US Adaptations Of Japanese Horror Films Case Study

US Adaptations Of Japanese Horror Films - Case Study Example Ringu was shown in Japan in 1998, directed by Hideo Nakata, and was considered one of the most popular J-Horror (Japanese Horror) in the country (Internet Movie Database 2011). It was a film adaptation of the novel series, Ring, created by Koji Suzuki. The Ring was released in The US and international theaters in 2001 and was largely a box-office all throughout countries with its release. The Ring was directed by Gore Verbinski and has received a mostly positive response from the audience while critical reception from known critics (IMDb 2011). Although the two films are tracking one storyline, Ringu was regarded more as a supernatural-biological film while The Ring was more of psychological-horror. Specified genre already claimed differences between these two films (Wee 2011). Summary, In order to give justifiable judgment and comparative execution of the two films, common summary, is necessary for better understanding. The story opened with two girls watching TV, and talked about a deadly videotape. It was explained deadly because the videotape was cursed. The curse was that whoever watched the videotape, the viewer will die after 7 days. One of the two girls admitted that she had watched a certain tape with a group of friends but was hesitant about the effect of the curse. She revealed that that night was her 7th day upon watching the film with her friends. After some irregular incidents happened in her house, she was killed by some negative force that came from the TV and was witnessed by her friend. The friend-witnessed was sent to a mental hospital as revealed in the course of the film. The girl who died happened to be the niece of the protagonist of the story named Reiko in Ringu and Rachel in The Ring.

Human Resource Management & Information Management (MBA) pro 4 Essay

Human Resource Management & Information Management (MBA) pro 4 - Essay Example The company has to align its business to n effective IS response giving it significant ground in the market. The IS that Brady Corporation was currently operating on did not support its business model since it made use of antique systems that were unable to communicate. As such, the IS response taken for the greater good of the business was to undertake a complete overhaul of the entire business processes of the company on a global scale, as well as, enabling them digitally. The results were phenomenal, with an annual revenue growth of 15%, a 2% reduction in operating expense, and an increase in internet orders by 50%. The roll out was successful because both the managers and employees had prior knowledge over its importance. Furthermore, the best people got the privilege of spearheading the change process, whereby all the processes mapped with their experts and owners. As such, this spectacular achievement answered the authors question on whether Brady Corporation could redesign its systems for success. The change from old processes to new processes enabled the corporation to revamp its profitability, as well as, re-establish its position in the

Globalisation and corporate responsibility Case Study

Globalisation and corporate responsibility - Case Study Example ation has changed the economic aspect of the country through exposing the economy to competitive companies which plays a very minimal role in payment of taxes and improvement of the living standards of the people. Ecologically, globalization has led to a reduction in biodiversity and widening of the gap between the rich and poor in the society (Mullerat 2010). In Tanzanian case, the collapse of the textile industry due to the influx of secondhand clothes has increased the level of unemployment in the country, an aspect that has increased the poverty levels among the local population. Culturally, globalization has led to the exchange of cultural aspects among the global citizens. This has played a significant role in changing the consumption behavior of the local population. The integration of economies has had a major impact on economies of developing countries. Initially, these countries had tariffs which protected the interests of the local businesses. This is through limiting the amount and the quality of the products that were entering their economies. However, integration of economies has exposed these countries to intensive competition from developed countries. These are countries that have invested heavily in the modern technologies in order to reduce the costs of production. As a result, they are able to produce high quality products at very low costs. In the Tanzania case study, the integration of economies has made it hard for the government to control the influx of cheap clothes from developed countries. Initially, laws limited these clothes to only charity groups. However, with the increasing levels of globalization, the government is losing revenue which is directed towards developed countries. This is created unbalanced trade in the world . With the increasing levels of liberalization of markets, the local companies are unable to compete with multinational companies. These global firms have diversified their operations to different parts of the

Adas Muteness and Voice Essay Example | Topics and Well Written Essays - 2750 words

Adas Muteness and Voice - Essay Example This is the kind of social situation that is described in opening pages of The Piano as the main character Ada describes her preparations to leave her home and cross the sea to New Zealand where she will meet the husband that her father has just married her to without having consulted her at all. This introduction makes an instant connection between her muteness in voice and her muteness in her society and even in her own life. Throughout the story, Ada is trapped in a man’s world, even when she goes as far away as New Zealand and its untamed frontier which is where most of the story takes place. However, in the character of Ada, Jane Campion shows how a woman without a voice made herself heard even to those who wouldn’t listen, demonstrating how a voice could be used as a tool of power in an otherwise powerless world. It is helpful to gain a bit of historical understanding regarding the female voice in order to fully appreciate the significance of Ada’s silence and returning voice by the end of the story. Anne Carson provides a strong analysis of how concepts regarding the woman’s voice evolved out of ancient history. According to Carson, women expressed the moments of extreme joy, grief, fear and hope within the regular and climactic moments of life through the sound of the ololyga: â€Å"a high-pitched piercing cry uttered at certain climactic moments in ritual practice †¦ or at climactic moments in real life †¦ and also a common feature of women’s festivals† (Carson, 1995: 125). Because the noise could be irritating to those not actively engaged in the celebration, these rituals were usually held outside of the range of hearing of the men and the city. Over time, this had the tendency to reinforce ideas of women as savage mysterious outsiders. Their religio us rites were often female only, they made strange sounds while practicing and they practiced outside of the city limits, making them seem like wild animals in the wilderness.   Meanwhile, the proper role of the man was to disconnect from his emotions enough to control the escape of unintended, uncontrolled sounds.  

