Research on Consumer Behavior

CHAPTER 1: INTRODUCTION 1. 0 THE INTRODUCTION OF THE STUDY The topic of the research is ‘Customer Loyalty towards Fast Food Industry’. The introduction will discuss the background of study that is planned by researcher. This includes problem statement, objective of study, research question, research hypothesis, the theoretical framework and also scope of the study. This proposal consist the introduction part, the literature review and research methodology. Each of these chapters is explained in detail with the sub topic that discusses the essential procedures and steps in completing this study.Customers are the purpose of what marketers. We very much depend on them. That is the main reason why organizations today are focusing on customer loyalty. Customer loyalty is actually the result of an organization creating a benefit for a customer so that they will maintain or increase their purchase from the organization. Loyalty has become important over the past few years becau se of increased competition within respective industries. To be successful, organization must look into the needs and wants of their customers.That is the reason why many researchers and academicians have continuously emphasizes on the importance of customer loyalty and retention. Building customer loyalty towards fast food industry or other business of four factors that is product quality, the important of relation between people that involve in management of the store and lastly are brand image of the product itself. (Kumar, Batista and Maull, 2011) 2. 1 BACKGROUND OF FASTFOOD INDUSTRY Fast food restaurants or outlets today are either kiosks or elaborate quick service restaurants.The franchise operations have generated restaurant chains that offer standardized meals across the globe. On account of a low capital requirement and popularity of fast food, fast food restaurants and drive-through outlets are common throughout the world. Also known as sit-ins and upscale kiosks, these re staurants cater to the dry food demands of the younger generation, extremely tight adult work schedule and distinct ambiance preferences across the globe. An overview of the fast food industry highlights the availability of meals that suffice the need to eat amidst tight work schedule.This has offered great respite to parents who shuttle between work and home for major part of the day. Delicacies like fish and fries, vegetarian and non-vegetarian burgers and pizzas are washed down with great relish, with ales and aerated drinks served complimentary at many of these fast food restaurants. Though accompaniments like coleslaw, baked potatoes and mushy peas satisfy the established and widely accepted compulsion for vegetable-intake, the fried foods are becoming addictive, depriving the modern child of a balanced diet.There is no dearth with regards to the variety available at these outlets. Fast food franchise chains such as Subway, Burger King, McDonald's, Kentucky Fried Chicken and Pi zza Hut cater to demands for seafood, lean meat, special diet meal components, and other considerable regional variations. Snacks such as sandwiches and baguettes are the result of experiments within the fast food industry. Most clientele indulge in the semi-dry and dry meals, to avoid interruption while working or to fulfill a family commitment that otherwise requires a considerable amount of time to be spent in the kitchen . 1. 1Fast food industry in Malaysia In recent years, the major food consumption trend in urban parts of developing countries is that more consumers are eating increasingly more meals outside of their homes and most of growth in away from home eating has been in the fast food sector (Kaynak et al, 2006). The interest shown at the national and international levels concerning the fast food is derived from the scarcity of time in the competitive, dynamic and urban fast life (Platania and Donatella, 2003).According to Arkins and Bowler (2001), emphasis is increasing ly being placed in quick meals solution due to the busier consumer life style and dual working families with children. Consumer lead increasingly busy life meaning that the time available to cook meal is being squeezed between works and leisure commitment. Cooking for many has ceased to be a leisure activity and instead is a core. Consequently, this has placed more emphasis on fast food items. Fast food is rapidly growing industry in the world as well as in Malaysia, especially in the urban areas.Moreover, the food diversity in Malaysia is an implicit characteristic of the diversified culture of the country amongst the different region within the state. 1. 1. 2Background of KFC KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, United States. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952. KFC is present in 110 countries and territories around the world. It has in excess of 5 ,200 outlets in the United States and more than 15,000 units in other parts of the world.KFC prides itself as a fast-food restaurant that give customers great tasting chicken with a selection of home-styled side dishes and desserts to make a wholesome, complete and satisfying meal. Kentucky Fried Chicken Corporation (KFC) was the world's largest chicken restaurant chain and third largest fast-food chain in 2000. KFC had a 55 percent share of the U. S. chicken restaurant market in terms of sales and operated more than 10,800 restaurants in 85 countries. KFC was one of the first fast-food chains to go international in the late 1950s and was one of the world's most recognizable brands.KFC's early international strategy was to grow its company and franchise restaurant base throughout the world. By early 2000, however, KFC had refocused its international strategy on several high-growth markets, including Canada, Australia, the United Kingdom, China, Korea, Thailand, Puerto Rico, and Mexi co. 1. 1. 3Background of KFC in Malaysia The first KFC restaurant in Malaysia was opened in 1973 on JalanTunku Abdul Rahman. Today there are more than 390 KFC Restaurants nationwide and still counting. Great tasting chicken has become synonymous with KFC; and has been enjoyed by Malaysians ever since.In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own. The reason KFC is run by Malaysians and managed by Malaysians; they took it upon themselves to create a selection of food that would make Malaysia proud on the international scene. 1. 2PROBLEM STATEMENT Nowadays, it would be challenging to retain customers and maintaining customers as loyal customer. It would give paramount of challenges to researcher to ensure customers are loyal to them. This is because customer nowadays are have knowledge to choose the best for them and what will make customer become a loyal customer to certain product.It is important for researcher to know how attract customer to bec ome loyal customer. Customer tends to change product if the product can’t give them satisfaction. The right foundation for maintaining a long-standing relationship with customers will increase the chance to the customer loyalty. In this recent economy, put strong pressure on customer loyalty. According to Leon. G Shiffman (2010), company might have big disadvantage when not having loyal customer, because need more marketing efforts aimed at attracting new customers are expensive; indeed, in saturated markets, it may be impossible to find new customers.For example, not popular bookstore might find problem in having new customer because it will cost them a lot. Generally, customer because loyal to companies when they’re reach higher level of satisfaction in their selves after using products or services that offered to them. It is because reach customer has different level of satisfaction that will bring them to become loyal to companies and the unique relationship betwee n customer and company may be a viable contact point for firms to build loyalty. 