Training Cycle Roles and Responsibilities

Describe what your roles and responsibilities are at each stage of the training cycle and explain what your boundaries are as a teacher The training cycle consists of four stages 1. Training need 2. Design/Planning 3. Delivery/Implementation 4. Evaluation Training need This is the initial stage of the training process. As a trainer/teacher I would require to identify the needs of the student/class. This would be to ensure that the direction of instruction is specific to their requirements. What is their role.What are they expected to do with the new knowledge. Is it being given at the correct time for their developmental needs. I would to do this by setting up initial assessment. Completion of pre course questionnaire. Enrolment/information sheet. In my role of Motorcycle instructor this would have taken place in a pre course assessment ride during which a face to face evaluation of their riding history would have taken place. All of this would identify to me their present knowledge and future learning requirements and enable me to structure the training correctly.I would be restricted in this area by the need to ensure there is adequate resources to give the training identified and that it meets the constraint of costings. Design/Planning This part has to be systematic and consistent. This can be achieved by having set aims and objectives. Decide what learning method is best suited to the student/class. Use of visual aids (flip charts, power point), discussions or involvement by participation (kinaesthetic). I would ensure that the content takes the student through from simple to complex learning.Build in assessments. This will allow me to check and monitor progress of delivery but also allow a check of knowledge. As a result a lesson plan would be formulated. I would consider the implications of costs, not only monetary but time as well. Does the design/plan fit within the time constraints to allow the subject matter to be delivered effectively. Delivery/Impl ementation Establish at the start my credibility to gain trust and confidence from the student/class. Ensure that I am fully prepared and have correct resources.Consider the student /class so that the pitch of the delivery can be gauged. This can be affected by class size, location and environment in which it is given. I would also have to consider welfare issues. I would ensure that the student/class feel free to engage in the lesson and contribute their ideas. I would not put pressure on them to give answers/thoughts. Make sure that if the pause and pounce method is used it is done with the correct timing to encourage response and not close the student down. Consider cultural differences.For instance some cultural etiquette would preclude male to female approach, gaining eye contact although good to establish rapport to some might seem a challenge or threat to others. Evaluation Evaluation would allow me to identify that the lesson has been learned. Have the aims and objectives be en met. Can or is the student/class able to transpose this new knowledge into their workplace or role. I would evaluate this by use of tests, exams, knowledge checks and feedback. This would highlight any further training need which in turn would be fed back into the training cycle.This aids me and also those who have initiated the training to establish, has it met the training aims/objectives (training needs). Can the design/delivery be improved. Is it cost effective. Was it effective. Conclusion As a teacher my role would be to allow and encourage student dialogue. Make sure that aims and objectives are met and are specific to their needs. Ensure that that there is a means of assessing the student knowledge. All students to have equal and appropriate advantages to learn, in a safe environment. I am responsible for the development of the student in their learning cycle.This is done by continual assessment or reassessment of both the student and the content/method of learning. Encou raging the broadening of student knowledge. I am bound to ensure that the balance of teacher/student relationship is maintained. I must also ensure that my opinion does not impose. This allows the student to have defined direction within the learning influence so that lines of order and respect are not blurred.Ref Points Practical Teaching a guide to PTLLS & CTLLS – Linda Wilson. Course Workbook. Internet.

