Use and Develop Systems That Promote Communication free essay sample

Here also there is special type of instrument used called â€Å"personal listening system†. Communication continues both verbal and non-verbal, despite progression of the condition. Nonverbal communication describes the process of conveying meaning in the form of non-word messages. Some of nonverbal communication includes gesture, body language or posture; facial expression and eye contact, object communication such as clothing, hairstyles, architecture, symbols, tone of voice . Written communication, Over time the forms of and ideas about communication have evolved through progression of technology. Advances include communications psychology and media psychology; an emerging field of study. Oral communication, while primarily referring to spoken verbal communication, can also employ visual aids and non-verbal elements to support the conveyance of meaning. Oral communication includes speeches, presentations, discussions, and aspects of interpersonal communication. As a type of face-to-face communication, body language and choice tonality play a significant role, and may have a greater impact upon the listener than informational content. We will write a custom essay sample on Use and Develop Systems That Promote Communication or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page All communications, intentional or unintentional, have some effect. This effect may not be always in communicators favor or as desired by him or her. Communication that produces the desired effect or result is effective communication. It results in what the communicator wants. Effective communication generates the desired effect, maintains effect amp; increases effect. Effective communication serves its purpose for which it was planned or designed. The purpose could be to generate action, inform, create understanding or communicate a certain idea/point etc. Effective communication also ensures that message distortion does not take place during the communication process. Physical barriers are often due to the nature of the environment. Thus, for example, the natural barrier which exists whilst distractions like background noise, poor lighting or an environment which is too hot or cold can all affect peoples morale and concentration, which in turn interfere with effective communication. System design faults refer to problems with the structures or systems in place in an organization. Examples might include a lack of supervision or training, and a lack of clarity in roles and responsibilities which can lead to staff being uncertain about what is expected of them. Physiological result from individuals personal discomfort, caused—for example—by ill health, poor eyesight or hearing difficulties. Phrase, Words sounding the same but having different meaning can convey a different meaning altogether. Hence the communicator must ensure that the receiver receives the same meaning. It would be better if such words can be avoided by using alternatives. Individual linguistic, inappropriate words in communication can prevent people from understanding the message. Poorly explained or misunderstood messages can also result in confusion. The onset of dementia can create communication barriers within the person with dementia, such as word-finding problems, memory problems, using the same words repeatedly, not appearing to understand what it said, saying very little, the use of empty phrases, a lessening ability to be coherent and maintain a conversational topic in which the decline in ability to communicate. Include the family and friends in the communication when resident is not ble to understand what you are trying to say; ask the family and friends how the person can be helped to communicate with you; speak in a plain way, using words that are simple. For example, instead of asking if the person is hungry, ask, Would you like to eat some eggs? ;talk to patients and residents in a place that is quiet and that does NOT have a lot of dis tractions. Turn off the radio and TV while you are talking to the person, after you ask them if you can; make sure that the person can see you. Turn on the lights if the room is too dark; keep the message as short and simple as you can. Many people do best with short talks rather than long ones with a lot of information at one time. It is better to talk for a couple of short sessions, rather than one or two long ones; discuss one thing at a time; repeat the message as often as needed; ask one question at a time and listen to or observe for the answer; draw pictures or write things down for the person if this helps them understand what you are trying to say; let the resident draw a picture or write things down for you if this makes it easier for them to tell you what they want or need; ask yes or no questions. For example, if you want to know if a patient wants to eat fruit, ask do you want an apple or a pear? , instead of do you want to eat a piece of fruit? ;use real objects whenever you can. For example, show the person the real object, like an apple, if you are asking the resident if they would like to eat it. Speak slowly and in a clear way; talk with a low pitch, not with a high pitched voice; face the person that you are talking to; make eye contact with the person. Listen to the person; look at the persons face. Is the person trying to tell you something? Do they look like they are in pain? Are they holding a part of their body, like their hand or their head? Do they look sad? Do they look angry? ; give the person their eyeglasses and hearing aid. If they wear them; always show respect and caring; and communicate with touch and a calm voice when you want to tell person that you care and they cannot understand the spoken word.

Acid essays

Acid essays Acids and bases are compounds that, when added to an aqueous solution, change the amounts of H3O+ and OH- ions in solution. Acids increase the amount of H3O+ in solution by donating protons (H+) to water (H2O), forming H3O+. Bases increase the amount of OH- by removing protons from water, forming OH-. Acidic solutions have more H3O+ than OH- in them, while the opposite is the case for basic solutions. Acids in water solutions show the following common properties: they taste sour; turn litmus paper red, and react with certain metals, such as zinc, to yield hydrogen gas. Bases in water solutions show these common properties: they taste bitter, turn litmus paper blue, and feels slippery. When a water solution of acid is mixed with a water solution of base, water and salt are formed, this process, called neutralization, is complete only if the resulting solution has neither acidic nor basic properties. What is important to your understanding of acids and bases is this one fact: No matter how much acid you put into a solution, there are still some OH- ions floating around due to auto ionization of water that constantly takes place, and no matter how basic you make a solution, there is still some H3O+ present in that solution. A solution containing H3O+ can be basic, because there are more OH- ions, and a solution containing OH- ions can be acidic, there just needs to be more H3O+ present. Acid-base chemistry is an important part of everyday life. The excess hydronium ions in acids give them interesting properties. Acids can react with metals and other materials. The strong acid HCl is produced in your stomach to help digest food. In dilute concentrations, acids are responsible for the sour taste of lemons, limes, vinegar and other substances. Bases are also very reactive. The strong base NaOH is used in many household-cleaning agents such as oven cleaner and drain clog-re ...

