Research Korner: Sample Dissertation Abstract

Dissertation Abstract And Table Of Contents On Factors That Affect Consumer Buying Behaviors Among London Online Shoppers

Abstract Shopping entails a unique change in perception and characteristic for a person. As the form of shopping changes, so thus the expectation and demands of consumers change too. This paper focused on analyzing the behavior, demands and needs of online shoppers specially those who purchase from Asos.com. This paper used surveys and questionnaires to acquire data. This paper conducted a review of literatures related to the study. The review of related literatures helped in understanding the study. The study found out that shopping has been an important part of the client-respondents life. The study found out that there are three factors that affected the buying behavior of clients; these are the information available, the speed of transaction and the security of website.  The study found out that without such factors clients tend to reduce their transaction and communication with a shop.   Contents Page   Chapter 1: Introduction Research Background Rationale for the chosen topic Statement of the problem Research Questions Research Objectives Hypothesis Structure of dissertation Chapter 2: Literature Review Consumer buying behavior Decision making and consumption Consumption and London Clothing and its business Internet and business E-commerce Types of business shopping in the internet Business to business transaction Business to customer transaction Clothes Shopping and the internet Chapter 3: Methodology Methodology Research design Qualitative and Quantitative Methods Data collection Sampling Justification for the chosen method Data Analysis and Presentation Resource Requirements Validity and reliability Limitations for the study Probable ethical Issues on the study Informed Consent Issues on Confidentiality Chapter 4: Results Results on questions to clients Results for employees Results for the Manager Chapter 5: Conclusions and Recommendations Conclusion Recommendation References

Dissertation Abstract And Table Of Contents On Factors That Affect Consumer Buying Behaviors Among London Online Shoppers

Abstract Shopping entails a unique change in perception and characteristic for a person. As the form of shopping changes, so thus the...

Dissertation Abstract And Table Of Contents On Factors That Affect Consumer Buying Behaviors Among London Online Shoppers

Dissertation Abstract And Table Of Contents On Factors That Affect Consumer Buying Behaviors Among London Online Shoppers

Abstract Shopping entails a unique change in perception and characteristic for a person. As the form of shopping changes, so thus the...