Music in Education Essay Example for Free

Music in Education Essay Music can affect the body in many health-promoting ways, which is the basis for a growing field known as music therapy. However, you can use music in your daily life and achieve many stress relief benefits on your own. One of the great benefits of music as a stress reliever is that it can be used while you conduct your regular activities so that it really doesn’t take time away from your busy schedule. Music provides a wonderful backdrop for your life so that you can find increased enjoyment from what you’re doing and also reduce stress from your day. Music still tells a story, we know just have many genres to satisfy the cultural and social tastes of our modern society. Hip Hop is a genre of music that has significantly grown the last couple of decades. Its increased popularity has brought it to the forefront of globalization. Technological advances have made it easy for Hip Hop to spread out globally. This occurrence of globalization is a key example that as our cultural borders are broken down by technology, our own cultural and social practices become fluid. Although there are many positive and negative comments about the globalization of Hip Hop, it is a reflection of the growing phenomenon occurring all over the world. Hip hop originated in the South Bronx of New York City in the 1970s. The term rap is often used synonymously with hip hop, but hip hop can also be described as an entire subculture (â€Å"Hip Hop†, 2004). The term Hip Hop is said to have come from a joke between Keith Cowboy, rapper with Grandmaster Flash and the Furious Five, and their friends (â€Å"Hip Hop†, 2004). Although Hip Hop was created on American soil, its influences are global. It can be said that Hip Hop might be a result of ethnic globalization. Hip Hop has roots in African, Caribbean, and Latino culture (â€Å"Hip Hop Globalization and Youth Culture†, 2005). Spoken word, which is still popular today is also an influence in Hip Hop music and culture. Spoken word is a style of poetry spoken in a rhythmic fashion. Hip Hop ranges from rap music, to B-boy dance. It was a platform to empower ethnic youth without violence. Hip Hop in the beginning was essentially still an underground subculture. It was popular with many ethnic communities but it was not popular in the mainstream music industry. This all changed with the band Blondie and their song â€Å"Rapture†. â€Å"Rapture† is one of the first rap songs to reach the top of the charts in mainstream pop music. Although Blondie is a punk/rock band, they were the proper catalyst to give Hip Hop the mainstream attention it deserved. Hip Hop has changed since its birth in the 1970s. Hip Hop is now apart of the mainstream music scene. It is not uncommon to see artist from different genres collaborating with Hip Hop artists. It is also not uncommon to see Hip Hop music and culture in movies, television shows, and commercials. In the past you would only see people from ethnic communities wearing Hip Hop clothing, now all races including Asian, Caucasian, etc have accepted the Hip Hop style. The subject matter has also changed. In the past Hip Hop lyrics focused on political and societal frustrations, now Hip Hop lyrics steer more toward provocative content. Hip Hop subject matter consists mostly of the aspirations of wealth, sex, drug use, and criminal activity. During the beginning years the age of the Hip Hop listener was wide spread. It ranged from teens to even adults in their 50s. Although Hip Hop still has an adult audience, it is now more geared toward younger audiences. Younger listeners are more likely to purchase Hip Hop music and paraphernalia, than the older audience. Music has always been a great healer. In the Bible, we learn about how David played the harp to help ease his severe depression of King Saul. Music is a significant mood-changer and reliever of stress, working on many levels at once. Many experts suggest that it is the rhythm of the music or the beat that has the calming effect on us although we may not be very conscious about it. They point out that when we were a baby in our mothers womb, we probably were influenced by the heartbeat of our mother. We respond to the soothing music at later stages in life, perhaps associating it with the safe, relaxing, protective environment provided by our mother. They say that math is the universal language, and while that may be true, music has traits to it that even the casual listener should but may not always recognize as universal, literally and figuratively. Moreover, music is beneficial to the musicians and the listeners health and well-being. Music is everywhere, and it can be made and enjoyed by anyone, any animal, and any living thing, in its own way. The universe itself has a sense of rhythm, melody and music. Everyday speech has a lilt that can be called some kind of music. In nature, without the white noise of civilization in the background, the sounds of the trees, the water, and the air can all be called music. And animals, birds in particular, have their own sense of melody in the sounds that they make and use to communicate with each other. Music comes in so many various forms that it reflects, in a way, the diversity of the languages spoken and written on the planet. Whether it be classical music, pop, gospel music, country music or whatever pleases the ear, there will always be a kind of music for everyone, and it can come in any language. They say that learning and listening to music makes one smarter. As studies show, music makes the musician use his mind in a way that develops and maintains good mental health. Music is an art and a science; anyone who learns any bit of musical theory will know that music has a particular structure, while still allowing for creative freedom. Reading music and playing an instrument causes the musician to use both sides of his brain at once – the mathematical side, and the artistic side. Learning to understand a staff of music and the symbols written on it is akin to learning a scientific or mathematical formula. Applying the formula to the instrument at hand takes plenty of practise to do well, but once it is learned, it does not easily fade away. Developing and maintaining musicality, on the other hand, is partly talent and partly practise, much like other art forms like drawing, dancing and singing. Music is a great well for emotions. The same art form that puts babies to sleep can release anger and sadness, encourage joy, and sooth stress. To the Romantics, music was the purest of art forms because it connects directly with emotions (The New Penguin Book of Romantic Poetry, 47), during a time period that produced composers that are still well known today. David wrote many psalms while he watched sheep. And even though he was not always a favourite of King Saul, David’s playing would comfort the king (1 Samuel 16). Music brings people together. It is understood that before modern technology, live music was a natural form of entertainment, and people were considered accomplished when they learned to play instruments. Music can create a good atmosphere and encourage a good mood that relaxes people whether they are actively listening to it or not. That is part of the reason why it is ideal for parties, weddings, funerals, and other such gatherings. Music is universal. It is calming, gentling, entertaining, inspiring and healthy. It helps maintain good mental health and a balanced emotional state. It is a gift from God that anyone can learn, appreciate and enjoy. Hip Hop proves to be the voice of the people that may not be able to speak for themselves in conventional ways. Globalization has allowed many people who would not have the means to speak up, to be able to take center stage. Many believe that globalization will be the end of individuality and creativity.

