Service Quality In Restaurants

Service Quality In Restaurants By conducting a literature review, the reader gets a better understanding of the question in hand. According to LeCompte et al(2003,p.124), conducting a literature review is a means of demonstrating an authors knowledge about a particular field of study, including vocabulary, theories, key variables and phenomena, and its methods and history. The research question which is addressed is service quality in restaurants, to which the literature review would focus to wherever necessary, with wide areas of service quality in general being looked into. Service Quality is not only an object of wide interest among organizations, but also is a topic that is widely discussed by researchers. Since it doesnt possess characteristics such as products do, service quality has never been easy to define. Researches have proposed different characteristics in terms of its dimensions, but few have been used. One of the most widely used model is based on the comparison between the expectations and perceptions of the customer about an organizations service. Parasuraman et al.(1985) created a model to measure service quality called the Gap Model. This was later used as a basis for creating the SERVQUAL model which is a 22-item scale used to measure service quality. It had a great impact on later works and evolved as one of the predominant tools t o be used across organizations. Restaurant is a field where SERVQUAL is used extensively for measuring their service quality. In the following section, the service quality literature is explained in detailed and later on, its linkage to the restaurant industry is looked into. 1. SERVICE QUALITY The service management literature argues that customer satisfaction is the result of a customers perception of the value received, where value equals perceived service quality relative to price (Hallowell, 1996, p. 29). 1.1 DEFINITION OF SERVICE In order to understand what Service Quality is, it is essential that the term Service is defined. Grà ¶nroos(2001) claims that services are processes and not physical entities or goods, and that service firms have processes that interact rather than products. According to Stromgren(2007, p.12) , a service is an activity or series of activities of a more or less intangible nature than normal, but not necessarily , take place in the interaction between the customer and service employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to the customer problems. 1.2 DEFINITION OF QUALITY There are plenty of definitions of quality that are prescribed by different authors. According to Juran(1988), quality can be defined as the fitting to the intended use of the entity and thereby meeting the expected standards. In the case of an entity not fitting its intended use and expectations, the customers can bill it as of poor quality. Crosby(1979) prescribed quality as `conformance to requirements`; Garvin(1988) found internal and external failures of the entity and measured quality by the count of the failures. However, Parasuraman et al(1985) claims that quality cannot be defined using a product-based approach when dealing with service sectors and hence came forward with the term Service Quality. Considering that my research topic and questions is based on service quality, the explanation provided by Parasuraman et al(1985) is used. 1.3 DEFINITION OF SERVICE QUALITY The concept of service quality and its theories and practicality has been considered very important by the academics and practitioners over the past few decades because it acts as a chief contributor to customer satisfaction and profitability (Parasuraman et al,1985). Thus service quality has become as important factor for all organizations that need to survive in a competitive market. The definition of service quality as conceptualized in various literatures on service, centres on the quality perceived, and is defined as the judgement made by the customer about an entitys overall excellence or superiority (Parasuraman et al., 1988). In accordance with the finding of Ghobadian et al(1994),service generally has four characteristics which are different from manufacturing goods. The four characteristics are described below: Inseparability of production and consumption: This characteristic of services refers to the fact that production and consumption of service is inseparable as they are in contact with each other (Parasuraman et al.,1985). The service provider in turn becomes an important component of the service and is assessed by the consumers (Zeithaml et al., 2003). In the process, the consumers become co-producers of the service (Edvardsson,2005). In the service industry, the producers create the services which simultaneously involve its consumption. There is no room for complacency and quality shortfalls cannot be covered at this point. To illustrate, the service is being constructed at the same time that the customer is receiving it. Intangibility: Services are fundamentally intangible which means that it is impossible for the customers to physically see, smell or touch the product before the purchase is made. Services can easily be copied as a result of intangibility, because most of the services are not patented (Zeithaml et al.,2003). Intangibility results not only in difficulty to manage services, but it becomes hard for the consumers to evaluate(Lovelock et al.,2004). Hence, the customer turns to other alternatives such as obvious signs of quality such as reputation, physical tangibles, and word of mouth from previous users. In services, word of mouth and reputation have the most importance, and thus drives the service provider to deliver services right and flawless, the first time. Perishability : Service cannot be inventoried for later use which means that it impossible to have a final check like manufactured goods. According to Zeithaml et al.(2003), careful planning has to be made to manage services, as they cannot be resold or re-inventoried. Hill(1977,p.318), in his article, mentions that services can be seen as a change in the condition of a person, or of a good belonging to some economic unit, which is brought about as the result of the activity of some other economic. Another dimension to this was added by Lovelock et al.