Dissertation on Spirituality in Mental Health Care

Abstract The mental health profession had acknowledged the role played by religion and spirituality in identifying and addressing mental health needs in their patients. This article showed that spirituality and religion while distinct from each other plays a significant role in the treatment of mental health patients. It concluded that spiritual assessment and therapy should be integrated in mental health care strategies. Recommendations on the mental health profession included the integration of spirituality training among mental health workers and the use of this type of therapy in the profession in different societies.   Introduction Because of the importance of attitudes toward recovery and spirituality among future mental health professionals in the medical field, and the strong orientation toward spirituality in the recovery movement, both in the lay movement, the focus of this article is to evaluate the role of religious and spiritual orientations and the patients’ perceptions of the importance of spirituality in their health and medical treatment. The meanings of religion and spirituality appear to be evolving. Religion is moving from a broadband construct--one that includes both the institutional and the individual, and the good and the bad--to a narrowband institutional construct that restricts and inhibits human potential(Pargament, 1999). Spirituality, on the other hand, is becoming differentiated from religion as an individual expression that speaks to the greatest of human capacities (Pargament, 1999). The differences between religion and spirituality need to be distinguished. Although some individuals express their spirituality through their religious faith, others do not (Burke, Flowers, Furr, and Graham, 2001). Religion generally refers to an integrated set of beliefs and activities (Corbett, 1990) whereas spirituality is seen as the meaning gained from life experiences (May, 1982), which may or may not be theistic in nature (Richards & Bergin, 1997). A belief in God can be integrated with meaningful life experiences, but individuals without a belief in God or a higher power can also have spiritual and meaningful experiences in life (Stoll, 1989). A sense of spirituality embodies a broader construct definition than a sense of religion. Conceptualizations of "spirituality" in colloquial usage embody a "sensitivity or attachment to religious values and things of the spirit rather than material or worldly interests" whereas religion refers to "the service and worship of God or the supernatural" and an "institutionalized system" of attitudes, beliefs, and practices (Webster Dictionary, 1981). In current substance abuse literature, spirituality has been described in terms of one's relationship with the universe, with other people, and with one's self (Corrington, 1989). Spirituality has also been described as referring to people who are concerned with metaphysical issues as well as their day-to-day lives. Significantly, such definitions of spirituality note that a belief in God is not required in order to be spiritual (Gorsuch, 1993). Religion is a search for significance in ways related to the sacred (Pargament, 1997). This definition bridges both functional and substantive traditions in the psychology of religion. Functionally, religion is a search for significance. By search, Pargament (1999) clarified that it is an efforts not only to find significance but to conserve significance once found or transform significance when necessary. Spirituality is the heart and soul of religion. The search for the sacred is the most central religious function. Pargament (1997, 1999) defined spirituality as a search for the sacred. It is, the most central function of religion. It has to do with however people think, feel, act, or interrelate in their efforts to find, conserve, and if necessary, transform the sacred in their lives. The sacred encompasses concepts of God, the divine, and the transcendent, but it is not limited to notions of higher powers. It also includes objects, attributes, or qualities that become sanctified by virtue of their association with or representation of the holy (Pargament, Mahoney, & Swank, in press). The mental health-care delivery system is composed of resources and organization components that affect utilization. The resource components include labor and capital for health care. The organization components are the entry for gaining access to the system and the structure for the delivery of services that are delivered. The service population components that impact utilization are delineated into predisposing, enabling, and need factors. Predisposing factors include demographic, social structural, and attitudinal-belief characteristics. Enabling factors are conditions that make health-care services available to an individual. The need factors are the perceptions that the individual has about the necessity to use the health-care delivery system to remedy actual or potential health problems. Spirituality and Spiritual Care In the past, mental health professionals and ministers have seen science and religion as separate, and attempts to connect them have been dismissed as disruptive and unhealthy (Fallot, 2001). Over the years, however, there have been attempts by noted therapists such as Jung and others to integrate these two aspects of spirituality and mental health. In the last 20 years, a growing number of voices have joined in the discussion (Fallot, 2001). Many therapists now are beginning to consider the healing opportunities available when incorporating a more holistic view of mind, body, and spirit. Even the American Psychiatric Association (APA) has begun to consider the role of religion and spirituality in psychiatry (APA, 1994). Such a dramatic shift in thinking is easy to understand when looking at the growing sense of isolation and alienation present in the patient population, which the mental health community can no longer ignore. With families eroding and communities no longer available to provide support, there is