Biography of Ralph Waldo Emerson

Biography of Ralph Waldo Emerson Ralph Waldo Emerson was one of the most influential Americans of the 19th century. His writings played a major role in the development of American literature, and his thought impacted political leaders as well as countless ordinary people. Emerson, born into a family of ministers, became known as an unorthodox and controversiall thinker in the late 1830s. His writing and public persona would cast a long shadow over American letters, as he influenced such major American writers as Walt Whitman and Henry David Thoreau. Early Life of Ralph Waldo Emerson Ralph Waldo Emerson was born May 25, 1803. His father was a prominent Boston minister. And though his father died when Emerson was eight years old, Emersons family managed to send him to Boston Latin School and Harvard College. After graduating from Harvard he taught school with his older brother for a time, and eventually decided to become a Unitarian minister. He became the junior pastor at a noted Boston institution, Second Church. Personal Crisis Emerson’s personal life appeared promising, as he fell in love and married Ellen Tucker in 1829. His happiness was short-lived, however, as his young wife died less than two years later. Emerson was emotionally devastated. As his wife was from a wealthy family, Emerson received an inheritance which helped sustain him for the rest of his life. The death of his wife and his plunge into misery led Emerson to have severe doubts about his religious beliefs. He became increasingly disillusioned with the ministry over the next several years and he resigned from his position at the church. He spent most of 1833 touring Europe. In Britain Emerson met with prominent writers, including Thomas Carlyle, which whom he began a lifelong friendship. Emerson Began to Publish and Speak in Public After returning to America, Emerson began to express his changing ideas in written essays. His essay â€Å"Nature,† published in 1836, was noteworthy. It is often cited as the place where central ideas of Transcendentalism were expressed. In the late 1830s Emerson began to make a living as a public speaker. At that time in America, crowds would pay to hear people discuss current events or philosophical topics, and Emerson was soon a popular orator in New England. Over the course of his life his speaking fees would be a major portion of his income. The Transcendentalist Movement Because Emerson is so closely linked to the Transcendentalists, it is often believed that he was the founder of Transcendentalism. He was not, as other New England thinkers and writers actually came together, calling themselves Transcendentalists, in the years before he published â€Å"Nature.† Yet Emerson’s prominence, and his growing public profile, made him the most famous of the Transcendentalist writers. Emerson Broke with Tradition In 1837, a class at Harvard Divinity School invited Emerson to speak. He delivered an address titled â€Å"The American Scholar† which was well-received. It was hailed as â€Å"our intellectual Declaration of Independence† by Oliver Wendell Holmes, a student who would go on to be a prominent essayist. The following year the graduating class at the Divinity School invited Emerson to give the commencement address. Emerson, speaking to a fairly small group of people on July 15, 1838, ignited a huge controversy. He delivered an address advocating Transcendentalist ideas such as love of nature and self-reliance. The faculty and clergy considered Emerson’s address to be somewhat radical and a calculated insult. He was not invited back to speak at Harvard for decades. Emerson Was Known as The Sage of Concord Emerson married his second wife, Lidian, in 1835, and they settled in Concord, Massachusetts. In Concord Emerson found a peaceful place to live and write, and a literary community sprang up around him. Other writers associated with Concord in the 1840s included Nathaniel Hawthorne, Henry David Thoreau, and Margaret Fuller. Emerson was sometimes referred to in the newspapers as The Sage of Concord. Ralph Waldo Emerson Was a Literary Influence Emerson published his first book of essay in 1841, and published a second volume in 1844. He continued speaking far and wide, and it’s known that in 1842 he gave an address titled â€Å"The Poet† in New York City. One of the audience members was a young newspaper reporter, Walt Whitman. The future poet was greatly inspired by Emerson’s words. In 1855, when Whitman published his classic book Leaves of Grass, he sent a copy to Emerson, who responded with a warm letter praising Whitman’s poetry. This endorsement from Emerson helped launched Whitman’s career as a poet. Emerson also exerted a major influence over Henry David Thoreau, who was a young Harvard graduate and schoolteacher when Emerson met him in Concord. Emerson sometimes employed Thoreau as a handyman and gardener, and encouraged his young friend to write. Thoreau lived for two years in a cabin he built on a plot of land owned by Emerson, and wrote his classic book, Walden, based on the experience. Involvement in Social Causes Emerson was known for his lofty ideas, but he was also known to get involved in specific social causes. The most notable cause Emerson supported was the abolitionist movement. Emerson spoke out against slavery for years, and even helped runaway slaves get to Canada via the Underground Railroad. Emerson also praised John Brown, the fanatical abolitionist who many perceived as a violent madman. Though Emerson had been fairly apolitical, the conflict over slavery led him to the new Republican Party, and in the election of 1860 he voted for Abraham Lincoln. When Lincoln signed the Emancipation Proclamation Emerson hailed it as a great day for the United States. Emerson was deeply affected by Lincolns assassination, and considered him a martyr. Emersons Later Years After the Civil War, Emerson continued to travel and give lectures based on his many essays. In California he befriended naturalist John Muir, whom he met in Yosemite Valley. But by the 1870s his health was beginning to fail. He died in Concord on April 27, 1882. He was nearly 79 years old. His death was front-page news. The New York Times published a lengthy obituary of Emerson on the front page. It is impossible to learn about American literature in the 19th century without encountering Ralph Waldo Emerson. His influence was profound, and his essays, especially classics such as Self-Reliance, are still read and discussed more than 160 years after their publication. Sources: Ralph Waldo Emerson.  Encyclopedia of World Biography, Gale, 1998. The Death of Mr. Emerson. New York Times, 28 April 1882. A1.

