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Sexual Harassment Essay Paper

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Sexual Harassment

There are various harassments that people go through. One of the most prominent ones is sexual harassment. Over the years, sexual harassment has been a significant issue for most businesses, organizations, and companies across the world. Many women have been subject to this unethical issue.

According to Hersch (2015), sexual harassment can be defined as any uninvited or unwelcome sexual advance, appeal for sexual favor, verbal or physical conduct or sign of sexual nature which may be anticipated or believed to cause wrongdoing or humiliation to another person. Sexual harassment may include several acts such as rude jokes, belittling comments, and other acts of physical assault.

According to the Australian Human Rights Commission (2017), it was discovered that one-third of women have been sexually harassed in the workplace. Some of them have undergone this since the age of fifteen. It is vital to note that the effects of harassment in the workplace have far-reaching consequences. These effects can be categorized under social, economic and psychological impact (World Health Organization, n.d).

These include post-traumatic stress disorders, wearing off of support network at the workplace, reduction or loss of productivity, reduced morale at the workplace, loss of goodwill of the individual and the organization. The Marxist feminists indicate that the capitalist urge for profits is one that is responsible for putting women as second-class citizens.

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Marxist Feminism

Over the years, philosophers have come up with different theories when it comes to the issue of feminism in the society (Lorber n.d). Through these notions, modern societies are informed of the shortcomings that emerge from the imbalances practiced in modern day society. According to Stefano (2014), Marxists feminism is a kind of feminist theory and politics that obtains its theoretical foundations from Marxism.

Most notably from the indictment of capitalism as a collection of structures, practices, institutions, inducements, and sensibilities that advocate for the exploration of labor, the isolation of humans, and the degradation of freedom.

For the Marxists feminists, enablement and equality for women cannot be obtained within the framework of capitalism. Marxist feminism is slow in trying to treat women as a stand-alone group with parallel interests and aspirations. Furthermore, Marxists feminism indicates that economic imbalance, dependability, political confusion and unhealthy social connections between men and women can be said to be the primary cause of oppression of women in the modern day societal context.

It is important to note that Marxist criticism that feminism is focused on feelings and attitudes can be said to be founded on what happens in reality (Mackinnon, 1982). Therefore, it can be said that Marxist feminism is one that illustrates that the subordination and suppression of women are aspects that do not take place naturally but are made to seem so to facilitate patriarchy.

Therefore, it is true to state that indeed, an imbalance in the society is one aspect that has led women to be sexually assaulted. This has been fueled by the fact that most women in society have not been accorded support or given the necessary facilities and chances to empower them.

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Consequently, when women seek employment, they are seen as objects and are not seen as valuable entities to organizations or companies. Due to being looked down upon, they become subjected continuously to sexual harassment and this only demotivates them in their work and makes them less objective and focused on their area of work (Mackinnon, 1982). The Marxist theory of feminism seeks to correct this mistake by pushing for the equal allocation of resources and chances to both men and women. Through this, there would be more competition and improved productivity.

Radical feminism

According to (Pasque and Wimmer, n.d), radical feminism can be termed as the second most notable form of feminism. Also, they stipulate that radical feminists hold the thought that liberal feminist perspectives are not radical enough to address the vast array of personal, institutional, and general oppression that have emerged. They further indicate that radical feminism can be broken down into radical libertarian feminism and radical cultural feminism.

In this case, the libertarian radical feminism is based on personal freedom of expression and cultural radical feminism states that the main cause of feminism is the decreased value that men attach to feminine qualities. Miller (2014) stipulates that radical feminism emerged from the repercussion of the 1960’s concentration on liberal and Marxist feminism. The concept of radical feminism tends to concentrate on male oppression directed towards females both privately and politically.

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Those who support radical feminism set a claim that the main problem is the subordination of women by men primarily in private and political scopes. This subordination is further demonstrated by the rhetoric that surrounds rape and blame on victims. In the period preceding, and during the 1970s, radical feminists were of the idea that rape was not a biological susceptibility among men but the socialization of men that painted women as objects (Miller, 2014).

