The Artist as a Critic

Oscar Wilder's The Artist as Critic revolves around a debate Gilbert and Ernest discuss over art criticism and analysis. Ernest argues â€Å"that in the best days of art there we no art critics. † (Wilder 346). Whereas Gilbert reasons that â€Å"it (art criticism) treats the work of art simply as a starting-point for a new creation† (Wilder 367). Sadly, Ernest's blatant ignorance is unable to comprehend that without art criticism, there would be no art to truly value.Wilde's quote means that in order to hold art of all fields at a high prestige, we need critical structure and recognition of historical/political context to support art in order to admire the pure beauty within its relative expertise. â€Å"To know the principles of the highest art is to know the principles of the arts† (Wilder 354). Therefore, the cruciality of art criticism responds to the interpretation of meaning and focus on the current culture and time period, overall helping viewers perceive and analyze artworks to gain further knowledge and respect for such creations. Without the critical faculty, there is no artistic creation at all, worthy of name†¦ and no one who does not possess this critical faculty can create anything at all in art. † (Wilder 355) Gilbert sais this to Ernest arguing over the use of art criticism from the Greeks. Gilbert means that without a basic structure of skills and fundamental elements relevant to the expertise, there is no precision of craft. What makes fine art beautiful, worth listening and compelling is highly contingent upon the mastery of key skills and artistic components.If an opera singer didn't know how to differentiate their use of breath during lyric or coloratura repertoire, they would not be able to get through any piece or art song. Instead, they would sound breathy and toneless throughout the phrases, who wants to hear that? Likewise, if a writer has no sense of plot flow, character development, or interesting them es within a story, there is no point in wasting your time reading through a painful piece of literature.All art forms are developed under a certain skill which require dedicated competence and applied faculty. Art critics simply keep artists in check by maintaining a certain level expectation to reach for and continue to advance artistic creations. Negative art criticism does not always apply to the lack of faculty skills. In Amiri Baraka's poem Somebody Blew Up America, released a year after the anniversary of 9/11, he executed a highly controversial piece of writing that was a accused of racism and hatred against Jews, Israelis, and American leaders.The bigoted public treated his work as a literal translation of his opinions and beliefs, when his intentions were to create an ultimate allegoric poem to open the eyes of our country that was unaware of political schemes and inhumane manipulation of our government that was thought to have led to the events of 9/11. Despite such a disp ute perhaps liable from governmental course of action, 9/11 was still a fresh wound upon our country that was no where close to recovery due to such loss and tragic deaths.Baraka's poem hit too close to home at the time, people did not want to listen to his radical accusations and unpatriotic rambling about our country getting bombed. â€Å"The public's inability to see the poem for what it really is, a high rhetorical statement expressing the writer's ideological investments, signifies a profound lack of understanding of the nature of poetic art—a lack which can be explained by any number of cultural, historical, and institutional factors. (Gwiazda 16) Baraka's Somebody Blew Up America was a powerful poem that should be praised for its thunderous diction and expertise of faculty. Instead he was removed from the national position as the Poet Laureate of New Jersey because the people of country could not comprehend such controversial context within his poem, they took his wor ds too literally instead of a representation of political activist art. â€Å"The sheer multitude of these questions might indeed produce in the reader the suspicion of a global conspiracy of oppressors against oppressed, privileged against unprivileged, have against have-nots.Through its relentless accumulation of imperialist wrongs â€Å"Somebody Blew up America† achieves a compelling rhetorical effect. † (Gwiazda 10) Such an example of Baraka's failure of a poem provides the essential requirement to utilize analytical techniques within political and cultural contexts to ensure further comprehension and appreciation of a valid work of art. Reading the poems in class by Chrystos instilled an influential awareness I e about how the power of poetry can reach people and activate mindsets through a strategic voice of force. As graphic as her poems are, they do not serve as aesthetic platforms that deliver you to your happy place, her work of art leaves a prominent message that is conducive towards delivering a strong testimony about her cultural and spiritual hardships. She opens the mind of the reader and draws a raw picture of her experiences and torments as a native in this intolerant country we call America.Such art that tears at the soul and depicts unpleasant imagery is a powerful form of activist art by bringing awareness to the people about violence and inequities upon Natives, often been covered up by white supremacist governmental officials. Art does not have to be beautiful to convey an influential message, in fact, art in its most vulnerable and raw form reaches the audience by leaving an relevant feeling emotional, effectively capturing a great amount of attention. The ethical effect of art, its importance to culture, and its place in the formation of character, had been done once for all by Plato; but here we have art treated, not from moral, but from the purely aesthetic point of view. † (Wilder 352) Understanding the elements t hat create such dramatic pieces of art enable the art critic to take in historical and political contexts to further establish an opinionated analysis of the work.Unlike Baraka's hostile reviews of â€Å"Somebody Blew Up America†, Chrystos poems were well received, less radical and primarily focused on revolving themes of oppression and discrimination. In conclusion, critical faculty and fundamental elements are essential to analyzing a work of art. The world needs art criticism in order to truly value a mastery of skills relevant to the field. With the foundation of art criticism we can further the creations of great art to aspire to and behold its greatness.

Big Five Personality Theory Essay

Psychology refers to study of human mind and behavior. The main aim of psychology is to gain an intricate understanding of all and why individuals behave the way they do and what are the causes of their behavior. The ultimate aim is to understand a man in order to benefit society at large. There are many theories that discuss and try to explore different aspects of human behavior. The big five personality theory has been revolutionary and is currently the most accepted model in the scientific community. It consists of five traits – Extraversion, Agreeableness, Conscientiousness, Emotional stability, and openness and can be remembered by acronym – Ocean. One of the best ways to access a trait is to directly ask a person about the trait ( self report ) and then get an observer to confirm the trait ( observer report ). Me and my husband scored me on various traits as detailed above separately. We scored the answers, the scores and details of each trait are as below: Extroversion: My extroversion scores were (41- 41). This suggests I am talkative, outgoing, seek adventure, and excitement. Introverted people are quiet and reserved, though some researchers have shown that introverts can be as gregarious in social situations as extroverts but the key is in the source of energy. Extroverts gain energy from social interactions where as introverts from solitude. This is so true in my case. I have never been comfortable being alone. Openness: I scored (78-65) in openness, which is characterized by imagination, broadmindedness, originality. People low in this trait traditional, stick to familiarity, follow tested paths. It’s true in my case. I love challenges, trying new things adds new dimension and meaning to my life. In fact I would go ahead and say not doing different things disappoints me. It is this trait that got me my boyfriend who is now my husband. I guess this need comes because I lived 22years of ritualistic and traditional life. Thanks to a strict father. Conscientious : I scored (33-36) on conscientious which is characterized by dependability, efficiency and persistence. I love order in anything. Be it my wardrobe, gym routine, doing my laundry on Saturday or cleanliness of the house. Being on time to appointments, keeping order in life, I believe speaks volumes about a person and I intend to have a positive one. Guess, I get that trait from my father. He was always prompt with bills, early for appointments even informal ones. I did not know one could live any other way. Agreeableness: I scored 30(me)-43(husband) in agreeableness. It is characterized by less negative emotions, like jealousy, revenge and more empathy. People low in this trait look to win arguments not people, lean more towards excitement and dominance. I guess my husband sees me as being as agreeable because he himself is a agreeable person and sees positive in others always whereas I am more critical of myself. I am supportive of friends and family and empathize a lot with people to an extent that I feel angry if my close ones are insulted. But at the same time if someone does something wrong even if it is my mother I will not stop myself from confronting her. So, I must say I agree with my score of 30. Emotional stability: I Scored 16(me)-29(husband) in Emotional stability. It is characterized by stability in emotions in various situations in life and they are calm, free from persistent negative feelings. People rating low on this trait show negative emotions like anger, anxiety, depression, low tolerance to stress, mood swings and pessimism, Both me and my husband have scored me low on this scale. The reason is I do get stressed easily. Exams, major decisions in life get me on my nerves. At those times I am a different person – angry, not approachable and irritable. But once I find solution to the problem in my mind, I immediately get back to being myself. I guess, I need to work on being more stable. The big 5 theory helps shed light towards formation of human personalities and why different individuals exhibit different emotions and reactions when dealing with different social situations. Human behavior just like psychology itself is a broad specialty and having all the answers is virtually i mpossible. However having different theories give innumerable details that helps form a bigger picture of causes and variables that shape a human. Anju Priyadarshini