Critically evaluate three different political ideologies. Consider the Essay

Critically evaluate three different political ideologies. Consider the origins of each ideology and make links to Education in practice - Essay Example Primarily the political ideologies of the late 18th century were the basis of modern political science. This paper deals the three political ideologies that are communism, socialism, and fascism. The paper states the basic theme behind these ideologies as well as it discusses the historical background and origin of socialism, communism and fascism in different parts of the world. The important feature of this paper is to critically analyze the working of educational systems under above mentioned school of thoughts. Communism is actually a political ideology that deals with the common control of control of economy in the society. Communism is derived from French word â€Å"commun† means common or general. Communism can be stated as a revolutionary socialism based on the theories of the political philosophers Karl Marx and Friedrich Engel emphasizing common ownership of the means of production and a planned economy (Hutchinson Encyclopedia, 1996). Communism is a contemporary political movement that focuses to defeat the capitalism through revolution and therefore, create an egalitarian culture in which the entire financial system is owned by the general public. Karl Marx declared it as the last phase of human society that would be succeeded through a grassroots revolution (Walicki, 1995). The principle held is that each should work according to its capacity and receive according to their needs. The difference between â€Å"communism† itself and working towards communism is same as the difference between constructing and living in a house. In fact, the ideal communist state of USSR never claimed of achieving the communism in true sense. Practically what ever had been done in Russian state that was an endeavor to do the work required to establish a communist culture. In political point of view, communism pursues to bring down the capitalism via proletarian revolution. After the revolution of 1917, the first communist state was

The Basic Definition of Defamation Essay Example | Topics and Well Written Essays - 500 words

The Basic Definition of Defamation - Essay Example Also under this law, legally the individual or organization that has been targeted does not have to prove in court that the journalist is wrong, only the fact that the targeted individuals are offended and feels the act will defame him is enough to bring the newspaper and journalist to court an in serious trouble. The Newspaper will have to prove and also the journalist will have to prove their stance on it. Whether after three days they apologize, the targeted individual which is the Rock star punk in this case still has the right to sue them for a certain amount of damages. And he can win in court. The best defense the journalist and the newspaper have is if they prove their story true with actual, factual evidence. But if they fail, the targeted individual can increase the amount of damage, pleading further damage to his goodwill and fame.   (BBC Action Network team, 1) Ans 2) Background:             It was in 1789 that ATCA initiated on the process of software Piracy detection so that piracy claims could be taken care of, in the American courts. Piracy was the terror campaign of its era. (Without a doubt, the lone unambiguous orientation to international law in the U.S. Constitution comes in an article yielding Congress influence to describe and chastise piracies and felonies dedicated on the lofty seas, and offenses alongside the law of nations.) More or less for 200 years, the ATCA had been scarcely used. It was in 1980, in the case of Filartiga v. Pena-Irala, the U.S. Court of Appeals for the subsequent track permitted two Paraguayan citizens to go ahead with a suit within which it was charging a Paraguayan general with torture - plainly a violation of the law of nations. (KREILKAMP, 1) Under this law, the software piracy done by foreigners is punishable and includes capital punishment in some cases under the law.

Satires Analysis

Satires Analysis John Donnes Life and Satires Analysis John Donne was born in 1572 in Breadstreet, London. Many call him the founder of metaphysical poets. He and his two siblings were raised by their mother after their father died in 1576. Donne and his family were strict Roman Catholics, but Donne later questioned his religion. His brother Henry died in prison in 1953 of a fever. He was in prison for giving sanctuary to a priest and it was soon after this that Donne wrote his first book of poems. The book was entitled Satires, and it has long been considered one of his best works. This really says a lot about his ability considering that it was his first published work. During this time Donne did very well for himself and he had what seemed to be a very promising career. All he had gained was ruined when he secretly married Anne More, daughter of Sir George More. More had Donne and his friends thrown in Fleet prison for several weeks. He was then fired from his job and he and his wife lived in poverty for almost ten years. Soon after this they moved to Pyrford, Surrey where they began to raise a family. Finally, in 1609 Sir More and Donne reconciled and More paid his daughters dowry. This helped them greatly financially. They also received help from friends and soon returned to their feet. Donne worked many odd jobs over the next few years and published many works. In two different works he denounced his Catholic faith. He later joined the Anglican Church and became a preacher. His wife died not long after, just as things were beginning to look up for Donne. They had twelve children together and only seven of them were alive when she died. Donne then returned to London in 1920 where he wrote the majority of his works. In 1621 he was chosen to be the Dean of St. Pauls and he held that position until he died. While in London he also became quite engrossed with death. The last thing Donne wrote before he died was Hymn to God, My God, In My Sickness. He died on March 31, 1631 before the great fire of London destroye d the city in 1666. Donnes monument survived the fire and it can be seen