a growing sense of confusion and conflict about values, standards, and priorities (Aponte, 1996). People who come into therapy today are looking for something more. As Nicholas (1994) states, "Patients not only are coming into therapy with confusion about their own individual morality but are seeking to compensate for the lack of reliable and humane guideposts that are available in society as a whole" (p. 5). In this atmosphere, therapists are looked to for support as clients struggle with a loss of meaning and a sense of emptiness. A therapist who focuses on traditional therapies can provide only transitory relief for the emptiness and is limited because the process speaks primarily to individual pathology rather than the wider aspect of humankind (Karasu, 1999). With such a lack of training and support, therapists do not have an easy task to incorporate spiritual or religious issues. Whether they acknowledge them or not, their attitudes and beliefs, experience with religion, and view of the world come with us when we enter a therapeutic session. For therapists to ignore that or not recognize it as important is to "leave unknown, unattended and unspoken, the values, morals and worldview that frame the therapy of the clinician" (Aponte, 1996, p. 97). Much better to recognize the importance of these beliefs, decide how the therapy will or will not reflect them, and establish a system that can integrate spirituality into the therapy. To accomplish this task requires a willingness by mental health professionals need to self-reflect on the role their own belief systems play in their work, as well as a desire to have a dialogue with clients on spiritual and religious issues. This open attitude allows clients to explore their own spiritual views and develop ways to translate their beliefs into moral guides that can bring strength and inspiration. For many clients, religion and spirituality are deep sources of identity and compose a central theme in understanding motivation and meaning. Being open to this aspect adds a fuller dimension to the therapy and may consolidate and sustain recovery (Fallot, 2001).                Incorporating an awareness of spiritual and religious issues into the mental health setting requires a certain level of insight and preparation before a session. This preparation requires an assessment of feelings and attitudes about the world, how we live, and what we think of as important in life (Bolletino, 2001). In this view of wholeness, mental health professionals takes on the task of helping clients self-realize, to search for meaning and the best way of being that uses the most of themselves (LeShan, 1999). Rather than exploring past causes for current problems or how clients got that way, therapists should emphasize what clients are trying to accomplish or become, what their dreams are (Bolletino, 2001). With this focus, the client is encouraged to make inner changes that can create a better way of life, with the past becoming relevant "only insofar as it blocks the way to the future" (Bolletino, p. 97).   Effects of Spiritual Assessment on Mental Health Care Management Assessment is critical to the incorporation of strengths into the therapeutic milieu. Without a reliable means for finding consumers' strengths, workers tend to revert to practice models that are based on the identification of problems and deficits (Ronnau & Poertner, 1993). In addition to identification, strengths must be organized into a conceptual framework that suggests particular interventions. Gathering data is not an assessment in itself; the information must be interpreted, organized, integrated with theory, and made meaningful (Rauch, 1993). Accordingly, assessment is defined as the process of gathering, analyzing, and synthesizing salient data into a multidimensional formulation that provides the basis for action decisions (Rauch, 1993). As Mattaini and Kirk (1991) observed, assessment is an underdeveloped area in mental health work. Nowhere is the lack of maturation more evident than in the area of spiritual assessment (Sherwood, 1998). Although there have been numerous calls for the reintegration of spirituality into the therapeutic dialogue (Poole, 1998), multidimensional instruments that assess spirituality in a therapeutically constructive fashion are conspicuously absent. Surveys have shown repeatedly that mental health have received little training in issues related to spirituality or spiritual assessment (Hodge, 2001). Furman and Chandy (1994) found that more than three-quarters of practitioners received little or no training in spirituality during their graduate education, despite the central role it plays in the lives of many consumers. An additional factor stimulating interest in assessing spirituality is the profession’s growing acceptance of the strengths perspective, which posits clients' personal and environmental strengths as central to the helping process. With growing use of clients' capabilities in the clinical dialogue to ameliorate problems, interest in how to identify clients' strengths, such as spirituality, has increased (Hwang & Cowger, 1998). Spiritual and Cross Cultural Care Certainly the evolving meanings of religiousness and spirituality may reflect large-scale sociodemographic changes. As boundaries between countries and cultures have become more open, we have seen a proliferation of Eastern religions and alternative religious beliefs in the United States and Europe. They have brought with them alternative religious groups and practices. Alternative quasi-religious movements in the United States and Europe have also prompted changes in labels and meanings of these constructs. Disparities in mental health status continue to exist across cultural care. These disparities of poor health, in part, are attributed to decreased access to health-care services (Jewell and Russell, 1992). However, culture plays a key role in health-care utilization patterns. The predominate barriers include inability to pay for services, lack of transportation and child care, decreased understanding of treatment