Customers Expectations Versus Management Perceptions

Customers Expectations Versus Management Perceptions Eating is observably a daily action and necessity for all human beings. Depending on individuals reason for eating at restaurants, individual intentionally or instinctively assess a multifarious set of attributes ahead of choosing a restaurant. The significance involved to these restaurant attributes is ultimately evaluated in the customers mind, leading to a decision of purchasing (Johnson and Champaner, 2004). Thus, this study is to investigate how much service quality can have an impact on customer satisfaction and retention especially in our Mauritian context at KFC. As there is a casual inter-relationship between customer satisfaction and service quality, this study aims to find out the effectiveness of the service dimensions of service quality which leads to customer satisfaction and finally to retention at KFC. All the main aspects will be analyzed and recommendations will be drawn out for better improvement. Company Background History Kentucky Fried Chicken (KFC) was founded by Colonel Harland Sanders in 1952 and its primary focus is fried chicken. KFC also offers grilled and roasted chicken products, wraps, salads, sandwiches and desserts as well beef based products outside the USA. Although the death of Sanders in 1980, he remains a vital part of the firms branding and advertisements, and Colonel Sanders or The Colonel is a metonym for the company itself. In 1991, the abbreviated form of its name KFC was adopted by the company. The Present KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. In 109 countries and territories around the world, KFC everyday serves more than 12 million customers. KFC is world famous for its Original Recipe fried chicken, made with the same secret blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half century ago. Based on the Fortune 500 List, KFC is ranked on 239 positions with revenues in excess of $11 billion in 2008. Introduction of KFC in Mauritius With time, consumers were more demanding for large variety of food and then, the first KFC outlet was launched in Mauritius-1983. Pick N Eat is the company which operates the KFC franchise in Mauritius. KFC has carved a solid reputation as a quick service restaurant which provides quality products and service. Across our island, 18 outlets are spread out and 10,000 customers daily are enjoying their finger-linking favorites in the consumer-friendly environment. Background of the program In the fierce competition, the market trend has changed noticeably from agricultural to service market. The service sector especially fast food industry is in a rapid growth and gain a position in the market due to lack of time to prepare food and dual income families. All of the fast food businesses are trying their best to improve their service quality in order to make customer satisfied and return back to them again. They are concentrating more on service quality in order to meet the needs and expectations of the customer. The more satisfied the customers are, the more likely they are to return to the restaurant. The restaurant industry has undoubtedly not been free from either augmented competition or from increasing customer expectations regarding quality. According to the Kaplan and Norton (2001) the importance of the perceived quality in order to get the retention effect in restaurant industry is always considered as a main element to retain in the customers and the business. The main reason behind that in this industry entry barrier are usually low and any one can easily enter due to investment required that is not on the higher side. So the point is that when ever consumer is satisfy from the arrangement by the management, the quality of the food provided by the staff members with the positive attitude than this result in increasing the loyalty towards the particular restaurant and increases the retention intensions of the customers. Problem Statement Service quality is a vital strategy for any restaurants, success and repeat business and it has long been defined by adopting a rather more customer-oriented view and not by the restaurateur-oriented (Saleh and Ryan, 1991). Customer is the key role in any business, without any customer it is difficult to do business. It is necessary to work closely with your customer. As customers can also create your business, thus, customer is the major part of business and also in the market. Business runs through customer, without the customer there is no business. Due to the increasing competition with other restaurants and quality-conscious customers, it is vital to carry out this research. There is a need for further improvement in order to face the competitors and meet the increasing customers expectation concerning quality. Based on the actual service quality performance of KFC, it is important to identify if customers are satisfied with the current situation and are likely to retain at KFC or switch to other competitors. Also, to find out the factors of service quality that leads to customer satisfaction and retention. From the above reasons, it is important that the service performance meets or exceeds customers and their expectation, the customer will be satisfied. Service quality is an antecedent of customer satisfaction. Research Objectives -To assess customers expectation and perception level towards service quality. -To analyze the discrepancy gap between customers expectation and perception level towards service quality. -To identify the discrepancy gap between customer expectations and employees perceptions at KFC. -To explore the service aspects of the dimensions which have an influence on customer satisfaction and retention? Research Questions -What is the level of customers expectation and perception towards service quality? -What is the discrepancy gap between customers expectation and perception towards service quality? -What is the discrepancy gap between customer expectations and employees perceptions at KFC? -What are the service aspects of the dimensions which have an influence on customer satisfaction and retention? Aims of the study This study is to find out whether the service dimensions have an impact on customer satisfaction and retention at KFC by using the SERVQUAL Model by Parasuraman, Zenithaml, and Berry (1988). It will also explore the service aspects that affect and influence customer satisfaction and retention. Significance of the study This study will act as a practical guideline for KFC, especially the management and the front line employees which may increased a higher level of customer satisfaction in the near future. The results of this quantitative assessment of service quality may provide some insights into how customers rate the service and assessed customer satisfaction at KFC. The outcomes will utilize as a basis to improve their existing service quality or to develop a new one in order to meet with the customers needs and satisfy them. Furthermore it will help KFC managers to know if they are providing services according to the norms established by customers. The management will be able to come up with a strategy for upgrading their service quality which will definitely lead to customer satisfaction and retention. All these views of customers will help KFC to remedy problems if there are and maintain their service quality. Phases of the discussion Introduction In the first chapter, the problem area is discussed with a deeper understanding regarding the research. The problem discussion ends with a research objectives and questions. In the end of this chapter, the contributions of this research are also presented. Literature Review In the second chapter, the literature review of service qualitys impact on customer satisfaction and retention is discussed with the following purposes of assessing customers expectation, customers and employees perception, identifying their gaps and the influencing service quality aspects. Research Methodology ************************************* Analysis ************************************************* Conclusion and Recommendation ******************************************************** Conclusion The first chapter provided us a background to the outline of the dissertation. It contained the research context, which is, identify the problems, and establish its aims and its objectives, set out the research questions and finally present the outline of the study. Chapter 2- LITERATURE REVIEW 2.1 Introduction This chapter will give an overview of literature and models that presented by writers and journalists. It will support the research objective presented in the previous chapter. The chapter will elaborate the concepts of service, service quality, customer satisfaction, customer retention, service quality dimensions, the gaps and others. 2.2 Service There are many definitions concerning the concept of service by researchers. (Parasuraman et al. 1985). Gronroos (1983) defined service as: An activity or series of activities of more or less intangibles nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or goods and / or systems of service provider, which are provided as solutions to customer problems. Service is: Any primary or complementary activity that does not directly. Produce a physical product that is, the non-goods part of the transaction between customer and provider (Payne, 1993). Whereas Kotler et. al. (1999) defined service as any activity or benefit that one party offers to another which is essentially intangible and does not result in the ownership of anything, and it may or may not be tied to a physical product. In today market, products heavily rely on its service to acquire competitive advantage and to satisfy customers needs. 