(2004) that stated that goods could be more complex to manage as the costs are incurred for its storage. So, service operations must get the right service first time. Heterogeneity: It involves service consistency and accuracy. Due to the fact that delivery of service usually involves a contact between provider and consumer, thus the behaviour of service provider can influence the perception of the customer. Moreover the accuracy of the information and the ability to interpret customers expectation correctly has a great influence on customers perception of service quality. However, expectations may change during delivery process. For this reason, service providers have to rely heavily on the ability of their staff to understand customers demand and respond in a suitable way. Service can be divided into two dimensions, the functional quality and the technical quality (Gronroos,1984). The technical quality essentially deals with what or what service is provided and functional quality deals with how or how the service is delivered. Another conceptual model which was brought forward by Lehtinen et al. (1991) comprises of physical, interactive and corporate qualities of an organization. Interactive quality deals with the overall interaction of the customers with the elements of the firm. Corporate quality deals with the image customers have about the firm. Physical quality deals with the physical good which is consumed during a service process, food at a restaurant for example and also the physical elements which make up the facilities of the restaurant. Going further deep into the service quality literature, Parasuraman et al. (1985) used 10 dimensions to explain service quality which were tangibles, reliability, responsiveness, courtesy, credibility, compet ence, access, communication, security and understanding. This model was later reduced to a scale of 5 dimensions after a process of reliability and validity testing (Parasuraman et al. , 1988). 2. CUSTOMER LOYALTY The satisfaction of the customers is one of the main aims in any business, the restaurant business in this case. Businesses recognize that maintaining current customers is much easier than winning over new ones to replace the loss (McColl-Kennedy Schneider, 2000). It is mandatory for restaurants to strategize their services to suit the ever-changing dining needs and lifestyles of customers, if they have to increase loyalty from customers. (Min et al,2002). Individuals dining expectations have evolved over the years due to changing social environment, better education, the development of culinary culture, healthy dieting awareness and cultural influences(Markovic, S .et al ,2010 p.182). According to Wishna (2000), customers, in future, would expand their dining horizons to a new level. They would need new experiences to satisfy their ever-changing requirements. Probably the most extensively debated topic about service quality field is the constructs of service quality and the related customer satisfaction (Johnston,1995). Many researches have come to a conclusion that they are two different entities but the relation between the two entities is still questioned(Cronin et al.1992). Parasuraman et al(1988,p16), suggested that perceived service quality is a global judgement, or attitude, relating to the superiority of the service, whereas satisfaction is related to a specific transaction. Parasuraman et al(1995) identified from their research that satisfaction is clearly linked to each specific transaction. They also mention that customers may be satisfied with the particular transaction but might not identify the firm as a high quality one. On one hand, there are other researches which support the argument that customer satisfaction is an antecedent of service quality(Bitner,1990). Bolton et al.(1991) suggest that satisfaction is derived from disconfirmation and becomes an important factor which influences customers opinion of the service quality. However, recent researches claim that service quality is the antecedent of satisfaction, in opposition to the arguments from the earlier works. According to Zeithaml et al(2003) states that while customer satisfaction is a broader concept, service quality is a component that comprises of customer satisfaction along with other components which includes price, product quality, personal factors and situational factors. 3. SERVICE QUALITY MODELS The use of technology can provide an organization with the needed thrust to enhance its service quality. There are several conceptual models of service quality available, which helps the management in identifying quality issues. By making sure these issues do not re-surface, it increases the possibility of improving the organizations profitability, efficiency and overall performance ( Parasuraman et al,1988). 3.1 THE GAP MODEL Service quality, unlike goods quality, cannot be measured in terms of the number of defects. It is an elusive component which is difficult to measure ( Parasuraman et al,1988). In their earlier research in 1985, Parasuraman et al. identified that service quality rises from the comparison of the expected quality and the perceived quality of service performed. They explored the concept of service quality by taking focus group interviews. The conceptual model which was identified as a result of the research consisted of five gaps in the desired service.The first four gaps is part of the perceptions and tasks in providing services, by the management. The last gap is the overall expectations from the customers. They formed a new service quality model which was based on the gaps between the expected and perceived quality. This is known as the GAP Model. Fig 1. Illustrates the model. The five Gaps that were identified are ( Parasuraman et al., 1985) : Knowledge GAP, Standards GAP, Delivery GAP, Communications GAP. GAP 1 : The Knowledge GAP is the difference in the level of expectation of the customer and the