“What High School Is” and “Learning to Read”

Khuong Q Tran Professor Frauenholz English 100, Section NC03 October 15, 2009 â€Å"What High School Is† by Theodore Sizer and â€Å"Learning to Read† by Malcolm X Learning has an important role in human being society. By learning a person can gain more knowledge and understanding in order to contribute to the development of society. Learning can be performed in various ways. Specifically, there are two completely different types of learning that produce strength and weakness based on general educational experience. Mark, a Franklin high school student, is described in â€Å"What High School Is† by Theodore Sizer.On the other hand, Malcolm X, who was convicted of robbery in 1946, came out of jail with the knowledge of Black history and the great questionable of Elijah Muhammad, who was the leader of the Nation of Islam (1935-1975). By analyzing the weakness and strength of the education of Mark and Malcolm, the educational experience of Malcolm is ascribed better , and it inspires those who really seek the benefit of learning. Mark, sixteen years old and a genial grader, has both strength and weakness in his educational experience. First, he has better opportunity for well-rounded education. As a high school junior, Mark has to study various subjects.His obligation is to follow different classes such as English class, typing class, biology class, French class, history class and mathematics class. The approximate time spent for each class is around forty to fifty minutes. Moreover, Mark receives specific guidance and particular structure in every class in which he attends. For instance, Ms. Viola, the English teacher, has her students in turn take parts and read out loud (Sizer 20). In addition to the strong points, Mark has a chance to partake in social study group at his school. For example, at Biology class, Mr. Robbins, the teacher, requires his students to form a circle of three or so n order to study the specimen and to take notes about it (Sizer 22). However, there is also weakness in Mark’s educational experience. He mostly encounters a daily external distraction of walking from class to class. Therefore, his education is less profound effect since he has to do other things instead of focusing on studying. Constantly, he has little desire to learn and has no specific goal. As an illustration, Mark feels frustrated, uncomfortable and scared that he won’t be able to complete his letter (Sizer 21), and that â€Å"Tomorrow, and virtually every other tomorrow, will be the same for Mark† (Sizer 24).In contrast, Malcolm, who was imprisoned for seven years in Charlestown Prison, had totally different strengths in his education. One of the strengths was that Malcolm had a great desire to learn new knowledge. In Charlestown prison, he started his desire of learning from a feeling envy of stock of knowledge of Bimbi (X 78). Moreover, Malcolm kept book-reading motions even though he â€Å"really ended up with little idea of what the book said† (X 78). Then he began copying into his tablet all words printed on the dictionary’s pages in order to understand books (X 78-79).In addition to the strong points, Malcolm had few distractions during the time he studied in prison. The only distraction was from the night guards. At night (from 10pm to 4am), while Malcolm was reading and learning in the dim glow of a light, he often had to jump into his bed and feign sleep whenever he heard the approaching footsteps of the night guards (X 80). Therefore, studying had a profound effect on him because he spent almost fifteen hours studying without distraction. Malcolm’s education, known as homemade education, is a better form of educational experience.He had specific goal for his reading and learning although he spent seven years in prison. His goal was to serve the black man in term of Black and White separatism in the 1950’s in United States. His meaningful goal led to great reading and learning of certain subjects, such as Black history, Genetics, slavery, Chinese world history and philosophy. Constantly, he says, â€Å"You will never catch me with a free fifteen minutes in which I’m not studying something I feel might be able to help the black man (X 85). Moreover, Malcolm’s education is really an educational experience.Unlike Mark’s education, Malcolm had to begin his fundamental education by learning the vocabulary. Henceforth, he daily spent numerous hours on reading books to gain knowledge and understanding. He himself did that spectacular job without any specific guidance, except for his curiosity only. He said, â€Å"I could spend the rest of my life reading, just satisfying my curiosity-because you can hardly mention anything I’m not curious about† (X 85). On the other hand, reading for the sake of knowledge was a significant way to help Malcolm feel a sense of freedom in spite of being in prison.Tru ly, the more he read, the freer he felt. He concludes that â€Å"I don’t think anybody ever got more out of going to prison than I did. In fact, prison enabled me to study far more intensely than I would have if my life had gone differently and I had attended some college. † (X 85) In short, Mark represents students’ learning style. Meanwhile, Malcolm represents prisoners’ learning style. In fact, both Mark and Malcolm have strength and weakness in their educational experiences. Therefore, the best learning way is to eliminate the weakness and to develop strength in personal skill and talent.A specific goal and a long-term purpose are successful keys of learning. Likewise, there is argument about studying unless it is applied to the contribution of the society. Sizer, Theodore. â€Å"What High School Is. † Rereading America: Cultural Contexts for Critical Thinking and Writing, 3rd ed. Eds. Gary Colombo, Robert Cullen, and Bonnie Lisle. Boston: Bedf ord – St. Martin, 1995. 20-29. X, Malcolm. â€Å"Learning to Read† Rereading America: Cultural Contexts for Critical Thinking and Writing, 3rd ed. Eds. Gary Colombo, Robert Cullen, and Bonnie Lisle. Boston: Bedford – St. Martin, 1995. 78-85.