On the other hand, during the 1970s and 1980s, radical feminists changed the state of rape in all states to illustrate the feeling that rape was not only an offense against those who were victims but also against all women. Radical feminism concentrates on the denunciation of the male-controlled thought that the private scope (for women) focuses on bearing of children, marriage, and housekeeping.

Therefore, indeed, it is true that the oppression of women is something that has been in existence for a long time. Due to the subordination of women, they do not get the respect that they deserve. When in the workplace, most male workers view women as sexual objects and not colleagues.

Such thoughts have led to the increase in sexual harassment cases in the workplace not only in Australia but also in other parts of the world. The theory of radical feminism is one that seeks to dismantle the thought that women should only be subjected to childbearing, marriage and upkeep of the household. For such elements to be overcome, it is critical for stakeholders to work together and eliminate sexual harassment.

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Reference

Australian Human Rights Commission, (2017) Violence against women in Australia 2017, 1(1), pp.1-21

Gibbons, M. T., Coole, D. H., Ellis, E., & Ferguson, K. (2015). The encyclopedia of political thought. 1st ed. Malden, Wiley Blackwell, p.4360

Hersch, J., (2015) Sexual Harrassment in the Workplace, 1(1), pp.1-10

Lorber, J (n.d) The variety of feminisms and their contribution to gender equality, 1(1), pp. 8-43

MacKinnon, C., (1982). Feminism, Marxism, Method, and State: An agenda for theory 7(3), pp.515-544

Miller, J. (2014) The encyclopedia of theoretical criminology, 1 st ed. West Sussex, Uk, Wiley Blackwell, p.1048

Pasque, P., & Wimmer B. (n.d) An Introduction: Feminist Perspectives, 1(1), pp.1-32

World Health Organization, (n.d) Sexual violence, 1(1), pp. 149-181

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Product Market Trend

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Product Market Trend

Write the trend of each product segments

• Telecommunication services• Phone devices• Accessories

Markets – what does the competitive landscape for your product look like?- What are the main Product market segments- Who are the major competitors and what are their products- What are the trends in the types of products being developed and launched

Please note that you will NOT be coming up with a new product idea. This assignment is about understanding the consumer, key influencing trends and creating the basis for idealization in the front end of innovation

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1. Markets – what does the competitive landscape for your product look like? • What are the main Product market segments Main product segments: • Telecommunication services? Optus, Vodafone, Telstra • Phone devices? smartphones, cell phone, public phones etc• Accessories? Headphones, cases, screen protectors, car holders, headsets

Marking Criteria

1. Accurate and clear presentation

2. Further research and comprehensive understanding (AT LEAST 8 ACADEMIC SOURCES)

3. Logical and clear structure

4. Quality of written expression

5. Correctly formatted citations and bibliography.

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Current Issues in Leadership

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Current Issues in Leadership

Knowledge In Unit II, you started your Personal Leadership Training Plan and focused on attributes. In this unit, you will add knowledge to your plan on current issues in Leadership.Within your presentation, respond to the following points

:Describe the knowledge that you need to be a successful leader within your field of study. In order to do this, you may want to research job descriptions and organizations’ employment websites.

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What knowledge do you already possess that will benefit you in your future career as a leader?

What knowledge do you still need, and how do you plan to obtain this knowledge?

How will you leverage your knowledge to motivate and empower your employees?

What can you do to increase workplace morale?

Your completed PowerPoint presentation must be a minimum of 10 slides in length, not counting the title and reference slides.

Submit only the specific segment concerning knowledge. Additionally, a minimum of two peer-reviewed or academic resources must be used. Keep the text on the slides concise, and use the notes section to fully explain your ideas. All sources used must be cited and referenced according to APA style.

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Personal Leadership Training Plan

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Personal Leadership Training Plan

Knowledge In Unit II, you started your Personal Leadership Training Plan and focused on attributes. In this unit, you will add knowledge to your plan.Within your presentation, respond to the following points

:Describe the knowledge that you need to be a successful leader within your field of study. In order to do this, you may want to research job descriptions and organizations’ employment websites.