2.3 Service Quality In the service industry, service quality has become a crucial tool. Practitioners are interested in the concept of service quality, which has an advantageous effect on outcome performance for the company. Service quality is a critical element of customer perceptions as well as in determining customer satisfaction. Various experts have defined service quality differently. Parasuraman et al. (1985) proposed a formal definition of service quality as the degree and direction of discrepancy between customers service perception and expectation. If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction occurs. Asubonteng et al. (1996) defines service quality as the extent to which a service meets customers, need and expectation. Hooley, Saunders and Piercy (2004) A prime factor in differentiating the product or service from that of competitors is quality. Quality concerns the fitness for purpose of a product or service. For manufactured products that can include the durability, appearance or grade of the product while in services it often comes down to the tangible elements of the services, the reliability and responsiveness of the service provider, the assurance provided of the value of service and empathy, or caring attention, received. 2.4 SERVQUAL Approach The SERVQUAL framework has come up for the purpose to improve service quality in services and retailing organizations as it has suggest that customer satisfaction is based on multiple factors rather than one. The SERVQUAL method developed by Parasuraman et al. in 1988 is a technique used to perform a gap analysis of an organizations service quality performance against customer service quality needs. Parasuraman et al. (1988) came up with five dimensions (grouped with 22 attributes) to measure service quality are tangibles, reliability, responsiveness, assurance and empathy. The SERVQUAL instrument is regarded as a reliable method of measuring service quality (explore customers expectation and perceptions), which in turn leads to a measurement of customer satisfaction. 2.4.1 SERVQUAL Dimensions In 1985, Parasuraman et al. has identified ten determinants for measuring service quality: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding or knowing the customer and tangibles. Later, in 1998, Parasuraman et al. refined the model to the useful acronym RATER:- Reliability It is defined as the ability to perform the promised service dependably and accurately or delivering on its promises (Zeithaml et al., 2006, p. 117). It is one of the most important service components for customers as it implies doing it right the first time. The service organizations need to keep its promise and maintain an error free record. The reliability factor: the staff performs tasks that have been promised to guests and resolve problems encountered by guests. For the food beverage industry, reliability can be interpreted to mean fresh food delivered at the correct temperature and accurately the first time (Andaleeb Conway, 2006). Assurance It is defined as the ability of staff to inspire confidence and trust. Assurance is defined as the employees knowledge and courtesy and the service providers ability to inspire trust and confidence (Zeithaml et al., 2006, p. 119). The staff can handle effectively complaints and problems from the guests. Customers are more likely to use tangible evidence to assess the assurance dimension such as awards or special certificates which give a new customer confidence. Tangibles Tangible is defined as the physical facilities, equipment, staff appearance and others. It translates to the restaurants interiors, the appearance and condition of the cutlery, tableware, and uniform of the staff, the appearance and design of the menu, restaurant signage and advertisements (Zeithamal et al., 2006). Tangibles are used by firms to convey image and signal quality (Zeithaml et al., 2006). Customers use this dimension to evaluate the quality. Empathy Empathy is the extent to which caring individualized service is given to a customer. The customer is treated as a king. Many small companies use this ability to provide customized services as a competitive advantage over the larger firms (Zeithaml et al., 2006). Empathy may be important to ensure customer loyalty as the server knows how the customer likes his or her food prepared. In return, the customer is easily approach and spell out their needs to the service provider. If a company looks its customer as an individual, as result, the company will come as a winner. Responsiveness Responsiveness is defined as the willingness to help customers and provide prompt service (Zeithaml et al., 2006, p. 117). The service provider has the ability to deal customer requests, questions, problems and complaints with attentiveness and promptness in a timely manner and it is crucial for the customers. In order to be responsive, a service provider has to determine how long it would take to get answer or to solve a problem. To be successful, companies need to look at responsiveness from the view point of the customer rather than the companys perspective (Zeithaml et al., 2006). This dimension captures the notion of flexibility and ability to customize the service according to the customer needs. 2.4.2 Service Quality Gaps Model In 1990, Zeithaml, Parasuraman and Berry have developed a survey instrument to measure the gap between customers expectation for excellence and their perception of actual service delivered. The SERVQUAL model uses the terms that describe one or more determinants of a quality service encounter. SERVQUAL as the most often used approach for measuring service quality has been to compare customers expectation before service encounter and their perception of the actual service delivered (Gronroos, 1982, Lewis and Booms, 1983; Parasuraman et al., 1985). There are seven major gaps in the service quality concept, out of which Gap 1, Gap 5 and Gap 6 are more associated with the external customers as they have a direct relationship with customers. Figure 1: SERVQUAL or Gaps Model (Zeithaml Parasuaman Berry 1988) Gap 1: Customers expectations versus management perceptions It is the knowledge gap which portrays the difference between the management beliefs about customers, expectations and what customers actually need and expect. This gap happens when there is insufficient flow of communication upwards, lack of marketing research orientation and too many level of management. Gap 2: Management perceptions versus service specifications It is a policy gap where a difference occurs between management perceptions regarding customers expectations and service specifications are set for service delivery. The reasons for this gap are unfeasibility, inadequate commitment to service quality and task standardization as well as an absence of goal setting. Gap 3: Service specifications versus service delivery It is the difference between the service specifications and the service delivery teams actual performance on these specifications. The gap is a result of poor employee-job fit, lack of perceived control and lack of teamwork. Gap 4: Service delivery versus external communication The communication gap is the difference between what the company communicates and what is actually delivers to the customer. It is due to inadequate horizontal communications and propensity to over- promise. Gap 5: The discrepancy between customer expectations and their perceptions of the service delivered It is the difference between what has actually delivered and what customers feel they have received. Customer expectations are influenced by the extent of personal needs, past service experiences and word of mouth recommendation. The difference occurs when customers are influenced and service provider has shortfalls. Gap 6: The discrepancy between customer expectations and employees perceptions The service quality gap is what the customers expect to receive and their perception of the service that is actually delivered. There is a difference in the understanding of customer expectations by front-line service provider. Gap 7: The discrepancy between employees perceptions and management perceptions This gap is mainly an internal difference in the organization such as differences in understanding of customer expectations between management and employees. 2.3 Customer Satisfaction Customer satisfaction is the heart of marketing. Customer satisfaction is the customers evaluation of the service or product against if their needs and expectations are meant. Richard L. Oliver (1997, P.13) define customer satisfaction as Satisfaction is the consumers fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment. Satisfaction is influenced by customers emotional responses, their attributions and their perceptions of equity. As Kotler (2000, p.36) defined that satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectation. Johnston and Clark (2005) defined Service as the combination of outcomes and experience delivered to and receives by a customer. Customers therefore judge the quality of the service on the experience as well as the outcome. 