as noted by Rust and Zahorik (1993). This can arise from negative word of mouth, which will in turn deter potential customers. These reasons can also help markets to plan their promotional campaigns according to the aspects that are causing customers to switch. As maintained by Reichheld and Sasser (1990) companies can boost profits by almost 100% by retaining just 5% more of their customers. 2.5 Marketing in the Mobile Phone Industry As the market becomes more competitive, firms will endeavour to maintain their market share by focusing on retaining their current customers. It can be said that recent competition amongst mobile phone networks has become aggressive, especially with all the competitive price plans and handsets on offer, which are being promoted by the networks. More recently a ‘camera wars are taking place between mobile brands as consumers are considering this an important feature when purchasing mobile phones, Marketing magazine (2004). When network 3 entered the market, they were able to encourage many consumers to switch mobile networks from their existing providers to 3. this was done using challenging and direct advertising comparing brand and product features with those of competing networks. Marketing magazine (2004). As a result of this, 3 were able to reach the one million-customer mark faster than any other network since launching. It is evident that mobile phone networks are being innovative in their marketing tactics in the aim of securing higher customer bases. Much of the marketing the mobile networks today to do this are directed towards consumer confusion tactics. Consumer confusion tactics are where consumers are provided with large amounts of decision-relevant information, in regards to mobiles, this is seen in the form of deals, discounts, leaflets, newspaper adds and television advertising line rentals from as little as 99p per month. Confusion marketing and overload aims to confuse consumers into a state of stress and frustration, resulting in information overload and sub-optimal decisions. Price confusion is the most common confusion marketing tactic used in the mobile telephone market today in order to assist companies to gain a competitive advantage. It has been found that this tactic of confusion marketing appears to work and confuses customers to such an extent that they end up being persuaded b y this marketing literature and the information overload that they are provided with that they purchase the plan that is sold to them without investigating it further as they feel that they have all the information that they need and have made an informed choice. Confusion usually arises from 3 main sources: i) Over choice of products and stores there are independent mobile phone shops opening up regularly, and new mobile phones are being introduced to the market every month. ii) Similarity of products all the price plans available are very similar in terms of price as well as network call charges. iii) Ambiguous, misleading or inadequate information conveyed through marketing communications For example, many retailers are offering line rental for 99p per month, what consumers are not aware of is that they have to pay the full line rental for the first six months and then they claim their cash back. But using confusion marketing can have adverse effects on consumers. The ‘information overload can cause consumers to shop around, which can reduce brand loyalty towards the firm. 2.6 Decision Making Process for Mobile Phones When customers purchase a product or service they go through a complex process of three stages: the pre purchase stage (decision to buy), the service encounter stage and the post purchase stage. This can be applied to the purchasing of mobile phones. The post purchase stage will determine the customers future intentions on whether or not to remain loyal to that service provider or to switch service. During the post purchase stage, customers evaluate service quality and their satisfaction/dissatisfaction with the service experience. This is done by comparing what was initially expected with what they perceived they received from a particular provider. If expectations are met, customers are likely to be satisfied and therefore more likely to make repeat purchases and remain loyal. If customer expectations are not met, customers may complain about poor service quality, suffer in silence or resort to switching service provider. It has become evident in recent years that customers no longer â€Å"suffer in silence† with bad service to the extent that they previously and if they experience service that they are not satisfied with then are more likely to switch in order to receive a better service/better value for their money. When considering the purchase process of mobile phones, again there are complex factors, which influence the decision the decision process which include both macro and microeconomic conditions, but it generally tends to follow the traditional buying process. When faced with the problem of whether or not to purchase a mobile phone, consumers will initially take part in an information search before choosing which one to buy. The consumers decision-making process is directed by preferences that the consumer has already formed regarding a particular brand. Beatty