None

The contributing factors that I found were caused for the rise of racism are â€Å"the exploitation relations that Europeans established with the peoples they conquered†, â€Å"an opposition between the colors white and black as cultural symbols was deeply rooted In European culture†, and â€Å"the Invention and diffusion of the concept of race Itself. † Today racism Isn't that big of a deal Like It was back In the colonial era, but It still can show up out of nowhere. We don't have separate water fountains, we don't make African Americans sit in the back of the bus, and we don't have laws prohibiting hem on what they can and can't do.A lot has changed from then and now and it's for the better. As we think back on how we treated African Americans I think most people can say how wrong and selfish we were. To bass some ones social status on the color of their skin is not right to any degree and the world has grown from the mistakes that happened. For my major, crim inal Justice, I will deal with many situations where someone will call me racist. It's not something that will go away because sometimes African Americans rely on It to get a point across or blame what happened on you In anyway necessary.There was a time where whites believed having black was symbolic for evil. They didn't think It was right to be a different color and wanted to blame all the wrong doings or plagues on the blacks. This resulted in the formation of the UK Klux Klan where they took African American's from their homes and hung them. They didn't have to do anything wrong per say, the whites Just believed being black was wrong. The whites wanted to make African American's feel fear so they made rules they had to follow so they â€Å"kept them in line† in a way. Racism doesn't Just focus on African Americans, it can connect with Asians, and Mexicans.Racism has exists for thousands of years and I feel it will never disappear because of how parents raise their childr en to believe what they were taught growing up. Parents telling their kids that blacks are bad and they always get into trouble Isn't something you want to teach them. Everyone Is different and Like some say â€Å"you can't Judge a book by Its cover†. I also don't feel Its right to tell your kids that the police are bad people who just want to hurt you. That's not true at all so to tell your kids straight if the bat that things are set this way and you should follow this, wont help them have an open mind.Immigration is always a big deal with the whole process to become a U. S. Citizen. Immigrants are viewed as people coming to steal their jobs because the Jobs that they usually go for are minimum wage and no benefits. It's usually Mexicans who come into the U. S. And find low paying Jobs and they usually work very hard for the little money they make. Like I said before, police officers have to deal with being called a racist almost every day because they have to use force or arrest someone for a warrant.Having to e that guy to put up with It Is harder because even though you've gone through It so many times and Just want to say â€Å"I'm not racist† Just wont cut It. Police officers are doing their job and if you happen to be African American or Asian then that's the way Being young and going to school as the only African American can be tough for some if their parents taught them blacks are bad like in the colonial days. It can also be because of the area you live in, such as more whites to blacks. The way people view each other and Judge the way they look will never change, but there's always something you can do to stop it. None The contributing factors that I found were caused for the rise of racism are â€Å"the exploitation relations that Europeans established with the peoples they conquered†, â€Å"an opposition between the colors white and black as cultural symbols was deeply rooted In European culture†, and â€Å"the Invention and diffusion of the concept of race Itself. † Today racism Isn't that big of a deal Like It was back In the colonial era, but It still can show up out of nowhere. We don't have separate water fountains, we don't make African Americans sit in the back of the bus, and we don't have laws prohibiting hem on what they can and can't do.A lot has changed from then and now and it's for the better. As we think back on how we treated African Americans I think most people can say how wrong and selfish we were. To bass some ones social status on the color of their skin is not right to any degree and the world has grown from the mistakes that happened. For my major, crim inal Justice, I will deal with many situations where someone will call me racist. It's not something that will go away because sometimes African Americans rely on It to get a point across or blame what happened on you In anyway necessary.There was a time where whites believed having black was symbolic for evil. They didn't think It was right to be a different color and wanted to blame all the wrong doings or plagues on the blacks. This resulted in the formation of the UK Klux Klan where they took African American's from their homes and hung them. They didn't have to do anything wrong per say, the whites Just believed being black was wrong. The whites wanted to make African American's feel fear so they made rules they had to follow so they â€Å"kept them in line† in a way. Racism doesn't Just focus on African Americans, it can connect with Asians, and Mexicans.Racism has exists for thousands of years and I feel it will never disappear because of how parents raise their childr en to believe what they were taught growing up. Parents telling their kids that blacks are bad and they always get into trouble Isn't something you want to teach them. Everyone Is different and Like some say â€Å"you can't Judge a book by Its cover†. I also don't feel Its right to tell your kids that the police are bad people who just want to hurt you. That's not true at all so to tell your kids straight if the bat that things are set this way and you should follow this, wont help them have an open mind.Immigration is always a big deal with the whole process to become a U. S. Citizen. Immigrants are viewed as people coming to steal their jobs because the Jobs that they usually go for are minimum wage and no benefits. It's usually Mexicans who come into the U. S. And find low paying Jobs and they usually work very hard for the little money they make. Like I said before, police officers have to deal with being called a racist almost every day because they have to use force or arrest someone for a warrant.Having to e that guy to put up with It Is harder because even though you've gone through It so many times and Just want to say â€Å"I'm not racist† Just wont cut It. Police officers are doing their job and if you happen to be African American or Asian then that's the way Being young and going to school as the only African American can be tough for some if their parents taught them blacks are bad like in the colonial days. It can also be because of the area you live in, such as more whites to blacks. The way people view each other and Judge the way they look will never change, but there's always something you can do to stop it.

“Twelfth Night” Review

Shakespeare’s twelfth night is inevitably marked with deep social insight. The differences in power, the paltry of gender and social identity are all equally put into question in this seemingly light hearted comedy. The start of the play introduces us to the motive of our main character, Olivia and casts light unto the main problem that has to be resolved through the course of this play; the separation of twin brother and sister, who if not for their infallible discriminator â€Å"sex† would just as easily be put in each other’s shoes without triggering any significant event to throw the balance of our characters into confusion. Indeed from the get-go the fact that Viola’s ‘gender-switch’ and Sebastian’s ‘character-switch’ did not shock anyone out of their sealed matrimonial bliss or the attainment of such a prospect seems rather foolhardy to miss and in considering the Bard’s infamous dramatic puppetry, they are such issues as we have to get to the bottom of, scraping a glimpse, if not an epiphany that would resurrect the act’s glamour from it’s ancient casket. Assuredly, Sebastian, on receiving the news of his sister’s disappearance falls into the supposition that she is dead, and with little remorse kicks off with his pal Antonio to the arms of freedom, where no embrace shall feel the smother of bondage, where it between the closest relatives even. His sister, though, rises to the occasion and with undying hope declares her brother’s survival, and her quest to bring his authority into this expectation. Here, we see where the pall of gender lies. Though Sebastian and Viola are not of any distinguishing feature that might divide the cast’s opinions about their identity, Sebastian for one, thinks his sister is dead. This reflects the attitude of society towards the weaker sex, who cannot be expected to bring fortune to their aid much less entertain the notion of keeping life. Men, however, are the most capable of doing such and so, and in following this principle Viola disguises herself in manly attire and takes such a w orthy title in hand or in name†¦ The fact is, she turned man to suit a position she could not fill as a woman. Early on, we can thus put our hands on which of the twins was the reliable one in this sibling relationship. Not to be hard on Sebastian, the reason for his inaversion to Viola’s advances towards him might just be his need for someone to replace what he has lost in his sister. More so, he doesn’t protest to Olivia even when he finds out she was bearing feelings for his sister; doesn’t shrink from a quarrel even when it rams him face-on. A man: through and through†¦ But when talking about Olivia, it is difficult to sympathize with what she has been through. She bore feeling for a poorer man and rejected Duke for all he was just to conform to the society’s value of male dominance over women. To neglect all what she has been blessed with, taking for granted the responsibility and ingrature, that comes along it and divert in affection to a random male who’s quality, in her flawless judgment, was much the same as her brother’s. Again, none of the characters seem to protest to the predicament they were forced into in this play which seriously makes me question: what were ye looking to get from all yer blunders? Ay, the proposition is nigh. But all our characters just seem to get pulled into their quarters much as the position they put themselves into dictate in term and sequence. A good example to take would be Duke, who seems the only wise guy around. He doesn’t put himself into situations where he is forced to act out of necessity. Everything he takes is as half-hearted as he, and only at the provocation of one Viola does he get up from his seat and seek to prove himself to the world. Only he gets proofed himself: when confronted with the possibility that his loyal messenger was doing dibs behind his back with one Olivia, he issues the order of execution as per the noble must stake themselves. All is well, though. Sebastian arrives. The conflict is resolved. Everything seems to make sense again. And Duke is inevitably forced by the situation that he invoked; or that which invoked itself unto him, to marry Viola. Indeed the characters in this play are balanced by their relationships. The first and foremost cause was to gain stability while obliging the rules of higher society, which the playwright so successfully threads. The only thing that seemed to spark a glint of intelligence to the characters’ identity was the presence of one Fool, who is the only reason this whole play didn’t mentally incapacitate the audience. Nevertheless, the play culminates with the return of reason (logic); though the governing dynamics are still the same threaded by higher powers, to an understanding of which I hope to bring the reader of my essay.