2.5 Customer Retention Lovelock (2004) illustrates importance of customer retention The hardest part of a business is customer retention. If a company does not retain its customers, inevitably it will fail. Marketing essentially means keeping customer loyalty. When an organization is able to retain a customer in a good way, the customers will be loyal with the firm for lifetime. Laura Lake (2010) defined Customer retention is not only a cost effective and profitable strategy, but in todays business world its necessary. This is especially true when you remember that 80% of your sales come from 20% of your customer and clients.. Hill and Alexander (2006) defined It is becoming accepted that there is a strong link between customer satisfaction, customer retention and profitability. After providing all service to customer, means that the organization understands customer expectation well, according to the customer expectation, organization provide all service and customer is loyal to the organization. It makes profit for the organization and organization has to retain by providing continues good services, more better customer satisfaction and that will be profitability for the organization. So, organization has to make strong relation with customers. 2.6 Customers expectations and perceptions 2.6.1 Customers expectations Consumers expect to be delivered quality products and services; therefore expectations play an important role in the customer satisfaction formation. The term expectations really matters to companies because they want to know what customers expectations are. According to Oliver (1981) à ¢Ã¢â€š ¬Ã‚ ¦ expectations are consumer-defined probabilities of the occurrence of positive and negative events if the consumer engages in some behavior. Customers form their expectations from their past experience, friends advice, and marketers and competitors information and promises. Organizations in order to keep expectations from rising, they have to perform services properly from the first time (Parasuraman et al. 1988). Thus, customer expectations for the service are likely to rise when the service is not performed as promised. Expectations serve as reference points in customers assessment of performance (Cronin Taylor, 1992). The purpose of trying to understand customers expectations is to try to ensure that service can be designed and delivered in order to meet those expectations. If the operation meets the expectations, or indeed exceeds them, then customers are satisfied with the service. If they are satisfied they are more likely to become valuable customers who not only use the service again, but are positively disposed towards it and may even recommend it to other Johnston and Clark (2005). Therefore, the perceived service quality is viewed as the difference between consumers perceptions and expectations for the service provided. 2.6.2 Customers perceptions Mc Kenna (2000) is of opinion that perception is a vital process in a persons life where he or she has to manage and interpret a situation or an event to define a particular respond. Service firms must understand the concept of service quality from the point of view of the customer, not from the view point of the service firm or service provider. Besides, customer perceives services in the response to quality pertaining to the service and the extent to which they are satisfied with the overall service with their experiences (Zeithaml and Bitner 2003). The customer satisfaction is determined by the customers perceptions and expectations of the service quality. Customer perceives services in terms of the quality of the service and how satisfied they are overall with their experience. The customers perception varies from customer to customer and each one has different beliefs towards the services that play a crucial role in determining customer satisfaction. Therefore, customer percepti on and customer satisfaction are very closely linked together, because if the perceived service is close to customers expectations it leads to satisfaction. Satisfied customers provide recommendations; maintain loyalty towards the company and customers in turn are more likely to pay price premiums (Reichheld, 1996). As such, perceived service quality is a key component of customer satisfaction. 2.7 Relationship between service quality and customer satisfaction A great emphasis need to be heightened on service quality and customer satisfaction. Sureshchandar et al, (2003) identified that strong relationships exist between service quality and customer satisfaction while emphasizing that these two are conceptually distinct constructs from the customers point of view. Spreng and Mackoy (1996) also showed that service quality leads to customer satisfaction while working on the model developed by Oliver (1997). Customer satisfaction and the quality of food have long been acknowledged as a essential function for success and endurance in competitive marketplace that have been connected to consumer behavioral intentions as purchase and loyalty intention, their willingness to widen positive word of mouth, recommendation, and complaint intention (Olsen, 2002). Customers perceived service quality has a positive effect on customer satisfaction. 2.8 Relationship between service quality and customer retention Service Quality is viewed as a vital means for customer retention. Service quality is regarded as one of key factors for service differentiation and competitive advantage for a business. It has been argued that service excellence enhances customers inclination to buy again, to buy more, to buy other services, to become less price sensitive, and to tell others about their positive experiences (Anderson and Fornell, 1994; Anderson et al., 1994; Rust et al., 1995; Zeithaml et al., 1996; Bolton et al., 2000). A study by Zeithaml et al. (1996), determines that service quality influences different intentions, such as giving recommendations, doing more business, and willingness to pay more. When customers perceive that they are receiving better quality service for their money, they believe they are receiving good value, which increases their loyalty to the service provider (Bolton et al., 2000). 3.0 Comparison between authors Many researchers and writers have their own opinion regarding service quality, customer satisfaction and customer retention. These opinions will definitely shed light and need to determine which is more applicable in this research work. Service quality has many definitions but the most common is the match of customers expectation and their experience. Asubonteng et als definition is more relevant to this study as it describe as the extent to which a service meets customers, need and expectation. The SERVQUAL model is valued as an all purpose measurement and Parasuraman et als definition has used in this study. Some authors define the service quality gaps model similarly as a mean to measure customers expectation and customers perception. The SERVQUAL dimensions in this study have mostly used the definition of Zeithaml et al which are Reliability- to perform dependably and accurately, Assurance- knowledge, courtesy, trust and confidence, Tangibility- the physical evidence of the servi ce, Empathy- caring individualized service to customer, Responsiveness- the willingness to help. Oliver, Kotler, Johnston and Clark illustrate customer satisfaction as a positive response of the consumers expectation. Customer retention becomes a necessity for the success of a business. Oliver, Johnston and Clark agreed with the fact that customers expectation should be understand in order to design better service and meet their expectation. Then, the customer will be satisfied and Parasuraman et al. explained that in order to increase the level of expectation, the task must be done properly at the first time itself. Regarding customers perception, Mc Kenna, Zeithaml and Bitner share the same opinion that it the way of customer to interpret their experience and if they are satisfied. 4.0 Application of the theory at KFC Internationally, a service quality assurance team conducts regular surveys in every KFC restaurant in every country. The evaluation is mainly attributed by the aspects of CHAMPS including cleanliness, hospitality, accuracy, maintenance, product quality standard and speed of service. This is to evaluate the customers experience whether they are satisfied or not with the products and services. In Mauritius, KFC has already executed the theory of service quality and conduct survey regarding the services locally. A Hazard Analysis Critical Control Point (HACCP) program is implemented in order to identify, evaluate and control any physical and environmental hazards in the work place. KFC restaurants in Mauritius are constantly checked through internal audits and checks by the parent company with the aspects of CHAMPS. KFC has its own training center recognized by the franchisor for their staffs and also have achieved National Quality Award. The most significant policy of KFC is evaluating the customers experience with KFC restaurants, whether they are satisfied or not with the products and services, and they can also put their comments and suggestions for further improvements of the products and services of KFC. Today for Mauritians, KFC restaurants has become the preferred eating spots, living and amusement spots for the families and young people especially. 5.0 Conclusion The literature review shows some general agreement by writers that the concept of service quality is an antecedent of customer satisfaction and retention. High service quality will obviously lead to high levels of customer satisfaction and result in customer retention. Finally, the SERVQUAL Model was established as a widely used and reliable method of measuring service quality.