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What knowledge do you already possess that will benefit you in your future career as a leader?

What knowledge do you still need, and how do you plan to obtain this knowledge?

How will you leverage your knowledge to motivate and empower your employees?

What can you do to increase workplace morale?

Your completed PowerPoint presentation must be a minimum of 10 slides in length, not counting the title and reference slides.

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Applied Brand Management

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Applied Brand Management

This report encompasses the findings from a brand management and brand equity exercise in Melbourne Australia. In the context of the report, the authors create a proposed business and create an analysis that compares the brand equity of the proposed business venture and that of existing competition.

New startup business

As part of the requirements of this report, there is a need to create a business venture. The proposed business will be the basis of the analysis to be conducted on the brand management and brand equity. In satisfying this requirement, we agreed to develop a fast food outlet as our business. However, in contrast to the traditional offerings of fast food outlets, the proposed business will focus on serving healthy alternatives to the typical junk foods offered by other fast food settings. The main selling point of the new business is the offering of organic vegetable salads, as well as fruit salads.

In order to make the proposed business fully fledged and able to fulfill the considerations of being a complete business, it required a name. After deliberations, we settled on Auganic Fast Food Salad. There were two major reasons for settling with this particular name. Firstly, the name portrays what the business is all about, and thus avoids all confusion that may ensue. Secondly, the alteration of the word organic to Auganic was deliberate as a marketing tactic. Since most people will interact with the brand for only a short period, we found it important to have a memorable name. The twist in the name makes the brand easy to remember.

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Among the leading causes of death in Australia includes heart failure and heart diseases, cerebrovascular diseases, and various types of cancer (Australian Bureau of Statistics, 2017; Australian Institute of Health and Welfare, 2017). Most of the conditions in the top causes of death in the country are linked to increased levels of cholesterol in the body. As such, in order to control the escalating number of deaths, there is a need to control the health of the Australian populace (Australian Institute of Health and Welfare, 2017).

Given the busy nature of the residents and population of Melbourne, a fast preparation of food, as well as foods that can be conveniently consumed easily is a major requirement for the hectic schedules of the majority of the city dwellers. This type of lifestyle has led to the increase in the number of fast food set ups in the city, as well as an increase in their demand.

Auganic Fast Food Salad has a role to play in the reduction of bad eating habits of the residents of Melbourne as well as the improvement of the health of the residents. In this regard, the business aims to change the manner in which the population of Melbourne takes care of their health. This is to be achieved with minimum interruption of their daily schedules and work balance.

Here, the business finds a justification for its entry through the provision of healthy food options. Auganic Fast Food is to achieve this through the offering of healthier alternatives to the common junk foods offered in the majority of the fast food settings. Therefore, the setting up of Auganic Fast Food Salad will meet an important market need of providing healthy food options to the population of Melbourne.

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The target market for the proposed business, Auganic Fast Food Salad, will be the residents and population of Melbourne, Australia. Within this population, there are various classes of people who require such services but have been left without the alternatives. Such categories of potential customers include the health conscious individuals who have a busy schedule during the day and cannot find enough time for a freshly prepared and healthy meal.

A second category is the health conscious individuals who may require a boost during the day or night as they plan to make a healthy meal at home. A third category is the individuals that are willing to eat in a healthier manner but have no idea of where to start. All these persons are currently exposed to having to consume alternative foods since there are limited options that serve healthy foods using a fast approach. This presents a ready market for the proposed business and its products.

CBBE Analysis of the competition

This section focuses on the analysis of the proposed business in a bid to determine the brand equity of the business in lieu of its competitors. Brand equity refers to the monetary value attached to a brand as sourced from the recognition it enjoys over its competition (Lasser, Mittal, & Sharma, 1995). In this regard, the analysis makes use of the customer based brand equity (CBBE) model approach to determine the source of the current brand equity for the two major competitors for the proposed business. The segments below outline the CBBE analysis for each of the business’ competitors.