still to this day. Donnes book Satires was written early in his career. He was in his early twenties when it was completed. It consists of five different satires and it was quite popular. The first three were written around 1593 and the last two were written around 1597. The exact dates of his elegies and satires are not known, but they were probably written around the same time. The book wasnt published right away, but it circulated more than his songs, sonnets, and elegies did combined. His songs and sonnets were more popular and revealed more of his inner self and his soul. The book is about average poets, politics, religion, and other Elizabethan topics. â€Å"The Satyres are considered by some to be among the best examples of their particular genre, formal verse satire, but this genre, based upon Roman models and especially on Juvenals satire, had only a brief vogue in the 1590s† (Zivley 87). Donnes first satire is entitled â€Å"Nones Slave†. â€Å"The object of the speakers contempt and the subject of ‘Satyre I is ultimately his own fallen state and, by extension, the fallen state of man† (Lauritsen 123). He explores many different ways of asserting his freedom in the corrupt, distorted English government. It depicts the ins and outs of court life. Donne believed one should be able to do as he wished. He didnt think anyone should be limited by the government or their religion. Most of Donnes early poetry dealt with this topic. He wanted prestige and a more worldly position without obeying the current laws to obtain it. Donne was the victim of Englands oppressive legal system numerous times and he still fought for the freedom he deserved. The protagonist is continually being distracted from his studies by a young boy. The two characters are complete opposites and they butt heads. The protagonist is a simple, peaceful man and he doesnt care for materia l things. The boy isnt quite as simple and he is very materialistic. He judges his friends by their appearance and social standing. The second satire condemns vices and it includes very little praise. It centers on corrupt lawyers and fraud. Cocus is an earlier poet and he is the antagonist of the satire. â€Å"The description of Cocus in ‘Satyre II is the only extended portrait of a contemporary writer in Donnes satires, and even in that poem he reserves most of his scorn for Cocuss behavior as a lawyer† (Dubrow 80). He uses fraud to harm his clients and others. Their losses become his personal gain. The protagonist seems to be a guardian to Cocus and he calls him up for judgment. He goes on an unrelated rant when asked to account for his own actions. However, he isnt afraid to condemn Cocus when asked about his practice. The protagonist believes lawyers to be the worst of all sinners. He even places them below Satan himself. In Donnes third satire entitled â€Å"Of Religion†, he describes some of the most radical thoughts of Europe in the 16th Century. In this poem he criticizes all authority in that time. He especially criticizes both the Catholic and Protestant faiths. Nothing religious or secular was safe from Donnes criticisms. â€Å"Most critics agree that the satire represents a transitional stage in the progress of Donnes religious thought from Roman Catholicism to Anglicanism while they differ on whether it illustrates his struggle to renounce the faith in which he was raised or his search for a new faith† (Moore 41). He also stated that we are all responsible for the state of our own souls. The protagonist is the only character included in this satire. He starts out in a state of depression and his mood gradually improves. This improvement comes through a chain of questions and reasoning. He is now on a search for spiritual truth. He believes that there is only one true religion f or mankind. He just isnt sure which religion is the right one. This is by far the most popular and recognizable of the five satires. In Donnes fourth satire he speaks of many different things. He wrote about the assault of foreigners in England, perpetual rights, Guianas rarities, Danes massacre, and Roman Catholic historians. Foreigners were highly unpopular in England and they were often harassed and assaulted. He spoke of perpetual rights or promises of offices given to people. Danes massacre refers to the killing of all the Danes in England by order of Ethelred on November 13, 1002. The Roman Catholic historians that Donne spoke of were Jovius and Surius. They were both known as liars and took much blame from Donne. A young antagonist appears in this satire, and he is much like the antagonist in the second satire. The protagonist serves as a reflection of Donne himself. â€Å"Despite the playful tone, however, the emphasis is firmly on the speakers guilt† (Bradbury 95). Donne criticizes the protagonist for his many sins. His fifth satire is a persuasive poem and it is based on The Courtier written by Castiglione. It also returns to the second satire by including the theme of law. It showcases his public duty much like his other four satires. In this one his public duty is to serve as Sir Thomas Mores secretary and it is addressed to his patron, Sir Thomas Egerton the moral courtier. Officers who take advantage of their suitors are now under attack. This satire is usually the most ignored and the least understood. There has always been much speculation over the meanings of John Donnes works. Critics still view him highly although his works are often misinterpreted. He was and still is considered one of the greatest metaphysical poets of his time. Works Cited Bradbury, Nancy M. Speaker and Structure in Donnes Satyre IV. Studies in English Literature, 1500-1900 25.1 (1985): 87-107. JSTOR. Web. 23 Nov. 2009. Dubrow, Heather. â€Å"No Man Is an Island: Donnes Satires and Satiric Traditions. Studies in English Literature, 1500-1900 19.1 (1979): 71- 83. JSTOR. Web. 23 Nov. 2009. Lauritsen, John R. Donnes Satyres: The Drama of Self-Discovery. Studies in English Literature, 1500-1900 16.1 (1976): 117-30. JSTOR. Web. 22 Nov. 2009. Moore, Thomas V. Donnes Use of Uncertainty as a Vital Force in Satyre III Modern Philology 67.1 (1969): 41-49. JSTOR. Web. 22 Nov. 2009. Zivley, Sherry. Imagery in John Donnes Satyres. Studies in English Literature 6.1 (1966): 87-95. JSTOR. Web. 22 Nov. 2009.