Anthropology Essay Example | Topics and Well Written Essays - 1250 words - 4

Anthropology - Essay Example In relation to globalization, the article claims that English is every person’s second language in the world. According to the article, the sea played a part in making English a global language by enhancing the interaction of different cultures. In the article, the author expounds on how one restoration of speech from the dead could result to hearing a language to oneself. This assertion correlates with what we learned in chapter 3 about â€Å"articulatory phonetics†. Articulatory phonetics involves studying the production of speech sounds through vocal organs (40). In connection with this, the article explains how alteration of vocal organs through cruel death affected speech. In chapter 3 we also learned that successions of phones make a stretch of speech. It is in relation to this fact that the author of the article claimed that restoration of the dead people’s speech could assist in determining the language they used in communication. The author of the article clearly states his research topic, How English Became ‘Globish’ in writing the article. Apart from using simple language, the author provides detailed information on the origin and expansion of English in order to enable the reader to understand easily the article. Despite this, the article had some few weaknesses. For example, the use of articulatory phonetics in recognizing speech was not presented clearly in the article. Additionally, the article did not provide enough reasons as to why English is a global language. The information provided by the article will be very useful to a person researching on the origin of English language. It has presented the information about the origin of English language in a chronological manner. Although I knew that English is a global language, it is evident that article informed about its origin. The linking of globalization of English language with invasions makes one understand the importance of cultural integration as much as

This I Believe essay Example | Topics and Well Written Essays - 500 words

This I Believe - Essay Example He should also learn how to respect other people instead of fight them, and to temper his desires and focus on his education instead of having a girlfriend at a young age. I was always the butt of jokes every time my friends would know that I did not have a girlfriend yet or that I have not tried any beer yet. I wonder why they would not mind how many books I have read at this point in my life. I really wonder why they would consider having dated a girl more important than anything else instead. What is also more annoying is that no matter how many times I explained to these people how important studying is more than having a girlfriend or drinking beer, they simply did not agree nor did they listen. What is even worse is that they would sometimes either label me as a nerd or a sissy or gay. I have nothing against nerds, sissies and gays but it is not good to call someone this if it is not true anyway. I believe that older people in the community should also try to help foster the value of good education and should at least help minimize the ridicule that young people like me get from those who constantly criticize every effort of mine to be an excellent student at school. It even seems to me that the society I was in would praise me more and make me more welcome if I were a dropout and if I got myself tattoos of snakes and women all over my arms and the rest of my body. The problem with this society is that the older people tolerate such beliefs because they are the same and they believe in the same thing about being a man. I remember arguing with my father on the subject of having to conform to society, and my father insisted on following what people say in order to avoid being ridiculed. Although I got my father’s point and although I knew that he was just protecting my interests and that he just did not want me to get into trouble, I believe there is always a point at which an individual has to stop conforming to what

What does all this religious turmoil tell us about the Chinese Essay - 1

What does all this religious turmoil tell us about the Chinese government - Essay Example To begin with, the blanket ban on proselytism by foreigners anywhere in China evinces a deep suspicion of foreign spiritual activities in China, which is symptomatic of a concern on the part of much of the Chinese leadership that certain foreign ideas and systems would be deeply detrimental in China. To support such attitudes, they repeatedly talk of the humilitations which the western powers inflicted upon China in the last two centuries of the imperial era. Christian groups have been the focus of some repression, including the raiding of unregistered house churches and the arrest of their members, particularly in the run up to the 2008 Olympic Games in Beijing. However, it is towards independent clergy and members of the Catholic Church that the government focuses its repression of Christian groups. Relations between the Vatican and the People’s Republic of China have always been tense, and since the 1950s they have enjoyed no formal relations. It seems that the government is still wary of the loyalty of Catholics to an authority outside of China – the Vatican, and its head, the Pope, whom they regard as God’s representative on Earth. This tensions between the Catholic Church and the Chinese government became obvious when, in July 2007, Pope Benedict XVI wrote an open letter to the Chinese government urging it to respect the religious freedoms of its citizens. The Chinese government is always particularly sensitive to foreign criticism, and this instance was no exception, with Beijing replying that ‘it was willing to continue a dialogue with the Vatican, but a government spokesman said the Pope must not interfere in China’s affairs in the name of religion’3. While the Chinese government likes to present its country as a united and homogenous polity, it is rich in ethnic minorities, many of whom have distinctive religious practices,