Quality Management Virgin Atlantic Essay

Company overview: Since it was founded in 1984, Virgin Atlantic Airways has become Britain’s second largest carrier serving the world’s major cities. Now based at both London’s Gatwick and Heathrow airports, it operates long haul services to thirty destinations worldwide as far apart as Las Vegas and Shanghai. Virgin Atlantic has enjoyed huge popularity, winning top business, consumer and trade awards from around the world. The airline has pioneered a range of innovations setting new standards of service, which its competitors have subsequently sought to follow. Despite Virgin Atlantic’s growth the service still remains customer driven with an emphasis on value for money, quality, fun and innovation. Virgin Atlantic had carried around 53m passengers since it began operations and now employs almost 9000 people worldwide. ANALYSIS OF THE CASE STUDY: The Customer benefit package from Virgin airlines: The Tangibles: 1-Comfortable seats 2- Fairly spacious lounge for business and first class passengers 3- Overall tasty and exceptional option of food and beverages is served 4- Comfortable and cheerful atmosphere in the airplane. 5- Reasonable pricing for the guaranteed service 6- Well-organized design selection for the inside of the plane such as the separate seat and bed idea The Intangibles: 1- Caring and friendly flight attendants. 2-In flight Internet connection. 3-Highly advanced website with several checking choices such as the Check in, chill out in the Caribbean which allow customers to relax in their hotel. As the staff deliver the boarding passband, they take the luggage in a secure van to check it in the airport. 4- Several fair packages serving diverse customer demands. 5- Enable customers to book other related inquiries such as booking a car, a hotel 6- The website covers all the needed information from getting airport directions to inflight exercises. 7- Enable customers to exchange their money at different locations. 8- Cleanness and neatness of the airplanes. 9- Hip and trendy design for the logo. 10- Brand recognition. 11- Exceptional customer service such as personally calling customers before the flight time to check if they’re in need for help. 12- Involving customers in their objective which is â€Å"to grow a profitable airline, that people love to fly and where people love to work†. 13- Efficient customer complaints procedure even for non travelers. 14- Efficient baggage claims procedure even in incidents occurrence * What are the heads of Virgin’s product design? Virgin has three product heads which are the economy’s and Premium Economy’s classes design, the Upper Class and a head for Clubhouses. * What kind of structure does the organization apply? The organization has a flat structure. * What gave Virgin’s design a level of respect within the organization? Virgin’s design was granted respect by building relationships and communicating the value of design in the organization. * What is the benefit from the service design? The benefit is to ensure that the new designs of virgin’s services are improving and increasing customer’s satisfaction. *How does Virgin maintain a low staff turnover even though their promotions are limited? Virgin maintains a low staff turnover in their design by keeping employees motivated and satisfied. The organization assures this result by educating their design employees, involving them in training programs, applying a cross-functional share of ideas and teamwork. * What are the incentives of applying team works? Teamwork grants designers with the appropriate reward and grant managers the achievement of the negotiated goals. *What is the operational focus of Virgin? Virgin airlines focuses on differentiation in design. *How does Virgin Atlantic operate within its time and resource constraints? Virgin executes its projects and designs activities through a company of wide project management system. *How is the project design processed? The design process undergoes R&D, Design Development and implementation. *What are the stages of research and development of Virgin Atlantic? First, they start with product challenge in which the performance is monitored not to decrease or it’s raised. After that, the opportunity identifier stage begins where an idea is introduced into action by the group directors with the approved fundings. From the OI, Virgin develops the product brief. Then, the project design is discussed in a dialogue form between the employees responsible for the project and the design team. Finally, the approval of the board is requested with a detailed presentation in hand. *What are the risks of the OI stage? Budgets and timelines limitations are critical to OI. *What is the aim of creating a dialogue for the project design? Creating a dialogue is important for the stakeholders because it assures them that their interests will be delivered within the time and money limits. *What are the reasons behind the meetings of Design Development? 1) The ITCM is held to ensure that the project design is applicable. 2) The PDR is held so that the manufacturers demonstrate their understanding of the project and correct any misinterepretation . 3) The CDR is held so that the designers and manufacturers both agree on the final design. 