Customer Contribution to Improving Service Quality in the Hospitality Industry

Quality Management in Services Drago Constantin Vasile The Bucharest Academy of Economic Studies, Romania E-mail: [email  protected] com Abstract The actors on the today business stage have no more well-defined roles with clear and rigid borders between them. Hospitality industry in particular is a good example how it has been blurred the roles that customers play in dealing with service providers. The study reveals that customers can influence the quality of hospitality service through performing a qualitycontrol function. This involves a series of activities to be achieved by them: (1) on-the-spot quality control, (2) service failure control, (3) quality consultancy, and (4) co-production control. However there are some difficulties and the hospitality organizations need a structured approach to overcome them. Developing a strategy to enhance the effectiveness in performing this function is an important challenge for the hospitality organization management. Our study recommends five courses of actions to be included in such a strategy. They envisage (1) increasing the customer`s knowledge of the firm`s quality standards,(2) encouraging customers to voice their concerns, (3) training customers (and employees) to manage the interpersonal encounter, (4) motivating customers to involve in performing the quality-control function and (5) training customers about their tasks in coproduction. Keywords: quality, hospitality industry, hospitality service, service, customer JEL Classification: L83, M31, M11 Introduction The issue of quality has taken an increased importance in business, being associated with a competitive advantage that can ensure the firm`s profitability and survival (Maddern et al. , 2007). The recognition of the nature and the important role of quality in business is the result of an evolution of quality ideas over time. To this respect, Dale and Cooper (1992) describe four stages (i) quality inspection, (ii) quality control, (iii) quality assurance, and (iv) total quality management. The last involves a shift of paradigm: a changing culture where quality is a basic value of the organization and the goal is a steady improvement in quality, as a strategy to gain competitive advantage. The assumption is that suggestions for improvements may come from any level in the organization (Barnes, 1995). But, in our opinion an important aspect is that valuable suggestions may come from the exterior of the organization, in particular from customers. The aim of this study is to discuss the challenge caused by managing service quality in the hospitality industry. The key questions are how customers may contribute to improving Vol XI †¢ Nr. 26 †¢ June 2009 441 Customer Contribution to improving Service Quality in the Hospitality Industry quality and what approach should adopt the hospitality organizations to enhance their contribution. The specific characteristics of the hospitality services cause an inherent involvement of the customer into their design and/or provision. In this context we claim that customers may perform a quality-control function and the actions firms can take regarding the co-option of customers` competence must be encouraged because of their beneficial effects. Our line of reasoning relies on theories and concepts from the international scientific literature and on the practice in the hospitality organizations. The evaluation of the issue of customers` contribution is made from the original perspective of integrating separate aspects within a function of quality control that can be assigned to customers of the hospitality services. The first section of the study presents the characteristics of hospitality services which provides the main explanation of the customer`s participation. The second section describes the activities that are included in the quality-control function. The last section discusses the difficulties that may be encountered in performing this function and it is presented a model of a strategy for enhancing customer contribution to improving hospitality service quality 1. Quality in the hospitality services Quality is an important topic in management and marketing research but there is no agreed definition of the word among scholars and practicians. Faced with the great number of points of view, Garvin (1988) describes several categories of the way in which the concept can be defined. A first perspective is that high quality is identified by customers with the help of their senses, for example by looking to the furniture design in a hotel room, by testing the food, by perceiving the atmosphere of a restaurant. A more technical point of view is represented by definitions based on superior product/service attributes`, or those underlining `conformance to specification` which involves carrying out operations with zero defects. Finally, other definitions are customer-oriented. So, it is recognized that the customer decides what quality means based on the fitness for use from his/her perspective, or on the basis of the best value received for his/her money. When dealing with the topic of qua lity in the hospitality industry, we have to take into consideration some particularities that result from the nature of the hospitality services. The characteristics like intangibility, heterogeneity, simultaneity, perishability (Ioncica, 2000) have an impact on the ways quality is managed. For example, in their well-known study, Parasuraman et al. (1985) conclude that service quality is founded on a comparison between what the customer feels should be offered (expectations) and what is provided (performance). More than that, as relieved by Gronroos (1984), customers do not evaluate only the outcome of the service (the technical quality) but they also take into consideration the service delivery (functional quality). For instance, in a restaurant setting, the delicious food served to the guest is the technical quality of a service; while how the guest is treated and served by the waiter is the functional quality. Both of them give influence to the customer in perceiving the service quality. In the context of our study, we also mention other significant implications. One is the fact that hospitality services are generally consumed at the point of production, which makes inspection of the service output very difficult. This requires the presence of an inspector at the service delivery (Barnes, 1995). The job can be performed by an employee of the hospitality company, but also the customer may be involved in the process. 442 Amfiteatru Economic Quality Management in Services Another significant aspect of a hospitality sale is that it can be define as a human experience for consumers. A visit at a hotel is finished without a product to be taken home; in exchange, the guest will remember the whole experience. Pine and Gilmore (1998) point out that experience is different from service, as different as the last is from goods. They consider that â€Å"an experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event. Commodities are fungible, good tangible, services intangible, and experiences memorable. † (Pine and Gilmore, 1998, p. 98). For example, theme restaurants such as Hard Rock Cafe offer food, but this is a prop for entertainment. Also, luxury hotels like Burj-al Arab do not provide accommodation but memorable moments of life for â€Å"guests†. That`s why, in this paper we`ll use the equivalent terms of customers and guests (i. e. buyers of experiences). Finally, hospitality services usually involve the customers` participation in helping to create the service value (Calycomb et al, 2001). The degree and forms of participation are very different. Sometimes, it is low, when all that is required is customer`s physical presence (e. g. attendance at an evening show in a all inclusive resort); other times, it is higher, when guest is part of the service experience (e. g. ctive involvement of the audience at the evening show). In this paper we are interested of the customer`s participation in the area of managing quality. 