and Smith (1987) and Moorthy et al (1997) argue that this means the consumer is most likely to make a choice based on a limited information search and without evaluating fully all the alternative brands available. As indicated by Dhar and Wertenbroach (2000), limited information search and evaluation of alternatives can result in a situation where the consumers choice is driven by hedonic considerations. Utilitarian goods are co nsidered to be instrumental and functional whereas hedonic good are seen as being fun and exciting, but some goods can have both features, as stated by Barta and Ahtola (1990). With relation to mobile phones the choice has both utilitarian (e.g. communication, SMS, planning) and hedonic (e.g. games, music, camera) features. Wilska (2003) believes the younger the consumer gets, the more they value the hedonistic features in their mobile phones. The mobile phone market is a technology driven market, therefore products are created based on consumers possible future needs which tend to be hedonistic features. Riquelme (2001) explored the level of knowledge consumers have when choosing between different mobile phone brands. The study focused on main factors, which were: telephone features, connection fee, access cost, mobile-to-mobile phone rates, call rates and free calls), which respondents had to rate according to importance. Findings revealed that respondents with previous experience about products predicted their choices well, although they over-estimate the importance of features, cal rates and free calls and under-estimated the importance of the monthly access fee, mobile-to-mobile phone rates and the connection fee. 2.7 Customer Switching Behaviour There is no one clear definition of customer switching, due to the lack of research into this area, although very few authors have attempted to define it. According to Brassington (2003) customer switching refers to â€Å"consumers who are not loyal to any one brand of a particular product and switch between two or more brands within the category†. Switching behaviour has also been referred to as defection or customer exit (Hirschman, 1970; Stewart, 1994) and refers to a customers decision to stop purchasing a particular service or patronising the service firm completely as agued by Bolton and Bronkhurst (1995) and Boote, (1998). Yet it can be argued that this is not a valid definition of customer switching as this definition refers to the consumers behaviour as abandonment of the use of a product/service although, whereas switching is concerned with consumers using one product/service provider and then deciding to switch to another. Many models have attempted to portray customer switching behaviour in services yet they all imply that switching derives from a gradual dissolution of relationships as a result of multiple problems encountered over time as found by Bejou and Palmer (1998) and Hocutt (1998). 2.8 Causes for Dissatisfied Service and Switching Bitner et al (1994) has looked at the events that lead to satisfying and dissatisfying service encounters for customers from an employees point of view. Bitner et als (1994) study found that employees were inclined to describe the customers problems with external causes such as delivery system failures as the most prominent followed by problem customers. A small percentage of dissatisfactory incidents were classified as spontaneous negative employee behaviours such as rudeness or lack of attention. It was evident that the employees were biased in terms of not blaming themselves for failures. Past research associating customer and employee views on critical factors compelling customers to switch offers assorted assumptions. Schneider and Bowen (1985) and Schneider, Parkington, and Buxton (1980) found a strong relationship between employee and customer attitudes regarding service quality on the whole in the banking service. The results from their study contradicted those of a study carried out by Brown and Swartz (1989). Data was collected from patients based on experiences with their physicians and were compared to what physicians perceived of the experiences of their patients. Results showed large differences inversely associated to patient satisfaction in general. Thus researchers have different views regarding customer and employee attitudes on service quality. When considering switching in the financial service, Mintel International Group believes the critical factor causing consumers to switch providers is price. Price is a sensitive issue and one that is close to th e heart of customers so it is perceived that they may consider switching on the basis of this if they are not satisfied with the service they are receiving. But it can be concluded that the customers view holds greater value, as it is their opinion that brings in business for a firm. Bolton Brankhurst (1995) and McDougal (1996) have looked at customer switching behaviour in relation to complaints, which they believe leads up to the defection. They suggested, that this field should be further explored, as there is a lack of research that tries to investigate the correlations between the factors that influence service switching and those that influence complaints before switching. Complains are again another major area of concern. The first