1. 3THEORETICAL FRAMEWORKCUSTOMER LOYALTY | PRICE| SERVICE| PRODUCT| BRAND IMAGE| 1. 4PURPOSE OF STUDY 1. 4. 1 To determine whether price affect customers loyalty 1. 4. 2To examine relationship between service to customer loyalty 1. 4. 3 To measure whether brand image are important in customer loyalty 1. 4. 4 To investigate the product role in the customer loyalty 1. 5RESEARCH QUESTION 1. 5. 1Does price contribute to customer loyalty? 1. 5. 2Does service give impact to customer loyalty? 1. 5. 3Does brand image influencing customer loyalty? 1. 5. Does product affecting the customer loyalty? 1. 6HYPOTHESIS 1. 6. 1Hypothesis 1 Ho: Price does not contribute to the customer loyalty H1: Price does give high contribute to customer loyalty 1. 6. 2Hypothesis 2 Ho: Service not gives impact to customer loyalty H1: Service gives impact to customer loyalty 1. 6. 3Hypothesis 3 Ho: Brand image does not influencing the customer loyalty H1: Brand image is a big influencer the customer loyalty 1. 6. 4Hypothesis 4 Ho: Product does not affecting customer loyalty H1: Product gives effect to the customer loyalty . 7SIGNIFICANT TO STUDY Businessman One of the alternatives to the businessman to find a way to improve the response from the customers. Besides that, they also will know the weaknesses from all aspects such as services, preparation of the menu, personnel, and others. By knowing all this weaknesses, the management can find the best way to overcome these weaknesses as well as can enhance the image of KFC. Researcher This study also important to the researcher in getting more information besides can gain more knowledge from the study that has done.These findings can be made as references to the people that responsible in promoting this fast food restaurant as well as can improve the economy of the country. Customers Findings from the study that has done can give opportunity to the customers in ex pressing their satisfaction to the service that was provided by this fast food restaurant. 1. 8LIMITATION OF THE STUDY Time constraints Researchers really affected with the time period to finish this study because researcher need some time to get accurate info and study the info.However, researcher able to produce this research report with guidelines. Budget Researcher also facing budget constraint because researcher only student and yet not gain sufficient money pocket. Respondents Researcher focus to distributed question at UiTM Kota Bharu because researcher not able to distribute at other site. CHAPTER 2: LITERATURE REVIEW 2. 0INTRODUCTION This chapter focuses on issues related to the customer loyalty in the fast food industry. The literature review in this chapter will present understanding of factors influencing the customer loyalty in the fast food industry.Customer loyalty can be defines as â€Å"customer behavior characterized by a positive buying pattern during an extended period (measured by means of repeat purchase, frequency of purchase, wallet share or other indicators) and driven by a positive attitude towards the company and its products or services† (Looy, Gemmel & Dierdonck, 2003). Dimitriades (2006), define a loyal customer as one who holds a favorable attitude toward the service provider, recommends the service provider to other consumer and exhibits repurchase behavior.In fact that loyal customers buy more products, loyal customers are less price sensitive and pay less attention to competitors’ advertising, servicing loyal customers is cheaper and last is loyal customer will spread positive word of mouth and refer other customers. Loyalty and experience gained over the relationship are positively related (Wang, Liang and Wu, 2006) Price is the amount of money charged for a product or service, or the sum of all the values that customers give up in order to gain the benefits of having or using a product or service.The firm can c hoose between two broad strategies, market-skimming pricing and market-penetration pricing. Market-skimming pricing is setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price, the company makes fewer but profitable sales. Market-penetration pricing is setting a low price for a new product in order to attract a large number of buyers and a large market share. (Philip Kotler, Gary Armstrong). There are several measurement variables to qualify a person's product-price knowledge.Price mechanisms, price consciousness, the use of a shopping list, and shopping frequency, as determinants of the accuracy and size of, and confidence in, one's product-price knowledge, even though the impact structure is not uniform. There are some indications that formerly encountered price stimuli represent a relatively obsolete part of a consumer's product-price knowledge. (Hans Pechtl). Product is the key element in the overall market of fering. According to Clayton Brown, Contributor, the product definition should be dynamic and reflect the needs of the company and the customer.A product definition at least includes the elements of product positioning, product differentiation and product life cycle. (Brown, C. (2012). Product also can be defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need (Philip Kotler, Gary Armstrong). Brand image can be defined as â€Å"set of perceptions about a brand as reflected by the brand associations held in consumers’ memory† (Philip Kotler, 2006). Jeffrey E. Danes and Jeffrey S.Hess and York (2010) most agree that brand image is a mental constructs that customers form based on their connections and associations with the brand. Services are form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything (Philip Kotler, Gary Armstrong). CHAPTER 3: RESEARCH METHODOLOGY 3. 0INTRODUCTION Research methodology includes all the data and analysis phases for the research paper. It includes the data collection method from primary data like questionnaire and the secondary data which is from internet or website.On the other hand, the other data collection methods are from observation and sampling. In order to analyze the data, the methods are frequency analysis, reliability test, regression analysis, and Pearson correlation analysis 3. 1 RESEARCH DESIGN Methodology can be defined as an approach used in the research process to assess the data. Methods are also such things as study design, population and sample, the study procedures and analysis methods data. Its aims to ensure data collection methods used in research studies is compatible with the objectives of the research objectives to be achieved.According to Malhotra (2007) research design is a frame work or blueprint for conduc ting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problem. The researcher is the type of conclusive research that has as its major objective the description of something, usually the market characteristics or functions. 3. 2DATA COLLECTING METHOD Collection is the process of gathering, assembling and accumulation of information. There are two methods of data collection generating has been implemented, that is the primary data and secondary data.For the purpose of this study, the researcher will gather the data from both primary and secondary data to complete this study. 3. 2. 