plans, and inability to incorporate prescribed health plans into daily living patterns. According to Murdock (1972), culture is a combination of habitually performed behaviors, intelligence for problem solving, communication through language, and the existence of social life or a society. Differences in health behaviors will vary among people of various cultures. Health-care service utilization is directly related to factors within the healthcare delivery system and to the population targeted for services (Jewell and Rusell, 1992). Utilization of services is characterized by the type of care received, the site of delivered care, the purpose of the health encounter, the number of visits made, and the time period for rendered care. Utilization patterns will vary for preventive, illness-related and maintenance care. Conclusion Mental health professionals must acknowledge the growing benefits that spirituality and religion plays in mental health treatment. In this regard, their training must also incorporate spirituality as an alternative therapy. Furthermore, the church can be used as a mechanism for increasing health-care utilization. The social networks within the church have a positive impact on health promotion, early detection of disease, and health maintenance. With the assistance of the clergy and church lay leaders, these beliefs should be incorporated into training programs for mental health workers.                Consequently, although all areas of community needs in addition to those pertaining to health (e.g., needs related to education, employment, and political activism) should be assessed, the mental health can provide input into the development of community needs assessment tools and the analysis of data that address the health component. Health providers should recognize that immediate needs and community plans for interventions may not pertain to potential or existing health problems.   Recommendations Mental health professionals and hospitals must assess individual's and families' beliefs about potential and existing health problems and subsequent treatments. Spiritual assessment data must be integrated into a comprehensive plan of care. Assessment information should be obtained about uses of informal lay health networks before and throughout the course of illness and during wellness. Health promotion practices should be identified, evaluated for their efficacy, and integrated into wellness plans. Communication between spirituality scholars and other mental health-care providers should be promoted as a necessary component for care of clients. This should hold true in across cultural mental health care- accepting the differences within the culture, assessing individual health beliefs and practices, and integrating these beliefs and practices into plans of care, intercultural communication with mental health clients and families can be enhanced. References American Psychiatric Association. (1994). Diagnostic and statistical manual of mental disorders (4th ed.). Washington, DC: Author.   Aponte, H. (1996, Fall). Political bias, moral values, and spirituality in the training of psychotherapists. Bulletin of the Menninger Clinic, 60, 88-502.   Bolletino, R. (2001). A model of spirituality for psychotherapy and other fields of mind-body medicine. Advances in Mind-Body Medicine, 17(2), 90-107.   Burke, MT, Flowers, C., Furr, S. and Graham, S. (2001) Religion and Spirituality in Coping With Stress. Counseling and Values, Vol. 46.   Corbett, J. M. (1990). Religion in America. Englewood Cliffs, NJ: Prentice Hall.   Corrington, J. E., (1989) Spirituality and recovery: Relationships between levels of spirituality. contentment and stress during recovery from alcoholism in AA, Alcoholism Treatment Q. 6:151-165.   Fallot, R. (2001). The place of spirituality and religion in mental health services. New Directions for Mental Health Services, 91, 79-88.   Furman, L. D., & Chandy, J. M. (1994). Religion and spirituality: A long-neglected cultural component of rural social work practice. Human Services in the Rural Environment, 17(3/4), 21--26.   Gorsuch, R. L. (1993) Assessing spiritual variables in Alcoholics Anonymous research, in Research on Alcoholics Anonymous (B. S. McCrady and W. R. Miller, Eds.), Rutgers Center for Alcohol Study, New Brunswick, New Jersey, pp. 301-318.   Hwang, S.-C., & Cowger, C. D. (1998). Utilizing strengths in assessment. Families in Society, 79, 25--31. Jewell, N. and Russell, K. (1992) Cultural Impact of Health-Care Access: Challenges for Improving the Health of African Americans. Journal of Community Health Nursing, Vol. 9. Karusu, T.B. (1999). Spiritual psychotherapy. American Journal of Psychotherapy, 53, 143-161.   LeShan, L. (1999). Cancer as a turning point. New York: Plume.   Mattaini, M. A., & Kirk, S. A. (1991). Assessing assessment in social work. Social Work, 36, 260--266. May, G. G. (1982). Will and spirit: A contemplative psychology. San Francisco: Harper & Row.   Nicholas, M. (1994). The mystery of goodness. New York: Norton.   Pargament, K. (1999) The Psychology of Religion and Spirituality? Yes and No. International Journal for the Psychology of Religion, Vol. 9.   Pargament, K. I. ( 1997 ). The psychology of religion and coping: Theory, research, practice. New York: Guilford.   Pargament, K. I., Mahoney, A., & Swank, A. (in press). The sanctification of the family. In T. Brubaker (Ed.), Religion and the family. Palo Alto, CA: Sage.   Rauch, J. B. (1993). Assessment: A sourcebook for social work practice. Milwaukee: Families International.   Richards, P. S., & Bergin, A. E. (1997). A spiritual strategy for counseling and psychotherapy. Washington, DC: American Psychological Association.   Ronnau, J., & Poertner, J. (1993). Identification and use of strengths: A family system approach. Children Today, 22(2), 20--23.   Stoll, R. I. (1989). The essence of spirituality. In V. B. Carson (Ed.), Spiritual dimensions of nursing practice (pp. 4-23). Philadelphia: Saunders.   Webster's Third New International Dictionary. (1981). Merriam-Webster, Boston, Massachusetts.