Japans Attack on Pearl Harbor Essay -- History Pearl Harbor

Japan's Attack on Pearl Harbor On the dawn of the 7th of December 1941, the unfolding of the strategic surprise attack on Pearl Harbor which had been planned in secrecy several months in advance by the empire of Japan took place and was known and remembered by many as the day of infamy (Franklin D. Roosevelt, December 7th 1941). The surprise attack executed by the Japanese military code named Kido Butai on Pearl Harbor resulted in many casualties to both the Japanese and American forces. Most importantly the accomplishment of Japans main goal of destroying the possible threat of the United States pacific fleet. Although the surprise attack on Pearl Harbor was extremely successful, it also consequently for the Japanese resulted in the awakening of the sleeping giant (Isoroku Yamamoto, December 7th 1941). Pearl Harbor is a simple bay located on the island of Hawaii west of Honolulu. The majority of the Harbor and surrounding land belongs to the United States deep water naval base and also home of the United States Pacific fleet. Many months before the attack on Pearl Harbor the Japanese empire began a southward expansion invading China and much of south East Asia hoping to acquire the rich resources of Asia. The United States strongly opposed this aggression and demanded that Japan stop its actions but the Japanese empire ignored the demands. In December 1937 the dispute between Japan and America was only fuelled when Japanese planes sank the United States river gunboat "Panay", fortunately this crisis was only temporarily resolved by Japanese apologies and reparations. As further tension grew between the two nations, the United States enacted an embargo... ...en as a possible threat to the empire of Japan and also because the United States Pacific fleet had the power and strength to foil Japans plans of invading and taking territory from China and much of south East Asia in search of the natural resources. The Embargo enacted on the Japanese empire by the United States froze all exports of steel, scrap iron, aviation fuel and petroleum, also initially resulted in the attack on Pearl Harbor by the empire of Japan. As the attack on Pearl Harbor proved to be extremely successful for the Japanese, it also consequently resulted in the Awakening of the Sleeping Giant (Isoroku Yamamoto, December 7th 1941). The official involvement of the United States in World War II and also the most consequential obstacle faced by the Japanese empire, the nuclear bombing of Hiroshima and Nagasaki that killed hundreds of thousands of people.

High school graduates should take a year off before entering college Essay

A woman takes a selfie from a high angle A selfie is a type of self-portrait photograph, typically taken with a hand-held digital camera or camera phone. Selfies are often associated withsocial networking, like Instagram. They are often casual, are typically taken either with a camera held at arm’s length or in a mirror, and typically include either only the photographer or the photographer and as many people as can be in focus, which is more commonly known as a ‘group selfie’ Contents History The first known selfie, taken by Robert Cornelius in 1839 Robert Cornelius, an American pioneer in photography, produced a daguerreotype of himself in 1839 which is also one of the first photographs of a person. Because the process was slow he was able to uncover the lens, run into shot for a minute or more, and then replace the lens cap. He recorded on the back â€Å"The first light Picture ever taken. 1839.† Early Edwardian woman taking her picture in a mirror roughly 1900 Grand Duchess Anastasia Nikolaevna of Russia taking one of the first teenage self-portraits The debut of the portable Kodak Brownie box camera in 1900 led to photographic self-portraiture becoming a more widespread technique. The method was usually by mirror and stabilizing the camera either on a nearby object or on a tripod while framing via a viewfinder at the top of the box. Russian Grand Duchess Anastasia Nikolaevna at the age of 13 was one of the first teenagers to take her own picture using a mirror to send to a friend in 1914. In the letter that accompanied the photograph, she wrote, â€Å"I took this picture of myself looking at the mirror. It was very hard as my hands were trembling.† The concept of uploading group self-taken photographs (now known as super selfies) to the internet, although with a  disposable camera not a smartphone, dates to a webpage created by Australians in September 2001, including photos taken in the late 1990s (captured by the Internet Archi ve in April 2004). The earliest usage of the word selfie can be traced as far back as 2002. It first appeared in an Australian internet forum (ABC Online) on 13 September 2002. Um, drunk at a mates 21st, I tripped ofer [sic] and landed lip first (with front teeth coming a very close second) on a set of steps. I had a hole about 1cm long right through my bottom lip. And sorry about the focus, it was a selfie. Popularity The term â€Å"selfie† was discussed by photographer Jim Krause in 2005, although photos in the selfie genre predate the widespread use of the term. In the early 2000s, before Facebook became the dominant online social network, self-taken photographs were particularly common on MySpace. However, writer Kate Losse recounts that between 2006 and 2009 (when Facebook became more popular than MySpace), the â€Å"MySpace pic† (typically â€Å"an amateurish, flash-blinded self-portrait, often taken in front of a bathroom mirror†) became an indication of bad taste for users of the newer Facebook social network. Early Facebook portraits, in contrast, were usually well-focused and more formal, taken by others from distance. In 2009 in the image hosting and video hosting website Flickr, Flickr users used ‘selfies’ to describe seemingly endless self-portraits posted by teenage girls. According to Losse, improvements in design—especially the front-facing c amera copied by the iPhone 4 (2010) from Korean and Japanese mobile phones, mobile photo apps such as Instagram, and selfie sites such as ItisMee—led to the resurgence of selfies in the early 2010s.