1Primary Data The primary data sources are from the distribution of questionnaire. Researcher will build a set questionnaire that is related to the study and distribute to the respondent a) Questionnaire Researcher will use questionnaire method in order to gather the information. The questions contain the indepe ndent variables and dependent variable. A set questionnaire will be distributed to the respondent which is the customer of KFC KBMall. The respondent consists of 50 customers.There are three sections in the questionnaire, which include personal detail of respondent. Section B will be including the question about independent variables that are, price, product, service and brand image. The last section is regarding the dependent variable which is customer loyalty. i. Nominal Question The questionnaire is based on the independent variable that researcher found through literature review and other information. In section A, the respondents need to answer nominal question. The respondents need to choose only one answer because in section A is about respondents’ profile such as gender, marital status or age. i. Likert Scale Question Other than that, researcher use Likert Scale in the section B and C where the respondents need to circle the answer which include the degree acceptance with factors that lead to customer loyalty. 3. 2. 2Secondary Data In this research, the data of secondary sources were obtained from both internal and external secondary data such as books, company’s reports, journals and also through selected websites. 3. 3SAMPLING METHOD 3. 3. 1Collecting the Sample of Respondents For this study, the researcher has selected 50 respondents who come to KFC KBMall by using the simple random method. 3. 4METHOD OF DATA ANALYSISIn conducting the research, after respondents were determined, the researcher has analyzed the data using the Statistical Packages for Social Science (SPSS) version 17. 0. SPSS is also used to identify the relationship between two or more variables. Meaning that, it involves the process of hypothesis testing. By using the SPSS, ordinary simple linear regression model and multiple regression model analysis are selected in order to analyze and the test hypothesis. This technique is commonly used in business and economics for estimating the relationship between two or more values of dependent and independent variable.CHAPTER 4: FINDING AND DATA ANALYSIS 4. 0INTRODUCTION This chapter will discuss the results and findings of this study by using frequency distribution, reliability, Pearson correlation, and multiple regression analysis. Before the analyses were thoroughly done, all data were edited and passes through the reliability analysis. At the end of the chapter, discussions about decision on hypothesis were reported. 4. 1 FREQUENCIES In the Section A, demographic session in questionnaire, the data will be calculated in the frequency distribution. 4. 1. 1Frequency Distribution Analysis by GenderResponds to Gender| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Male| 14| 28. 0| 28. 0| 28. 0| | Female| 36| 72. 0| 72. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 1 : Table of frequency analysis gender Figure 4. 1: Pie chart of frequency by gender Based on the table above, shows th at 50 respondents that give feedback through questionnaire, there are 35 were female and the remaining 14 were male. From the frequency analysis result, the majority of respondent who dealing with KFC KB Mall were female rather than male. 4. 1. 2Frequency Analysis by Age Responds to Age| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| 18-24 years| 22| 44. 0| 44. 0| 44. 0| | 25-29 years| 5| 10. 0| 10. 0| 54. 0| | 30-35 years| 8| 16. 0| 16. 0| 70. 0| | 36-41 years| 4| 8. 0| 8. 0| 78. 0| | 42 years and above| 11| 22. 0| 22. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 2: Frequency analysis by age Figure 4. 2: Bar chart of frequency analysis by age Meanwhile, the result of the frequency analysis of 18 – 24 years is 44. 0% or 22 respondents. Furthermore, about 5 respondents are 25 – 25 years and the percentage of it is 10. 0%. For 30 – 35 years old respondents are about 8 respondents which are about 16. % And for 36 – 41 years old, by whi ch the lowest frequency analysis of age used KFC services at KB Mall, about 4 respondents of it is 8%. The second higher percentage followed by respondent’s age 42 years and above or about 11 respondents which are about 22%. 4. 1. 3Frequency Analysis by Race Responds to Race| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Malay| 40| 80. 0| 80. 0| 80. 0| | Chinese| 9| 18. 0| 18. 0| 98. 0| | Indian| 1| 2. 0| 2. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 3: Frequency analysis by race Figure 4. 3 : Pie chart of frequency analysis by raceThe result from Figure 4. 3 shows the customers of KFC KB Mall is multiple races, which the rrespondents were Malay, Chinese, Indian and others. Malay’s respondents are the biggest percentage among the others which take 40 respondents or 80. 0%. Therefore, most of KFC KB Mall customer is Malay meanwhile Chinese respondent is the highest, which takes 10 of respondents or 20. 0%. Indian show the respondent is only 1 respondent or 2. 0% that used KFC KB Mall. 4. 1. 4Frequency Analysis by Marital Status Responds to Status| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Single| 27| 54. 0| 54. | 54. 0| | Married| 23| 46. 0| 46. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 4 : Frequency analysis by marital status Figure 4. 4 : Pie chart of frequency analysis by marital status Table 4. 4 shows frequency analysis of marital status for 50 respondents. From 50 respondents, there are 27 of respondents or 54. 0% were single and about 23 of respondents or 46. 0% are married. Therefore, the researcher concluded that the customer of KFC KB Mall is single person because have higher percentage in the frequency distribution analysis. 4. 1. 5Frequency analysis by Education Level Responds to Education| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| SPM/SPV/MCE| 5| 10. 0| 10. 0| 10. 0| | Diploma/STP/STPM/HSE| 4| 8. 0| 8. 0| 18. 0| | Bachelor Degree| 37| 74. 0| 74. 0| 92. 0| | Master Degree and above| 4| 8. 0| 8. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 5 : Frequency analysis by education level Figure 4. 5 : Pie chart of frequency analysis by education level Table 4. 5 indicates that most of customer is at Bachelor Degree of education, which’s covered 37 respondents or 74. 0% of respondents. It is followed by customer from SPM/SPVM/MCE level with 5 respondents or 10. 0% respondents.On the other hand, there are about 4 respondents or 8. 0% respondents who are having the qualification of from Diploma/STP/STPM/HSE and 4 other respondents from Master Degree and above Responds to Income| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Below RM1,000| 17| 34. 0| 34. 0| 34. 0| | RM 1,000 – RM 1,499| 6| 12. 0| 12. 0| 46. 0| | RM 1,500 – RM 1,999| 5| 10. 0| 10. 0| 56. 0| | RM 2,000 – RM 2,499| 1| 2. 0| 2. 0| 58. 0| | RM 2,500 – RM 2,999| 4| 8. 0| 8. 0| 66. 0| | RM 3,000 and above| 17| 34. 0| 34. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 6 : Frequency analysis by income levelFigure 4. 6 : Bar chart of frequency analysis by income level Table 4. 6 indicates that 34% of the respondents have the personal income ranging below RM1,000. While, the next 34% of respondents have an income from RM3,000 and above. There are 12% of respondents have income ranging from RM1,000 to RM1,499, 10% of respondents have income from RM1,500 to RM1,999, 8% respondents from RM2,500 to RM2,999 and the last is 2% of the respondents’ income level is RM2,000 to RM2,499. 4. 1. 7Frequency Analysis by Occupation Responds to Occupation| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Government| 22| 44. | 44. 0| 44. 0| | Private| 3| 6. 