2. The service quality control function of the customers A function is a general category of activities that a person must perform. For example a managerial function refers to the activities performed by managers to develop and maintain work environments in which people can accomplish goals effectively and effic iently. Fayol first suggested a set of five functions that were widely accepted and are popular until today. In this field of quality management in the hospitality organizations, we think that an important function is performed by customers, namely service quality control function. Some arguments support this opinion. One argument is that the changing dynamics of business has modified the traditional roles of customers who have become active players in the creation of value. As Prahalad and Ramaswamy (2000) put it customers possess knowledge and skills that are useful to companies and they tend to engage themselves in an active dialogue with manufacturers of products and services. So, from the company`s point of view, they become part of an enhanced network from where competence can extracted in the benefit of all parties involved in the value chain. The customers` competence is an essential issue in the hospitality industry where they play key roles in the production and provision of services. Other arguments are provided by the research dealing with the customer`s roles. Much of the existing literature focuses on their roles as sources of income or proxy marketing agents who disseminate information about venues or brands (Lugosi, 2007). However, there is a literature that offers insights towards a customer-firm partnership perspective. LangnickHall (1996) describes five distinct roles for customers: (1) resource, (2) worker (or coproducer), (3) buyer, (4) beneficiary, and (5) outcome of transformation activities. All of them involve different degrees of participation with various possibility of co-opting customer`s competences. For example, as a resource customers supply inputs that â€Å"can include any of the factors of production: capital, natural resources, ideas, or any tangible or Vol XI †¢ Nr. 6 †¢ June 2009 443 Customer Contribution to improving Service Quality in the Hospitality Industry intangible contribution to production activities† (Langnick-Hall, 1996, p. 798). Bitner et al (1997) suggest that consumers may participate in the construction of service experiences in three ways: (1) as productive agencies (e. g. providing inputs); (2) as contributors to quality, satisfaction and value (e . g. patrons of a bar may see it is as partly their responsibility to entertain themselves in the venue); and (3) as competitors (e. g. ustomers choose to provide services for themselves, for example, by purchasing alcohol and consuming it at home). Ford and Heaton (2001) highlight that customers may take responsibility for entertaining fellow consumers, directing the behavior of staff and guests, and providing critical feedback. In this paper we focus on the active involvement of the customers in assessing quality of hospitality services. The hospitality services involve a person-to-person interaction, i. e. an interactive process between service providers and receivers. In this context perceptions and actions of both partners should be taken into consideration when evaluating and managing quality. In this respect, customers` actions may be regarded as components of a genuine quality-control function. The main activities that are included in the quality-control function are presented in figure 1. CLIENTS †¢ †¢ †¢ †¢ QUALITY CONTROL FUNCTION On-the-spot control Service failure control Quality consultancy Co-production control FIRMS Figure 1 – The components of the customer quality control function On-the-spot quality control. The hospitality firm`s commitment to service quality is highly dependent on the employees who have tasks of the delivery of the service and who are part of the service through their attitude and behaviors. They are ultimately responsible for the satisfaction or dissatisfaction of customers with the experience they have (Presbury et al. , 2005). Managers spend time to supervise, train, motivate, and reward the employees so that they should produce excellent guest experiences (Ford and Heaton, 2001). However a manager, say, in a hotel cannot be present all the time near each of his/her subordinates. On the other hand, guests in a hotel are very often in contact with frontline employees, talk to them, and see their job performance. So, they have the opportunity to control the employees` activity and react when the last fail to behave as expected. It is also important that customers should have adequate knowledge and experience in evaluating the employee`s job performance and in assesing the quality of the service delivery. Many hotel guests who are familiar with hotel services meet this requirement. In conclusion, many customers do have the willingness and the necessary competence to signal nonconformance to quality standard in the activity of frontline staff. More than that, they can take corrective actions through negative comments, praise, or tips. The same aspects are valid for customer`s interactions with each other. For example, in an all-inclusive resort the guests dance together, play games and make sport, or attend evening 444 Amfiteatru Economic Quality Management in Services shows with extensive participation. In many such situations, customers help each other in case someone fails in performing adequately his/her part in the common hospitality experience. Service failure control. A type of control activity similar to the former is linked with customers' formal complaints and suggestions in case of service failure. Chung and Hoffman (1998) identify three categories of service failures: (1) Service system failure (e. g. cold food, slow service, insect problems, dirty silverware); (2) Failures in implicit or explicit customer requests (e. . food not cooked to order, lost reservations); (3) Unprompted and unsolicited employee actions (e. g. wrong order delivered, incorrect charges, rude behavior of employees). Hospitality services have a great propensity to fail due to their intangible and experiential nature, or the simultaneous production and consumption. The organizations cannot also guarantee error-free in advance due to o ther several factors. One is the high â€Å"human factor† (Susskind, 2002), namely high level of human interaction between frontline staff and consumers, giving rise to variability in service quality. Other ones are uncontrollable external factors (e. g. customer late arrival) or the possible confusion as to what exactly the firms have been promised. On the other side, the today`s restaurant or hotel guests are more demanded and educated, so it is more difficult to meet their expectations (Lee and Sparks, 2007). Quality consultancy. Customers often provide valuable consultation before and after the service experience (Ford and Heaton, 2001) and a significant area of interest concerns the service quality. Generally, this