Free Essays on Multi Cultural Feminist Theory

Reading the critiques of feminism from African-American women’s views added made me think about feminism and race in a different way. I had read some of bell hooks before and other articles regarding women and race, but in this unit I particularly enjoyed reading the selection from the Combahee River Collective, and Aida Hurtado. The Combahee River Collective blame the American political system, which is based on white males, as the root of their oppression racially and sexually. I like the statement made under â€Å" What We Believe† where the women state, â€Å" We realize the only people who care enough about us to work consistently for our liberation is us.† I think that unlike white women who are so divided by class, African- American women can come together regardless of economic status because they have all had the similar struggles of race and gender no matter what amount they make. An interesting view brought up in both Hurtado and the Combahee River Collective writing is that of the relationship differences between white and black feminists. Hurtado makes a strong emphasis of this relationship, â€Å"White women’s relationship to white men as daughters, wives, or sisters gives them an â€Å"economic cushion†.† She notes that as information comes out about women gaining on men in areas of occupation or education it needs to be better defined as white women gaining on to white men. I think this is important because although no study can be totally inclusive of all groups at all levels, as women white women are the most privileged. On relationships the Combahee River Collective group states, â€Å" We do not have racial, sexual, heterosexual or class privilege to rely upon..† This statement to me is a criticism of the white feminist movement saying that women gained what they did because of a privilege of race. I do think white women gained more attention in their feminist movement because of race. There was one le... Free Essays on Multi Cultural Feminist Theory Free Essays on Multi Cultural Feminist Theory Reading the critiques of feminism from African-American women’s views added made me think about feminism and race in a different way. I had read some of bell hooks before and other articles regarding women and race, but in this unit I particularly enjoyed reading the selection from the Combahee River Collective, and Aida Hurtado. The Combahee River Collective blame the American political system, which is based on white males, as the root of their oppression racially and sexually. I like the statement made under â€Å" What We Believe† where the women state, â€Å" We realize the only people who care enough about us to work consistently for our liberation is us.† I think that unlike white women who are so divided by class, African- American women can come together regardless of economic status because they have all had the similar struggles of race and gender no matter what amount they make. An interesting view brought up in both Hurtado and the Combahee River Collective writing is that of the relationship differences between white and black feminists. Hurtado makes a strong emphasis of this relationship, â€Å"White women’s relationship to white men as daughters, wives, or sisters gives them an â€Å"economic cushion†.† She notes that as information comes out about women gaining on men in areas of occupation or education it needs to be better defined as white women gaining on to white men. I think this is important because although no study can be totally inclusive of all groups at all levels, as women white women are the most privileged. On relationships the Combahee River Collective group states, â€Å" We do not have racial, sexual, heterosexual or class privilege to rely upon..† This statement to me is a criticism of the white feminist movement saying that women gained what they did because of a privilege of race. I do think white women gained more attention in their feminist movement because of race. There was one le...