0| 6. 0| 50. 0| | Business| 2| 4. 0| 4. 0| 54. 0| | Retired| 1| 2. 0| 2. 0| 56. 0| | Housewives| 1| 2. 0| 2. 0| 58. 0| | Student| 21| 42. 0| 42. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 7 : Frequency analysis by occupation Figure 4. 7: Pie chart of frequency analysis by occupation Table 4. 7 indicates that most of respondents are working at a government sector with 44% or 22 respondents. It is follow by respondents who are students with 42% or 21 respondents. And for private sector, it contribute respondents at 6% or 3 respondents, follow by 4% from business.Lastly is follow by retired and housewives which are each of them with 2% each. 4. 1. 8Frequency Analysis by frequency goes to KFC KB Mall per month Responds to Frequency| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Once per month| 26| 52. 0| 52. 0| 52. 0| | Two times per month| 8| 16. 0| 16. 0| 68. 0| | Three times per month| 10| 20. 0| 20. 0| 88. 0| | Four times per month| 3| 6. 0| 6. 0| 94. 0| | Five times per month| 1| 2. 0| 2. 0| 96. 0| | More than above| 2| 4. 0| 4. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 8 : Frequency Analysis by frequency goes to KFC KBMall per month Figure 4. : Pie chart of Frequency Analysis by fre quency goes to KFC KBMall per month Table 4. 8 shows that respondents who goes once per month to KFC KB Mall is the highest contribution to respondents which covered 52% or 26 of respondents. It is followed by three times per month which covered 20% or 10 of respondents. In the other hand, there are about 16% or 8 of respondents who goes to KFC KB Mall two times per month. Next is followed with more than above which 4% or 2 of respondents and the last is five timer per month which is 2% or 1 of respondents. 4. 1. 9Frequency Analysis by spending at KFC KB Mall Responds to Spent| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Below RM15| 11| 22. 0| 22. 0| 22. 0| | RM16 – RM30| 14| 28. 0| 28. 0| 50. 0| | RM31 and above| 25| 50. 0| 50. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 9 : Frequency Analysis by spending at KFC KBMall Figure 4. 9 : Bar chart of Frequency Analysis by spending at KFC KB Mall Table 4. 9 indicate that the highest spending by responden ts are RM31 and above which 50% or 25 of respondents. The second is from RM16 to RM30 which 28% or 14 of the respondents and lastly is the lowest, spending below RM15 which is 22% or 11 of the respondents. . 1. 10Frequency Analysis by Types of Products at KFC KB Mall Responds to Products| | | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| Kids meal| 4| 8. 0| 8. 0| 8. 0| | Family meal| 15| 30. 0| 30. 0| 38. 0| | Individual meal| 19| 38. 0| 38. 0| 76. 0| | Burger| 7| 14. 0| 14. 0| 90. 0| | Snacks and desserts| 5| 10. 0| 10. 0| 100. 0| | Total| 50| 100. 0| 100. 0| | Table 4. 10 : Frequency Analysis by Types of Products at KFC KBMall Figure 4. 10 : Pie chart of Frequency Analysis by Types of Products at KFC KB Mall Table 5. indicates that most of respondents are enjoy to choose individual meals where 19 respondents which are 38% of respondents. It was follow by family meals of 15 respondents where 30% of respondents. Meanwhile, the result for snack and dessert are 5 respo ndents where 10%. Furthermore about 7 respondents or 14% would buy burger. And lastly is follow by kids’ meal with 4 respondents or 8% respondents. 4. 2RELIABILITY ANALYSIS Reliability analysis is a measure of the internal consistency of a set of scale items. The more reliable a set of scale items, the more confidence score the researcher obtained.According the Rules of Thumb about Cronbach’s Alpha Coefficient Size, there is value between 0 until 1. The closer result to 1, the more reliable the scale of variable. When the result is below than 0. 5, the reliability is not effective. Alpha Coefficient Range| Strength of Association| ; . 6| Poor| .6 to ; . 7| Moderate| .7 ; . 8| Good| .8 to ; . 9| Very Good| .9| Excellent| Table 4. 11 Rules of Thumb about Cronbach’s Alpha Coefficient Size Based on Hair et al (2003), the reliability test can be interpreted according to the strength using Rules of Thumb. 4. 2. 1Reliability Analysis for Customer Loyalty Reliability St atistics|Cronbach's Alpha| N of Items| .774| 5| Table 4. 12 Reliability analysis for customer loyalty This is the reliability test for customer loyalty, which the Cronbach’s Alpha value is 0. 774. It means that the questions are good to be asked to the respondents. 4. 2. 2Reliability Analysis for Price Reliability Statistics| Cronbach's Alpha| N of Items| .796| 5| Table 4. 13 Reliability analysis for price This is the reliability test for price, which the Cronbach’s Alpha value is 0. 796. It means that the questions are good and reliable to be asked to the respondents. 4. 2. 3Reliability Analysis for Service Reliability Statistics|Cronbach's Alpha| N of Items| .990| 4| Table 4. 14 Reliability analysis for service This is the reliability test for service, which the Cronbach’s Alpha value is 0. 990. It means that the questions are excellent and reliable to be asked to the respondents 4. 2. 4Reliability Analysis for Brand Image Reliability Statistics| Cronbach's Al pha| N of Items| .685| 3| Table 4. 15 Reliability analysis for brand image This is the reliability test for brand image, which the Cronbach’s Alpha value is 0. 685. It is means that the questions are moderate and reliable to be asked to the respondents. 4. 2. 5Reliability Analysis for ProductReliability Statistics| Cronbach's Alpha| N of Items| .721| 5| Table 4. 16 Reliability analysis for product This is the reliability test for product, which the Cronbach’s alpha value is 0. 892. It is means that the questions are very good and reliable to be asked to the respondents. The finding result for reliability analysis Variable| Cronbach’s Alpha| Strength of Association| Customer Loyalty| 0. 856| Very good| Price| 0. 916| Excellent| Service| 0. 720| Good| Brand Image| 0. 930| Excellent| Product| 0. 892| Very good| Table 4. 17 The finding result for reliability analysis 4. 3PEARSON’S CORRELATION OF COEFFICIENTThe researcher used this method to analyze if there i s a measure relationship between two variables. The researcher used Pearson Correlation Matrix to test hypothesis because the questionnaire is an interval measurement of scale. Correlations| | | Price| Service| Image| Product| Response of customer| Price| Pearson Correlation| 1| . 938**| . 972**| . 986**| . 969**| | Sig. (2-tailed)| | . 000| . 000| . 000| . 000| | N| 50| 50| 50| 50| 50| Service| Pearson Correlation| . 938**| 1| . 949**| . 951**| . 926**| | Sig. (2-tailed)| . 000| | . 000| . 000| . 000| | N| 50| 50| 50| 50| 50| Image| Pearson Correlation| . 972**| . 49**| 1| . 984**| . 967**| | Sig. (2-tailed)| . 000| . 000| | . 000| . 000| | N| 50| 50| 50| 50| 50| Product| Pearson Correlation| . 986**| . 951**| . 984**| 1| . 979**| | Sig. (2-tailed)| . 000| . 000| . 000| | . 000| | N| 50| 50| 50| 50| 50| Response of customer| Pearson Correlation| . 969**| . 926**| . 967**| . 979**| 1| | Sig. (2-tailed)| . 000| . 000| . 000| . 000| | | N| 50| 50| 50| 50| 50| **. Correlation is signif icant at the 0. 01 level (2-tailed). | Table 4. 18 Summary of correlation data Correlations| | | Price| Response of customer| Price| Pearson Correlation| 1| . 969**| | Sig. (2-tailed)| | . 000| | N| 50| 50|Response of customer| Pearson Correlation| . 969**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 level (2-tailed). | Table 4. 