Describe a model project to upgrade security at YOUR facility (or a Research Paper

Describe a model project to upgrade security at YOUR facility (or a fictional facility) using the process identified in the three part Security Architecture and Engineering series - Research Paper Example Security is based on three aspects that are enacting preventive obstructions purposed at deterring potential invaders, using surveillance measures to notify intrusions and methods to be used in apprehending the intruders. Upgrading of a security mechanism is essential in the sense that it averts the possibility of the incident of the risk protected against by creating the security measures stern thus reducing the incidence of the danger. This is a gauge that follows a comprehensive study of the safety system to make sure whether the system requires upgrading or substitution depending on the susceptibility of the system to be undermined (Atlas, 2005). This is aimed at protecting the asset from theft or any other risk that the owner of the asset needs security against .This is a research paper that involves a description of model project to upgrade security at a facility. The reader would be able to understand the importance of security upgrade after going through this paper (Fennelly, 2013). A successful security concept for safeguarding facilities nowadays emphasizes a growing alertness of technological advancements and emphasizes the incorporation of architectural perspectives, security systems and manpower and procedures so that they can be more efficient. Crimes comprising terrorist activities are the artifact of intentions other than means. Technology assists facilities detect the means interlopers use but not their objectives. The human part of the security force must establish the purposes and take actions to counteract them. The key expression describing risk control in todays world is incorporation (Atlas, 2005). Facilities require security upgrade to ensure the dynamic threat types are put at bay at all time and systems upgraded to counterbalance security measures. Computer security ideas and systems are measures employed in countering security threats within a facility. Concepts and

Schooling Children with Down Syndrome by Freire, Greene and Kliewer Essay

Schooling Children with Down Syndrome by Freire, Greene and Kliewer - Essay Example In this ‘banking concept of education’ students are seen as â€Å"adaptable, manageable beings. The more students work at storing the deposits entrusted to them, the less they develop the critical consciousness which would result from their intervention in the world as transformers of that world.† (Friere, 1997, p.54) Under this system not only is there a supposed knowledge asymmetry between the teacher and the pupil, but the former also holds professional authority that is not always grounded on merit. Moreover, this banking education minimizes or annuls the students’ creative energies so as to serve the interests of the oppressors, whose primary motive is not progress or critical inquiry. To the contrary, under the humanitarian veil of the educators lies their intention to perpetuate the status quo. Maxine Greene’s article titled Teaching for Social Justice is similar in tenor to that of Paulo Freire’s. The history of human societies is full of instances of the privileged few (the oppressors) dominating the majority rest through explicit and implicit means. Where brute force proved unviable, sophisticated indoctrination through education ensured domination. Further, â€Å"the privileged few were the ones with the opportunities to map and dominate the linguistic universe. The imbalance, the undeserved advantages in that domain as well as in the socioeconomic and political worlds is evidences of the most glaring social injustice.† (Greene, 1988 p.29) It is in this context that an educational system be devised, whose end is to ensure that each citizen is at the least entitled to develop and build his/her â€Å"intellectual, social, emotional, and expressive capacities†. (Greene, 1988, p.29) Consistent with the arguments made by Paulo Freire, Marine Greene too advocates a new way of looking at our educational institutions and their underlying motives. Contrary to what the system produces, she espouses Teachin g for Social Justice. Here, teaching is to project â€Å"what we believe ought to be – not merely where moral frameworks are concerned, but in material arrangements for people in all spheres of society. Moreover, teaching for social justice is teaching for the sake of arousing the kinds of vivid, reflective, experiential responses that might move students to come together in serious efforts to understand what social justice actually means and what it might demand.† (Greene, 1988, p.30) Kliewer’s article focusing on the special needs of Down syndrome children is also of a similar vein to the other two articles. The author feels that current understanding of this health condition and schooling possibilities for children afflicted with it is quite limited. (Kliewer, 1988) And hence educators should be more open and inclusive of children of different capabilities as they draw up their curricula. In essence, there is much convergence in the content and thrust of the three articles as they express their concern about mainstream education today. After having read these three articles and based on my own educational experience in childhood, I am mostly in agreement with the views expressed by Freire, Greene and Kliewer. Formal education is something most children in our country have the privilege of attending. To its credit, the education system in the United States has extended literacy and math skills to several generations of students. As a result, the country overall has become more educated. The percentage of young adults passing high-school

Guest speaker Presentation write-up topic related to international Essay

Guest speaker Presentation write-up topic related to international financial market - Essay Example When sole proprietors want to increases their source of capital, they can partner with other likeminded entrepreneurs to form what is referred to as partnership. A partnership can get capital from members’ contribution, and loan among many other sources. One advantage of this kind of business is that all members can have full control of the business, and partners can help each other to contribute more capital. Unlike sole proprietorship, the partners do not get 100 percent of the profits as it has to be shared among the partners. The return for individual partners is in the form of profits which are shared. A partnership can increase its capital by selling part of the ownership to the public. Consequently, the partnership becomes a limited company. In this kind of venture, the shareholders get returns in the form of dividends. They are also granted a right to vote, but they do not have direct control of the company, and they do not make day to day decisions. This role is assigned to directors, who are voted by the shareholders. One disadvantage of selling shares to the public is that the profits are reduced, as many shareholders have to be paid dividends. A company is liable to pay corporate tax, while the shareholders are taxed on their dividends. A company has several advantages, including continuity of ownership because the shares are transferable. The shareholders trust the management of the company to the directors through what is referred to as agency relationship. This structure comes with scores of problems, especially because some agents do not act in the interest of the shareholders. A company can expand its capital base by investing overseas (Spadaccini