Stereotypes Associated With Tattoos Cultural Studies Essay

Stereotypes Associated With Tattoos Cultural Studies Essay Tattooing is the act of making a mark on the skin by inserting ink to the skin using needles and dyes. The name Tattoo came from the Tahitian word Tatu which means, to mark something. Therefore, tattoo, in this case, would mean to leave a mark on our skin. As its name suggests, tattoos have become a way to identity and represent people in both the negative and positive way. From the past to present, tattoos have undergone a transition from religious practices, branding of slaves and identity of gang members to a widely accepted practice by everyone as a way to represent themselves. Yet, the stigma of tattoos can still be felt today. People tend to have an impression of tattooed people as evil and being part of a triad gang. There are several reasons for this phenomenon, it could be due to firstly, the way tattoo was used in the past, the fact that gang members do use tattoos as an identity and lastly, the image created by the mass media, we will discuss them in detail later in the pa per. To prove that these are indeed stereotypes, we will unveil what tattoos truly represent. The earliest Tattoos seemed to appear in Polynesia where archaeologists discover tattoos around the islands dating to at least the second millennium B.C. However, the exact location and year is unclear until today. Therefore, our project will be more interested in how tattoos were spread throughout the world. There was no definite answer to which country began to spread the use of tattoos. Margo DeMello wrote in his book that North America was the country that caused the wide spread of Tattoos when Captain James Cook visited Tahiti and discovered the art of tattooing there in the seventeenth and eighteenth centuries. He brought the idea of tattooing back to American and was since then spread to Asian countries. The picture below, Figure 1, is an image of an ancient North American with tattoos. In the picture, the person has a full body tattoo which stretches from the face to his ankle. In another source, A Brief History Of Tattoos stated that Egypt was the one that spread tattoos to other countries. Historical evidences of tattoos in Egypt can be found to be dated as early as before the Pyramids were made. Figure 2 is an image of ancient Egyptians with tattoos. It is visible that the ancient Egyptians had tattoos on their arms and legs. The trend of people getting tattooed today is an increasing one. In March of 2005, The Journal of the American Academy of Dermatology found out that 24% of the general U.S. Population had at least one tattoo; 17% of those people have thought about having a tattoo removed and 5% of them have had a tattoo covered up with a different design. The National Geographic News stated in April 2000 that 15% of Americans were tattooed or about 40 million people. The art of tattooing is so popular that the government of America had to set up a tattoo association called the National Tattoo Association to regulate the activities carried out by tattoo enthusiasts and to limit tattooing time and sales of tattoo equipments. There are two main reasons for the increased popularity of tattoos. Firstly, the process of tattooing is less painful and less time consuming today. The most common method of tattooing in modern times is the electric tattoo machine, which inserts ink into the skin via a group of ne edles that are soldered onto a bar, which is attached to an oscillating unit. This method is much more comfortable as compared to the agonizing traditional method which was to use a tool made of carved bone or wood, and tipped with a cluster of tiny needles, the artist punches into the skin with a succession of painful jabs. Figure 3 is a picture of ancient tattoo tools found in Egypt. Figure 3 Secondly, the media, although also portrayed people with tattoos in the bad light as we will discuss in the later part of our paper, it has also played a major role in transforming tattoos into something so popular. Advertisements for common commodities ranging from cellular phones to alcoholic beverages have in the past ten years deliberately included tattooed skin. The advertisement for Chuck Taylor sneaker has created an ad in which a man with facial tattoos is photographed with a pair of shoes adorning his neck. Therefore, with these factors, it is inevitable for tattoo to become so popular around the world. Tattoos are not worn upon the body but rather inscribed into the body. It is often regarded as a commodity which resists consumer throw-away. Tattooing is a product that involves the consumer to become the witness, participant, and life-long bearer of a unique production process; a process in which the producer and consumer unite in complicated exchange that is simultaneously ritualistic and individualistic. However, before getting tattooed, one will see tattooing as a process which they pass through various barriers. Like Lawrence, we think that tattooing requires one to pass through the barrier of entering the studio, decide the design of tattoos, the location of the tattoos and the pain of tattooing. The process of tattooing involves a needle vibrating in and out at an incredible speed dipped in ink creating an indelible mark on the skin that will withstand all the elements and remain there for a lifetime. As tattoos are permanent, there will often be a second thought whether they should get tattoos. For one to get tattooed, he or she must be determined to get tattooed in order to pass through these barriers. Stereotypes of people with tattoos as ex-convicts and delinquents were due to impression from the past. In the past, many countries used tattoos to mark criminals, to separate them from the majority and to deter people from committing crimes. In China, for example, authorities would tattoo the faces of prisoners who committed severe crimes before they were banished to another land. This is a severe punishment as prisoners who returned to the mainland after their sentence would still be identified as ex-convicts by people and it would be natural for people to shun them. Thus, it is not surprising that the impression of tattoos related to criminals last until today. People in the past also used tattoos in another way, which was to brand slaves. Slaves were tattooed by their masters to claim ownership of their slaves. In ancient Persian, tattoos were used on slaves to indicate both ownership and status. If a slave were to escape from their owner, they can easily be identified by others that they were slaves and who were their masters. Slave tattoos gave the people a status of slave in the past, slaves would be beaten up and abused by just any other people on the road. . In the Greek and roman civilizations, around 2200BC, tattooing was also used in a manner similar to that used with slaves-in other words, a man would tattoo a woman to ensure that she was recognized as his property and as a reminder to her to keep her sexual desires under control. Thus, people today may associate people with tattoos with useless people. People today look at people with tattoos as abnormal people; they would think that people with tattoos are not like any ordinary person, something must be different about them. One of the reason could be due to how dime museums and circuses in the past exhibited tattoos. In the nineteenth centuries, Freak shows better known today as circuses emerged. In these performances, tattooed people were considered made freaks, which means that they were not b orn with tattoos but looked like monsters. In dime museums, tattoos were exhibited alongside people with disabilities and natural wonders like wild animals and native people. Thus, this made tattoos seem bizarre at that era. Tattooed people as gang members? Secondly, tattooed people are often stereotyped to be gang members. This is true to a certain extent because tattoos have become a popular method adopted by gang members to mark their group identity and their alienation from the mainstream norm and social networks. Gang members in particular take pride in branding themselves as outside of the boundaries of conventional society. Tattoos have long been a means of identifying oneself with a group or culture and triad gangs were one of the first groups