Dissertation on Spirituality in Mental Health Care

Abstract The mental health profession had acknowledged the role played by religion and spirituality in identifying and addressing mental...

Dissertation Abstract on Supply Chain Management: Economics or Environment

Abstract   This study seeks to investigate the issues on environmental concerns and economic behavior of companies and how they are being resolved. Moreover, this paper shall determine the most appropriate strategies and technological innovations on how to cope with these problems. The data were gathered through the use of a researcher-made questionnaire, which was answered, the rank & file employees of business community, environmental groups and government departments concerned on business and environmental matters. The researcher wanted to know how these respondents perceived the SCM programs and its effect on the business and the environment. The respondents are aware of the implemented and instituted programs on SCM.  The study shows that generally there is a positive attitude towards SCM by personnel and the managements alike. In addition, the study also shows that they are aware of the programs that are instituted in company and other companies regarding business and environmental strategies. Likewise, the study shows that the employees show support towards the actions of the management in order to boost SCM programs. This is reflected in the interpretation of their responses in the survey. Thus, There is a significant correlation between environmental concerns and the growth of businesses. Consequently, the more efficient the Supply Chain Management, the less problems economic activities can pose on the environment

Dissertation Abstract on Supply Chain Management: Economics or Environment

Abstract This study seeks to investigate the issues on environmental concerns and economic behavior of companies and how they are bei...

Dissertation Abstract And Introduction: How Does Service Marketing Affects A Small Food Service Business In Liverpool – China Star