Welcoming and acceptance speech Essay Example for Free

Welcoming and acceptance speech Essay Hello everyone. Good afternoon to all of you. My name is Wana. On behalf of Cherries Tours Id like to welcome you all to Pangkor islands. The boat ride to your resort will take about fifteen minutes. I just want to say some few friendly reminders before we reach our destination. Firstly you must always put your trash in proper disposal and secondly don’t leave your things unattended. I promise to all of you that we are going to enjoy your stay here in Teluk Dalam Beach Resort. For your information Teluk Dalam Beach Resort in the west coast of Peninsular Malaysia is made more attractive by Malay-architectural style chalets, bungalows and villas. Paradise by the sea, Teluk Dalam Beach Resort complements the natural beauty of this unspoiled island. You can relax, sit by the beach, enjoy great meals and feel very safe. Actually, Cherries tours offer a variety of special discounts depending on your travel plans. We have snorkeling packages, as well as guided round island trip boat tours, and Fishing Safari. There will be a short information session at 8am in the lobby of the resort tomorrow where you can learn all about these offers. We recommend that you do not purchase packages from street vendors as they are not always 100 percent reliable. They also may charge you more than what they say. Please take my advice and allow Cherries tours to book all of your day trips and activities while you are here. Were going to be pulling up to the resort in just a few mi nutes. Please sit back and enjoy the view of the ocean. I ask that you remain in your seats until we have come to a complete stop. Mr. Kamal will be meeting us at the jetty to help you with your bags. Please double check to make sure your bag has been taken off the boat. On behalf of Cherries Tours, have a wonderful vacation in Pangkor Island and I hope to see you tomorrow at the information session. Thank you. Acceptance speech Danny Thomas once said Success in life has nothing to do with what you gain in life or accomplish for yourself. Its what you do for others. It is such an honored to be recognized as the Volunteer of the Year. Actually, this award not only belongs to me it also belongs to all company’s volunteer that helps the Treasure Care organization. For me, you have all made a difference  in the lives of thousands of children and teens fighting cancer. I’ll admit that when I first signed up to help at a â€Å"we care we serve† event, it was just as an excuse to get out of the office. However, it only took that one volunteer event to show me just how many young people there are in our community who need a role model, someone to inspire them, or just somebody to shoot hoops with them on every Friday. When the first time I saw them, I wished there was no cancer in this world, but we see cancer is all around us and know that it doesnt care who it hits. From that moment, I reali ze as a group member of this organization I must help to put that smile on the faces of those who suffer. I’d like to thank the people at Treasure Care organization for the amazing programs they have for these young people, for all the events they organize, and for sharing so much of themselves with these kids. What you allow people like me to come and do isn’t â€Å"volunteer work†; it’s volunteer fun! Most of all, I’d like to thank my best friend, who’s introduced me about this organization. Getting to know you has changed my life more than you’ll ever know. Lastly, I thank you for your generous time and responses which have helped to make this event a success. â€Å"There Are Ways, To Get There, If You Care Enough, For the Living, Make A Little Space, We is all volunteers and thats what makes this world a better place.