CBBE Analysis for Crisp Creative Salad

Making use of the CBBE pyramid, the foundation for the company’s brand equity is their brand identity. In this regard, Crisp Creative Salad has carved out a niche by identifying themselves as a luxury brand for the healthy individuals. This is achieved through market research and the making of radical choices regarding the products and marketing prior to beginning operations.

The second tier of the pyramid is brand meaning, which directly relates to what the business is. In this tier, the company attempts to make the customer know them more than just being aware of their presence. In the case of Crisp Creative Salad, the company the company gets their clientele to know them through crisp advertising and layout of their products and menu in a clean and exquisite manner. In addition, the company ensures their products meet the customer expectations at every level.

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The third tier relates to the response the company’s products receive from the consumers. In this regard, there are two definitive categories: judgments and feelings. These refer to the responses from the customers regarding the superiority, quality, and credibility of the products after consuming them. For Crisp Creative Salads, the customers have largely been positive, and many of their customers consider them superior and feel that their salads are of great quality.

The fourth tier relates to brand resonance, where there is a developed relationship between the customer and the product or company. At this level, the customer feels a personal connection to the brand and considers the company their only option. In this regard, Crisp may have a few customers who only order from their branches, and possess a sense of behavioral loyalty to the brand.

CBBE Analysis for Sumo Salad

Sumo Salad, Auganic’s other competitor also has varying characteristics across that reflect the company’s qualities along the CBBE pyramid. Starting at the bottom of the pyramid, the company has a strong brand salience owing to creative marketing approaches that make it well known. This creates a strong operational foundation for the firm, especially given the tough financial situation in the country over the past few years. Such a unique and strong foundation has enabled Sumo Salad to maintain a good image such that the company was still receiving franchisee offers in spite of the tough economy in 2007 and 2008 (Stafford, 2009).

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On the second tier, which represents who the company is, Sumo Salad seems to struggle with communicating what they stand for to the customers. In terms of imagery, there is a clutter of information in the targeted marketing approaches used in several of their advertising campaigns. While such an action may not directly communicate the company’s required image, Sumo Salad has suffered from such actions by creating the wrong psychological and social impressions in the minds of the customers.

In terms of performance, however, there are better reviews and the customers seem to be satisfied with the pricing and effectiveness of their products. Sumo Salad shines in terms of their performance, mainly through pricing, service efficiency, and the primary characteristics and features of both the company and their products. This, according to Baylis Sumo, among the founders of Sumo Salad, has enabled them to stay afloat for a long time (Stafford, 2009). Therefore, Sumo Salad has a mixed score in the second tier of brand meaning.

On the third tier of the CBBE model, which represents the brand response from the customers, Sumo Salad has mixed responses regarding the quality, credibility, and superiority of their products. In this regard, the feelings and judgments are mixed for Sumo Salad. Customer judgment refers to conceptual feedback held by a customer before they experience the brand’s products, mainly through reviews of other consumers of the product (Lasser, Mittal, & Sharma, 1995).

On the judgment front, Sumo Salad has had both positive and negative reviews. Feelings, on the other hand, is a direct response from a customer who has experienced the product offerings and made a decision regarding the ability of the brand and product to meet their expectations (Lasser, Mittal, & Sharma, 1995). In the same fashion, Sumo Salad has had a mixed response of feelings from their customers over various products in their portfolio.

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The fourth tier represents brand resonance, which refers to the relationship fostered between the customer and the company. Sumo Salad enjoys very little brand resonance where customers only purchase from the company and have a direct and personal engagement with the brand or the company in a direct and connected way. This may be attributed to poor relationship management, products that don’t meet the customers’ expectations, or the lack of an internal motivation to reach such levels of customer service.

To reach this level of the pyramid, Sumo Salad requires to have a deep and intense psychological connection with the customers. Such a connection stems from a mix of values and characteristics portrayed by both the company and its products. Sumo Salad, however, has not managed to bring such factors together to create the level of engagement required between the company’s products and their customers to achieve the level of brand resonance aspired for by many firms.