Digital Morphogenesis

Digital morphogenesis refers to the applicability of the digital media not as the conventional implement for visualization but rather as been a generative implement used in the transformation process and derivation in its form. Its aim is exploring the possibilities of the different forms that are of importance in respect to the highly emerging generative techniques in digital forms. It is the process of survey into the computational architectures brought out by digital processes.It bases its scope of study on computational architectures basing its views on isomorphic surfaces, topological space, keyshape animation, genetic algorithms, dynamics, kinematics and parametric designs. The current architectural technology has seen the establishment of many digital infrastructures in buildings and cities. The new technological architecture is been replaced by the emerging computational architectures that are modeled in form of non-Euclidean space geometries, topological designs, genetic alg orithms above other methodologies.The current nature of architecture is undergoing a metamorphosis and a recasting process on experimenting the computational techniques, topological geometries as well as the kinematics and generative spaces of architectural sculptures. Therefore, the creative and generative potentials held by digital media are bringing up new architectural dimensions. (http://faculty. arch. usyd. edu. au/kcdc/journal/vol6/papers/fischer_html/index. html)Architectural work in the digital era seeks to address the broad scope of architectural practices in correspondence to how the digital technology is radically giving a change about the conception of buildings, their building process and their designs. Digital morphogenesis has brought about changes that are digitally driven changing the traditional foundations of the architectural work. It has also led to change in the effects grounded by the current architectural process by evaluating derivative processes that bring change in the architectural process.It is a hope for even brighter future when current activities in the architectural process is developed to yet more technologically visible frontiers. Digital morphogenesis has captured the use of software and hardware in bringing evolution to design computing which is used in developing structures, shapes as well as various functions held by human habitations. It has therefore enhanced a generative process in recognizing valuable support towards designing explicit paradigms that address the finding nature towards human understanding for architecture.(http://faculty. arch. usyd. edu. au/kcdc/journal/vol6/papers/fischer_html/index. html) Digital morphogenesis comes as a wide spread phenomena which captures a varied dimension of architectural artifacts. Firstly, computational architectures imply to the process of computation that yields transformations and origination of digital morphogenesis. The forms of computational architectures are also widel y varying. The resulting implications of this technology have brought light in the search of technological advancement in the world.It has developed architectural design as a component of three forms which include the animate form, physical and the traditional forms. Animate form is that which conceives change as a result of force action. This employs the use of dynamic motions that generate architectural forms. The physical form is that whose resolution accrues at one point in time as governed by changes in the rates of motion. The physical form of architecture is that whose definition can be through static coordinates. (Branko, 2003)Digital morphogenesis has led to fundamental interaction in the traditional states of architectural perceptions to yield a framework of values that are instrument in advanced approaches, efficiencies and environmentally friendly physical artifacts of buildings. Generally, digital morphogenesis brings light into the foundations of architecture where bui lding process is monitored and engineered in a framework of process that are featured towards bringing creative and inventiveness in the world of architectural technology (Branko, 2003)

Capital Structure Essay Example | Topics and Well Written Essays - 1500 words

Capital Structure - Essay Example 1963. 441-442). Many theorists didn't like their theorems but finally did find evidence in their applicability in many cases. Stiglitz (1969. pp784) however emphasized that the theorem was framed with some limitations in mind pertaining to existence & distribution of risk classes, competitiveness in the markets and clarity of effect of bankruptcy on the validity of the theorem. Stiglitz (1969. pp789) proved that under given risk classes the primary objective of firm management is to maximize firm value and hence they shall tend to choose the most appropriate capital structure that can achieve maximum value of the firm given certain implying factors that vary from firm to firm. But what could be such implying factors Let us focus on another empirical generalization established by Borch (1969. pp6-7) regarding conflict of interest in firm capital structure. If an organization has started with a capital and have achieved value addition over the capital, the shareholders will expect divi dend payments from the value addition. Payment of dividends to shareholders will conflict with the interest of creditors as the latter would like to continue with long term interest payments. Hence, the creditors will tend to establish certain terms of agreement that indirectly impacts the dividend policy of the management thus affecting the capital structure of the organization as non-payment of dividends may end up reducing shareholder interest and hence can reduce equity financing. Another factor that affects the Capital Structure is the rate regulation by regulatory commissions. Spiegal and Spulber (1994. pp424-425) proved that rate regulations generates an incentive for the regulated firms to increase their debt levels. Thus regulated firms tend to have high leverages than unregulated firms. Chaganti & Damanpour (1991. pp488-490) and Brav (2009. pp265) argued that the firm's ownership determines capital structure to a large extent. Institutional investors or managers tend to reduce debt to equity ratio whereas shareholders that are "sensitive" to changes in performance tend to increase debt to equity ratio. This may be described using agency theory that the owners willing to take higher risks to maximize shareholder value will tend to reduce leverage while the owners willing to take lesser risks to maximize shareholder value will tend to increase leverage. Balakrishnan and Fox (1993. pp7-8) related firm Capital structure with asset specificity in which the investments are made. They argued that the firm's leverage would be positively related to investments in tangible assets or redeployment of existing assets but would be negatively related to investments in intangible assets. For example, a firm investing heavily in R&D will be more inclined towards equity finance because the outcome of R&D is normally intangible assets that do not form promising collaterals for debt

Selection and Training Plan Assignment Example | Topics and Well Written Essays - 500 words

Selection and Training Plan - Assignment Example (2). Is the applicant going to be motivated to be successful? (3) Is he going to meet the needs of the organisation? The outline of the plan is as follows: In this case, the structured interviews will be used to choose the right candidate. The advantage of this strategy is that it is comprised of careful and systematic planning and it is often conducted by a skilled interviewer. This type of interview mainly focuses on the requirements of the job and this is the reason why it has been chosen for this particular task. The following questions will be asked in the interview. The new employee training approach required for this post will be technically based. Most training in this case will be directed at improving as well as upgrading the employee’s technical skills in the field of operation. We are operating in an environment that is characterised by technological changes hence the need improve the technical skills of the workers. For instance, the position of Product Review Technician is technically based and it requires constant training. This type of training will be carried out on the job where the employee will constantly improve his knowledge through learning different facets of the work. However, off the job training can also be carried out in the event that there have been major technical changes taking place in a certain type of job. This will enhance the employees to acquire new knowledge from specialists who have knowledge in this particular

Crash character analysis of Graham quote as relates to Los Angeles Movie Review

Crash character analysis of Graham quote as relates to Los Angeles landscape(life) - Movie Review Example Because of his indifferent attitude towards life and eccentric nature, other characters such as his partner Ria and Flanagan cannot figure him out at first. Graham is a poor communicator because throughout the movie he often fails to communicate or does not attempt to do so at all; he hides his feelings, particularly because he is reserved and instead opts to remain silent than to share with people through communication. Graham strikes as a submissive character because he does not care to change things or to respond to situations in his life, but rather accepts them resignedly; for instance, he accepts his brother’s death and his mother disowns him almost as if they were expected ("Crash"). Graham has a strong personal drive for success through hard work, and he goes out of his way to take care of his mother and brother, even though they seem to be dragging him back. Graham is a very misunderstood character because most of the times, he chooses to keep his thoughts to himself and this is particularly because of his leaned helplessness; his selfless nature comes out clearly, when he chooses to let his mother think his brother put the groceries in the fridge. Graham’s most notable quote has effectively captures the real LA landscape because it is a place that deprives individuals the sense of touch, particularly because in any real city, people you walk, brush past each other, and even bump into each other sometimes unlike in LA where nobody touches you. According to Graham, LA inhibits human contact because people are always behind metal and glass, and they miss that touch so much, that they crash into each other, just so they can feel something ("Crash"). Graham’s quote is a true depiction of LA landmark that strongly impedes human contact, and the lack of human contact leads to confusion and misunderstandings between individuals, thereby leading to wrong conclusions being made concerning other people. Graham, for instance, is very distant from the people around him and worse still, he does not attempt to communicate his genuine feelings towards them because he chooses to reserve his thoughts to himself. It is the desperate need to feel something that causes individuals to often crash into each other because by doing so, they discover things they hardly knew about each other; at the end of the movie, most characters emerge as better people because they learn new things about themselves after crashing into each other. In conclusion, it is clear that Graham is not only an odd character, but also a thoroughly misunderstood character, particularly because of his inability to communicate his true feelings towards the people around him, and his self-reserved nature. Lack of human contact in LA City, unlike in normal cities where people come into contact on the streets, creates a high desire for touch, which impels individuals to crash into each other so they can feel something. Work Cited ‘

See Below Journal entry Essay Example | Topics and Well Written Essays - 250 words

See Below Journal entry - Essay Example However, according to published reports on Bustle.com by Tognotti (2014), it is clear that the group’s stated mission goal, as voiced by Abu Bakr al-Baghdadi on June 2014, it to come up with a new Islamic caliphate worldwide. This gives an indicator that the group, aims at controlling the whole world, by making sure everyone abides to the Islamic Sharia laws, failure to which one risks being sentenced to death. Such ideologies have seen many youth being recruited to join the bloody group, with the hope of being saved from torture. ISIS is motivated by a series of Islamic beliefs, which revolve around the Day of Judgment, which they use as its strategy to make its enemies aware of the motives behind the ideologies (Pazzanese, 2014). There has been constant conflict between the US and most Islamic countries. This was evident when American Journalists James Foley and Steven Sotloff were executed by ISIS (Wood, 2015). This can be termed as political threat to the US government, in that they have to withdraw their forces from its territory of face constant attacks. The motive and real objective of ISIL/ISIS is a paradox. While some term it political, the group is motivated by its religious believes, though deeply rooted in extremism, which involves radicalization and use o violence in victimizing those who do not borrow their religious idea. Tognotti Chris. (2014, Sep 2). What Does ISIS Want, Exactly? The Terrorists’ Stated Goal Has Been Made Clear. Retrieved Jun 2, 2015 from:

The Rise of Sikhism in India Essay Example | Topics and Well Written Essays - 1500 words

The Rise of Sikhism in India - Essay Example The foundation of the Sikh religion was based on the existence of the ten gurus, starting with the pioneer guru who was the founder and the overall seer of the religion. Guru Nanak was born in the mid-15th century in a village close to the present day Pakistan in a predominantly Hindu family. His fascination with religion and the development of a spiritual personality pushed him out of his ancestral village to the areas of Punjab where he established his family. Though established by an individual from with a Hindu religion roots, Sikhism lacked any connection with the Hindu religion and culture and was developed solely by guru Nanak and led by other ten gurus after the death of the founder2. During the founding years of the religion, Nanak used the message of collectivism and unity to bring his believers together and strengthen his religion by attracting more followers. ‘Ek Ong kar’, we are one and we were all created by one merciful creator’ was one of the common messages that the founder used to attract his followers and ensure the development of unity of purpose among the people3. The followers of the religion were known as the Sikhs and were strictly taught to worship none other than God the almighty who is the creator of heaven and earth. They would also bow to the Gurus because they were believed to have direct contact with God and to also live in the light if His ways. As a result, the gurus were believed to have the power to lead the people from the dark ways into the ways of the God. The establishment of the Sikh religion as it is known today did not occur without enduring suffering, threats, intimidation and execution of the followers. It is believed that the initial founders of the cult and some gurus were executed in an attempt to curtail the spread of the cult to other parts of India, a move that was viewed to threaten the dominance of the Hindu religion. However, the British colonial rule in India revered the