19 Correlation between price and customer loyalty Hypothesis 1 Ho: Price does not contribute to the customer loyalty H1: Price does give high contribute to customer loyalty The finding from the data released that customer loyalty and price value is 0. Even the result shows that the value is significant and high relationship between two variables. Correlations| | | Response of customer| Service| Response of customer| Pearson Correlation| 1| . 926**| | Sig. (2-tailed)| | . 00| | N| 50| 50| Service| Pearson Correlation| . 926**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 le vel (2-tailed). | Table 4. 20 Correlation between service and customer loyalty Hypothesis 2 Ho: Service not gives impact to customer loyalty H1: Service gives impact to customer loyalty The finding from the data released that customer loyalty and service value is 0. Even the result shows that the value is significant and high relationship between two variables. Therefore the H1 will be accepted and H0 will be rejected. Correlations| | | Service| Image| Service| Pearson Correlation| 1| . 49**| | Sig. (2-tailed)| | . 000| | N| 50| 50| Image| Pearson Correlation| . 949**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 level (2-tailed). | Table 4. 21 Correlation between Brand image and customer loyalty Hypothesis 3 Ho: Brand image does not influencing the customer loyalty H1: Brand image is a big influencer the customer loyalty The finding from the data released that customer loyalty and brand image value is 0. Even the result shows that the valu e is significant and high relationship between two variables. Therefore the H1 will be accepted and H0 will be rejected. Correlations| | Product| Response of customer| Product| Pearson Correlation| 1| . 979**| | Sig. (2-tailed)| | . 000| | N| 50| 50| Response of customer| Pearson Correlation| . 979**| 1| | Sig. (2-tailed)| . 000| | | N| 50| 50| **. Correlation is significant at the 0. 01 level (2-tailed). | Table 4. 22 Correlation between product and customer loyalty Hypothesis 4 Ho: Product does not affecting customer loyalty H1: Product gives effect to the customer loyalty The finding from the data released that customer loyalty and product value is 0. Even the result shows that the value is significant and high relationship between two variables.Therefore the H1 will be accepted and H0 will be rejected. 4. 3REGRESSION ANALYSIS Model Summary| Model| R| R Square| Adjusted R Square| Std. Error of the Estimate| 1| . 980a| . 960| . 956| . 459| a. Predictors: (Constant), Product, Servi ce, Image, Price| Table 4. 18 Model Summary From the table of model summary above, the value of r square 0. 980. This means that 0. 980 of dependent variable are explain by independent variable that has been use in the research. This indicates the high percentage which means that almost all of the independent variables can be used in this research. ANOVAb| Model| Sum of Squares| df| Mean Square| F| Sig. | | Regression| 225. 636| 4| 56. 409| 267. 647| . 000a| | Residual| 9. 484| 45| . 211| | | | Total| 235. 120| 49| | | | a. Predictors: (Constant), Product, Service, Image, Price| b. Dependent Variable: Response of customer| Table 4. 18 ANOVA Regarding to the above table, the F-test is significant which is P value 0. 00 < 0. 05. It means that all the variables validated and accepted since the p-value less than 0. 05. Therefore the model is significant to other words at least one of independent variable is significant to predict the dependent variable. Coefficientsa| Model| Unstandardi zed Coefficients| Standardized Coefficients| t| Sig. | B| Std. Error| Beta| | | 1| (Constant)| . 015| . 266| | . 057| . 955| | Price| . 104| . 180| . 105| . 580| . 565| | Service| -. 057| . 080| -. 072| -. 718| . 476| | Image| . 146| . 159| . 158| . 917| . 364| | Product| . 727| . 225| . 788| 3. 232| . 002| a. Dependent Variable: Response of customer| Table 4. 19 Standard Coefficients The t-test shows the significant result for the dependent variable which is 0. 047 < 0. 05. Besides that, for the other variable which are corporate reputation and service quality where p value is < 0. 05 and it means there is significant relationship. CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 5. INTRODUCTION For this chapter, the researchers will concludes all the information that had been mention from chapter one until chapter four. The researchers also included the suggestion and recommendation for KFC at KB Mall based on the finding in chapter four for future research in order to help other researc hers make improvement and thus provide useful information. 5. 1 CONCLUSION This research had been conduct to identify customer loyalty at KFC KB Mall. Customer is the most important asset for every business in the world. All the companies do not want to lose their own customer especially if customers turn away to the competitors.The researchers had found that the factors of customer loyalty based on price, service, brand image and product. Besides that, there have four hypotheses for this study, which can be prove. The result for hypotheses shows that all the independent variables that are price, service, brand image and product have significant relationship with customer loyalty but the most significant variable is product. In terms of the independent variables, the researchers found that product plays important factor that affecting to the customer loyalty because it has strong correlation which is, 0. 79. 5. 2 RECOMMENDATION Nowadays, there are many fast food restaurant have been built in Malaysia. So existence of the new fast food restaurants such as RasaMas, Chicken Rice Shop, and McDonald exist and they are really make good competition among them. Therefore, to reduce customer loyalty, it is important to KFC to be maintained as a number one in the fast food industry. Thus, through this study researchers willing to make some suggestions for KFC KB Mall and hope it can help in the future. 5. 2. 1 Training the StaffStaff at KFC KB Mall is very important to create long term relationship because they are person who meet customers and treats the order from customers. Therefore, KFC at KB Mall branch’s staff should be giving training maybe twice a year on how to overcome and how to communicate with the customers. Although it takes high cost for the company, KFC need to scarify to create high customer satisfaction. Through training, KFC’s staff can control their emotion when faces different customers who are uncontrollable and have different charac teristics.Furthermore, the staff also should have basic knowledge that can help customers to solved problems. 5. 2. 2 Faster counter services Counter service is important to increase customer loyalty. This is because customer always rushes for their time. Therefore, KFC KB Malls’ staffs need to limit time serving one customer. It can be done if KFC KB Malls’ staff can serve the customers’ immediately and not waste time. Besides that, KFC also need to improve in term of time taken order for one customer. This is because from the researcher observation, customer always complaint that they need to wait until 6 until 10 minutes for taken an order.Sometimes, customers urgently want to order the menu. So, KFC need to improve their process and use another way when make the serving menu. 5. 2. 3 Change the location Location also plays the important factors in giving the best service to the customer. Basically location at KB Mall is crowded because in front of KFC is Mc Donald, RasaMas, Chicken Rice Shop. So, there are many competitors there and customers hard to make choice to go to the fast food restaurant. KFC should find the places that surrounding the building do not have too many competitors that will affected their business.REFERENCES Kotler, P. , & Armstrong, G. (2012). Principles of Marketing. (14th ed. ). England: Pearson Education Limited. (n. d. ). Retrieved from http://www. kfc. com. my/about-kfc-malaysia. php (n. d. ). Retrieved from http://www. fastfoodmarketing. org/fast_food_facts_in_brief. aspx freedownload. is. (2011). Retrieved from http://freedownload. is/pdf/consumers-preference-and-consumption-13515192. html Jeffrey A. Krug. (2001). KFC and Global Fast Food Industry. Retrieved from http://www. oppapers. com/essays/Kfc-Global-Fast-Food-Industry/168890