SERVQUAL Model Summary and Evaluation

SERVQUAL Model Summary and Evaluation 1.1 Introduction Service quality has taken into consideration in providing and accomplishing customers satisfaction recently (Hishamuddin Fitri Abu Hasan, Azleen Ilias, Rahida Abd Rahman Mohd Zulkeflee Abd Razak, 2008). Besides, there is a very obvious trend towards a growing concern that customers satisfaction is one of the valuable assets in building up a brand image (Srivastava et al., 2001), so brand image is very crucial in service industry, by which this element is critical in influencing customers perceptions and thus their loyalty to a company. Simoes and Dibb (2001) stated that brand image plays an important role in service industry due to the strong brand image persuades customers with a sense of acceptance and trustfulness. Research finding based on Bloemer et al. (1997) and Jones et al. (2002) also pointed out that there is a direct relationship between service quality towards customers perceptions, which in turn contributes to the brand image of a product or company. Based on the findings from Parasuraman et al. (1994) and Zeithaml et al. (1996), service quality is directly related to customer satisfaction and loyalty and thus on brand image, by affecting customers perceived value (service quality à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ perceived value à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ customers satisfaction à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ customers loyalty à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ brand image of a company). At first, there will have a brief explanation pertaining to the principle of the SERVQUAL model in this literature review; by which the dependent variable and independent variables of this research will be discussed in detail, followed by the findings from the previous research and studies. Lastly, this literature review will be ended up with a conclusion. 1.2 Theory of SERVQUAL Model Parasuraman, Zeithaml, and Berry (1985) developed service quality model which is named as SERVQUAL model or PZB model. They had conducted focus group interview in order to develop the first version of SERVQUAL model. They had created ten dimensions of the service quality by determining the similar criteria in the evaluation of customer. The ten dimensions of service quality included tangibility, reliability, responsiveness, competence, access, courtesy, communication, credibility, security and understanding. In this research, Parasuraman et al. (1985) stated that the overlapping among these ten dimensions of service quality maybe occurred and suggested that further research should be conducted. Therefore, SERVQUAL model was further developed and emerging the modified version of SERVQUAL model. In 1988, Parasuraman, Zeithaml, and Berry had conducted an empirical study to measure the service quality towards the customers perceptions by using the ten dimensions as a basic structure. The results indicated that some variables in these ten dimensions were overlapped with each other. In the ten elements of service quality, tangibility, reliability and responsiveness remain constant while the remaining seven determinants were categorized into the last two dimensions which are assurance and empathy (Parasuraman et al., 1988). As a result, there are five service quality dimensions in the modified version of SERVQUAL model that affect customers satisfaction and thus brand image: Tangibility is related to the physical environment, facilities and the employees appearance. Reliability is the ability to carry out the services consistently and accurately. Responsiveness is the willingness of the employees in helping the customer to solve the problem. Assurance is the adequate knowledge that the employees possess and the ability of the employees in entrusting the confidence. Empathy is associated with the organization provide the caring and individualized attention to their customers. Buttle (1996) mentioned that SERVQUAL model is been used widely in measuring customers perceptions towards various types of services. Due to this reason, we are likely to choose SERVQUAL model to measure customers perceptions on brand image in our study. 1.3 Dependent variable 1.3.1 Brand image Service quality has significant effect on customers perceptual toward brand image, due to the statistics shown that strong brand image is needed to distinguish from competitors brands or products (Boltan and Drew 1991). At the same year of 1991, Schiffman and Kanuk also stated that customer will perceive brand that match and suit their images. As a result, service quality added value to customers by helping them differentiates the brand from competing brands. This means that customers perception of service quality is be associated brand image and customers are more likely to purchase the brand that provides the superior service quality. Keller (1993) supported the previous findings and stated that brand image is the customers perception that held in customer memory. Strong brand image is set in customers mind through their consumption experiences and their perceptions towards service quality provided by the product or company. In the year of 1996, Agarwal and Rao continued the study and mentioned that brand image is based on superior and favorable brand rooted in consumers memory. In 2003, Keller repeated the theory and reinforced that brand image refers to strong, positive and favorable brand association in memory which result in a positive effect, attitude and overall perceived quality. Holbrook and Batra (1987) stated that the perceive quality affect the brand loyalty and thus also influence the images of a brand. Meanwhile, service quality is clearly defined as the customers judgment about a brands excellence or superiority (Zeithaml, 1988; Aaker and Jacobson, 1994). Dobni and Zinkhan, (1990) assumed that brand image is refer to the reasoned and emotional perceptions consumers attach to specific brands. Zeithaml (1988) suggest that brand image is built through consumers consumption experiences with the excellence or favorable of service being provided. Therefore, the service quality perception is core dimension that help to create a high value of a strong brand image in which directly influences consumers purchase evaluation. According to Alba and Hutchinson (1987) and Walker et al. (1987), although brand image, brand attitude and service quality act independently, however, under some conditions, three of dimensions are interrelated with each other. Keller (1998) supported the brand image is multidimensional, by which it includes the attitude and behavior according to the brand and the perceived service quality. The process in order to develop a trusted brand image is based on the customers experiences towards the brand through both direct and indirect interaction with the brand (Keller, 1993 and Krishnan, 1996). Direct contact with brand involves usage; trial and satisfaction in consumption while indirect contact with brand involves advertising, word-of-mouth and brand reputation. In 1996, another researcher Meldan also mentioned the introduction of innovative products and services quality is to improve the positive perception of brand image. She supported the theories which were held by Park, Jaworski, Macinnis in 1996 and Fatt in 1997, by which they stated the service quality is very important in influence the image of a brand through the level of customers familiarity, experience and trust of a brand. Based on these theorie s, Aydin and Ozer (2005) concluded there is reciprocal relationship between both customers perceptions and brand image. There are five dimensions of brand image being identified by Aaker (1991) which included perceived service quality, brand awareness, brand association, brand asset and customer base. However, perceived of service quality have the most significant impact toward brand image among those five dimensions. Keller (1993) indicated that the service quality may improve brand image by enhancing customers loyalty and thus increasing the probability of brand choice as well as reducing the competitive marketing. Service quality can affect the brand image of particular products or companies directly and indirectly (Kirmani and Zeithml, 1993). The study held by Kirmani and Zeithml in 1993 shown that the dimensions of service quality tangibility, reliability and empathy are basic clues for in constructing a strong brand image (Bailey and Ball 2006). 