Education Problems ( The Risk ) Research Proposal

Education Problems ( The Risk ) - Research Proposal Example It was advocated as a way to insure that students were receiving the education they were entitled to, and not just pushing them through the motion of graduation. However, critics have contended that it is ineffectual, punitive, inflexible, and hurts minority students the most, the very one's the Act was purported to help. An evaluation of the important markers of achievement scores, drop out rate, and performance gap will show that the NCLB has left minority students farther behind, and in fact is fundamentally discriminatory in its implementation. The NCLB was enacted with good intentions and targeted the legitimate educational problems in the public school system, but the unintended consequences have prohibited the ACT from realizing its goals. The Act was passed with bipartisan support amid much fanfare with then President Bush stating, "These reforms express my deep belief in our public schools and their mission to build the mind and character of every child, from every background, in every part of America" (cited in US Department of Education, 2002, p.9). The fundamental principles of the NCLB came after decades of debate and stress that "schools and districts work best when they have greater control and flexibility, when scientifically proven teaching methods are employed, and when schools are held accountable for results" (US Department of Education, 2002, p.9). However, after 6 years of data it appears that schools and teachers have lost their autonomy and the results are being masked and hidden through unethical accou nting practices. Issues such as bilingual education are being used as a political hot button, with little regard for the students that the policies impact. Data is falsified, drop out rates soar, and the real problems go unnoticed in an air of false confidence. The situation has degenerated to the point that some states have considered abandoning the NCLB and forfeiting federal funding for education. It is of extreme importance to look at the latest data available and make an evaluation as to the future of the NCLB. It is the obligation of the citizens and legislature to assure we have an Act that works as designed and fulfills the lofty, and worthwhile, goals set by the NCLB. Literature Review One of the most focused upon characteristics of student data is what is called the 'Achievement Gap'. It is the performance gap that exists between the white students and the minority students. Traditionally, since the 1960s white students have outscored minorities at almost every level and subject due to socio-cultural and economic reasons, and the NCLB has a goal of closing this gap (Smith, 2005, p.513). However, this aspect of the NCLB is almost immeasurable. For the recent 4-year period beginning in 2004, the data required to evaluate the achievement gap only exists for 10 of the 50 states (Anderson, Medrich, & Fowler, 2007, p.549). To be measured as a minority sub-group, such as Hispanic, the school needs a minimum number of the minority students to be required to include them in the data. If the number of minority students is small, such as in a rural school, they are not required to disaggregate them in the data. Schools and districts can set this number arbitrarily and may be using it to hide minority results. According

2 essay questions. (1) discusse fundamentalism in the U.S (2) does

2 questions. (1) discusse fundamentalism in the U.S (2) does Islamic fundamentalism have a global goal.Define, explain, and discuss - Essay Example Traditional theological principles valued the preservation of the past elements of life that the Christian believers upheld. This entailed the conservation of sacred beliefs and literature. This view was widely rejected by modernist theology that sought to improve the universal democracy and educational systems of the world. Generic fundamentalism attributes creation order as the source of varied culture and social patterns that assign different responsibilities and roles to various individuals in the community. Such responsibilities and roles may occur in every member of the community from state officials to clergy leaders. This offers a vivid dichotomy that helps to distinguish the roles expected from each individual and the state as a general. Historic fundamentalism provides insight to the religion practices that existed in the US in the early 20th century. As immigrant continued to occupy numerous parts of the United States, varied cultural practices and social changes emanated. The societal changes and cultural variations propelled the historic fundamentalism to use all means ranging from intellect to legislature and courts to protect their historical views. The historical fundamentalism spread Christianity after the Second World Warafter surviving the arduous era between the world war one and world war two. Islamic fundamentalism will entail the Islamic movement that adheres to principles and guidelines as stipulated in the holy book of Quran. The religious movement has global goals that depending to the interpretation one holds to the term, may lead to numerous global goals. Non-Muslim communities especially the West usually confuses the term Islamic fundamentalism to refer to an Islamic extremist who carry out terrorism. According to the Westerners view, the Islamic fundamentalism upholds doctrines and beliefs that augment their desire to carry out terrorism. Most non-Muslims view terrorism as a global goal among the

Alfred hitcock and how his movies are still socially releavant today Essay

Alfred hitcock and how his movies are still socially releavant today - Essay Example Alicia Huberman in Notorious and Lisa Fremont in Rear Window were characteristically intelligent and assertive women who rarely submitted to the domineering status of men. Feminism In Beyond the Gaze: Visual Fascination and the Feminine Image in Silent Hitchcock, Jessica Brent uses two Hitchcock films, Vertigo (1958) and Rear Window (1954), to exemplify her feminist theory that these films are designed to satisfy male desire. They are tailored to the fantasies and fears of the male viewer, who bears an intrinsic desire to see the female fetishized and controlled. These two films support the feminist thesis that classic film negates the view of the female spectator. This is because they confine the viewer’s interpretation of events in the film to the hero’s perspective and vision of events. They focus on the man’s point of view throughout the story. Consequently, the spectator is left with no option but to identify with the perspective of the male protagonist. Oft en, this male protagonist has a domineering control over a female object. Rear Window’s Lisa Fremont is obsessed with dress and style and is consequently reduced to an image of visual perfection. Jeff is the male figure who exerts a bossy control over the passive Lisa. His profession of photojournalism places him in pole position to descend into the act of voyeurism. Compounded with his enforced inactivity, this behavior puts him in a fantasy position for a patriarchal audience. The character of Norman Bates in Psycho (1960) serves as an indicator of the images that individuals of both genders are likely to view in Hitchcock’s films, which serve as images of ambiguous sexuality that have the potential of destabilizing the protagonist’s gender identity and that of viewers alike. The mother – daughter relationship is a balanced theme in Psycho. However, in Hitchcock’s films from Rebecca onwards, this vital feminine relationship is not portrayed from a gender neutral perspective. As a result, it evokes a critical threat to the protagonist’s and viewers’ gender identity, and serves as one of the main â€Å"problems† in Hitchcock’s films. For example, Madeleine, the heroine in Vertigo, is so thoroughly possessed by her grandmother Carlotta Valdez, that she loses her individuality (Brent, 78 – 81). In other films of Hitchcock, a mother-in-law plays the role of a mother figure. In addition, she has such a striking resemblance to the heroine that the implication which comes out is that of a mother – daughter relationship. For example, in the movie Notorious, both Alicia and her mother-in-law have foreign accents and blonde hair. There is also a striking resemblance between Mitch’s mother and Melanie Daniels in The Birds. Moreover, Hitchcock adapts a point of view that induces the spectator to naturally identify with the mother figure (Tay, 276). Hitchcock’s movies helped to acce lerate the spread of feminism in modern society. Feminist movements have undertaken widespread campaigns for women’s rights throughout the world. These campaigns have raised the status of women in society by achieving equal pay for women, women’s suffrage, the right to own property, and reproductive rights for women among many others. Voyeurism Hitchcock incorporates aspects of voyeurism in nearly all his movies. However, one film in particular explores this concept more than any of the others. This is Rear Window, which epitomes the convergence of voyeurism, visual pleasure,

Economics Essay Example for Free

Economics Essay The three areas of economics affect an individual both positively and negatively. First, in making decisions, a person often has to decide on tradeoffs because he/she just cannot afford to buy everything that he/she needs. In other words, sacrifices must be made. Economics, after all, is about allocating the resources available to a person which happens to be scarce most of the time. This would mean, for instance, that if one has set aside $10 dollars for chocolates and he/she wants to buy some oranges, the decision would often entail buying less chocolates to enable him/her to buy some oranges. This effect is often interpreted as a negative one because a person has to let go of one want in order to satisfy another desire. This illustration clearly shows that budget constraint plays a major role in decision-making. (Mankiw, 2004) The second area of economics, interaction with others, affects members of society positively because in a free market economy, prices could not just be dictated by producers and sellers without the involvement or say of the consumers. In other words, if the price of a certain commodity proves too expensive, consumers would usually look for cheaper alternatives, thereby causing the demand for the more expensive version to fall. If the 21† colored television set produced by Sony Corporation, for instance, has been priced much higher than the 21† colored television of Philips, chances are that consumers would opt for the television set being sold by Philips because of the lower price. In this case, preference for Sony, which might prove to have a higher quality, could only be expressed by those who have the money, therefore feeling no budgetary constraints. Finally, the workings of the economy could affect an individual both positively and negatively. One instant is when government decides to print and circulate an abnormally high volume of money. This situation forces money to depreciate in value, thereby resulting to inflation. A high level of inflation causes prices to increase because of the additional costs being shouldered by manufacturers owing to the lower value of money. An upside of this situation, however, could be a temporary increase in employment. Because of the availability of money, employers can afford to hire additional workers. (Mankiw, 2004)