Conclusion

There are good prospects for Auganic Fast Food Salad in the current market in Melbourne. From the CBBE analysis, there are various weaknesses in the competitors’ approaches that the company can take advantage of in a bid to acquire an edge. These include the time to prepare meals, absence of personalized services, and lack of a quality, connected touch to the clientele. As such, from the onset of planning for the business, Auganic should begin to plan for the conquering of the entire pyramid through the provision of quality and personalized services to lure in clientele and acquire a large market share.

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References

Australian Bureau of Statistics. (2017, September 27). Australia’s leading causes of death, 2016. Retrieved from Australian Bureau of Statistics: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/3303.0~2016~Main%20Features~Australia’s%20leading%20causes%20of%20death,%202016~3

Australian Institute of Health and Welfare. (2017, February 7). Retrieved from Leading causes of death – Leading underlying causes of death by sex: https://www.aihw.gov.au/reports/life-expectancy-death/deaths-in-australia/contents/leading-causes-of-death

Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of Consumer Marketing, 12(4), 11-19. doi:10.1108/07363769510095270

Stafford, P. (2009, March 12). Sumo Salad finds a healthy model. Retrieved from Smart Company Australia: https://www.smartcompany.com.au/entrepreneurs/influencers-profiles/sumo-salads-healthy-model/

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Brand Management Enquiry Report

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Brand Management Enquiry Report

New startup business

Brand Management Enquiry Report

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Brand Management Enquiry Report

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CBBE Analysis of the competition

CBBE Analysis for Crisp Creative Salad

Brand Management Enquiry Report

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CBBE Analysis for Sumo Salad

Brand Management Enquiry Report

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Brand Management Enquiry Report

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Conclusion

Brand Management Enquiry Report

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References

Lasser, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of Consumer Marketing, 12(4), 11-19. doi:10.1108/07363769510095270

Brand Management Enquiry Report

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Technology Usage Policy Essay

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Technology Usage Policy

Being an intern is one of the most learning processes in one’s education. I believe that through an internship, a person can acquire the skills needed to perform tasks in the field that one chooses to pursue. As an intern, I was able to train on the technology policy first. This was before my start at interacting with customers and learning processes and procedures regarding the payee program.

In this case, I was required to learn and comprehend the technology for the Freestore Foodbank. To begin with, it is important to note that the Freestore Foodbank is one of the largest emergency food and services providers in the world. The organization is focused on providing meals to low-income families and individuals. It is through this provision of emergency food that the organization reacts to the problem of poverty and food insecurity in the society.

On the other hand, the Freestore Foodbank can provide its employees with a scope of technology resources which include computers, telephones, e-mail, fax, and internet access. To a great extent, one can note that access to the organization’s communications system is not a right but rather a privilege. Through the guidelines provided in the communications system policy, there is the proper use of the system, protection for all users, and equal access and supervision of resources. If any employee is found to violate the stipulated policy guidelines, one is faced with disciplinary measures such as termination of employment. As an intern, I knew that I was not an exemption of this punishment.

Technology Usage Policy

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When it comes to ownership and control of resources, I came to learn that employees are assigned electronic gadgets such as desktops or laptops based on the job-specific criteria which are developed by the supervisor. The other elements that I came to learn are that the technology resources that are availed by Freestore Foodbank are the exclusive property of the organization and can only be used for business purposes. The third aspect that was made known to me was that the organization has all rights to at any time take possession of the computer or any equipment assigned to an employee. This is something that can be conducted randomly.

The other element that is contained in the policy is employee responsibilities. When it comes to security and maintenance, employees are held responsible for ensuring that the equipment that one is assigned to as an employee is handled securely. Secondly, personal equipment is not allowed into the organizations premises without prior authorization. The third guideline under security and maintenance is that no member of the organization’s network is permitted to harass any other individual. This to me was one of the significant and impactful guidelines since in modern days; cyberbullying has become an issue that has negatively impacted people and societies.