organizations perceptions of the customers expectations. In some cases, the management fails in understanding what the customers want. The dimensions identified by the management as important and which constitutes good service might not be the things that the customers look for. GAP 2 : The Standards GAP is the difference in organizations perceptions of the customers expectations and the service quality standards. The management find it difficult to deliver services according to the customers expectations due to lack of resources or other conditions which are not favourable. But they understand what the customers want. GAP 3 : The Delivery GAP is the difference between the organizations service delivery and its related communication with the customer. Staff performance towards delivery of the service plays a huge part in the customers perception of the service quality. But it can be inconsistent, even though the standards are specified. The quality of service delivery can be affected due to variability among providers. GAP 4 : The Communications GAP is the difference between the organizations service delivery and the communicated information about the service to the customers. This gap occurs when a firm fails to deliver the promised services. The consequences of overpromising in that the expectations of the customers are high and when the actual service is received, their perceptions of service quality sink. GAP 5: Overall experience of the service is the main point of focus here. The first four gaps form the perception of service that the customers receive whereas the fifth gap stands for the customers expectations compared to their perceptions, ie their view on the service quality. The diagram is illustrated in Fig 1. Fig.1 The GAP Model The GAP model is the most widely used and is one of the most important contributions to service quality literature (Brown et al. 1995). Gaps 1 to 4 shows how the service is delivered, while Gap 5 depicts the overall difference between the expected and perceived service with respect to the customer. Gap 5 is the most influential in the SERVQUAL model (Parasuraman et al, 1985). 3.2 SERVQUAL Measuring the quality of services in a restaurant is a daunting task as both the service outcome and service delivery is to be assessed. According to Wu et al. (2009), service encounters in restaurants comprise of three components: environmental elements (e.g. design, music,lighting), employees (e.g. professional skills, reliability) and customers (e.g. interaction with other customers). Environmental elements consist of the design of the restaurant interiors, the music being played and the lighting which is used. Employees form the core part of the service which helps to perform the service. To understand all characteristics of the restaurant service quality an appropriate measurement instrument should be developed. SERVQUAL is an instrument that is used to assess the customers perception of the service quality of a service. It is a multi-scale instrument, which took its shape from the GAP model originally, and later was developed further in the 1980s. The instrument contains two sections. One section consists of 22 items that measure consumers expectations. The other section includes 22 corresponding items that measure consumers perceptions of the service they received. The 22 statements represent the five service dimensions that consumers use to evaluate service quality: tangibles, reliability, responsiveness, assurance and empathy (Markovic, S., 2010, p.183). According to Parasuraman et al. (1988), Tangibles: Comprises of physical settings, the equipment used and the appearance of the employees Reliability: the ability of the employees to deliver the promised level of service Responsiveness: the ability of the employees to be willing to help out the customers and serve customers without any delay Assurance: is the level of knowledge the employees possess and their courtesy towards the customers, together with their ability to build trust and express their confidence Empathy: is the providing of individualized attention to the customers and be caring towards them. In SERVQUAL, the service quality measurement is based on the comparison of customers expectations and their perceptions of delivered service. The difference between expectations and perceptions scores is called the SERVQUAL gap. A negative gap indicates that received service did not met customers expectations. On the contrary, a positive gap indicates that customers perceived that service delivery exceeded their expectations. SERVQUAL is used as an instrument to diagnose an organizations weaknesses and strength in terms of service quality and uncover them. It creates a systematic, multi-stage process that is based on the dimensions identified and entities which correspond to that organization (Zeithaml et al., 1988). It can be used in businesses of any kind and provides a basis structure owing to its expectations-perceptions model, comprising statements for all the five different dimensions. 3.3 LIMITATIONS OF SERVQUAL Many organizations have used SERVQUAL for measuring their service quality with considerable amount of success, although there have been certain problems which have been identified. These problems are : Dimensions of the model Parasuraman et al.(1991) claimed that the five dimensions is SERVQUAL used to assess service quality can be used in all service contexts. However there were differences in opinion among other researchers. Buttle(1996) argued that the dimensions change with respect to numbers and the factors as SERVQUAL is used in different service contexts. According a research conducted in a retail setting by Finn et al.(1991), SERVQUAL dimensions are not generic. Babakus et al.