Epic Hero Comparison(Beowulf and The hobbit) Essay

An epic hero is a larger than life character who has legendary skill and prowess. An epic hero has to perform heroic deeds. An epic hero is thought of having traditional charm and charisma. He has very strong ethics morals and a code of conduct. The epic hero is always thought of as a male as the tradition of the epic hero originated in the Anglo Saxon culture which was a male dominant society. A perfect example of an epic hero is Beowulf. He kills Grendel, Grendel’s mother, and the dragon all of which are heroic deeds that no one else was able or willing to take on. The foes that Beowulf fought were all beyond human strength and capabilities and required superhuman abilities to bring down. In Bilbo’s case he takes down the spider by himself and tries to face up to challenges that he would normally never have done in his comfortable hobbit home. This shows a hero putting the need of the many against the need of the few. The heroic tradition in literature has definitely moved from epic heroes, the creation of larger-than-life characters that had legendary strength and physical characteristics, to the move towards anti-heroes, which particularly developed in the 20th and 21st centuries, with the focus on leading protagonists who lack certain heroic qualities such as idealism courage and generosity. In both stories, the concept of vengeance is the first to appear. In Beowulf, vengeance is what drives the entire plot of the poem, as one action is carried out in response to a former action – to seek vengeance for a prior wrong. It is Beowulf, introduced as a strong, powerful character from the start, whose own heroic code compels him to seek vengeance against Grendel for deeds the monster committed against Hrothgar. Beowulf himself is an epic hero who even before arriving at Herot has already built for himself a tremendous reputation that goes before him and is based on acts that no mere mortal could accomplish or achieve. He arrives at Herot as a fully formed character. When considering Beowulf as a character, it is clear that his exploits and fame confirm his as a character whose strength is certainly out of this world, and more powerful than any other character alive today. This shows he is definitely a hero in the epic hero tradition. Bilbo by contrast starts the novel as a quiet, peaceful and unadventurous hobbit that sometimes goes through periods where he wonders what on earth he is doing on this adventure with dwarves and a wizard. Bilbo is called upon to do more than he imagines himself capable of. He does not like to travel, preferring the safety of his hobbit-hole, but he has inherited a streak of adventurousness from his mother’s side, the Tooks. His adventurous Took side and his comfort-loving Baggins side are in conflict throughout much of the story. It is clear from his early attempts to sneak up on enemies, such as with the trolls that he has a lot to learn and his early failures show that he is much more of a dynamic character than Beowulf is in the way that he learns heroism and courage and refines his skills as time goes by. Near the beginning of their journey, Bilbo was quite vulnerable to the dangers and was frequently rescued by the others. As the adventure continues and Bilbo shows his worth and value first in the Misty Mountains and then secondly with the Elves and then finally the spiders, Bilbo becomes a hero in his own right. As he progressed through the quest, he went on his own little adventures which helped him become braver and wiser. Bilbo willingly forfeits his own claim to the treasure in order to secure peace. Bilbo shows himself to not just be a hero in terms of his skills and qualities but a hero in his character as well which is something arguably that Beowulf does not show as he seems to risk his own life against the dragon knowing that his death would be disastrous for his own people. Finally, his heroic status is secured when he delivers the Arkenstone of Thrain to the Elvenking and Bard in order to secure a peace between the dwarves and the elves and humans.

French Introductions, or Les Présentations

When you meet French speakers, you need to know how to introduce yourself and what to say when you are introduced.  French can be a bit tricky when introducing yourself or others depending on whether you know the person to whom you are making the introduction(s) or even if you have had any contact with the person. In French, those circumstances all require different introductions. Basic Introductions French uses the verb  se prà ©senter, not  introduire,  meaning to introduce something into something else, which translates into English as to insert. The most basic introduction in French, then, would be: Je me prà ©sente. Let me introduce myself. Using s’appeler is the common way of introducing yourself in French. Don’t think of it as â€Å"to name oneself† because it will only confuse you. Think of it in the context of introducing your name to someone, and link the French words to that context instead of applying a literal translation, as in: Je m​appelle...   My name is... Use je suis with people who already know your name, such as those  you have already talked to on the phone or by mail but never met in person, as in: Je suis...   I am... If you dont know the person or have never spoken to him on the phone or contacted him by email or  mail, use  je m’appelle,  as noted previously. Introducing by Name There are also distinctions between formal and informal introductions, as well as singular versus plural introductions, as noted in the tables in this and the subsequent section. French Introduction English Translation Mon prà ©nom est My (first) name is Je vous prà ©sente (formal and/or plural) I’d like to introduce Je te prà ©sente (informal) I'd like to introduce Voici This is, Here is Il s'appelle His name is Elle s'appelle Her name is Meeting People In French, when you are meeting people, you have to be careful about using the correct gender, as well as whether the introduction is formal or informal, as in these examples. French Introduction Enlish Translation Comment vous appelez-vous? (formal and/or plural) What is your name? Comment t'appelles-tu? (informal) What is your name? Enchantà ©. (masculine) It's nice to meet you. Enchantà ©e. (feminine) It's nice to meet you. French Names Nicknames — or  un surnom in French — are much less common in this Romance language than in American English, but they are not unheard of. Often, a longer first name will be shortened, such as  Caro  for Caroline or  Flo  for Florence.   French Name English Translation Le prà ©nom first name, given name Le nom last name, family name, surname Le surnom nickname Cheek Kissing and Other Greetings Cheek kissing  is certainly an accepted form of greeting in France, but there are strict  (unwritten) social rules to follow. Cheek kissing is generally OK, for example, but not hugging. So, its important to learn not only the words that go with cheek kissing — such as  bonjour  (hello) — but also the social norms that are expected when greeting someone in this manner. There are also other ways to say  hello  and ask  How are you?  in French.