1.4 Independent variables 1.4.1 Tangibility Tangibility is one of the dimensions in the SERVQUAL model. It can be defined as the physical evidence in the service industry (Parasuraman et al., 1988). It is the physical facilities and equipment, employees appearance, physical representations of services and the physical environment. Wakefield and Blodgett (1999) also mentioned that physical environment will significantly influence the customers perceptions towards brand image. Same theory goes to the size or the number of facilities and equipment provided by a company in judging customers perceptions (Umbach, 2002). One of the examples to support the dimension of tangibility can be seen in servicescape, by which it is the physical places where services are delivered (Chua, Mohhiddin Othman, Boo, Muhammad Shahrim Abdul Karim, and Sridar Ramachandran, 2009). It can be said that tangibility has a significant impact customers perceptions towards brand image. However, services is intangible, therefore, customers can only see and experience the tangible services provided by the company, such as the facilities and equipment, as well as the appearance of the employees. Those of the tangible services are known as clues (Zeithaml, Parasuraman, and Berry, 1992). The clues are the capabilities of the company and the quality of the environment. Berry (1980) stated that the way of managing the tangibles services will directly affect customers satisfaction, due to the reason that those tangibles services are critical elements in shaping brand image. According to the research finding of Kayaman, R. and Arasli, H. (2007), there is a significant relationship between service quality and brand image. They were mentioning that tangibility is associated with the physical characteristics provided by the company. This variable serves as a key element by which it may be able to attract more and more customers and thus gain competitive advantage over the competitors. Besides, element of tangibility is able to deliver both direct and indirect result on brand image. As a result, most of the companies nowadays are likely to formulate and implement strategies that are useful in grabbing potential customers and maintaining current customers by using eye-catching physical structures and providing a unique and comfortable environment for the services delivered. 1.4.2 Responsiveness Another independent variable that will affect customer perceptions towards service quality is responsiveness. The meaning of responsiveness is the willingness to help the customers, to provide prompt and well service to the clients, problem resolution when the customers faced and complaint handling (Reichheld and Sasser, 1990). Responsiveness should be expanded and this is because they believed that this variable is very important (Parasuraman et al, 1988). Previous studies suggest that the responsiveness is critical not only as a measure of service quality but can use as a best tool for uncovering areas of service quality strengths and weakness (Kettinger and Lee, 1997, 1999; Pitt, Watson, Kavan, 1995; Van Dyke et al., 1997). By knowing the strengths and weaknesses, the organization will enhance the service quality in order to increase the brand image in this competitive market (Bedi, 2010; Kassim and Abdullah, 2010; Kumar et al., 2010). Furthermore, good customer service is part of the responsiveness. Employees responsiveness takes customer service a step further (Lovelock, 1983). By using technology, including websites, email and telephone systems, it enables the customers to quickly get the information that they need is one of the aspect for responsiveness (Lovelock, 1983). It generally refers to being responsive to the service subscribers (Heeter, 1989). The employees also have to prepare the aptitude and desire to provide the customers with effective resolutions on the first contact whenever possible (GroÈnroos, 1982; Oliver, 1981). A high level of responsiveness, representing and expressing as a trust cue, can convey the trustworthiness to the customers (Corritore et al., 2003). There is a significant relationship between the service quality and customers perception on brand image (Moliner and sanchez, 2003). Attachment theory suggests that beyond knowing who or what a brand stands for, strong attachments only mean when the brand is responsive to the consumer needs. In fact, psychologists argue that responsiveness is one of the critical element that keep relationships is going (Bebko and Prokop, 1996). Employees should quickly respond to the customers request at the same time, eliminating all the unnecessary errors and cannot make the customers to spend lots of time to wait (Guseman, 1981; Levitt, 1981; Murray and Schlacter, 1990). A responsive brand fulfills consumers relevant needs or goals. The goals can be many and varied for depending on the consumer and the situation (McDougall and Snetsinger, 1990). They may include broad level needs, such as needs for status, stimulation, belongingness or individuality, all the way down to situation specific goals (Parasuraman et al., 1985, 1988; Zeithaml et al., 1990; 1993). Of course, being responsive means that there must be something in the product and the marketing behind it that creates the perception that the brand uniquely in order to achieve these needs and goals (Anderson and Zeithaml, 1984; Garvin, 1982; Tse and Wilton, 1988). Hence, it is crucial for all the employees to exhibit a courteous and friendly behavior when delivering services to the customers in order to increase their satisfaction towards the brand image (Firdaus Abdullah, Rosita Suhaimi, Gluma Saban Jamil Hamali, 2011). 1.4.3 Reliability According to Word Net, reliability indicated the trait of being dependable or reliable. Reliability indicates the employees are able to provide the services accurately, consistently and dependably (Parasuraman et al, 1988, LeBlanc Nguyen, 1997). In another way, reliability also means that the services are correctly performed and defined as the consistency of the services performance. Besides, reliability means the organization keeping their promises, trustworthiness toward the services quality of employees to avoid anything goes wrong. In product and service industry, it plays as a key component that will influence the customer behavior towards brand image and thus on their purchase intention. Therefore, different services that provided to the customers will bring different level of customer satisfaction based on the services provided by the product (Yuksel, 2001). Reliability is the driving force of the responsiveness of customers behavior (Antreas A. Spiros and Vlassis, 1999). It means that reliability of services is interrelated with the customers satisfaction and perception once the services are provided and performed (Antreas A. Spiros and Vlassis, 1999). It is associated with the services quality environment and delivery systems that work well with good quality of service which include staff attitude, knowledge and skill (Walker 1990). For example, it provides the service at the designated time. Parasuraman et al. (1991) predicted that reliability is concerned with the result of services as compared to other variables in SERVQUAL model. This theory is supported by Glaveli, Petridou, Liassides and Spathis (2006), by which they strengthened the element of reliability considers as the service providers ability to provide accurate and dependable services in which included items such as personnel training, interruption of service, absence of e rrors and punctuality. Berry et al. (1985) argued that reliability is the most important factor in guaranteeing both customers satisfaction and dissatisfaction. This assumed that managers and employees need to provide a reliable service and reduce unreliable service to the customers in order to achieve a high level of customer satisfaction. In 1990, Zeithaml et al. also held that service reliability is one the most significant variables in the SERVQUAL model. As a result, most of the organizations are likely to include the issues