SERVQUAL Model for Measuring Customer Satisfaction

SERVQUAL Model for Measuring Customer Satisfaction In chapter 1, an overview of the whole dissertation has been provided. It can be considered as a backbone of the dissertation with the clear objectives and purposes stated. As an illustration, the chapter has mentioned about the overview of Vietnam banking system as well as credit services in Vietnamese bank in general and BIDV in particular. Moreover, chapter 1 has also presented about the significance of this study, research scope, research purpose, the research questions, research hypotheses. Moving to chapter 2 of this dissertation, SERVQUAL Model measuring the customer satisfaction and its theories and concepts will be discussed. Moreover, some literature reviews of critical factors determining customer satisfaction in different industries, customer satisfaction on variety of banking services and credit facilities in Vietnam as well as other countries will be mentioned. Lastly, the limitations of previous researches will be concluded. 2.2 SERVQUAL Model 2.2.1 Origins of SERVQUAL Model Managers in banking industry are under increasing pressure to demonstrate that their services are customer focused and that continuous performance improvement is being delivered. Given the financial and resources constrains under which banks must manage it is essential that customer satisfaction are properly met and measured and that from the customer satisfactions, any gaps in services quality are indentified. This information the assists a manager in identified cost effective ways of closing services quality gaps and of prioritizing which gaps to focus on a critical decision given scare resources. SERVQUAL Model which is a popular model of quality research of services and the most common application in the marketing research as well as other industries such as hospitality and economy. It can be said that the origin of SERVQUAL Model is derived from the study of Parasuraman, ZeithamI, and Berry in 1985 based on expectation perception gap model. In 1985 work, Parasuraman, ZeithamI, and Berry illustrated that consumers quality perceptions are influenced by a series of four distinct gaps occurring in organizations. These gaps on the service providers side, which can impede delivery of services that consumers perceive to be of high quality, are: Gap1: Difference between consumer expectations and management perceptions of consumer expectations. Gap2: Difference between management perceptions of consumer expectations and service quality specifications. Gap3: Difference between service quality specifications and the service actually delivered. Gap4: Difference between service delivery and what is communicated about the service to consumers. Gap5: Difference between service expectation and perceived service quality According to Parasuraman, ZeithamI, and Berry (1985), perceived service quality is defined in the model as the difference between consumer expectations and perceptions, which in turn depends on the size and direction of the four gaps associated with the delivery of service quality on the marketers side. In addition, Brown and Bond (1995) stated that the conceptual of service quality also called the expectation perception gap model is one of the best received and most heuristically valuable contributions to the services literature. The model identifies the keys discrepancies or gaps relating to managerial perceptions of service quality, and tasks associated with service delivery to customers. The Gap 1, Gap 2, Gap 3 and Gap 4 are identified as functions of the way in which service is delivered, whereas Gap 5 pertains to the customer and as such is considered to be the true measure of service quality (Shahin A., 2006). 2.2.2 Dimensions of SERVQUAL Model As Shahin A.( 2006) concluded that one service quality measurement model that has been extensively applied is the SERVQUAL model developed by Parasuraman et al . (1985, 1986, 1988, 1991, 1993, 1994; Zeithaml et al. , 1990). SERVQUAL as the most often used approach for measuring service quality has been to compare customers expectations before a service encounter and their perceptions of the actual service delivered (Gronroos, 1982; Lewis and Booms, 1983; Parasuraman et al., 1985). The SERVQUAL Model is derived from the study of Parasuraman, ZeithamI, and Berry in 1985 and originally 10 dimensions of service quality were reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding/knowing the customer, tangibles. Later, ZeithamI, Berry and Parasuraman, 1988 tested the variables and reduced them to five factors including tangibles, reliability, responsiveness, assurance (combining communication, credibility, security, competence and courtesy) and empathy (combining understanding and knowing the customer with accessibility (Saleh, F. and Ryan, C., 1991). Figure 2.1 SERVQUAL MODEL Reliability Responsiveness Customer satisfaction Services quality Tangibles Assurance Sympathy Ravichandran et al, 2010 Reliability Reliability shows the ability to provide services accurately, on time, and credibly (Parasuman, Zeithaml and Berry, 1985). This requires consistency in the implementation of services and respects commitments as well as keeps promises to customers. Responsiveness This criterion measures the ability to solve the problem fast, deal with customers complaint effectively and the willing to help customers as well as meet the customers requirements (Parasuman, 1988). In other words, responsiveness is the feedback from banks to what customers want. Tangibles Tangibles are the images of the facilities, equipment, machines, attitude of staffs, materials, manuals, and information systems of the bank (Parasuman, Zeithaml and Berry, 1985). In others words, the tangibles refer to the effect of physical facility, equipment, personnel and communication materials on customer (Sureshchandar, Rajendran and Kamalanabhan, 2001). The atmosphere also called servicescapes influences directly both employees and customers in physiological, psychological, sociological, cognitive and emotional ways (Sureshchandar, 2001). Assurance This element creates credibility and trust for customers, which is considered through professional services, excellent technical knowledge, attitude courtesy, and good communication skills, so that customers can believe in the quality of firms services. Sympathy Sympathy is the caring, consideration, and the best preparation for customers, so that they can feel as guests of the firm and are always welcome at any times, anywhere. Human factors are the core of this success and the more caring the bank gives to customers, the more customer understanding increases. 2.2.3 Applications of SERVQUAL Model There is no doubt that a firm wants to survive in a competitive environment, they have to ensure about the quality of products and services they are supplying to the market. Some firms provide only services therefore the quality of services is an important issue for all of these firms. Competing goods firms such as department stores, supermarket may sell a wide range of products and quality of services is a primary means of competitive differentiation. Firms that supply only services like telecommunication companies, airlines etc. have a little to offer if their quality is not good (Berry, 1986). It can be said that SERVQUAL is multiple item scale with good reliability and validity that help firms to have better understanding evaluation the services expectations and perception of customer and improve the services as well. Parasuraman et al. (1988) claimed that SERVQUAL provides a basic skeleton through its expectations/ perceptions format encompassing statements for each of the five service quality dimensions. The skeleton, when necessary, can be adapted or supplemented to fit the characteristics or specific research needs of a particular organization. SERVQUAL shows its best valuation when it is used to track service quality trends as well as in combination with other forms of service quality measurement. Moreover, SERVQUAL is used to evaluate the firms quality according to the five services dimensions by averaging the difference scores on items making up the dimensions (Parasuraman et al.,1985). Similarly, an overall measure of service quality in the form of an average score across all five dimensions. Determining the relative importance of the five dimensions affecting customers overall quality perception is one potential application of SERVQUAL. Another application of SERVQUAL is used in categorizing a firms customers into several perceived quality segments on the basis of their individual SERVQUAL scores (Parasuraman et al.,1988). 2.3 Theories and concepts of SERVQUAL Model 2.3.1 Definition 2.3.1.1 Service quality Service quality is a concept that has aroused considerable interest and debate in the research literature because of the difficulties in both defining it and measuring it with no overall consensus emerging on either (Wisniewski, 2001). Besides, there are many different definitions of what is meant by service quality. The most common definition used to define service quality is the extent to which a service meets customers needs or expectations (Lewis and Mitchell, 1990; Dotchin and Oakland, 1994; Asubonteng et al ., 1996; Wisniewski and Donnelly, 1996). Service quality can also be defined as the difference between customer expectations of service and perceived service. If expectations are greater than performance, then perceived quality is less than satisfactory and the result is customer dissatisfaction (Parasuraman et al ., 1985; Lewis and Mitchell, 1990). 2.3.1.2 Customer Satisfaction There are several definitions of customer satisfactions that come from the different point of views of researchers on customer satisfaction. For example, in opinion of Oliver (1981) Satisfaction is a psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with the consumers prior feelings about the consumption experience. While Kotler (2000) defined satisfaction as: a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement, and delight. While Hansemark and Albinsson (2004) stated satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfillment of some need, goal or desire. 2.3.2 Service Quality Realizing the growing importance of services quality to compete on the service dimensions of the augmented product, several scholars have examined the problems of measuring and managing service quality (Baumann, Burton, Elliott and Kehr, 2007; Bitner, Booms and Tetreault, 1990; Boulding, Kalra, Staelin and Zeithaml, 1993; Gilbert and Veloutsou, 2006; Parasuraman, Berry and Zeithaml, 1985, 1988, 1990, 1991, 1993; Robledo, 2001). However, service quality is more difficult to measure than goods quality (Gronroos, 1982) due to the intangibility of services. For this reason, firms actually find it more difficult to understand how customers perceive services and evaluate service quality (Zeithaml, 1981). According to Lewis and Booms (1983) service quality is a measure of how well the service level delivered matches customer expectations. Delivering quality service means conforming to customer expectations on a consistent basis. Parasuraman et al. (1985, 1988) also shared the opinion with Lewis and Booms (1983) by the statement: Service quality perceptions result from a comparison of consumer expectations with actual service performance. To demonstrate the above statement, Parasuraman et al (1985, 1988) proposed the SERVQUAL scale for measuring the service quality. Cronin et al. (1992) summarized four different measurement models for service quality these are SERVQUAL, SERVPERF, Weighted SERVQUAL, and Weighted SEVPERF. However, SERVPERF was regarded as the best of four models. Furthermore, Martilla et al. (1977) conducted the Importance Performance Analysis which was considered as another measurement for service quality. 