AN 	EXAMINATION ON SERVICE MARKETING AFFECTS A SMALL FOOD SERVICE BUSINESS IN 	LIVERPOOL: CHINA STAR 	 	 	  	 	 	  	 	 	Abstract 	 	 	Satisfaction of the customers is considered as a vital aspect 	in the entire operation of any firm in the service industry. This is 	particularly vital in the operation of restaurant, because it can affect the 	decision-making process of the customers, as well as their future behavior 	in coming back in the restaurant. Currently, there are different factors 	which affect the overall operation of China Star, particularly including the 	changing demands and preferences of the customers. As a result, it is vital 	to focus on the different attributes of the company, and how the customers 	perceived it’s important and compare it with the satisfaction. By doing 	this, it will help the company to focus on the different marketing 	strategies and service marketing that will help the restaurant to regain or 	improve its past financial performance and share in the market. 	This research focuses on 	analyzing the current performance of the company by focusing on the 	satisfaction of the customers. A 	quantitative 	study was implemented in order to measure the said aspect. A total of 100 	questionnaires were disseminated and a total of 86 valid answers were 	analyzed and evaluated. It included 20 important 	 	attributes that are related to the current performance of the company. 	 	Importance-Performance Analysis was used in order to analyze the overall 	performance of the company; each attributes were plotted in the 	 	Importance-Performance Matrix and analyze which attributes are caught by 	a given quadrant. The result showed that 14 attributes were identified in 	the Keep up the Good Work quadrant and 6 in concentrate here quadrant. 	At the end of the paper, recommendation regarding 	the different marketing strategies and actions were presented. 	 	 	  	 	 	1.0 	INTRODUCTION 	 	Satisfied 	customers are considered as vital to the long-term success of a 	 	business, and the connection between 	 	customer satisfaction and 	 	customer behavior has been the focused of different marketing literature 	for a long time. Anderson & Sullivan (1993) stated that high consumer will 	help to motivate great 	 	customer loyalty, which will result to future revenue (Fornell 1992). 	Currently, marketing is becoming competitive than before which resulted to 	intensive price and innovation competition, which pushes industries and 	firms to focus on the importance of customer loyalty. As a result, 	 	marketing budgets focuses on more resources that will handle defensive 	marketing such as 	 	customer retention (Roberts & Varki 2003). 	 	According 	to Rucci & Kim (1998) Service quality is considered as reliant on a chain of 	subsystems that are connected to the behaviors of the consumer, together 	with profitability. This relationship is called the 	 	service profit chain (Loveman 1998), which indicated that increased in 	the satisfaction of the customer will help to decrease customer complaints 	and will eventually lead to the loyalty of customer. 	 	The 	quality of services is critical and vital success factor for modern service 	companies. The quality of service is close conceptual and empirical 	connection to the satisfaction of the customers turned it into the 	 	primary marketing instrument, by making it the most researched area in 	the field of 	 	services marketing (Bolton 2000). Furthermore, there are different 	studies which showed positive relationship with 	 	profitability (Fornell 1992). The quality and excellence of service 	helps to enhance the inclination of the customer to avail, and buy more, to 	buy other services and to become less 	 	price sensitive, at the same time, tell other people about their 	positive experiences (Bolton 2000). As a result it is vital for all 	companies and organizations in the 	 	service industry to focus on improving their services towards the 	customers. The activities of employees within a service company enable the 	company to be connected to their customers. The main aim of these activities 	focuses on maintaining good 	 	consumer relationship with the customers. Therefore, these activities 	are considered as a critical aspect in developing effective working 	relationships with the customers (Grimmer & Gremler 1998). As a result, the 	employees of an organization, particularly in the service industry are vital 	in ensuring success in the said areas because of the fact that they are the 	person that are ultimately accountable or in charge in providing a 	 	quality service which will meet the expectations of the customers 	(Zeithaml & Berry 1996). Therefore, 	 	employee’s skills, attitudes as well as equipment and other support that 	can help them will be considered as a determinant precursor towards the 	satisfaction of the customers (Bitner 1995). 	 	 	 	Management and Marketing theorists commonly believe on the assertion 	that service quality is vital to the success of the business (McColl-Kennedy 	& Schneider 2000). Therefore, those companies that are offering superior and 	high quality of service as measured by customer satisfaction will also 	experience higher economic and 	 	financial returns compare with their competitors that are not that 	service-oriented (Bolton 1998). 	 	On the 	other hand, it is important to consider the different factors that are 	connected with satisfaction of the customers including expectations and 	 	service encounter. According to Raajpoot (2004), the service encounter 	is considered as an important component of the service quality construct, 	further, it engages with the critical moments of thrust where in the 	customers will develop permanent impressions towards the firm (Bitner & 	Brown 2000), On the other hand, several studies focuses on the important of 	customer’s expectations which from their own accumulation of 	 	contacts with services which they have experienced all their lives. From 	these 	 	contracts, customers accumulate a generalized service expectation or 	standard that is based on their day-to-day experienced as a customers. 	Therefore, it is from the buildup of these services which make the customers 	to create their 	 	personal standards and then use them in order to measure and determine 	quality of service (Kong & Jogaratnam 2007). 	 	In 	addition, customers are becoming more and more knowledgeable in terms of 	making purchasing decisions because of the efficient access to information. 	As a result, players in the 	 	restaurant industry are facing more sophisticated customers than before. 	Aside from the 	 	product pricing and quality, customers are also concerned on how they 	are being served and treated by the employees and staffs inside the 	restaurant (Morgenstein & Strongin 1992). 	 	 	1.1  	 	Statement of the Problem 	 	The 	service industry is considered as one of the most vulnerable industries 	because it can be affected by most of the changes in the preferences, 	demands and needs of the customers, particularly regarding the cultural and 	 	social aspect. This is greatly applied in the food service industry; 	where in the quality of service is considered as vital. Quality of service 	is connected or related with the satisfaction of the customers which will 	help to drive customer satisfaction and retention then help to improve 	 	financial performance and market share. 	 	 	 	