(1992) noted that the dimensions can be simple or complex depending on the type of industries it is used in. A major argument to Parasuraman et al. was by Carman(1990), where he did not agree with the combining of the 10 original dimensions to five as he thinks the collapsed dimensions could have been important in certain areas and hence should be looked into as a separate dimension. Expectation of the service Expectation in a service context essentially means the desired level of service that a customer would like to receive ( Parasuraman et al., 1988). It is the minimum level of service quality that the provider should provide. But due to the ambiguous nature, it can be interpreted in different ways. While some may rate expectations according to their expected ideal or optimal performance, others may rate it as a minimum tolerable performance (Teas,1993). Issues with GAP scores The high rating of expectations by customers in the SERVQUAL setup leads to negative scores which immediately start questioning the analytical utility and interpretation of the concept (Smith, 1995). Process Focus According to Buttle(1996), SERVQUAL deals with only the process or the method by which services are delivered but not the quality of the final output that is provided. When service quality is assessed, both process and output should be used in SERVQUAL as both together can give the prediction of the choice that the customer would make rather than one without the other(Richard et al.,1993). Pricing Price plays an important role in determining the customers expectations and perceived quality(Smith,1995). He states that according to some customers, excellent food service comes with high price while lower prices are associated with restaurants which are targeting a lesser market. Hence, according to Smith(1995), price should be considered when measuring service quality. SERVQUAL is only one of those instruments which is used in measuring service quality. And going by the words of Asubonteng et al.(1996), until a model which is capable of better measurement evolves, SERVQUAL will be dominant. I am using SERVQUAL as the tool to measure service quality in the restaurants I am focussing on. 4. SERVICE QUALITY IN THE RESTAURANT INDUSTRY Expectations are defined as what the customer beliefs of the service that would be provided and is the main standard against which the actual performance is measured (Zeithaml, V. and Bitner, M., J. 2003). There are five types of expectations of the customers- (i) minimum tolerable expectations (ii) acceptable expectations (iii) experience-based norms (iv) normative should expectations (v) ideal expectations(Zeithaml, V. and Bitner, M., J. 2003) According to Garvin(1987), the common attributes of service quality are Performance, features, conformance, aesthetics, reliability, durability, serviceability and perceived quality. Parasuraman et al. (1990) developed a five-dimensional framework of service quality which consisted of tangibles, reliability, responsiveness, assurance and empathy to analyse service quality. However, GroÈnroos (1990) came up with a framework of his own which consisted of six elements in measuring the perceived value of services. These are explained in Table 1. There are many factors that may influence customers assessments of restaurant quality. Previous researches suggested that food quality, physical environment and service are the major components of overall restaurant service quality (Dulen 1999; Susskind Chan 2000). Among these attributes, food quality is the most important dimension of the restaurant experience (Sulek Hensley 2004). What is more, it is an essential requirement to satisfy the needs and expectations of restaurant customers (Peri 2006). Although there is no consensus on the individual attributes that constitute food quality, the researchers focus on presentation, healthy options, taste, freshness and temperature (Namkung Jang 2008). Several studies have cited the importance of service quality for customer satisfaction with a service encounter (Stevens et al. 1995; Qu 1997). Additionally, in restaurants settings, service quality is an important determinant of customer satisfaction (Kim et al.2009) and return intention (Kivela et al. 2000). Stevens et al. (1995) developed an instrument called DINESERV which was based on the SERVQUAL. It was created to measure the perceptions of the customers about the restaurants service quality. It was used by many as a very reliable and simple tool for finding out the customers view on service quality. It consisted of 29 items, which fell into the five service quality dimensions. It is used in assessing different types of restaurants. Through the findings, it is known that the customers give the highest priority to reliability. Further researchers like Heung et al.(2000) have identified that the customers expectations vary depending on the restaurants. They used DINESERV to compare and contrast certain restaurants at an airport and found out that the expectations vary with different restaurants. However none of the tools have included food quality as a possible dimension. According to Andaleeb et al.(2006), SERVQUAL should include food quality as a service quality dimension as food quality covers the entire section of food service attributes. This was supported by Namkung et al.(2007) who valued the importance of food quality in measuring service quality as they identified in their research that it was the main factor which influenced customer satisfaction. They claim food quality constitute of presentation, variety, healthy options, taste, freshness and temperature(Namkung et al., 2007). Against this backdrop, the main aim of the research, the use of technology in improving service quality in restaurants is looked into. 5. USE OF EXISTING TECHNOLOGY IN RESTAURANTS TO AID SERVICE QUALITY The use of technology is increasing in all aspects of the restaurant industrys operations and management. Technology is traditionally viewed as the key component in industries. In recent years, technological developments have acted as the key catalyst in improving service operations and providing the customers with enhanced experiences at restaurants. According to Berry(1995), technology should be used as a servant rather than acting as the master. It should be used to add value to the service offered to the customers, not to completely replace the role of service. Technology offers a better method of performing the service, which eventually benefits the firm, the customers and the employees. It provides a better image to the firm, better dining experiences to the customers and varied and easy way of performing service, to the employees. To cite an example, McDonalds, the chain of restaurants maintain their business by deploying simple technologies to aid services. Devices like food timers and vegetable cutting machines are used to maintain the consistency of various products. When the management considers the type of technology to be adopted, they should also take into account, the reaction of the customers to it, apart from the expenses and benefits that the restaurant might face. It is worthwhile to note that, a new technology will not be of significance if it does not satisfy the customer. By using technology, it benefits both the customers and the restaurant management. 