2.3.3 Customer Satisfaction Customer satisfaction is generally considered among the most important long term objectives of firms. The marketing concept suggests that a satisfied customer will be more likely to repurchase products or use the services again than those are dissatisfied (Al Wugayan et al., 2007). Al Wugayan et al, (2007) also concluded that it is generally accepted that satisfaction is a psychological state that results from consumer experiences after consumption. Additionally, the basic conceptualizations focus on either or both of two aspects: the customers initial expectations in relation to product attributes and the customers perceptions of the product performance in relation to these expectations. There are many different factors influencing customer satisfaction these are friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick services (Hokanson, 1995). In order to gain the customer satisfaction, first of all firms have to understand and satisfy their customer needs and wants (La Barbera and Mazursky, 1983). According to Kotler (2000) customers needs illustrate the felt deprivation of a customer. Meanwhile customers wants refer to the form taken by human needs as they are shaped by culture and individual personality. Singh, H. (2006) indicated that customer satisfaction affect positively and directly to an organizations profitability. Hoyer and MacInnis (2001) claimed that satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth. To some extents, the consequences of a lack of customer satisfaction need to be taken into account. According to Hoyer and MacInnis (2001), dissatisfied consumers can decide to discontinue purchasing the good or service; complain to the company or to a third party and perhaps return the item, or engage in negative word of mouth communication. From summarizing a numerous previous researches about satisfied customer and dissatisfied ones, La Barbera and Mazursky (1983) made a conclusion that satisfaction influences repurchase intentions whereas dissatisfaction has been seen as a primary reason for customer defection or discontinuation of purchase. Moreover, customer satisfaction affects positively and directly customer loyalty as well as customer retention. According to Sivadas and Baker-Prewitt (2000), there is an increasing recognition that the ultimate objective of customer satisfaction measurement should be customer loyalty. It can be denied that high customer satisfaction will result in increased loyalty for the firm and that customers will be less prone to overtures from competition (Fornell, 1992). Anton (1996) also shared his opinion with statement: satisfaction is positively associated with repurchase intentions, likelihood of recommending a product or service, loyalty and profitability. Clearly, customer loyalty brings customer retention to repurchase or use the products and services the firms supply. In addition, long-term customer retention in competitive markets requires the business to go beyond mere basic satisfaction and to look for ways of establishing ties of loyalty that will help ward off competitor attack (Clare, 2001). 2.3.4 Relationship between Service Quality and Customer Satisfaction Customer satisfaction is often defined as the customers post-purchase comparison between pre-purchase expectation and performance received (Oliver, 1980; Zeithaml et al., 1993). The relationship between service quality and customer satisfaction has been discussed in numerous previous papers during the past decade. First of all, many researchers present that service quality has positive related relationship with customer satisfaction. In other words, service quality influence customer satisfaction and vice versa customer satisfaction influence quality (Jun and Cai, 2010). There is no doubt that in the worlds today intensive competition, once a business wants to survive, they have to improve the service quality that helps them to achieve a different advantage over their rivalries. Service quality, therefore has become one of the critical factors for satisfying and retaining valued customers in every industries and banking is not an exception. Many scholars indicate that high service quality results in customer satisfaction and loyalty with the product or service. A satisfied customer will have the willingness to recommend someone else, reduction in complaints and the bank can achieve the customer retention. Furthermore, a satisfied customer is likely to be a loyal customer who will give repeatin g business to the firm (Heskett et al., 1997). More importantly, according to Bedi (2010), the cost of retaining existing customer by improving the quality of product and services is perceived to be significantly lower than the cost of achieving the new customers. On the other hand, when regarding the relationship between service quality and customer satisfaction in some industries as banking, some scholars point out that service quality is not related to customer satisfaction under certain circumstances. For example, through numerous studies, Parasuraman et al. (1985) indicated that even though customers were satisfied with a particular service, they did not think that it was of high quality. Another scholar also agrees with this idea, Storbacka et al. (1994, pp. 24) stated that: A customer could, therefore, respond on a questionnaire that a particular bank is of high quality, even if this did not mean this customer was satisfied with using the bank. Its interest rates on loans may be too high or it might not fit the customers preferences for some other reason. 2.4 Previous research 2.4.1 Critical summaries of previous research a. Title: Lending Policies of Informal, Formal and Semiformal Lenders Evidence from Vietnam Authors: Thi Thu Tra Pham and Robert Lensink (2007) Country: Vietnam Data collection: the data used in this study are from a household survey on living standard in Vietnam that conducted by Vietnams General Statistical Office in 1998 with the sample of 6,002 households. Summary: This paper aims to compare lending policies of formal, informal and semiformal lenders towards household lending in Vietnam. The study points out that the probability of using formal or semi formal credit increase when borrowers provide collateral, a guarantor and/or borrow for business-related activities. The probability of using informal credit increases for female borrowers. Formal loan contract terms such as loan interest rate and form of loan repayment affect strongly default risk of formal credit. While internal characteristics of the borrowing household influent much on default risk of informal credit. Lastly, this paper aims to explore how different types of lenders try to avoid adverse selection as well as moral hazard by screening, monitoring and enforcement instruments. b. Title: Formal and Informal Rural Credit in Four Provinces of Vietnam Authors: Mikkel Barslund and Finn Tarp (2008) Country: Vietnam Data collection: A survey of 932 rural households (in four provinces of Long An, Quang Nam, Ha Tay and Phu Tho) in combination with information from the 2002 Vietnam Household Living Standard Survey. Summary: This paper aims to indicate how the rural credit market operates in Vietnam. Households can obtain the credit provided by both formal and informal lenders. Normally, formal loans are used for production and asset accumulation, whereas informal loans are supplied for consumption smoothening. The determinants of formal and informal credit demand are extremely different. While credit rationing depends on education and credit history, in particular, regional differences in the demand for credit are striking. The study indicates that credit policy in Vietnam only has one size fits all approach would be inappropriate. c. Title: Research on Customer Satisfaction: Take the Loan Market of the Taiwanese Region as An Example. Authors: Chih-Chung Chen, Su-Chao Chang (2006) Country: Taiwan Data collection: In this study, 650 questionnaires were distributed of which 413 valid questionnaires returned. Moreover, this research also conducted interviews five native branch office managers. Summary: This study aims to examine the feasibility of employing customer satisfaction model in the loan departments of banks. The research presents that once customer expectations are significantly as well as positively related to the banks performance, customer satisfaction and loyalty will be high and the complaints will be few as the result. d. Title: Credit and Non Interest Rate Determinants of Loan Demand: a Spanish Case Study Authors: Manrique, J. and Ojah, K. (2004) Country: Spain Data collection: This survey contains data for 21,155 Spanish households. 430 observations were excluded due to missing and/or inconsistent information, leaving a final sample of 20,725 observations. Summary: This research aims to investigate the potential relationship between the condition of being credit unconstrained and holdings loans as well as the determinants for a household being credit unconstrained, consumer loans and real estate loans. Spanish households desire and capacity to hold loans depends on the family size, education, permanent and transitory incomes. Lastly, this research provides deeply insights that attract credit consumers, credit suppliers, and policy makers in Spain. e. Title: Consumer Credit and Money Policy in Malaysia Authors: Kassim, Salina Hj and Manap, Turkhan Ali Abul (2008) Country: Malaysia Data collection: The study uses monthly data from January 1998 until March 2006. Data such as interest rates and bank loans come from Bank Negara Malaysias Monthly Statistical Bulletin. Data on the economic conditions such as the CPI and the IPI are gathered from the respective publications of the Department of Statistics, Malaysia. Summary: The study aims to find out the consequences of interest rate on consumer credit in Malaysia based on empirical investigation. The authors categorized aggregate consumer loans into specific types including loans for purchase of residential property, loans for credit cards, loans for personal needs, loans for purchase of securities and so on, so forth. Through categorizing types of loans, the paper aims to present the relative sensitivity of each loan to interest rate shocks. f. Title: Credit demand of Rural Enterprise and Loan Supply in China Authors: Du Zhixiong (2004) Country: China Data collection: The two databases were collected during two fields of rural enterprises, undertaken in 2000 and 2001 in different provinces, namely, Jiangsu province in coastal China, and Anhui province in the central part of China. Summary: This study aims to supply the information about the real situation of rural enterprises financing. Moreover, this paper also illustrates information on the banking systems restructuring and the ways banks provide credit for rural enterprises to overcome the financing constraints. Undoubtedly, the article shows useful information on financing of rural enterprises based on using data from two surveys of rural enterprises. g. Title: Deteriorating Bank Health and Lending in Japan: Evidence from Unlisted Companies under Financial Distress Authors: Fukuda, Shin-Ichi, Kasuya, Munehisa, and Nakajima, Jouchi (2006) Country: Japan Data collection: The data are taken from Tokyo Shoko Research (TSR) Database Service about 3644 Japanese unlisted firms. Summary: This study aims to investigate the impacts of banks weakened financial conditions on loans outstanding to medium size firms in Japan. The paper examines the determinants of lending to unlisted Japanese companies in the late 1990s and the early 2000s. Moreover, the study indicates that the bank health, regulatory capital adequacy ratios and ratios of non-performing loans had opposite impacts on lending. In the case of regulatory capital adequacy ratios, its deterioration had a perverse impact on the banks lending. h. Title: An Investigation of the Relationships among Consumer Satisfaction, Loyalty, and Market Share in Kuwaiti loan services Authors: Al-Wugaya, A., Pleshko, L.P., and Baqer, S.M. (2007) Country: Kuwaiti Data collection: the paper used the survey of nearly 700 customers using Kuwaiti loan services. Summary: This research aims to investigate the relationship among customer satisfaction, loyalty, and market share of loan services in Kuwaiti. Based on the research result, the authors indicate that the relationship between customer satisfaction and market share is not supported in banking industry. However, customer loyalty is pointed out to be related to market shares. Moreover, customer loyalty is not derived from customer satisfaction but rather on other factors like price, special deals or bank customer relationship. i. Title: Provisioning of Rural Credit: an Indian Perspective Authors: Mishra, S., Mohanty, A.R., and Choudhury, S. (2009) Country: India Data collection: the survey covering 90,000 rural households in 6,552 villages in India was conducted from January to December 2003 by the National Sample Survey Organization. Summary: The paper aims to analysis rural credit provisioning measures as well as the rural credit delivery scenario in India through different rural financial institution. The study indicates that rural credit delivery still has been suffered from low levels of access to credit by the farming community, declining share of agricultural loan as a share of the total credit uptake, inadequate coverage of small and marginal farmers and exclusion of tenant farmers and share croppers. j. Title: The Incidence of Loan Collateralization in Small Business Lending Contract: Evidence from the UK. Authors: Cowling, M. (1999) Country: the UK Data collection: the data were used as random samples of 272 small businesses from a survey conducted by Association of British Chambers of Commerce. Summary: The paper aims to investigate the relationship between small firms and banks focusing on the incidence of loan collateralization. The study indicates that age of the small firms and close relationship with the banks that helps to reduce the incidence of loan collateralization, which implies that relationship banking can bring tangible benefits to small businesses. 