activity consists in providing information by the customer about what he/she likes or dislikes about the guest experience. The typical methods by which the firm collects such information are surveys, mostly in form of comment cards or detailed questionnaires. A comment card encourages guests to provide observations or suggestions about their service experience. The small size, easy distribution, and simplicity are considered sufficient factors to make customers to fill them out. Questionnaires address, inter ales, the business’s physical and service attributes areas (e. . rating the hotel room on a Likert-type scale) so that when analyzing the data managers could get an idea of the relative importance of these attributes to guests’ overall satisfaction. Co-production control. The most important way in which guests can participate in service experiences is that of active co-producers. In this case, the customer behaves as a partial employee who contribute s effort, time, or other resources to either design the service or perform some of the service delivery activities (Caycomb et al, 2001; Lengnick-Hall, 1996). Consequently, quality of a service is dependent on the quality of customer`s resources (e. g. adequate information about his or her needs), contributions, or behaviours (e. g. the way in which he/she interacts with the service provider). Hence, the necessity that quality control should be parted between organization and customer in function of each party contribution to the service design and provision. For example, a prerequisite for service quality is the firm`s understanding of customer`s needs, but also the firm must ensure the clarity of the customer`s tasks, i. . what is expected and how is expected to perform. On the other hand, the quality of customer`s participation depends on his or her ability and motivation to do the work. In addition to co-producing their own experiences, guests are often part of each other’s hospitality experience (e. g. enjoying the meal with other people at a restaurant). Again, the quality of participation can influence positively or 445 Vol X I †¢ Nr. 26 †¢ June 2009 Customer Contribution to improving Service Quality in the Hospitality Industry negatively the experience for others. Successful hospitality organizations look for opportunities to include their guests as a part of each other’s experience in positive ways. 3. The strategy to enhance customer contribution to improving service quality The quality-control function exists in a certain degree in almost all the hospitality interactions. The first step of a successful organization is to recognize the value of customer`s participation. On the other side, the performance of the quality-control function by customers is not an easy task due to a number of risks and limitations in the process. On-the-spot inspection of the frontline personnel`s job performance may give rise to defensive reactions. Sometimes it is possible that employees should not appreciate or accept guests` comments even when they are responsible for the quality failure caused by their poor performance. This has a potential of conflict resulting in hurt feelings and, finally, unhappy customers. The risk is higher if customers have excessively high expectations about the services the hospitality organization has to deliver. This element of confusion has a negative impact on the effectiveness of the quality-control function operation. Another risk does not come from a guests` intervention but from their lack of reaction, when they do not voice their concern. This is a loss for the hospitality organization because the management receives no more a qualified help of the experienced customers who possess the competence to supplement its effort of improving service quality. Concerning service failure, customers` typical reactions are exiting silently and never to return, continuing to patronize the establishment despite their dissatisfaction (but they will spread a negative word-of-mouth), or voicing their complaints to the operator (Kim et al, 2009; Susskind, 2002). Customer`s complaint is the most valuable reaction because it can give rise to prompt corrective actions of the service provider, such as fixing product and service delivery problems. The difficulty with the customer`s function of quality consultant is represented by the fact that he/she must accomplish two basic condition. First, he or she must possess adequate knowledge and experience. Second, he or she has to possess the willingness to participate in activities that involve spending time. Besides these aspects, a problem resides even in the methods by which the hospitality organization collects information from customers. Most of them are quantitative data – such as rates of customer`s perceptions as a point on a scale – provided by questionnaires or comments cards. But these methods might not help the hospitality organizations to obtain insights on what guests are thinking about the quality of the service experience. For example, as Pullman at al. (2005) point out, if hotel guests rate their perception of employee friendliness as 7 points out of 10 points, instead of 8 points, it is not very clear what this difference in perception means. Finally, co-production implies the division – in various proportions – of the hospitality service provision between staff and guests. This introduces some uncertainty in the system in comparison with the situation when only trained and motivated employees do the entire job. Firstly, customers may have poor abilities to do their work. Secondly, some of them may prefer not to act as co- producers (e. g. they prefer to be served by waiters instead of preparing, say, salad by themselves). 446 Amfiteatru Economic Quality Management in Services These difficulties highlight a number of issues that are important to be taken into consideration. Consequently, we think that a strategy to enhance customer contribution to improving hospitality service quality has to include five courses of action: †¢ Increasing the customer`s knowledge of the firm`s quality standards; †¢ Encouraging customers to voice their concerns; †¢ Training customers (and employees) to manage the interpersonal encounter; †¢ Motivating customers to involve in performing the quality-control function; †¢ Training customers about their tasks in co-production. Increasing the customer`s knowledge of the firm`s quality standards. Customers have to be very familiar with the quality standards of a service in order to perform effectively the quality-control function. However, the hospitality organization has a role to play by helping customers to know better its performance standards and relevant rules, regulations, policies, and procedures. Advertising is a means by which firm can express its value proposition but also other communication methods are adequate. For example, the manager making the table rounds at a restaurant and the hotel manager talking with a guest have the opportunity to clarify such issues. Encouraging customers to voice their concerns. A dissatisfied or upset guest who simply walks quietly away is an inconvenient situation for the hospitality organization not only because it loses one customer or more customers (taking into account the negative word-ofmouth communication). The firm loses valuable information about a service failure. From another point of view failing in expressing a feedback, the guest abandons his/her role of quality-controller. The organization must prevent it, for example trough clearly inviting customers to express their opinion about the quality