Free Essays on Flying J

The Flying J I visited was in Wendover Nevada. It was a huge building with two main entrances on opposite ends of the mega complex. There were about 10 or 12 gas pumps and a huge lot with several big rig parking spots. The entrance on the left was to the main flying J area. The layout was very strategically placed. The cashier was at the front of the store right next to the entrance. By the entrance was a huge hat display with trucker hats, poker hats, cowboy hats, and beanies. On one side was a huge row of fountain drinks, coffee, slushy, microwaves, and fruit juices dispensers, this toke up the whole side. On the opposite wall were the refrigerated goods. It had soft drinks, beer, milk, eggs, butter, ice cream, and even fresh fruit (I wouldn’t ever buy fruit from a gas station though). In the central area of the store were aisles and aisles of products. The first aisle had magazines, comic books, and even bestseller books. The second row had snack items. There w as even a personal hygiene section from toothpaste to condoms. There were aisles of useless junk like glass figurines and cheap sculptures. This section reminded me of shopping in Tijuana. The last aisle were automotive products with oil, air fresheners, and even ham radios. At the end of every aisle were media stands witch had cds, dvds, videos, book on tape, and even crappie computer games. I also so a bargain bin with under priced items like dice, nameplates, license plate holders, and stickers. There wasn’t any deep fried food or already prepared food to be found anywhere. In the middle of the building was a video poker and slot machine casino. There were actually quite a few people wasting their money on it. In the back of the casino area was the showers and personal sleeping areas. On the right side of the building was a normal sized Arby’s with dining seating and a drive through. The main impression I got from visiting the Flying J was ... Free Essays on Flying J Free Essays on Flying J The Flying J I visited was in Wendover Nevada. It was a huge building with two main entrances on opposite ends of the mega complex. There were about 10 or 12 gas pumps and a huge lot with several big rig parking spots. The entrance on the left was to the main flying J area. The layout was very strategically placed. The cashier was at the front of the store right next to the entrance. By the entrance was a huge hat display with trucker hats, poker hats, cowboy hats, and beanies. On one side was a huge row of fountain drinks, coffee, slushy, microwaves, and fruit juices dispensers, this toke up the whole side. On the opposite wall were the refrigerated goods. It had soft drinks, beer, milk, eggs, butter, ice cream, and even fresh fruit (I wouldn’t ever buy fruit from a gas station though). In the central area of the store were aisles and aisles of products. The first aisle had magazines, comic books, and even bestseller books. The second row had snack items. There w as even a personal hygiene section from toothpaste to condoms. There were aisles of useless junk like glass figurines and cheap sculptures. This section reminded me of shopping in Tijuana. The last aisle were automotive products with oil, air fresheners, and even ham radios. At the end of every aisle were media stands witch had cds, dvds, videos, book on tape, and even crappie computer games. I also so a bargain bin with under priced items like dice, nameplates, license plate holders, and stickers. There wasn’t any deep fried food or already prepared food to be found anywhere. In the middle of the building was a video poker and slot machine casino. There were actually quite a few people wasting their money on it. In the back of the casino area was the showers and personal sleeping areas. On the right side of the building was a normal sized Arby’s with dining seating and a drive through. The main impression I got from visiting the Flying J was ...

Weeping Woman 1883 by Vincent Van Gogh Essay Example | Topics and Well Written Essays - 1000 words