Ethical Decision Making, Moral Agency And Advocacy

Nursing is a profession that is always changing to benefit the patient and the community. In the complexity of nursing, and to give uniformity an APRN (Advanced Practice Registered Nurse) Consensus Model was established. The Consensus Model promotes uniformity to the four roles of APRN’s which are as follows: Clinical Nurse Specialist (CNS), Certified Nurse Practitioner (CNP), Certified Registered Nurse Anesthetist (CRNA), and a Certified Nurse Midwives (CNM). A â€Å"CNS is n APRN with a focus on macrosystems with three spheres of influence: patient, nursing, and healthcare system. The CNS follows Core Competencies as outlined by the National Association of Clinical Nurse Specialist.† (Stuesse, 2014) The role of the CNS according to Denisco and Barker (2016) is as follows: †¢ Direct care †¢ Systems leadership †¢ Collaboration †¢ Coaching †¢ Consultation †¢ Research †¢ Ethical decision making, moral agency and advocacy. (p.8) As one can see, there are many elements and responsibilities for a CNS. To fully understand the complexity of going from bedside nursing to a CNS position, an interview was much needed to answer some questions and bring further understanding. C. Nappo was interviewed on October 28th, 2015. The interview was formal and was approximately one hour long. Miss Nappo was more than eager to convey her journey and experiences to this position of CNS. She spoke of the hospitals mission, and stated that it is how she believes nursing should be. Mission StatementShow MoreRelatedEthical, Moral, and Legal Challenges of Advocating920 Words   |  4 PagesIntroduction The human services field is one that is replete with ethical challenges. One of these is integrating advocacy with mediation. 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The University Of A Private Higher Learning Institution...

Maryville University of St. Louis Maryville University is a private higher learning institution located in St. Louis County, Missouri. It was founded in 1872, so it is one of the older universities in the state. Maryville University is a nationally ranked university that serves over 6,500 students every year. Students may choose from over 90 undergraduate and graduate degrees. There are six colleges within the Maryville University system. This includes the College of Arts and Sciences, which offers programs in design, math, the humanities and the social sciences. The School of Education offers a Doctor of Education program with a specialization in higher education leadership. The Walker College of Health provides online and on-campus degree programs in nursing, music therapy, rehabilitation counseling, occupational therapy and health care management. The School of Business offers online and on-campus programs in accounting, marketing, cyber security, information systems and business administration. The university operates educational centers in Lake Saint Louis and Sunset Hills in Missouri as well as the Scott Air Force Base in Illinois. These campuses offer services and facilities for students enrolled in evening or online classes. Maryville University of St. Louis Accreditation Details -The Higher Learning Commission and the North Central Association of Colleges and Secondary Schools. -The Nursing Programs are accredited by the Commission on Collegiate NursingShow MoreRelatedHealthcare Essay18323 Words   |  74 PagesChapter 3 The Evolution of Health Services in the United States Learning Objectives To discover historical developments that have shaped the nature of the US health care delivery system To evaluate why the system has been resistant to national health insurance reforms To explore developments associated with the corporatization of health care To speculate on whether the era of socialized medicine has dawned in the United States â€Å"Where’s the market?† 81 26501_CH03_FINAL.indd 81 7/27/11 10:31:29Read MoreEurope Economic Crisis55278 Words   |  222 Pageswill taper off in 2011, but needs to be followed up by sizeable fiscal consolidation in following years to reverse the unsustainable debt build-up. 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Importance of Fathers Essay Example For Students

Importance of Fathers Essay A family can only be complete and happy with both parents working together to make the bonds of their family stronger. While fathers work to fulfill the financial needs, mothers tend to be the ones who take care of the home and children. However, children need support and love from both parents in order to grow up in a good, healthy environment. Fathers are needed to ensure that children learn respect for both parents, and the difference between good and bad. Fathers who are always present in their childrens life would be respected and loved as much as children love their mothers. If fathers are always present in their childrens life then they will always be a part of their childrens happiness and sadness. Their opinion will be counted and will have a great influence on the children if they solve a problem for them. A single mother can also raise her child in a successful way but the presence of father will always be missed. Some children are unfortunate because they do not have fathers who will talk to them everyday and discuss their problems and the communication is through phone only. Children are very sensitive and get the feeling of being ignored. These kids will end up having more respect and love for their mothers than fathers as they have never been with them so they would not know how to respect their fathers. They may even end up resenting their father and the lack of communication between them. Fathers can stop their children from getting involved in bad things like drugs and alcohol. It ultimately depends of how much a father is involved in his kids life and how the kid looks up to his father for love. If a father is involved fully in his childs life then he can stop his child from doing bad things and probably explain him the pros and cons of these things from the beginning with patience of mind and calm attitude. Children often tend to do as they see their parents doing, and a fathers influence goes a long way in helping children make decisions on right and wrong. If a child is unfortunate enough to not have that kind of love and influence, he or she would probably make the wrong decisions in life. Children need love and support from both parents equally in order to live a successful life. They can only get that atmosphere if their fathers assume as much responsibility as mothers do. Fathers play an important role in shaping their childrens life by making sure that they respect both parents equally and know the difference between good and bad things easily.

Joe Salatino, President of Great Northern American Case Study

Introduction Various aspects have come to characterize the contemporary workplace. Application of scientific management methods and pursuit of training of employees has become the norm in the work place today.Advertising We will write a custom research paper sample on Joe Salatino, President of Great Northern American specifically for you for only $16.05 $11/page Learn More There is, therefore, no wonder that such aspects as organizational behavior and organizational learning have taken center stage. Increased competition and consumer education and activism means businesses have to invest in research and development as well as training of employees so that they can better handle customers. From Joe’s case, it is apparent that he relies greatly on the sales team to drive up the company’s sales volumes, and by extension, success. According to Posdakoff and Mackenzie (1994, p. 351), sales manager mainly use sales performance to determine the u sefulness of a sales person in an organization. However, many of them are increasingly considering behavior of their staff as a part of an effective functioning of a business unit. Posdakoff and Mackenzie further assert that these behaviors are discretionary on the part of the salesperson and that they greatly promote effective functioning of the unit with minimal effect on the salesperson’s level of productivity (1994, p. 351). This discussion will focus on the Joe Salatino, President of Great Northern American case study, with the emphasis given to the importance of employees understanding people form perceptions and attributions about each other. Additionally, there will be an evaluation of the learning theory the author feels would be most appropriate for Joe to apply in his situation. Furthermore, the discussion will explore the suggested ways on how Joe can apply the theory discussed above to improve employee performance. Also, there will be a discussion on how Joe can leverage understanding of self efficacy to ensure only most successful people join the organization. Importance of Perception Besides the work place perception plays an important role in human beings’ everyday life. According to social scientists, perception is a way of conceiving something and also a process of acquiring interpreting information by human mind. Additionally, perception can also be a way in which people behave in specific situations. Joe Salatino’s position gives him immense power to organizational trends.