5.1 Benefits to customers Improved convenience The term service convenience deals with the desired time and effort the customers are ready to invest in dining out. An increase in service convenience is directly related to an increase in customer satisfaction (Holdern et al., 2008). Technology can be used to improve access convenience which deals with the relative ease with which an order can be placed, transaction convenience which deals with speeding up the payments and benefit convenience which deals with controlling the pace of their time at the restaurant (Dixon et al.,2009). Increased control Control is defined as the need to demonstrate ones competence, superiority, and mastery over the environment( Hui et al., 2002). From past researches, it has been proved that customers feel more satisfied when they feel they have substantial control over their service encounter( Ariely et al., 2000). Hence, when implementing new technologies, it is important to choose such that the majority of the control the service encounters remains with the customer. 5.2 Benefits to the restaurant management Service speed Increased speed of service can lead to more satisfaction and higher revenues, as more customers can be served. This is where use of technology steps up. The time taken for taking orders, communicating the orders to the kitchen, managing the tables, transaction times can all be reduced by the use of technology. Hand-held electronic devices like ipad and HP touchpad are widely used in restaurants. Orders taken through these devices can be directly sent to the electronic display board in the kitchen, so that there is no delay between taking the order and food preparation, which speeds up the service, and eventually better customer satisfaction. The tables in the restaurant can be managed by using advanced table managing softwares that are prevalent these days. This can help in effectively controlling queuing. Transactions and payments can be made faster by using handheld credit card machines at the table to ensure there are no delays. While faster service always leads to better satisfaction, it should be managed properly so that the customers must not feel the notion that they are being rushed through the service. Reduction in labour cost- Usage of technology helps in reducing cost incurred due to large number of staff. Usage of self-service kiosk and online and off-line reservations help reduce labor charges. Also, kitchen equipments like automatic dishwasher, plate warmer helps reduce costs incurred for staffs. A steady increase in volume and revenue A new trend in the modern restaurant industry is to create attractive websites and create their own accounts in various social networking websites like Facebook and Twitter. Customers can access information from these pages and can also subscribe to updates from these restaurants about the latest offerings, menu and special events if any. Online reservations provide the restaurants with a separate channel which makes the restaurant feel more accessible and also through which customers can be attracted. Previous researchers have found out 59% of the restaurants which uses online reservations encounter a steady increase in sales(Lang,2006). Other research identified that customers even make online reservations even during hours outside the working hours of the restaurant, which means the restaurants are capturing business during periods which they normally did not expect to( Layton, 2006; Ross, 2006). Improved service and product Technology if used appropriately, can aid restaurants to provide improved and consistent service to customers. Past researches have shown that an increase in the perceived product quality and service quality have led to an increase in the restaurants profit and better customer satisfaction ( Rust et al.,1995). The areas in a restaurant where technology are used can be divided into five section, namely(Dixon et al.(2009)): Queue management Menu Internet-based content Kiosk Transactions The usage is depicted in a tabular form in the next page. Category Technology used Relevance Queue Management 1.Table management software 2.Pagers given to the customers 3.Hand-held order-taking devices while waiting in the queue Pagers alert the customers seated in the waiting area when their table is ready Hand-held devices help to take the orders from the waiting customers and transfer it directly to the kitchen so as to minimize the delay of food preparation Menu Virtual menus available online which contains details of the nutritional values Virtual menus available at the table Customers can decide on the menu when ordering online based on the nutritional value Customers seated at a table gets to know the content of the food and its nutritional values before ordering Internet-based content Online table and food reservation system Websites to connect to the customers about new offers, special discounts and new items on the menu Accounts on social networks to create a sense of belonging to the customers Online ordering helps in reducing the waiting time for food at the restaurant Customers get to know the latest happenings at the restaurant and understand the new things on offer Urges customers to become part of the restaurants online family Kiosk Ordering food through kiosk Making payments through kiosk Ordering through kiosk helps the customers to order through a touch screen device, without other staff contact Making payments using kiosks add the personal touch to each customer Transcations Payment using hand-held credit card machines,SMS and NFC(Near-field communication) Makes payment much faster than the traditional cash or taking-card-to-counter method Table 1 : Usage of existing technology(Dixon et al.200