Weeping Woman 1883 by Vincent Van Gogh - Essay Example He grew up religiously due to the influence by his parents, as they were ministry leaders. Vincent had two brothers, Cor and Theo and three sisters Wil, Anna, and Elizabeth. During his early life, he did not give any consideration on concentration on artwork. In fact, he spent a quiet life without a niche and undeniable artistic professionalism. This paper provides a discussion on the â€Å"Weeping Woman 1883† by Vincent Van Gogh. He went through a sketchy educational array since 1870 and due his completion; Vincent got an employment at the Hague gallery governed by French artist (Wildenstein & Company 204). The French artist regulated all the artwork in their company led by Goupil. Goupil transferred Vincent Gogh from The Hague to London in 1875. He later moved to Paris. Owing to this relocation, he lost the desire to work as an artist although he loved and enjoyed his work. Vincent returned home and started theology classes. He was passionate and enthusiastic to proceed to C ouple programs; he failed in his exams. His personality, was composed of intelligence and multi-lingual speaker, he did not see the importance of considering Latin as the language to use in preaching to the poor (Wendy 34). He proceeded to a community that mined coal where he started his missionary work. In this coal mining community, he lived with hard working but poor common people where he developed his profession as a preacher. He gained a big interest for people who lived around him. This big interest influenced him to the artistic career, which was enveloping. Theo, his brother, pressured him to join the artistic word. He also had a big urge to leave the miners with something that was greatly required by human kind. Vincent Gogh underestimated his abilities having gone through only part of his training as an artist. His family pushed and encouraged him to clinch on and move forward as they provided financial support, something that helped Vincent become a master of the art (We ndy 59). At the age of twenty-seven years, Vincent Gogh fell in love with painting and artwork. This was after he got into the school of Beaux-Arts located in Brussels, Belgium and relocation to Amsterdam in a period of fall of winter. In 1882, he was fully devoted to painting where he lived frugally and studied the theory of color. At this stage, he created the Potato Eaters as a major work having been inspired by Peter Paul Reuben’s artwork. Vincent painted peasants in the rural landscapes by use of the dark earth tones. He incorporated impressionism, which involved vivid colors. Vincent adjusted his paintings to a style that made his work generate fame on to people he lived with (Wendy 94). This happened after he relocated to Paris. His fame projected as a result of using bold brushstrokes with thick application of paint on his art work. Vincent Gogh started a colony of artists composed of the most interactive and intelligent artists who had the passion for creating arts i n the most productive way. Formation of this group took place in Arles, in France. Artist like Gauguin joined him and created artwork like the sunflower. However, his successful progression in this period came in with mental disorders declining him some physical capabilities, an illness composed of epilepsy, delusions and psycho attacks that brought great turmoil to Vincent and his family. The effects of mental illness brought episodes like mutilation of his ear and offering it to prostitutes as well as, extensive threats to Gauguin (Wildenstein & Company 212). In the year 1883, he created the figure of a weeping woman, a paint that brought transition for Gogh and the inhabitants of the areas who were under the French laws. The paintings helped the natives to rediscovers the essence of tourism

Drought and water supply Research Paper Example | Topics and Well Written Essays - 2000 words

Drought and water supply - Research Paper Example Although drought has several causes and is associated with numerous negative consequences, it can be properly managed using various strategies. Drought has a long history that can be traced as far back as the biblical times of Joseph. It is one of the earliest climatic events that are documented. Presently it is associated with the Epic of Gilgamesh and later the exodus of Israelites from Egypt. It has been there since the times of early man, in Africa and the rest of the world. In the modern society, it is possible for people to mitigate the impacts of drought through crop rotation and irrigation. If people fail to develop and implement mitigation strategies, drought and bad water supply they will incur grave costs. The worst droughts that have been experienced in the world are the droughts of 1980s and 1990s. The most severe and historical drought was experienced in the basin of river Simeto. Climate is what determines water supply. Temperatures of the air determine the level of water demand, while precipitation is the only source of renewing water. If people can clearly understand past climatic conditions, they can predict future conditions and hence adapt and limit the level of hardship faced during drought. It is evident that drought comes in a certain pattern that repeats itself seasonally, annually and inter-annually. Estimates by the United Nations indicate that one third of the world’s population is affected by water shortages (United Nations, 23). The UN states that about 1.1 billion people lack safe water for drinking and those without enough water for sanitation stand at 2.6 billion (United Nations, 23). Consequently, deaths and diseases have increased due to the use of contaminated water. Children from developing countries are the most affected with 3,900 of them dying everyday from diarrhea and insufficient or bad water related