2.4.2 Limitations of previous research General speaking, everything has its own advantages and disadvantages. There is no doubt that previous research has provided readers comprehensive knowledge about sectors it mentioned especially in customer satisfaction as well as credit facilities provided in different countries in general and in Vietnam in particular. However, the previous papers also show their limitations as there were a few studies specializing in credit facilities provided by Vietnamese banks. Further the real situation of credit services in Vietnam including outstanding loans, loan structures well as the quality of credit facilities has not been comprehensively researched. Accordingly, the customer satisfaction on credit facilities was not paid much attention by previous scholars. Therefore it can be said that the previous studies do not provide adequate information about customer satisfaction on credit facilities in Vietnamese banks. 2.5 Criticism of SERVQUAL Model It can be denied that although SERVQUAL has grown popularly and widespread applied it still has been subjected to a number of theoretical and operational criticisms as below. Under theoretical aspects, first of all SERVQUAL is criticized due to its inappropriate base on an expectations disconfirmation model rather than an attitudinal model of service quality. Secondly, it does not build on extant knowledge in economics, statistics and psychology (Francis Buttle (1996). Cronin and Taylor (1992; 1994) said that SERVQUAL is paradigmatically flawed because of its ill-judged adoption of this disconfirmation model. Moreover, they stated that perceived quality is best conceptualized as an attitude. They criticized Parasuraman et al. for their hesitancy to define perceived service quality in attitudinal terms, even though Parasuraman et al. (1988) had earlier claimed that service quality was similar in many ways to an attitude. Another criticism has been proposed by Anderson (1992), he indicated that SERVQUAL fails to draw on previous social science research, particularly economic theory, statistics, and psychological theory. Parasuraman et al.s work is highly inductive in that it moves from historically situated observation to general theory. Andersson (1992) reckoned that Parasuraman et al. renounces the principle of scientific continuity and deduction. For theoretical aspects, Francis Buttle (1996) also presented a related set of criticism of SERVQUAL including factors involved in Gaps model, process orientation and dimensionality. In Gaps model, there is little evidence shows that the customer assess quality in terms of Perception Expectation gaps. For process orientation: SERVQUAL has been criticized for concentrating on the process of service delivery rather than focusing on the outcomes of the service encounter such as technical dimensions (Kang and James, 2004). In other words, the SERVQUAL measurement does not adequately explain a technical attribute of service (Ravichandran K., et al, 2010). Dimensionality: SERVQUALs five dimensions are not universals; the number of dimensions comprising service quality is contextualized; items do not always load on to the factors which one would a priori expect; and there is a positive inter correlation between the five RATER dimensions (Buttle ,1996). Under operational aspects, many scholars have argued that the components of SERVQUAL fail to fully evaluate customer perception on service quality in certain industries (Cronin Taylor, 1992; Finn and Lamb, 1991). Two attributes of service was proposed by Gronroos (1984) which have been identified as dimensions of service quality relied on the conceptualization of service quality as between expectation of service and perceived service. Rust and Oliver (1994) extended Grunions model by providing a three-component model explaining service quality through service product, service delivery and service environment. Whereas Brady and Cronin (2001) suggested three service quality dimensions including service outcome, consumer-employee interaction and service environment. It can be said that the conceptualization of service product/service outcome and service delivery/consumer employee interaction is consistent with the idea of technical attribute as well as functional attribute derived fro m Gronroos model. (Ravichandran K., et al, 2010). 2.5 Chapter Summary To conclude, first of all SERVQUAL Model measuring the customer satisfaction as well as its theories and concepts have been presented. After that this chapter has reviewed many academic previous researches about critical factors determining customer satisfaction in di SERVQUAL Model for Measuring Customer Satisfaction SERVQUAL Model for Measuring Customer Satisfaction In chapter 1, an overview of the whole dissertation has been provided. It can be considered as a backbone of the dissertation with the clear objectives and purposes stated. As an illustration, the chapter has mentioned about the overview of Vietnam banking system as well as credit services in Vietnamese bank in general and BIDV in particular. Moreover, chapter 1 has also presented about the significance of this study, research scope, research purpose, the research questions, research hypotheses. Moving to chapter 2 of this dissertation, SERVQUAL Model measuring the customer satisfaction and its theories and concepts will be discussed. Moreover, some literature reviews of critical factors determining customer satisfaction in different industries, customer satisfaction on variety of banking services and credit facilities in Vietnam as well as other countries will be mentioned. Lastly, the limitations of previous researches will be concluded. 2.2 SERVQUAL Model 2.2.1 Origins of SERVQUAL Model Managers in banking industry are under increasing pressure to demonstrate that their services are customer focused and that continuous performance improvement is being delivered. Given the financial and resources constrains under which banks must manage it is essential that customer satisfaction are properly met and measured and that from the customer satisfactions, any gaps in services quality are indentified. This information the assists a manager in identified cost effective ways of closing services quality gaps and of prioritizing which gaps to focus on a critical decision given scare resources. SERVQUAL Model which is a popular model of quality research of services and the most common application in the marketing research as well as other industries such as hospitality and economy. It can be said that the origin of SERVQUAL Model is derived from the study of Parasuraman, ZeithamI, and Berry in 1985 based on expectation perception gap model. In 1985 work, Parasuraman, ZeithamI, and Berry illustrated that consumers quality perceptions are influenced by a series of four distinct gaps occurring in organizations. These gaps on the service providers side, which can impede delivery of services that consumers perceive to be of high quality, are: Gap1: Difference between consumer expectations and management perceptions of consumer expectations. Gap2: Difference between management perceptions of consumer expectations and service quality specifications. Gap3: Difference between service quality specifications and the service actually delivered. Gap4: Difference between service delivery and what is communicated about the service to consumers. Gap5: Difference between service expectation and perceived service quality According to Parasuraman, ZeithamI, and Berry (1985), perceived service quality is defined in the model as the difference between consumer expectations and perceptions, which in turn depends on the size and direction of the four gaps associated with the delivery of service quality on the marketers side. In addition, Brown and Bond (1995) stated that the conceptual of service quality also called the expectation perception gap model is one of the best received and most heuristically valuable contributions to the services literature. The model identifies the keys discrepancies or gaps relating to managerial perceptions of service quality, and tasks associated with service delivery to customers. The Gap 1, Gap 2, Gap 3 and Gap 4 are identified as functions of the way in which service is delivered, whereas Gap 5 pertains to the customer and as such is considered to be the true measure of service quality (Shahin A., 2006). 2.2.2 Dimensions of SERVQUAL Model As Shahin A.( 2006) concluded that one service quality measurement model that has been extensively applied is the SERVQUAL model developed by Parasuraman et al . (1985, 1986, 1988, 1991, 1993, 1994; Zeithaml et al. , 1990). SERVQUAL as the most often used approach for measuring service quality has been to compare customers expectations before a service encounter and their perceptions of the actual service delivered (Gronroos, 1982; Lewis and Booms, 1983; Parasuraman et al., 1985). The SERVQUAL Model is derived from the study of Parasuraman, ZeithamI, and Berry in 1985 and originally 10 dimensions of service quality were reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding/knowing the customer, tangibles. Later, ZeithamI, Berry and Parasuraman, 1988 tested the variables and reduced them to five factors including tangibles, reliability, responsiveness, assurance (combining communication, credibility, security, competence and courtesy) and empathy (combining understanding and knowing the customer with accessibility (Saleh, F. and Ryan, C., 1991). Figure 2.1 SERVQUAL MODEL Reliability Responsiveness Customer satisfaction Services quality Tangibles Assurance Sympathy Ravichandran et al, 2010 Reliability Reliability shows the ability to provide services accurately, on time, and credibly (Parasuman, Zeithaml and Berry, 1985). This requires consistency in the implementation of services and respects commitments as well as keeps promises to customers. Responsiveness This criterion measures the ability to solve the problem fast, deal with customers complaint effectively and the willing to help customers as well as meet the customers requirements (Parasuman, 1988). In other words, responsiveness is the feedback from banks to what customers want. Tangibles Tangibles are the images of the facilities, equipment, machines, attitude of staffs, materials, manuals, and information systems of the bank (Parasuman, Zeithaml and Berry, 1985). In others words, the tangibles refer to the effect of physical facility, equipment, personnel and communication materials on customer (Sureshchandar, Rajendran and Kamalanabhan, 2001). The atmosphere also called servicescapes influences directly both employees and customers in physiological, psychological, sociological, cognitive and emotional ways (Sureshchandar, 2001). Assurance This element creates credibility and trust for customers, which is considered through professional services, excellent technical knowledge, attitude courtesy, and good communication skills, so that customers can believe in the quality of firms services. Sympathy Sympathy is the caring, consideration, and the best preparation for customers, so that they can feel as guests of the firm and are always welcome at any times, anywhere. Human factors are the core of this success and the more caring the bank gives to customers, the more customer understanding increases. 