of reliability in setting their mission statement and the standard of services to be provided (Malhotra, Ulgado, Agarwal, Shainesd Wu, 2005). So, both employers and employees must aware to the importance of reliability and find ways to improve the reliability of services. Reliability is one of the important dimensions that will lead to customers satisfaction through customers perceptions and thus affect the image of the brand (Patrick, Karl J., John E. 1996). A consistent measure is needed when working out with employees so that services can be performed adequately. In addition, the frequently changing of work procedures will improve the service performance as well. Again, this ensures customers perceptions towards service quality and consequently building up a strong brand image towards a product or a company. The administration and examination of departments have provided the reliable and accurate services also known as the reliability services (Muhammed Ehsan Malik et al., 2010). It held true when the brand image of an organization which is associated with excellence reliability services is considered as one of the means to attract customers purchase intention through good brand image. The study from Parasuraman et al. (1991), Muhammed Ehsan Malik et al. (2010), Ham and Hayduk (2003) proved that reliability has the strongest impact on consumers judgment, as among the five determinants of services quality. This philosophy was again proved by Hishamuddin Fitri Abu Hassan et al. in the year of 2008. 1.4.4 Assurance Another dimension in SERVQUAL model is assurance. Assurance shows the knowledge that the employees posses and how the employees conveys the trust and confidence (Parasuraman et al., 1988). Assurance can also be known as the organization offers the credible and secure service to its customers (Donnelly, Wisniewski, Dalrymple Curry, 1995). Initially, according to the research findings of Parasuraman et al. (1985), there were ten dimensions that regrouped to the five dimensions of service quality. In those five dimensions, there are three original determinants which are tangibles, responsiveness and reliability while another two determinants were assurance and empathy which, were derived from the other seven dimensions of service quality. Assurance is derived from the competence, courtesy, credibility and security of the service. This is because those four dimensions have overlapped with each other and the new dimension of assurance is formed. According to the research findings of Aydin and Ozer (2005), there is a significant relationship between customers perception about service quality and brand image. They were mentioning that assurance has a significant positive impact on brand image. Employees give an expression of the service quality in customers eyes (GroÈnroos, 1994). It means employees give the customers the greatest concept of what the brand really is. Employees competence and abilities in delivering the service performance is also very important so that the customers know their roles and willingness in performing those services otherwise their inevitable frustration will destroy the brand image (Davies, 1996). Not only the actions or behaviors of employees but also the morale of employees influences the service quality and it will impact upon customers perception on the brand image accordingly (Schneider and Bowen, 1993). Besides, a strong brand image is a part of brand strength measurement model that based on how the customers putting trust on a particular brand over other competitors (Lassar et al., 1995). One of the high-level associations that consumers can accommodate a brand is credibility (Keller, 2003 b). The importance is also supported by another statement from Aakers study (1997) on the basic brand personality factor analysis, and she state that sincerity was the highest eigenvalue factor. In Olivers service quality theory (1980) states that the customers will judge that the service quality is low if the service performance does not meet or either exceed their expectations. Ultimately, customers are willing to commend the specific brand to other people when their perception of service quality is high (Parasuraman et al.s, 1988, 1991b). This is supported by the statement from cf. Keaveney (1995) that there is a positive correlation between high customers perception on brand image and word-of -mouth communication. In short, a strong brand not only increases the customers trust so that they are better in observing and understand the intangible but it also reduces customers perceived monetary, social and security risks Simoes and Dibb (2001). 1.4.5 Empathy Empathy is one of the dimensions which out of five dimensions of SERVQUAL model that is created and derived from the accessibility, communication and understanding. Parasuraman ct al., 1988 said that empathy is originate from approachability, communication and understandable in the ten dimension of service quality as well as the essential of caring given to the individual special attention and caring to the customers. Besides, approachable services that are provided by organization are also known as empathy to meet or identify the needs of specific customers (Donnelly et al., 1995). In order to improve the empathy in service quality, one of the approaches is by collecting the feedback from customers after they experienced the service performances (Soutar MeNeil, 1996). For psychology today, what is empathy and how its related to our livelihood? Empathy means the capability to be comprehensive to another peoples condition, point of view, feelings and perceptions. When we are facing or experiencing the feeling of empathy, then we are able to catch out someone internal feelings of empathy. Some people especially with mentally disorder, antisocial personality disorder, narcissistic personality disorder and so forth, they have intimate link with the ability to empathize. (Kristalyn Salters-Pedneault, PhD, 2010). According to Bowman and Narayandas (2001), the value perceptions of loyal customers are normally related to empathy and sincerity due to they are devote for creating the sense of interactive fairness. Individualized attention offered by the organization to meet the customers need also consider as empathy (Salvador-Ferrer, 2010). Shoeb (2011) summarized that the willingness of organization in listening to what customers had said is the empathy services that organization has provided to individual pleasantly as well as concerned with the individual by treating them well and respecting them. It can be said that empathy services concerned with how the employees approach and behave towards the customers. Hanaysha et al. (2011) mentions that there is a moderately and optimistically relationship between the empathy and customers perception on brand image. There is another research shows that there is a significant relationship between the empathy with the satisfaction (Nawaz. et. al., 2011). It means that empathy reflects how does the organization treats and cares the individual by identify their needs and wants as everybody must be treated fairly by providing the same services. 1.5 Conclusion At first, we had proposed our title of The Impact of Service Quality towards Customer Perceptions on Brand Image. The purpose for our research is used to identify the new knowledge that have not done by the previous studies. The concept of the service quality and brand image had been review in this study. In this research, SERVQUAL model is used as the applications in our study. This model is essential in our study as our research framework is derived from this model. Based on the findings, we found out that five dimension of the modified version of service quality model have the strongly impact on brand image. Service quality has the strongly correlated with the brand image. This research study is to increase our understanding of service brand from the customers perspective. Moreover, it provides the people especially service marketers the understanding of the associations that may exist and how they impact on the brand image. By understanding these associations and the inherent ris ks associated with service procurement, they will be able to manage the brand strategies well and to make better branding decisions.