to use tattoos as a means of denoting identity and affinity. Tattoos are a way of both asserting membership in the gang and flaunting their lack of membership in straight society. For this reason, street gang members will often get tattoos on their hands and faces so as to permanently bar them from being a part of normal society. Tattoos can tell other details about the bearer, including rank in the gang and number of hits or other services performed on the gangs behalf, for example, the y akuza boss has full body suit tattoos. Tattoos were also used to express gang members often fatalist philosophy of life. One popular tattoo among Hispanic gangsters is a depiction of the smiling and crying comedy and tragedy masks, meaning, play now and pay later, or my happy life, my sad life. Clock faces are also found within the intricate artwork that can make up a gangsters tattoos. If the clock has no hands, it symbolizes doing time in prison. In addition, tattoos served as a way for them to disrespect the authority, a desire for revenge, obscene words and obscene images. Take for example, the Yakuza have full-body suit tattoos on them as a symbol of being part of the gang. Tattoos are painful and permanent, this permanence marks their undying loyalty to their gang leader and that they will never leave the gang while the pain derived from tattooing was a symbol of their masculinity and that they were fearless individuals. Tattoos were not just popular in the western triads, Asi an gang triads, like those in Japan, Singapore, Hong Kong and Taiwan too have tattoos on them. Some Hong Kong triad members have dragons and phoenixes on their arms as a symbol of part of the gang. This may be because in Chinese traditions, phoenixes and dragons are auspicious and powerful animals. These symbols will bless them and allow them to be a successful triad. From our research, we see that that gang triads worldwide seems to have a liking for tattoos and the practice of tattooing, thus we can conclude that tattoos as a representation of gang triads is actually a worldwide phenomenon. Thus, it is no surprise that when people encounter a tattooed person, they will associate him or her with gang triads. Figure 4: A common tattoo among Hispanic gang members, usually tattooed on the hand between the thumb and index finger. Figure 5: This symbol that stands for mi vida loca, my crazy life. Southeast Asian gangsters have adopted the same tattoo of the three dots, defining its meaning as To O Can Gica, or I care for nothing. In this paper, we will examine the role mass media plays in creating and shaping the stereotypes of people having tattoos. Mass media which includes the newspaper, movies and television has always been a great power of influence of people, affecting our viewpoints, decisions, perceptions, beliefs and even our habits in life. This is because, advancement in technology has made access to mass media content easier to everyone, so much so that it has become a tool for people to obtain knowledge of the world. In addition, as the society we lived in is commercial- and media-driven, television shows, advertisements, movies, cartoons and even music will affect the way we perceive the world around us. It is important to note that our knowledge of the world or what is happening around is frequently derived from the mass media. Many times, it is difficult for us to experience or see it evidently to know of it. Hence, we assumed what portrayed in the mass media to be truth and evidence of what i s happening. Studies have shown that mass media tend to present a limited and recurring range of images and ideas which differs from realities hence the mass media is not a reliable source of information for the people. However, the mass media is not entirely unreliable as its credibility will depends almost entirely on the integrity of its author. This is often subjective among authors of TV series, newspaper and movies. Thus, we think that careful thinking should be taken when we are viewing the mass media and the usage of its content. We should not assume that all is true or wrong in the mass media but make our decisions and opinions on what is shown in it. Television dramas and movies like LOST, CSI and Prison Break(See Fig.8) have portray tattoos in the bad light, using tattoos as way to identify criminals, villains and gang members. Take for example, local sitcom Police and Thief, Mark Lee who acted as the gang member had a tattoo on his arm. The constant portrayal of stereoty ping of people with tattoos will cause people to internalize the image that tattoos are related to villains and criminals. The effects of internalization can be drawn to case study of mass media and thin ideals. Research shows that continual exposure to the image that thin is beautiful has result in people thinking that thin is beautiful. The way the mass media causes people to internalize the images of thin ideals is similar to the way it causes people to internalize the image that tattooed people are villains, criminals and gang members. Hence, it results people to view those with tattoos as people who are criminals, villains and immoral. Research has shown a consistent relationship between the amount of television viewed and beliefs about the social world. As our world modernizes, tattooing on criminals was abolished and became a trend for many others. The idea of tattoos being associated with crime and gang members also changed. This is partly due to the mass media and the change in gangs practice. Mass media created the stereotype that tattoos are associated to criminals and gangsters but on the other hand, it also showed celebrities wearing tattoos. With the proliferation of the entertainment media worldwide, it increased peoples exposure to celebrities which resulted in an elevation of the power of influence of celebrities. Hence, celebrities play a role in influencing how we see tattoos. Actors, models, musicians, and idolized athletes proudly herald the mainstreaming of a previously marginalized and historically underground practice. This causes tattooing to be gentrified and repackaged as desirable and fashionable. For example, David Beckham has a no. 9 tattooed on him to represent himself; the number he wore for Manchester Unit ed.Next, there is a decrease in the practice of tattooing in gang members, the reasons why they do not want tattoos will be discussed further in our project. To unveil the realities of tattoos, we will look into why gang members no longer want tattoos, and also show that tattoos actually have many other different definitions other than the usual image people have. As mentioned earlier in our paper, tattooed people are stereotyped to be criminals and gang members. Tattoos were a way to represent gang identity, it also became a way for the police to spot gang members and catch them. This causes tattoos to become a disadvantage for gang members and gangs. This is because their illegal activities could be easily discovered if police see a group of tattooed people around. Hence, some gang members and gangs actually discourage tattooing in order to allow their illegal activities to go unspotted. Take for example, in Japan, modern Yakuza bosses discourages tattooing in order to avoid the attention of the police. Another example is seen in the Yamagumi boss Takenaka Masahisa who has no tattoos. In addition, ex-gang members also try to avoid being identified as gang members for fear of being attacked by other gang members. For example, see in Figure 10, a man by the name Hugo removed his tattoos as he was attacked on the streets. From here, we can infe r that tattoos are no longer the proud symbol gang members wore to show their identity or ex-gang members wore to show that they were part of them before. With the dangers attached with tattoos wore on them, there is a decrease in this practice in some gangs. Thus it is a stereotype that tattoos actually represent gang triads as gang members can look like the normal average person without tattoos on them. Tattoos may be a symbol to represent the individualistic character of one through self-expression and creating an identity. Tattoos allow the wearer to be differentiated from the mainstream and contribute to the image of them as being unique. In Ervin Goffmans exposition, he suggested that the physical