Childrens Day Essay

In India, Children’s day is celebrated on the 14th November every year. As a tribute Children’s Day is celebrated on the first Prime Minister of India, Jawaharlal Nehru’s birthday. Lovingly called ‘Chacha Nehru’ which means Uncle Nehru by the kids, Jawaharlal Nehru gave emphasis to the significance of giving love and affection to children, who are the bright future of India. The main purpose of this day is to encourage the welfare of children all over the country. The first ever Children’s day was celebrated in 1954. The idea of a universal Children’s Day was suggested by Mr. V.K. Krishna Menon and it adopted by the United Nations General Assembly. At first it was celebrated universally in the month of October. After 1959, November 20th was chosen as Children’s day as it marked the anniversary day when the Declaration of the Child Rights was adopted by the U.N. General Assembly. In 1989 the Convention on the Rights of the Child w as also signed on the same date. However, in India, Pandit Jawaharlal Nehru’s birthday was declared as Children’s Day and is celebrated annually to cherish his love and attachment for children. Children are like precious gems. Understand the significance of children’s day which is celebrated on 14th November in India. Children are adorable. They are like divine gifts that parents get from the almighty. Their eyes are full of innocence. They smile when they receive love and admiration, they cry when it is their first day at school away from their parents, they giggle when they mingle with their buddies, and they signify nothing but the pure and faithful love. They truly symbolise god. 14th November is celebrated as children’s day in all over India. 14th November is also the birthday of Pandit Jawaharlal Nehru, the first prime minister of independent India. Childhood memories are sweetest of all. They can be savored for a lifetime. Children’s day celebration is fun for the little ones but it is important for the parents too. Every parent must understand the importance of the children’s day. Parents should be well aware about the little desires of t heir angels. Chacha Nehru’s love for children Do you know why Pandit Jawaharlal Nehru’s birthday is celebrated as the children’s day? Pandit Nehru was a great leader. He worked passionately for the welfare of children and youngsters soon after independence. He was keen about welfare, education, and development of children in India. He was fond of  children and thus became popular as Chacha Nehru (Uncle Nehru) among his little admirers. Nehru was very particular about the progress of the Indian youth. He wanted to create responsible citizens out of young boys and girls. Under his regime he established several educational institutions including All India Institute of Medical Sciences, Indian Institutes of Technology, and Indian Institutes of Management. He included and highlighted the point in his five years plan that every child in India would get free and compulsory primary education. Over thousands of schools were built through out the villages of India when Nehru was in power. He also brought the scheme to distribute free meals and milk to school children in India to prevent malnutrition. Pandit Jawaharlal Nehru himself was destiny’s child. He struggled a lot for the welfare of India. It is believed that he admired two things a lot, red roses and children. His love and passion towards children is the reason why we celebrate Children’s Day on his birthday. Why do we celebrate Children’s Day? Children’s Day celebration is the tribute to childhood. John Kennedy, 35th US president has quoted it rightly, ‘Children are the world’s most valuable resource and its best hope for the future.’ We cannot hide the fact that many children in India are not getting basic privileges like education. Many children are earning money instead of playing with toys. The true essence of children’s day is to understand the significance of childhood in our lives. The values and disciplines learned as a child are responsible for the kind of adulthood one has. Thus childhood is special and should be celebrated. Children’s Day is to remind all young and adults about children’s right to enjoy their childhood without any boundaries and to be educated adult in the future. Children’s Day is to revise the right methods of raising children. Children’s Day Celebration 20th November is Universal Children’s Day. In India lots fun activities and programs are organized on the children’s day. Childr en’s Day is called as ‘Bal Divas’ in Hindi. On this particular day government, NGOs (non government organisations), schools, and some private bodies conduct competitions and events for children. Various cultural programs are organized through out the schools. Special television programs for children are broadcasted on 14th November. Parents too are eager about children’s day. Some parents buy gifts for their sons and daughters. Some parents give greeting cards to their children to express their wishes on this special  day. As parents we should not let this day pass as other ordinary day. It is our duty to make children’s day special for our child. You may take your child to visit some NGO or children’s home on this day. You can imbibe some precious values in him though generous acts. Your child can give away some of his belongings to other poor children. In such a way he will get to know the real significance of this day. Make every 14th November special for your child. After all, ‘Children will no t remember you for the material things you provide them but for the feeling that you cherished them.’