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More It is important for Joe to realize that sales profession is a â€Å"people† oriented front and â€Å"people skills† are necessary for its success. The president needs to acknowledge the importance of perception in sales before instilling the same drive in his employees. According to Greve, H. R. (2003, p. 55), people’s behavior is mainly determined by what they perceive as being real or not. He further says that distinctiveness, consensus and consistency form the main determinants of perception. According to Ormrod (1999, p. 89), little can go on in an organization without perception. Additionally, any employee in any organization needs perception that is accepted by all other employees to undertake any task. Perception, therefore, is the key for any manager like Salatino to help employees produce better results. Ormrod (1999, p. 94) says that perception helps people in any organization to perform different tasks in different ways because an organization needs different perceptions to attain successful results. With the above in mind, Joe must seek regular training of the sales team on issues relating to the importance of perception for better sales performance. In this case, regular training will comprise more or less of organizational learning. He should mak e it a priority for every sales person to understand the importance of perception for better understanding of customers. Learning theory As said earlier, organizational behavior and organizational learning are closely related. It is almost guaranteed that the kind of learning approach that an organization adopts has a huge impact on organizational behavior including aspects such as perception. Both social theory and operant conditioning theory are well suited in Joe’s approach to organizational learning. The operant conditioning form of learning makes an employee to adjust his/her behavior depending on expected stimulus. Operant behavior is more or less an improvement of voluntary behavior that occurs in an environment maintained by its own consequences. Joe can, therefore, adopt operant conditioning especially given the fact that he believes in extending monetary gifts to keep his sales staff motivated. However, considering the implications of social aspects in organizationa l behavior especially among the sales team, social learning is the most suited theory that Joe can apply in this situation.Advertising We will write a custom research paper sample on Joe Salatino, President of Great Northern American specifically for you for only $16.05 $11/page Learn More Most social scientists contend that social learning theory is the bridge between behaviorist and cognitive learning theories (Ormrod, 1999, p. 104). In social learning, learning occurs through observation of other people’s behaviors and their outcomes. Key in social learning theory is environmental reinforcement and punishing models. According to Ormrod (1999, p. 89), people in this case employee of a certain company get reinforced for modeling the behavior of other people. Four aspects characterize environmental reinforcement and punishing model. First, the model reinforces the observer. For instance, an employee can change his/her behavior in order to fit in with the rest of the group. Secondly, a third person may reinforce the observer. For instance, an employee may copy goo habits from his colleagues and/or boss. In return, the model extends compliments to the imitating employee resulting to a reinforcement of behavior. Third, reinforcement may come from the copied behavior itself. For instance, an employee may discover how fulfilling and rewarding courtesy to customers is to another employee. The former may result into being courteous and polite in order to experience the same rewarding and fulfillment. Fourth, there is a vicarious effect on a model’s behavior on an observer. For instance, one employee gets complimented and rewarded for putting into use subtle sales skills learnt in a sales seminar. In return, other employees may follow suit in order to get the compliment as well. For Joe’s employees to understand how to people form perceptions and attributions about each other, it is prudent that they model to learn fr om. Motivating them through operant conditioning alone is not enough. A situation underlain by social learning is better placed to help employees in understanding perceptions. Applying social learning theory to improve performance According to Dierkes et al. (2003, p. 251), employee behavior has to conform to workplace performance standards for successful running of an organization. Business leaders pursue organizational learning through training to enhance employees’ skills so that they can adopt preferred behaviors.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Dierkes et al. further say that social learning theory comes in handy in through provision of opportunities to observe employees with an aim of rewarding desirable workplace behaviors while punishing those that are undesirable (2003, p. 251). Social learning theorists contend that careful observation of practices at the workplace is a primary way through which employees learn social behaviors. To improve employees’ performance through social learning, business leaders like Joe Salatino must be consistent in what they expect from employees’ social behavior. In essence, there should be the uniform treatment and reward of all employees. Precisely, managers and other corporate leaders must be role models in providing exemplary appropriate behavior. Through public forums and other avenues such as meetings, Joe Salatino can avail learning opportunities for employees working in the sales department. As said earlier, workplace training is crucial to organizational learning and eventual employee performance. Poling and Normand (1999, p. 237) suggest an application of principles of social learning theory to workplace training to reinforce an organization’s desired workplace behaviors. Also, Joe Salatino can engage other successful sales employees and personalities to deliver lectures to his team in order to boost performance as well as behavior since role model admiration enhances social learning. Leveraging self efficacy Many people will likely adopt behavior they think they can handle with success. Additionally, employees will only struggle to achieve what they feel is within their potential. For them to undertake the above, they will need to possess high self-efficacy. Precisely, self-efficacy is more or less self confidence an employee has towards learning (Greve, 2003, p. 55). According to Poling and Normand (1999, p. 239), individuals will choose activities they feel they have a chance of succeeding. He adds that individuals with high self-eff icacy tend to excel more than those without. For Joe to hire employees with high self-efficacy, it is imperative to put in place a rigorous interview process that will expose those employees that can better withstand the pressures of the job at hand. It, therefore, requires careful identification of potential employees with a sense of what they can and cannot do. Such employees will have a fairly precise opinion on their self efficacy. It is highly likely that employees with a high understanding of their own self-efficacy will integrate better and are in a better position of advancing Joe’s sales agenda in the company. While some people are trainable and can deliver with consistent skills training, Joe should make demonstration of self-efficacy the core requirement of joining his company’s sales team. Through the interview process, there is a need for Joe to investigate the background of his potential employees to his company. According to French et al. (2011, p. 125), many factors affect self-efficacy including previous successes as well as failures, feedback from other people and successes and failures of other people. Conclusion Organizational learning an organizational behavior are important parts of any organization’s corporate culture. Organizational behavior especially plays a crucial role in influencing managers’ performance evaluation. There is no doubt that these behaviors contribute to organizational success and so it is not farfetched to emphasize them in a situation like that of Joe Salatino. Employee understanding of perception is necessary for organizational success. Furthermore, integrating learning theory to organizational learning and subsequent modification of organizational behavior is a prerequisite to organizational success. Sales teams especially stand to gain from this approach given that they besides customer service are the face and voice of the company. It is also important to note that success of learning and development as well as change in corporate behavior greatly depends on self-efficacy. Self-efficacy is the success of sales professionals. References Dierkes, M. et al. (2003). Handbook of organizational learning and knowledge. NJ: Springer. French, R. et al. (2011). Organizational Behaviour. Chicago: Thomson’s Learning. Greve, H. R. (2003). Organizational learning from performance feedback: a behavioral perspective on innovation an change. New York: Routledge. Ormrod, J.E. (1999). Human learning. Upper Saddle River: Prentice-Hall. Posdakoff, P.M. MacKenzie, B.S. (1994). Organizational Citizenship Behaviors and Sales Unit Effectiveness. Journal of Marketing Research. Vol. 31, No. 3, pp. 351-363. Poling, A., Normand, M. (1999). Noncontingent reinforcement: an inappropriate description of time-based schedules that reduce behavior. Journal of Applied Behavior Analysis, Vol. 32, p. 237–238. This research paper on Joe Salatino, President of Great Northern American was written and submitted by user Jaeden C. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.