cues offered to others through scripted body performance are pivoted in shaping interpretations of the self. This statement was further supported by Mark B. Stephens , he said that tattoos are an important way to self-express and create an identity for many, especially the younger generation. Among the general adolescent populations, between 10% and 30% of adolescents or young adults currently have tattoos. Adolescents and their parents are often at odds over the acquisition of bodily decorations. For the adolescent, piercings or tattoos may be seen as personal and beautifying statements, while parents may construe them as oppositional and enraging affronts to their authority In using such decorations, and by marking out their bodily territories, adolescents can support their efforts at autonomy, privacy, and insulation. Seeking individuation, tattooed adolescents can become unambiguously demarcated from others and singled out as unique. Therefore, by having tattoos, it is a way for teenager to convey a message to their parents that they should be in control of their own body and life. In addition, tattoos were frequently used to create group identities, other than gangsters, in the modern world. Tattoos were used as an identity for modern women in Thailand as females were not allowed to have tattoos in the ancient times because the tattoo artists were men and thus, they were not allowed to be touched by other men. Therefore, women with tattoos in Thailand today would signify a new era and the change of conservative women image to a more liberal identity. Tattoos can also be as a symbol of following the crowd and worshipping of their idols. With celebrities wearing tattoos, it causes people who enamored with the particular celebrity to follow in their path. This has resulted in a different understanding of tattoos. Those who were followers of the celebrities would definitely see tattoos from a different viewpoint. They will not see tattoos as gang members but cool and fashionable. To the fanatics, their celebrities have the ideal look, thus they will try to look and act like film and television stars by adopting their clothing styles and mannerisms. Hence, we see that if celebrities have tattoos it could most likely cause their fans to have the tattoos too. Take for example, Angelina Jolie have lots of tattoos. Her fans tend to follow the trend and start to have tattoos on their bodies. Following with the group in case of peer groups will often affect youths. Youth, aged 12 to 17 undergoes a period of uncertainty of their identity as this is period which they are neither children nor adults. Adults treat them as children while they want to be treated as adults, but yet, they are still immature to make some of their decisions. Thus, it causes them to seek the peers for support as they are the ones who can best identify with and understand them. Youth become subjected to peer pressure as they would want to be part of the group. When their peer group wants to have a tattoo, they too would want a tattoo in order to be part of the group as the tattoo would be a group identity. Although there maybe some dissent about where and what tattoos should be place on them, but Youth would usually go ahead with the majority. In this case, tattoos may not be a symbol of being gang members or criminals but intent to signify ones unique identity among peers by being trend followers, w hich is to have tattoos. Tattoos as art Tattoos also became a way for people to decorate themselves, in a way, to enhance their beauty. Researchers have shown that celebrities are icons of fashion trends. With celebrities wearing tattoos there is no doubt that many people look up to tattoos as a decoration on oneself, thus they treat tattoos as a form of art. This results in an erasure of early images and meanings of tattoo by recreating tattoo as a form of art. People treat their skin as canvas and would tattoo as much as they like on it. People are so convinced that tattoo is a form of art that it led to the increase in number of tattoo art galleries for the appreciation of tattoo designs. These galleries display all kinds of tattoo designs, both ancient and modern, which help to understand the meaning behind this body art that is inked into skin. Tattoos are not only become part of the art gallery, it also became more recognized internationally. Many international tattoos shows were held as a way to showcase tattoos as an art. Take for example, Singapore Tattoo show 2009, International London Tattoo Convention were held to showcase tattoos as a form of art. These events received overwhelming response, with an astounding 20000 participants for the London Tattoo Convention. We see an increase in support of tattoos exhibition and that tattoos are slowly recognized as a form of art worldwide. Tattoos and Religions In addition, tattooing is a tradition for some religions as it represents their beliefs for their religion and can act as a form of blessings to them. Take for example Euro-Asiatic Catholics living on the Malabar Coast tattooed birds on their forearms as a symbol of the Holy Ghost, while Christian Serbs tattooed their arms with a cross. Catholic girls used to gather in the cloisters of churches to get small religious tattoos that they believed had magic powers in Bosnia and Herzegovina In terms of peoples belief and religions, wearing a particular tattoo would enable them, on dying, to pass from this earth to the land of the spirits. Moreover, tattooing has become a spiritual act as its process is often viewed as ritualistic. For some devotees getting tattoos after a long and painful process, they would usually feel a connection with the spiritual world and thus, tattoos became an important part of peoples spiritual identities. It was believed that human bodies are sacred, thus tatto os were treated as signs of recognition in the world of the spirits amongst the Naga, in Assam. This is because the husbands would choose a motif to tattoo on the shoulder of their faithful wives so as to recognize them in the afterlife. Similarly, Bengal Hindus believed that a person dying without tattoos wouldnt be recognized by his relatives in the world of the spirits. The pictures below are religious tattoo designs wore by devotees. Figure 11: Celtic tattoo Figure 12:Holy spirit tattoo How stereotypes affect their life? Stereotype will affect the life of tattooed people in terms of employability, finding a life partner and cause inconvenience to their daily life. According to a survey, 85% of survey respondents agreed that tattoos impede ones chances of getting a job. Regardless of who the real person may be, stereotypes associated with tattoos can and do affect others. In general, individuals with tattoos are often viewed as rougher or less educated.' Despite such prejudice, only 16% of employers have an official company policy on tattoos and piercings. Vault found that over half of employees with tattoos have to cover them up when they were at work. Forty-two percent of those surveyed admitted to having tattoos. Of that group, 40% had one or more tattoo. Therefore, this survey clearly showed that people with tattoos are prejudiced against and this caused inconvenience to them at work. Secondly, the stereotypes of tattoos caused tattooed people to have difficulties looking for a life-partner. Studies have shown that different attitudes towards people with tattoos. This is supported by a research done in United Kingdom, the results showed that tattooed women were rated as less physically attractive, more sexually promiscuous and heavier drinkers than non-tattooed women by men, with more negative ratings with increasing number of tattoos. This showed that men tend to find women with tattoos less attractive and hence, this made tattooed women less possible to find a partner. Lastly, people with tattoos experience some inconvenience in life. This is because of its association with gang members and criminals. Take for example, in Japan, public places like gyms, public baths and hot spring resorts forbid entry of tattooed people. This is because tattoos are greatly associated with the yakuza, the Japanese mob. Owners of these places are afraid that these tattooed people would cause trouble for other customers which will then affect their business and reputation.