What to Expect From Visual Essay Mertons Theory Samples?

What to Expect From Visual Essay Mertons Theory Samples? Reading example essays works the exact same way! Merton employs the idea of social facts' as determinant in cultural objectives, in this event the American Dream. Merton rejected several of the notions that were the foundation for structural functionalism. By giving up their target of success, the person is deemed deviant. Most will spend the majority of their time on the job away from their families and friends, and might even still make an effort to get status and increased salary inside their professions, regardless of the simple fact they reject the end objective. Either could cause a criminal record. There has to be a core belief held by somebody on how best to get those goals. The American Dream' encouraged people to pursue an aim of success that was largely measured regarding the acquisition of wealth and material possessions. Folks are criticized should they opt to scale back their targets or the total amount of time they spend pursuing them. This produces unequal access to resources to attain the American Dream. As an example, sociologists also recognize political ritualism, which occurs when folks take part in a political system by voting in spite of the fact they are confident that the system is broken and cannot really achieve its objectives. Individuals from a particular area deemed to get numerous deviants or criminals gain that label. As a consequence, they may decide to go underground so the concerned persons may not have enough time to watch their deviant behavior. Merton spent a significant quantity of his time attempting to understand deviant behaviour and the explanations for why individuals commit crime as it represents a social issue . For instance, if society doesn't offer enough jobs that pay a living wage so that individuals can operate to survive, many will turn to criminal techniques of making a living. To face this reality, individuals could use a collection of strategies, which range from conformity to rebellion. These individuals are believed to be double failures in they engage in conduct that's neither normative and accepted by society at large nor deviant but accepted by means of a subculture. Furthermore, the individuals within the society aren't bound to a single role relationship. The only means to create a great living in line with the gang members, was from the streets'. When society states that somebody must take 1 path, but a person wants to have a different path, the choice to follow what society says is a sort of deviance. While certainly campus culture and student norms shift with time, it's remarkable how stable they've been. For instance the speed at which individuals deviate from the norm is regarding the level of integration and cohesiveness between society's members. You have to decide which is the specific aspect about which you would like to talk. His strain theory begins with the overall assumption that societies provide both culturally-valued targets and culturally-valued ways. To put the individual who's experiencing such a strain in check, society must work as a regulator. To offset the focus on stability of conventional functionalism, Merton introduced the idea of dysfunction. Somebody's natural inclination is to pursue the ideal pat h possible to fulfill their basic needs. Rather than earning money from work, for instance, somebody may believe that robbing a bank is a more effective means of raising their financial status. The notion of anomie usually means the deficiency of normal ethical or societal standards. This results in the feeling that an individual does not belong and isn't meaningfully connected to others. Utilizing the case of the American dream, in order for every single person to achieve it, they should have access to numerous luxuries like education, which isn't always true. If you consider it for an instant, there are probably at least a few methods by which you participate in ritualism in your life. The choices an individual makes differ depending on their self-dignity and their social status to be able to fit into society. Moreover, it's widely accepted that people who do not succeed are inherently lazy or inept in some manner. Visual Essay Mertons Theory Samples Explained When speaking about the exigence of this cartoon, the simple fact I believe everybody should open their eyes and attempt to relate toward each other is my primary motivation on writing about this subject. A good example of the type of person would be like a hermit. Often times visual papers are finally represented in the shape of slides or videos, but they're also able to be in the shape of posters. Thi nk very carefully about your selection of site name. The Basic Principles of Visual Essay Mertons Theory Samples You Will be Able to Benefit From Starting Right Away In some societies, over-conformity has turned into a mild type of deviance. Societies need social order to exist to have the ability to set targets and maintain an awareness of appropriate behavior. This was the first symptom of problems in the new society.