Another element under guidelines and which I found quite essential is the online security and passwords. Any access to data at the Freestore Foodbank is one that requires logins and passwords. As such, employees are called upon not to disclose any of their information to anyone else. Through the technology usage policy, I was also introduced to the fact that the organization’s systems cannot be subject to personal use. Furthermore, I came to realize that just like any other company or organization, the prohibition of viewing or displaying content of questionable nature is prohibited by all means.

Technology Usage Policy

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Perspective in Criminology Research Exercise

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Perspective in Criminology

Alcohol-related violence and one punch killings
Research question a) How can public debate and political action relating to these offences be seen as related to neo-liberal ideology? Discuss in relation to concepts of risk and responsibilisation.

Please note that for this assignment you are required to cite at least 8 academic references. Note: Wikipedia and media articles are NOT academic references.

Marking Criteria Style & Presentation – Some Dos and Don’ts
1. ESSAY PREPARATIONS AND RESEARCH:
You need to relate your essay to the specific topic provided above

You are expected to have basic knowledge about how to do academic research (both online and in the Library). If you would like help, or are unsure about how to research academic material

Wikipedia is not an academic source!

Perspective in Criminology

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Make sure you follow the Harvard referencing style.

Preparation is key to good writing. The more time you spend mapping out your assignment, the more likely it is that you will produce a coherent and convincing argument. Your essay should be 1.5 or double spaced.

Your assignment should be sufficiently titled so as to indicate the question you have selected.

Your reference list must be included at the end of your essay. Failure to include a reference list can result in an automatic failure and can constitute serious academic misconduct.

Avoid overly long sentences. Simple is better.

You need to read your essay prior to submission. If it doesn’t make sense to you, it won’t make sense to your marker either.

RUN A SPELLING AND GRAMMAR CHECK.

Make sure all your references are fully and properly acknowledged (including page numbers for direct quotations).

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Service Quality Report Assignment

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Service Quality Report

The difference between a business that provides various forms of services and those that sell physical goods is largely in the form of the transaction as well as the form of delivery of the goods or services to the customer (Dabholkar, 2015; Baker, 2016). However, a larger difference comes in when assessing the various marketing approaches and concepts used in both the sale of tangible goods and the provision of services.

From such an assessment, there is a view of the more complex nature of marketing for service delivery compared to the sale of goods. This paper focuses on the assessment of service experience in lieu of a personal experience and in relation to the marketing approaches in a service based industry.

Service experience

The service experience case used in this analysis is the use of an Uber taxi service that I used a few years back. During that time, I had been used to driving myself around Melbourne and using various public amenities such as the tram or the metropolitan bus service every once in a while. When the family car is not working or available for a few hours or days, I usually have to sacrifice mine to serve other purposes at home. As such, I need alternative means of transport to help me move around, hence my knowledge and awareness of the various public transport systems in the city.

On one of the occasions when I had sacrificed my car, I had a few errands to run one afternoon and a meeting thereafter that went on later than expected. After the meeting, I was left back to review the discussion late night meeting. The absence of my vehicle had skipped my mind as I was engrossed in the details of the meeting.

On concluding the review, I realized that my colleagues had left and I had few options to get home safely. I had reservations about walking all the way to the bus terminus and wait for the bus. After analyzing my options, I concluded that the best alternative was the use of an Uber taxi service, although I had reservations regarding the service since I was not sure if the driver would come all the way to where I was.

Service Quality Report

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I immediately installed the application on my phone and launched it. The interface was easy enough to grasp and work within a matter of minutes. I then requested for a taxi by inputting the destination I needed to go to. Meanwhile, the phone automatically identified my location and I requested to be picked up. In a few minutes, a foreign number called me and identified themselves as the Uber driver, and that he was on his way to pick me up for a ride to my destination. I was elated at the convenience and waited for the cab.