China Star is considered as one of the most popular and loved restaurant 	in Liverpool because of the different strategies that are being implemented. 	However, just like what have mentioned, the company is being affected by the 	different factors which affect the demands and needs of the customers, 	particularly in the aspect of product and service offerings inside the 	restaurant. This is aside from that fact that China Star had already 	established strong bond with their 	 	loyal and long-termed customers. 	 	Thus, 	this study will focus on the different problematic areas of the restaurant 	by focusing on the different factors and attributes that are connected to 	the performance of the restaurant including the 	 	physical designs, quality of foods and services and pricing. Thus, it 	will focus on the examining and analyzing the relationship between the 	satisfaction of the customers and the perceived quality towards the products 	and services of China Star. 	 	After 5 	years of successful operations and performances, the manager of the 	restaurant found out that the financial performance of the restaurant is 	declining, due to the decreasing market share. Based on this, this paper 	will focus on the analyzing the different factors which the customers 	believed to be important, at the same time, measure their satisfaction which 	will help to know those aspects that are needed to be improved. 	 	 	 	 	1.2 Objectives of the Study 	 	The 	objective of this study is to explore the case of China Star, a small food 	service restaurant in Liverpool focusing the evaluation on the importance of 	the service marketing and its influence on the customer loyalty. In lieu 	with this, the following research objectives will be addressed: 	<ul style="margin-top: 0in; margin-bottom: 0in" type="disc"><li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		 		analyze the importance of the service marketing for a small food 		services restaurant business;</li> 		<li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		 		identify and monitor how do service quality and service experiences of 		customers’ affect the stronger customer relationship in order to help 		raise the customer loyalty;</li> 		<li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		find 		out which issues play the most important roles in service quality and 		how those issues working and explore to maintain and improve the 		customer loyalty and the restaurant business running;</li> 		<li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		 		recommend strategies on how China Star will improve customer 		satisfaction.</li> 	</ul> 	 	 	1.3 Research Question 	 	The key 	questions that will be answered in this study are: 	<ul style="margin-top: 0in; margin-bottom: 0in" type="disc"><li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		what 		are the important factors which influence the satisfaction of customers 		in China Star?;</li> 		<li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		how 		the customers perceived the quality of service in China Star?;</li> 		<li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		how 		important service marketing in China Star?;</li> 		<li class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 200%; margin-bottom: .0001pt"> 		how 		satisfactions of the customers towards the service quality of China 		Star, influence their loyalty and the performance of the restaurant?</li> 	</ul> 	 	 	1.4 Significance/Importance of the Study 	 	 	Currently, food service industry is considered as a growing industry in the 	world. This is because of the different economic and social factors which 	affected the lives of different individuals. This enables those businesses, 	particularly those international companies to expand and grow in a larger 	market. However, as the number of restaurants increased, together with the 	different changes in the environment, including the demands and needs of 	customers, competition is growing. Therefore, it is vital for each and every 	restaurant business in the world to focus on the different strategies that 	will help to drive and encourage customer satisfaction and loyalty, in order 	to stay in the business for a long time. This is important for those 	companies operating in the service industry, particularly in the food 	service sector because there are different factors to be considered in 	measuring the satisfaction of the customers including the performance of the 	employees, particularly the waiters as well as the quality of food and 	drinks, together with the ambiance or environment. 	 	This 	study will focus on the relationship of the quality of service and the 	satisfaction of the customers. This will enable to explore the different 	issues, factors and aspects that are related to the services of a restaurant 	and how it can affect the satisfaction of the customers. This will enable to 	give the academic individuals and organizations, together with the different 	businesses the idea on how the customers think about food services. Thus, it 	will give China Star the primary information about the different strategies 	that they can apply in the organization in order to regain the interests of 	their customers, at the same time, improve their satisfaction.   	 	 	 	1.5 Scope and Delimitation of the Study 	 	The study 	will focus only on the impact of the different aspects which influence the 	satisfaction of the customers towards quality of service and will not tackle 	those factors which influence the standards of the customers towards quality 	of service such as culture and other social factors. 	 	Factors 	that are related to SERVQUAL were used in order to analyze the 4 important 	synthesis of restaurant environment which are: food quality, atmospheric 	quality, service quality and price. Aside from that, because analyzing and 	assessing the satisfactory level of the customers will be hard and difficult 	using SERVQUAL and other tools, the research will use the 	important-performance matrix. Furthermore, it will focus on the current 	performance of the China Star that will be based on the perception of its 	first time and regular customers, at the same time, focuses on their 	satisfaction level. Therefore, the result of this paper will be applicable 	to the case of China Star alone. REFERENCES Alpert, J I & Alpert, M I 1986, The Effects of Music in Advertising on Mood and Purchase Intentions, University of Texas, Austin TX  Andaleeb, S S & Conway, C 2006. ‘Customer Satisfaction In The Restaurant Industry: An Examination Of The Transaction-Specific Model’, Journal of Services Marketing, vol. 26, no. 2, pp. 3 - 11  Anderson, E W & Sullivan, M 1993, ‘The Antecedents And Consequences Of Customer Satisfaction For Firms’, Marketing Science, vol. 12, no.2, pp.125 – 143. 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Dissertation Abstract And Introduction: How Does Service Marketing Affects A Small Food Service Business In Liverpool – China Star

AN EXAMINATION ON SERVICE MARKETING AFFECTS A SMALL FOOD SERVICE BUSINESS IN LIVERPOOL: CHINA STAR ...