Homer Simpsons Figures of Speech

English? Who needs that? Im never going to England! Woo-hoo! The immortal words of Mr. Homer Simpson—beer-guzzling, donut-popping patriarch, nuclear-power-plant safety inspector, and Springfields resident rhetorician. Indeed, Homer has contributed far more to the English language than just the popular interjection Doh. Lets take a look at some of those rich contributions—and along the way review several rhetorical terms. Homers Rhetorical Questions Consider this exchange from a Simpson family symposium: Mother Simpson: [singing] How many roads must a man walk down before you can call him a man?Homer: Seven.Lisa: No, dad, its a rhetorical question.Homer: OK, eight.Lisa: Dad, do you even know what rhetorical means?Homer: Do I know what rhetorical means? In fact, Homeric logic often depends on a rhetorical question for its expression: Books are useless! I only ever read one book, To Kill A Mockingbird, and it gave me absolutely no insight on how to kill mockingbirds! Sure it taught me not to judge a man by the color of his skin . . . but what good does that do me? One particular type of rhetorical question favored by Homer is erotesis, a question implying strong affirmation or denial: Donuts. Is there anything they cant do? Homers Figures of Speech Though sometimes misjudged as a complete moron, Homer is actually a deft manipulator of the oxymoron: Oh Bart, dont worry, people die all the time. In fact, you could wake up dead tomorrow. And our favorite figure of ridicule is actually quite handy with figures of speech. To explain human behavior, for instance, he relies on personification: The only monster here is the gambling monster that has enslaved your mother! I call him Gamblor, and its time to snatch your mother from his neon claws! Chiasmus guides Homer to new levels of self-understanding: All right, brain, I dont like you and you dont like me--so lets just do this, and Ill get back to killing you with beer. And here, in just five words, he manages to combine apostrophe and tricolon in a heartfelt encomium: Television! Teacher, mother, secret lover. Of course, Homer isnt always familiar with the names of such classical figures: Lisa: Thats Latin, Dad--the language of Plutarch.Homer: Mickey Mouses dog? But stop snickering, Lisa: the language of Plutarch was Greek. Simpson Repeats Like the great orators of ancient Greece and Rome, Homer employs repetition to evoke pathos and underscore key points. Here, for example, he inhabits the spirit of Susan Hayward in a breathless anaphora: I want to shake off the dust of this one-horse town. I want to explore the world. I want to watch TV in a different time zone. I want to visit strange, exotic malls. I’m sick of eating hoagies! I want a grinder, a sub, a foot-long hero! I want to LIVE, Marge! Won’t you let me live? Won’t you, please?† Epizeuxis serves to convey a timeless Homeric truth: When it comes to compliments, women are ravenous blood-sucking monsters always wanting more . . . more . . . MORE! And if you give it to them, youll get plenty back in return. And polyptoton leads to a profound discovery: Marge, whats wrong? Are you hungry? Sleepy? Gassy? Gassy? Is it gas? Its gas, isnt it? Homeric Arguments Homers rhetorical turns, especially his efforts to argue by analogy, sometimes take odd detours: Son, a woman is a lot like a . . . a refrigerator! Theyre about six feet tall, 300 pounds. They make ice, and . . . um . . . Oh, wait a minute. Actually, a woman is more like a beer.Son, a woman is like a beer. They smell good, they look good, youd step over your own mother just to get one! But you cant stop at one. You wanna drink another woman!You know, boys, a nuclear reactor is a lot like a woman. You just have to read the manual and press the right buttons.Fame was like a drug. But what was even more like a drug were the drugs. Yes, Mr. Simpson is occasionally word challenged, as in the malapropism that punctuates this distinctively Homeric prayer: Dear Lord, thank you for this microwave bounty, even though we dont deserve it. I mean . . . our kids are uncontrollable hellions! Pardon my French, but they act like savages! Did you see them at the picnic? Oh, of course you did. Youre everywhere, youre omnivorous. Oh Lord! Why did you spite me with this family? Consider as well Homers eccentric (or perhaps dyslexic?) use of hypophora (raising questions and answering them): Whats a wedding? Websters dictionary describes it as the act of removing weeds from ones garden. And now and then his thoughts collapse before he can make it to the end of a sentence, as in this case of aposiopesis: I wont sleep in the same bed with a woman who thinks Im lazy! Im going right downstairs, unfold the couch, unroll the sleeping ba--uh, goodnight. The Master Rhetorician But for the most part, Homer Simpson is an artful and deliberate rhetorician. For one thing, hes a self-proclaimed master of verbal irony: Owww, look at me, Marge, Im making people happy! Im the magical man, from Happy Land, who lives in a gumdrop house on Lolly Pop Lane! . . . By the way I was being sarcastic. And he dispenses wisdom with dehortatio: The code of the schoolyard, Marge! The rules that teach a boy to be a man. Lets see. Dont tattle. Always make fun of those different from you. Never say anything, unless youre sure everyone feels exactly the same way you do. Next time you catch The Simpsons on TV, see if you can identify additional examples of these rhetorical concepts: analogyanaphoraaposiopesisapostrophechiasmusdehortatioencomiumepizeuxiserotesisfigures of speechhypophoramalapropismoxymoronpersonificationpolyptotonrhetorical questiontricolonverbal irony