In a few minutes of his call, the driver arrived and I got in. I loved the speedy nature of the arrival of the cab service. In addition, the ride back home was efficient and the driver was courteous. He kept a light conversation and drove carefully all through. A key aspect of the service that I particularly liked is the professionalism of the driver, both in terms of his driving and handling of customers. That first experience with Uber taxi services made me a loyal customer to the company to date. If I am ever in need of alternative transport when my vehicle is not available, Uber is always my first option.

Accurate and comprehensive application of various types of service marketing concepts to a personal service experience

Perceived risk

Perceived risks refers to the supposed insecurity concerning probable negative consequences of utilizing a product or service (Lovelock & Patterson, 2015; Pappas, 2016). It has been ceremoniously well defined as a blend of uncertainty plus solemnity of outcome involved. A key type of perceived risk is a functional risk, which is the fear that a certain product or service will not meet the promised functions and benefits.

Other associated fears within the parameters of perceived risk include psychological risk, physical risk, financial risk, and time risk among others (Lovelock & Patterson, 2015). These variants of perceived risk are evident in services marketing and the experience of a customer who uses any type of service as explained below.

Service Quality Report

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Using my first time Uber experience as a case sample, I had the perceived risk towards the service. My main reservation was whether the service was to be as beneficial as advertised, as well as what I had heard through the experiences of other users. This functional risk represented the fear that the Uber service would either not come to pick me from my location, or would end up leaving me a far distance from my house.

The fact that the Uber taxi service was to be conducted by a total stranger, there was perceived physical risk since it was a possibility that the driver could assault me and cause bodily harm. While other forms of perceived risks such as the financial, time, and psychological risks were present (Featherman and Pavlov, 2003), they were not at the focus of my concerns as the perceived physical and functional risks.

Factors influencing expectations/zone of tolerance

Customer expectations refer to the beliefs regarding delivery of services as that act as standards or reference points against which the performance of the service is decided (Wilson, 2008). Since clients compare their perceptions of performance with such reference points when examining service standards or quality, detailed knowledge regarding customer expectations is vital to marketers who deal with services.

Acknowledging that a client anticipates something can be said to be the initial and virtually the most critical step in delivering quality services (Wilson, 2008). There are various possible levels of customer expectations. The diagram below will be an illustration of these standards.

Service Quality Report

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Zone of tolerance

The tolerance region is one that can expand or contract depending on the customer. Various factors influence customer expectations especially when it comes to services. The first aspect is that of personal needs. Such may include physical, social, psychological and functional requirements. In the example of my case as a first time Uber user, my need to get home safely was an expectation I had as a consumer of the Uber services.

Another key influencing factor to the delivery of service expectations is when other people drive the hope and expectations of a potential customer. In my case, the friends that had used the service before, as well as online reviews of the company influenced my decision to try out the service.

An additional concept within the realm of customer expectation and their zone of tolerance is the personal service philosophy held by the client (Wilson, 2008). This refers to the generic attitude about the meaning of service and the right conduct of service providers in conducting their business. In my case of using the Uber taxi service, I had generic expectations that the driver would take me to my destination promptly and without unnecessary stops or inconveniences. Gladly, the driver conducted himself in a professional manner and met my existing expectation of personal service philosophy.

Service Quality Report

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Conclusion

In assessing the optimal marketing channel to use for a service based business, it is essential to realize the inseparability of the provision of services and their consumption. As such, in regards to service businesses, it is imperative to learn about and manage customer expectations, their zone of tolerance, and perceived risks. Uber is a company that has adequately addressed these concerns as evidenced by my personal experience with them, a factor that has led to their continued growth and maintenance of customers over the years.

References

Baker, M. J. (2016). What is marketing? In M. J. Baker, The Marketing Book (pp. 25 – 42). Boston, MA: Routledge.

Dabholkar, P. A. (2015). How to Improve Perceived Service Quality by Increasing Customer Participation. In B. J. Dunlap (Ed.), Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 483 – 494). San Diego: Springer, Cham. doi:10.1007/978-3-319-13254-9_97

Featherman, M & Pavlov, P., (2003) Predicting e-services Adoption: A Perceived Risk Facets Perspective, 59(2003), pp.451-474.

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Service Quality Report

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