Relation between service quality and customer satisfaction Essay

Relation between service quality and customer satisfaction - Essay Example The researcher states that a look into the related literature proves that both quality and satisfaction are often used interchangeably as if both are the same construct. However, a closer look reveals that both are different concepts which are very similar to each other. According to many researchers, customer satisfaction is a function of discrepancy between a customer’s previous expectations and the customer’s perceptions regarding the new purchase. In simple words, if the customer feels that the service is better than what is expected, there is customer satisfaction. Now, a look into the concept of service quality proves that it is defined as the comparative function between customer expectations and actual service rendered. Thus, one reaches the notion that while customer satisfaction is a more specific, short-term evaluation that is influenced by actual service quality and customer expectations, actual service quality is more general and long term evaluation. In si mple words, service quality is just one important factor that can ensure customer satisfaction. Here, one point becomes evident; customer expectation is an important factor that can influence customer satisfaction. Now, a look into the related literature proves that customer expectation is the product of a number of factors. These factors range from word of mouth communications from other customers, personal needs of customers, past experiences, and external communications from service providers including the price-quality relationship.    Now, it becomes necessary to elaborate each of these points in detail. First of all, it is common for all customers to develop some expectations about the service to be received based on the word of mouth feedback from ones friends and acquaintances. Another point is the influence of ones personal needs. For example, one customer might visit a sports centre as a way to socialise while another one may visit in order to keep oneself fit. Another p oint of consideration is the fact that some customers develop their own expectations based on their prior experiences in similar situations. That means, the customers are likely to weigh the service against the service they received in the past in order to decide whether the service is satisfactory.    Another important area of consideration is the influence of external communications on customer expectations. External communication means the accuracy of information that comes out through promotion regarding the quality of service. Once the promotional materials provide high expectations and fail to provide the same quality service in practice, there will be customer dissatisfaction. Thus, it becomes evident that the promotional materials should only contain factual, objective information that can be useful for the customers in making informed choices. In other words, the expectations of the customers that are developed through promotion should meet the actual quality of service.    Now, a look into the work by  Iacobucci et al (1995)  proves that both customer satisfaction and service quality are very similar to each other because of the similarities in their antecedents. For example, according to the scholars, the antecedents of service quality are price, back-stage, and expertise. Similarly, the factors that lead to customer satisfaction are timeliness, service recovery, and physical environment  (ibid). Now, a closer look reveals a factor that is rather interesting. All the antecedents of

Promoting Global Tolerance through the Film Industry Essay

Promoting Global Tolerance through the Film Industry - Essay Example But in much the same way, the media, of which film and television production is part could be used to propagate a lot of good acts and correct several wrongs (Hirschfeld, 2006, 69). It is in light of this that this present research work in the film and television industry is being conducted to identify ways by which movies could be used to foster global tolerance. By global tolerance, reference is being made to ethnic, religious, racial and cultural tolerance. In the current industry research therefore, I shall interview key players in the movies industry to seek from them ways by which movies can play the role of uniting the world and promoting global tolerance. Again, views shall be sought from the interviewees on whether or not it is necessary to have a regulatory body that should censor movies to ensure that their themes are directed towards the promotion of global tolerance. Furthermore, the efforts that have been put in place by movie makers so far shall be analysed. Sample I s elected one movie director, who is also a renowned scriptwriter and a film critic, who also doubled as a renowned film producer. The movie director and writer is Lenny Harvey, who works for Ultimate Paradise Movie Productions whiles the critic and producer is Frank Adams, who works for Graphic Motion Studio. I estimated that Harvey and Adams were people who knew all about movie production from its pre-production stage to the production stage and then the post production stage. To this effect, they were in an excellent position to provide useful data that were based on facts to the various questions that I had for them. The two interviewees were selected from two different movie production houses, which were Ultimate Paradise Movie Production in Texas and Graphic Motion Studio in Los Angeles. This was done to ensure fairness in the data collection procedure. Again, while answering questions from the interview, the interviewees were made to make references to only films and movies tha t had been done by other people and not to use their own works as reference points. This was also done to ensure a very high level of fairness and elimination of biases in the responds received from them. Data Collection Procedure As indicated earlier, I made use of interview as a data collection instrument for the research.The interview was considered very appropriate because the general approach to the research was a qualitative approach instead of a quantitative approach. Because this was a qualitative research, I wanted the data collection procedure to be based on ethical sentiments and awareness creation instead of statistical fact finding. This means that the use of interview was to afford I to ask a lot of leading questions that would set the tone of the research for a brainstorming exercise, aimed at finding an intervention to solve an existing problem. The interview conducted was a face to face interview that involved me, visiting the interviewees on a set date. This was do ne after permission was sought from the interviewees to seek their consent for the interview through a formal letter. An average of one hour was spent with each interviewee where I asked the interviewees various questions that bordered on how the movie industry can be used to sensitize the whole world on the need to ensure global tolerance in terms of cultural, ethical, racial and religious awareness and acceptance. Before the actual