of the service experience, explaining how a complaint should be lodged, or simply how to give feedback. In case of service failure, adequate service recovery (i. e. actions addressing the customer complaint) can restore customer satisfaction (Kim et al. , 2009). A distinct issue is that of the customer`s involvement as a quality consultant. The firm may increase the effectiveness of the consultancy process through collecting not only quantitative data but encouraging customers to provide a more detailed feedback. For example, a section can be included on the comments cards asking open questions. Thus, the customer is allowed and encouraged to explain good or bad incidents, or to mention employees and their actions that have made pleasant or problematic the service experience. Training customers (and employees) to manage the interpersonal encounter. Making suggestions to the employee who fails in observing the quality standards requires appropriate behaviors of the both parties in the encounter. This is even more significant in case of complaints. In terms of transactional analysis, the customer who indentifies a service failure and makes a critical comment or lodge a complaint is in the psychological ego state of â€Å"Parent†, using evaluative, critical, disapproving behaviors. Usually, this ego state activates another one, the â€Å"Child† ego state, involving confronting responses, anxiety, blaming others, anger. Such a transaction is not productive at all because it gives rise to defensive (i. e. aggressive or passive) attitudes. Generally, the most effective human relationships and performance come from the â€Å"Adult† ego state. Hospitality organizations must encourage and help the customer to adopt an Adult behavior which involves a rational approach of the case, providing and collecting clear and relevant information, or making Vol XI †¢ Nr. 26 †¢ June 2009 447 Customer Contribution to improving Service Quality in the Hospitality Industry claims with calm behaviors. The same is valid for employees who must be trained to always react in a friendly manner to customer`s observations and complaints. Motivating customers to involve in performing the quality-control function. Customers must be motivated to engage in performing the quality-control function. A motivator for undertaking the role of on-the-spot controller can be the fact that the guest feels qualified to do it and that he/she has paid for the service. But, most of them may prefer not to assume additional burdens upon them. This is a critical aspect in performing quality consultancy tasks, or in co-participation. Because hotel guests may not accept to spend time to answer open questions unless there are some incentives to be received, the management may make some promisses like free dessert if the customer will become a â€Å"consultant† in a program of improving quality. Being member in a focus group involves sometimes the remuneration of the participants. Finally, customers` motivation to the quality of co-participation is a complex issue because of the great variety of situations and degree of involvements. An interesting contribution to the topic has been made by Schneider and Bowen (1995), who has identified several possible incentives for co-production: (a) productivity increases that result in lower prices, (b) increased self-esteem because of increased control, (c) more discretion and opportunities to make choices, (d) shorter waiting times, and (e) greater customization (cited in Langnick-Hall, 1996). It is the duty of the organization to define appropriate ways to motivate its own co-producers. Training customers about their tasks in co-production. Co-production involves special care because of the degree of uncertainty it introduces in hospitality service provision. To enhance service quality it is essential that customers should know what and how they are expected to perform their tasks. Hospitality organizations have several responsibilities. First of all, they must identify suitable services for co-participation and the degree of customer`s involvement in designing and providing the service. Then, it is necessary a careful selection of the customers who are able and willing to become co-participant in service provision (Do they have the necessary skills? Is the experience too dangerous? Is this participation in accordance with their expectation? ). Finally, customers must be trained so that they should understand their specific roles and contributions to co-production. In this respect, the organization may receive a valuable aid from other guests who are co-participants and who can help with training the `colleagues` to perform better. But even in this case, the organization has a responsibility to look for opportunities to â€Å"include their guests as a part of each other`s experience in a positive way† (Ford and Heaton, 2001, p. 1). Conclusions The study examines the complex interactions between hospitality firms and their customers and from the perspective of the former`s involvement in the organization`s quality management. The customers` role is quite extended in this area and has multiple facets. Thus, based on relevant international literature, the first research question receives the answer that customers may contribu te to improving hospitality service quality through accomplishing on-the-spot control, service failure control, consultancy, and co-production control. A quality control function is proposed to summarize and describe these activities. The value of the theoretical model resides in providing a unitary view of some actions of customers that seem to be disparate but have the same end of addressing service quality issues. So, the firm`s managers may go further from simply recognizing the value of 448 Amfiteatru Economic Quality Management in Services customer`s commitment to quality assessment and control and this conceptual framework may help with deepening their understanding of these processes. Also, the study put into light the obstacles hindering the performance of the above mentioned function. Following this line of reasoning, several courses of actions are suggested to be adopted by the hospitality organizations to enhance customers` contribution to managing service quality, which addresses the second research question. The findings have significant implications for shaping a strategy to enhance customer contribution to improving hospitality service quality. The core of this strategy is constituted by intensifying the two-way communication between the two parties involved in the hospitality service experience. On one side, transmiting information about the firm`s quality standards may eliminate customer`s possible confusion as to what exactly the firms have been promised. On the other side, the firm has to encourage customers to express their concerns, to give feedback, to lodge complaints when necessary, to communicate observations and suggestions about the quality of service experiences. Finally, an important aspect is also the perspective of the Transactional Analysis, underlining the effectiveness of objective and problem-oriented Adult-Adult relationships between customers and hospitality firm`s employees. Further research can be developed on the basis of the theoretical model and strategy presented in this paper, aiming to testing the customer quality control function and identifying good practice of its performance. References 1. 2. 3. 4. 5. 6. 7. 8. 9. Barnes, D. , Managing operations, The Open University, Milton Keynes, 1995 Bolwijn, P. 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