2.2.3 Applications of SERVQUAL Model There is no doubt that a firm wants to survive in a competitive environment, they have to ensure about the quality of products and services they are supplying to the market. Some firms provide only services therefore the quality of services is an important issue for all of these firms. Competing goods firms such as department stores, supermarket may sell a wide range of products and quality of services is a primary means of competitive differentiation. Firms that supply only services like telecommunication companies, airlines etc. have a little to offer if their quality is not good (Berry, 1986). It can be said that SERVQUAL is multiple item scale with good reliability and validity that help firms to have better understanding evaluation the services expectations and perception of customer and improve the services as well. Parasuraman et al. (1988) claimed that SERVQUAL provides a basic skeleton through its expectations/ perceptions format encompassing statements for each of the five service quality dimensions. The skeleton, when necessary, can be adapted or supplemented to fit the characteristics or specific research needs of a particular organization. SERVQUAL shows its best valuation when it is used to track service quality trends as well as in combination with other forms of service quality measurement. Moreover, SERVQUAL is used to evaluate the firms quality according to the five services dimensions by averaging the difference scores on items making up the dimensions (Parasuraman et al.,1985). Similarly, an overall measure of service quality in the form of an average score across all five dimensions. Determining the relative importance of the five dimensions affecting customers overall quality perception is one potential application of SERVQUAL. Another application of SERVQUAL is used in categorizing a firms customers into several perceived quality segments on the basis of their individual SERVQUAL scores (Parasuraman et al.,1988). 2.3 Theories and concepts of SERVQUAL Model 2.3.1 Definition 2.3.1.1 Service quality Service quality is a concept that has aroused considerable interest and debate in the research literature because of the difficulties in both defining it and measuring it with no overall consensus emerging on either (Wisniewski, 2001). Besides, there are many different definitions of what is meant by service quality. The most common definition used to define service quality is the extent to which a service meets customers needs or expectations (Lewis and Mitchell, 1990; Dotchin and Oakland, 1994; Asubonteng et al ., 1996; Wisniewski and Donnelly, 1996). Service quality can also be defined as the difference between customer expectations of service and perceived service. If expectations are greater than performance, then perceived quality is less than satisfactory and the result is customer dissatisfaction (Parasuraman et al ., 1985; Lewis and Mitchell, 1990). 2.3.1.2 Customer Satisfaction There are several definitions of customer satisfactions that come from the different point of views of researchers on customer satisfaction. For example, in opinion of Oliver (1981) Satisfaction is a psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with the consumers prior feelings about the consumption experience. While Kotler (2000) defined satisfaction as: a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement, and delight. While Hansemark and Albinsson (2004) stated satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfillment of some need, goal or desire. 2.3.2 Service Quality Realizing the growing importance of services quality to compete on the service dimensions of the augmented product, several scholars have examined the problems of measuring and managing service quality (Baumann, Burton, Elliott and Kehr, 2007; Bitner, Booms and Tetreault, 1990; Boulding, Kalra, Staelin and Zeithaml, 1993; Gilbert and Veloutsou, 2006; Parasuraman, Berry and Zeithaml, 1985, 1988, 1990, 1991, 1993; Robledo, 2001). However, service quality is more difficult to measure than goods quality (Gronroos, 1982) due to the intangibility of services. For this reason, firms actually find it more difficult to understand how customers perceive services and evaluate service quality (Zeithaml, 1981). According to Lewis and Booms (1983) service quality is a measure of how well the service level delivered matches customer expectations. Delivering quality service means conforming to customer expectations on a consistent basis. Parasuraman et al. (1985, 1988) also shared the opinion with Lewis and Booms (1983) by the statement: Service quality perceptions result from a comparison of consumer expectations with actual service performance. To demonstrate the above statement, Parasuraman et al (1985, 1988) proposed the SERVQUAL scale for measuring the service quality. Cronin et al. (1992) summarized four different measurement models for service quality these are SERVQUAL, SERVPERF, Weighted SERVQUAL, and Weighted SEVPERF. However, SERVPERF was regarded as the best of four models. Furthermore, Martilla et al. (1977) conducted the Importance Performance Analysis which was considered as another measurement for service quality. 2.3.3 Customer Satisfaction Customer satisfaction is generally considered among the most important long term objectives of firms. The marketing concept suggests that a satisfied customer will be more likely to repurchase products or use the services again than those are dissatisfied (Al Wugayan et al., 2007). Al Wugayan et al, (2007) also concluded that it is generally accepted that satisfaction is a psychological state that results from consumer experiences after consumption. Additionally, the basic conceptualizations focus on either or both of two aspects: the customers initial expectations in relation to product attributes and the customers perceptions of the product performance in relation to these expectations. There are many different factors influencing customer satisfaction these are friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick services (Hokanson, 1995). In order to gain the customer satisfaction, first of all firms have to understand and satisfy their customer needs and wants (La Barbera and Mazursky, 1983). According to Kotler (2000) customers needs illustrate the felt deprivation of a customer. Meanwhile customers wants refer to the form taken by human needs as they are shaped by culture and individual personality. Singh, H. (2006) indicated that customer satisfaction affect positively and directly to an organizations profitability. Hoyer and MacInnis (2001) claimed that satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth. To some extents, the consequences of a lack of customer satisfaction need to be taken into account. According to Hoyer and MacInnis (2001), dissatisfied consumers can decide to discontinue purchasing the good or service; complain to the company or to a third party and perhaps return the item, or engage in negative word of mouth communication. From summarizing a numerous previous researches about satisfied customer and dissatisfied ones, La Barbera and Mazursky (1983) made a conclusion that satisfaction influences repurchase intentions whereas dissatisfaction has been seen as a primary reason for customer defection or discontinuation of purchase. Moreover, customer satisfaction affects positively and directly customer loyalty as well as customer retention. According to Sivadas and Baker-Prewitt (2000), there is an increasing recognition that the ultimate objective of customer satisfaction measurement should be customer loyalty. It can be denied that high customer satisfaction will result in increased loyalty for the firm and that customers will be less prone to overtures from competition (Fornell, 1992). Anton (1996) also shared his opinion with statement: satisfaction is positively associated with repurchase intentions, likelihood of recommending a product or service, loyalty and profitability. Clearly, customer loyalty brings customer retention to repurchase or use the products and services the firms supply. In addition, long-term customer retention in competitive markets requires the business to go beyond mere basic satisfaction and to look for ways of establishing ties of loyalty that will help ward off competitor attack (Clare, 2001). 2.3.4 Relationship between Service Quality and Customer Satisfaction Customer satisfaction is often defined as the customers post-purchase comparison between pre-purchase expectation and performance received (Oliver, 1980; Zeithaml et al., 1993). The relationship between service quality and customer satisfaction has been discussed in numerous previous papers during the past decade. First of all, many researchers present that service quality has positive related relationship with customer satisfaction. In other words, service quality influence customer satisfaction and vice versa customer satisfaction influence quality (Jun and Cai, 2010). There is no doubt that in the worlds today intensive competition, once a business wants to survive, they have to improve the service quality that helps them to achieve a different advantage over their rivalries. Service quality, therefore has become one of the critical factors for satisfying and retaining valued customers in every industries and banking is not an exception. Many scholars indicate that high service quality results in customer satisfaction and loyalty with the product or service. A satisfied customer will have the willingness to recommend someone else, reduction in complaints and the bank can achieve the customer retention. Furthermore, a satisfied customer is likely to be a loyal customer who will give repeatin g business to the firm (Heskett et al., 1997). More importantly, according to Bedi (2010), the cost of retaining existing customer by improving the quality of product and services is perceived to be significantly lower than the cost of achieving the new customers. On the other hand, when regarding the relationship between service quality and customer satisfaction in some industries as banking, some scholars point out that service quality is not related to customer satisfaction under certain circumstances. For example, through numerous studies, Parasuraman et al. (1985) indicated that even though customers were satisfied with a particular service, they did not think that it was of high quality. Another scholar also agrees with this idea, Storbacka et al. (1994, pp. 24) stated that: A customer could, therefore, respond on a questionnaire that a particular bank is of high quality, even if this did not mean this customer was satisfied with using the bank. Its interest rates on loans may be too high or it might not fit the customers preferences for some other reason. 2.4 Previous research 2.4.1 Critical summaries of previous research a. Title: Lending Policies of Informal, Formal and Semiformal Lenders Evidence from Vietnam Authors: Thi Thu Tra Pham and Robert Lensink (2007) Country: Vietnam Data collection: the data used in this study are from a household survey on living standard in Vietnam that conducted by Vietnams General Statistical Office in 1998 with the sample of 6,002 households. Summary: This paper aims to compare lending policies of formal, informal and semiformal lenders towards household lending in Vietnam. The study points out that the probability of using formal or semi formal credit increase when borrowers provide collateral, a guarantor and/or borrow for business-related activities. The probability of using informal credit increases for female borrowers. Formal loan contract terms such as loan interest rate and form of loan repayment affect strongly default risk of formal credit. While internal characteristics of the borrowing household influent much on default risk of informal credit. Lastly, this paper aims to explore how different types of lenders try to avoid adverse selection as well as moral hazard by screening, monitoring and enforcement instruments. b. Title: Formal and Informal Rural Credit in Four Provinces of Vietnam Authors: Mikkel Barslund and Finn Tarp (2008) Country: Vietnam Data collection: A survey of 932 rural households (in four provinces of Long An, Quang Nam, Ha Tay and Phu Tho) in combination with information from the 2002 Vietnam Household Living Standard Survey. Summary: This paper aims to indicate how the rural credit market operates in Vietnam. Households can obtain the credit provided by both formal and informal lenders. Normally, formal loans are used for production and asset accumulation, whereas informal loans are supplied for consumption smoothening. The determinants of formal and informal credit demand are extremely different. While credit rationing depends on education and credit history, in particular, regional differences in the demand for credit are striking. The study indicates that credit policy in Vietnam only has one size fits all approach would be inappropriate. c. Title: Research on Customer Satisfaction: Take the Loan Market of the Taiwanese Region as An Example. Authors: Chih-Chung Chen, Su-Chao Chang (2006) Country: Taiwan Data collection: In this study, 650 questionnaires were distributed of which 413 valid questionnaires returned. Moreover, this research also conducted interviews five native branch office managers. Summary: This study aims to examine the feasibility of employing customer satisfaction model in the loan departments of banks. The research presents that once customer expectations are significantly as well as positively related to the banks performance, customer satisfaction and loyalty will be high and the complaints will be few as the result. d. Title: Credit and Non Interest Rate Determinants of Loan Demand: a Spanish Case Study Authors: Manrique, J. and Ojah, K. (2004) Country: Spain Data collection: This survey contains data for 21,155 Spanish households. 430 observations were excluded due to missing and/or inconsistent information, leaving a final sample of 20,725 observations. Summary: This research aims to investigate the potential relationship between the condition of being credit unconstrained and holdings loans as well as the determinants for a household being credit unconstrained, consumer loans and real estate loans. Spanish households desire and capacity to hold loans depends on the family size, education, permanent and transitory incomes. Lastly, this research provides deeply insights that attract credit consumers, credit suppliers, and policy makers in Spain. e. Title: Consumer Credit and Money Policy in Malaysia Authors: Kassim, Salina Hj and Manap, Turkhan Ali Abul (2008) Country: Malaysia Data collection: The study uses monthly data from January 1998 until March 2006. Data such as interest rates and bank loans come from Bank Negara Malaysias Monthly Statistical Bulletin. Data on the economic conditions such as the CPI and the IPI are gathered from the respective publications of the Department of Statistics, Malaysia. Summary: The study aims to find out the consequences of interest rate on consumer credit in Malaysia based on empirical investigation. The authors categorized aggregate consumer loans into specific types including loans for purchase of residential property, loans for credit cards, loans for personal needs, loans for purchase of securities and so on, so forth. Through categorizing types of loans, the paper aims to present the relative sensitivity of each loan to interest rate shocks. f. Title: Credit demand of Rural Enterprise and Loan Supply in China Authors: Du Zhixiong (2004) Country: China Data collection: The two databases were collected during two fields of rural enterprises, undertaken in 2000 and 2001 in different provinces, namely, Jiangsu province in coastal China, and Anhui province in the central part of China. Summary: This study aims to supply the information about the real situation of rural enterprises financing. Moreover, this paper also illustrates information on the banking systems restructuring and the ways banks provide credit for rural enterprises to overcome the financing constraints. Undoubtedly, the article shows useful information on financing of rural enterprises based on using data from two surveys of rural enterprises. g. Title: Deteriorating Bank Health and Lending in Japan: Evidence from Unlisted Companies under Financial Distress Authors: Fukuda, Shin-Ichi, Kasuya, Munehisa, and Nakajima, Jouchi (2006) Country: Japan Data collection: The data are taken from Tokyo Shoko Research (TSR) Database Service about 3644 Japanese unlisted firms. Summary: This study aims to investigate the impacts of banks weakened financial conditions on loans outstanding to medium size firms in Japan. The paper examines the determinants of lending to unlisted Japanese companies in the late 1990s and the early 2000s. Moreover, the study indicates that the bank health, regulatory capital adequacy ratios and ratios of non-performing loans had opposite impacts on lending. In the case of regulatory capital adequacy ratios, its deterioration had a perverse impact on the banks lending. h. Title: An Investigation of the Relationships among Consumer Satisfaction, Loyalty, and Market Share in Kuwaiti loan services Authors: Al-Wugaya, A., Pleshko, L.P., and Baqer, S.M. (2007) Country: Kuwaiti Data collection: the paper used the survey of nearly 700 customers using Kuwaiti loan services. Summary: This research aims to investigate the relationship among customer satisfaction, loyalty, and market share of loan services in Kuwaiti. Based on the research result, the authors indicate that the relationship between customer satisfaction and market share is not supported in banking industry. However, customer loyalty is pointed out to be related to market shares. Moreover, customer loyalty is not derived from customer satisfaction but rather on other factors like price, special deals or bank customer relationship. i. Title: Provisioning of Rural Credit: an Indian Perspective Authors: Mishra, S., Mohanty, A.R., and Choudhury, S. (2009) Country: India Data collection: the survey covering 90,000 rural households in 6,552 villages in India was conducted from January to December 2003 by the National Sample Survey Organization. Summary: The paper aims to analysis rural credit provisioning measures as well as the rural credit delivery scenario in India through different rural financial institution. The study indicates that rural credit delivery still has been suffered from low levels of access to credit by the farming community, declining share of agricultural loan as a share of the total credit uptake, inadequate coverage of small and marginal farmers and exclusion of tenant farmers and share croppers. j. Title: The Incidence of Loan Collateralization in Small Business Lending Contract: Evidence from the UK. Authors: Cowling, M. (1999) Country: the UK Data collection: the data were used as random samples of 272 small businesses from a survey conducted by Association of British Chambers of Commerce. Summary: The paper aims to investigate the relationship between small firms and banks focusing on the incidence of loan collateralization. The study indicates that age of the small firms and close relationship with the banks that helps to reduce the incidence of loan collateralization, which implies that relationship banking can bring tangible benefits to small businesses. 2.4.2 Limitations of previous research General speaking, everything has its own advantages and disadvantages. There is no doubt that previous research has provided readers comprehensive knowledge about sectors it mentioned especially in customer satisfaction as well as credit facilities provided in different countries in general and in Vietnam in particular. However, the previous papers also show their limitations as there were a few studies specializing in credit facilities provided by Vietnamese banks. Further the real situation of credit services in Vietnam including outstanding loans, loan structures well as the quality of credit facilities has not been comprehensively researched. Accordingly, the customer satisfaction on credit facilities was not paid much attention by previous scholars. Therefore it can be said that the previous studies do not provide adequate information about customer satisfaction on credit facilities in Vietnamese banks. 2.5 Criticism of SERVQUAL Model It can be denied that although SERVQUAL has grown popularly and widespread applied it still has been subjected to a number of theoretical and operational criticisms as below. Under theoretical aspects, first of all SERVQUAL is criticized due to its inappropriate base on an expectations disconfirmation model rather than an attitudinal model of service quality. Secondly, it does not build on extant knowledge in economics, statistics and psychology (Francis Buttle (1996). Cronin and Taylor (1992; 1994) said that SERVQUAL is paradigmatically flawed because of its ill-judged adoption of this disconfirmation model. Moreover, they stated that perceived quality is best conceptualized as an attitude. They criticized Parasuraman et al. for their hesitancy to define perceived service quality in attitudinal terms, even though Parasuraman et al. (1988) had earlier claimed that service quality was similar in many ways to an attitude. Another criticism has been proposed by Anderson (1992), he indicated that SERVQUAL fails to draw on previous social science research, particularly economic theory, statistics, and psychological theory. Parasuraman et al.s work is highly inductive in that it moves from historically situated observation to general theory. Andersson (1992) reckoned that Parasuraman et al. renounces the principle of scientific continuity and deduction. For theoretical aspects, Francis Buttle (1996) also presented a related set of criticism of SERVQUAL including factors involved in Gaps model, process orientation and dimensionality. In Gaps model, there is little evidence shows that the customer assess quality in terms of Perception Expectation gaps. For process orientation: SERVQUAL has been criticized for concentrating on the process of service delivery rather than focusing on the outcomes of the service encounter such as technical dimensions (Kang and James, 2004). In other words, the SERVQUAL measurement does not adequately explain a technical attribute of service (Ravichandran K., et al, 2010). Dimensionality: SERVQUALs five dimensions are not universals; the number of dimensions comprising service quality is contextualized; items do not always load on to the factors which one would a priori expect; and there is a positive inter correlation between the five RATER dimensions (Buttle ,1996). Under operational aspects, many scholars have argued that the components of SERVQUAL fail to fully evaluate customer perception on service quality in certain industries (Cronin Taylor, 1992; Finn and Lamb, 1991). Two attributes of service was proposed by Gronroos (1984) which have been identified as dimensions of service quality relied on the conceptualization of service quality as between expectation of service and perceived service. Rust and Oliver (1994) extended Grunions model by providing a three-component model explaining service quality through service product, service delivery and service environment. Whereas Brady and Cronin (2001) suggested three service quality dimensions including service outcome, consumer-employee interaction and service environment. It can be said that the conceptualization of service product/service outcome and service delivery/consumer employee interaction is consistent with the idea of technical attribute as well as functional attribute derived fro m Gronroos model. (Ravichandran K., et al, 2010). 2.5 Chapter Summary To conclude, first of all SERVQUAL Model measuring the customer satisfaction as well as its theories and concepts have been presented. After that this chapter has reviewed many academic previous researches about critical factors determining customer satisfaction in di