4) The FAI is to ensure that the manufactured products are as planned. *How does Virgin Atlantic minimize the risks of implementation? Virgin minimizes the implementation’s risk by reducing the expensive aircraft downtime and by storing products six months before the roll out. *Does Virgin outsource and if so in which activity? Virgin uses external agencies to help with creating different designs. *How does Virgin manage the work of the internal and external design groups? Virgin manage the work between these parties by establishing weekly meetings and increasing those meetings when needed. Also, Virgin ensures that external groups reach their highest performance by giving them their space and keeping them separate from one another. *What are the methods used in improving Virgin service? Virgin collects information from internal customers, external customers, third parties. An example of internal customers are the senior mangers. Furthermore, Virgin provide customers with Xplane questionaries which are taken under consideration by the designers even in seat sizes. Virgin also uses benchmarking data to improve its design satisfaction. * How did Virgin reached success with its new upper class addition? At first, the design team discussed a number of flat beds’ layouts with the managers. Then, they prioritized the features to ensure that the important features are included in the layout. After that, the engineering department ensured that the layout is safe and undergoes the regulations. Then, the layout of separate seats and sleeping areas was passed to the development stage after the approval of the board of directors. In addition, the seat features were analyzed and tested to ensure its performance. * In which way did the upper class concept cover customer’s retention? The upper class concept didn’t only include a comfortable layout, it also included service factors such as limousine pick-up, in-flight massage, lightning specifications and dining options. Also, Virgin included customers in the assessment of its new service inquiry. In your opinion, how do you think Virgin airlines can improve their performance? I believe that Virgin have reached a high performance and established a brand image within the airlines sector. Thus, the best way to ensure their success is by benchmarking and seeking improvements even in the small missing aspects. In the end, there isn’t limit to the competing market. Primary problem: How will Virgin Atlantic airways segment and position their firm in the market in order for them to surpass their competitors and become market leader? Supporting details: Richard Banson (the founder of Virgin Atlantic) believes that knowing the needs and wants of all customers is the best core competence, the Virgin Atlantic believes that they need to accommodate all the customers who can afford to pay for the ticket, but Virgin Atlantic don’t practice the marketing segmentation. Secondary problem: How will the Virgin Atlantic Airways maintain their good reputation and their service? Supporting details: The Virgin Atlantic airways is known for its innovations, products, services, schedule, but the seats are tiny with no legroom in the premium economy class. Recommendations: Primary problem: virgin Atlantic airways need to identify their target market so they can serve and do their job effectively and efficiently Secondary problem: Virgin Atlantic should conduct a disciplinary action for their employees. Attendants should distribute a wish-list where passengers can write what they want freely either during the flight or after the flight, they can wish to buy presents instead of going to the duty free, by the wish-list the management will know the likes and dislikes of the passenger and this will result in avoiding complaints. REFERENCES http://www.designcouncil.org.uk/Case-studies/Virgin-Atlantic-Airways/Designing-the-Upper-Class-Suite/ Quality management manual Worldwide flights | Africa, Asia, Australia, Caribbean, UK and USA | Virgin Atlantic. (n.d.). Worldwide Flights | Africa, Asia, Australia, Caribbean, UK and USA | Virgin Atlantic. Retrieved from http://www.virgin-atlantic.com/gb/en.html http://www.guardian.co.uk/business/virginatlantic Research Methodology. (n.d.). Research Methodology. Retrieved from http://research-methodology.net/virgin-atlantic-airways/ Virgin Strategy1. (n.d.). Virgin Strategy1. Retrieved from http://fr.scribd.com/doc/60328463/Virgin-Strategy1 Virgin Atlantic Airways Fleet Details and History. (n.d.). – Planespotters.net Just Aviation. Retrieved from http://www.planespotters.net/Airline/Virgin-Atlantic http://www.virgin-atlantic.com/en/gb/careers/highlife/timeline/index.jsp Virgin Atlantic Limited. (n.d.). PrivCo. Retrieved from http://www.privco.com/private-company/virgin-atlantic-limited Virgin Atlantic Airways Passenger Reviews and Customer Trip Reports. (n.d.). Virgin Atlantic Airways Customer Reviews. Retrieved from http://www.airlinequality.com/Forum/vir_atl.htm AirlineMeals.net – Airline catering * the world’s largest website about airline catering. (n.d.). AirlineMeals.net – Airline Catering * the World’s Largest Website about Airline Catering. Retrieved from http://www.airlinemeals.net/browse.php?id=2325 https://www.virgin-atlantic.com/en/gb/manageyourflights/index.jsp The Economist. (n.d.). Retrieved from http://www.economist.com/blogs/gulliver/2012/12/virgin-atlantic

The Inner Person Essay Example | Topics and Well Written Essays - 500 words

The Inner Person - Essay Example It is also made up of the display of a number of characteristics including perseverance and resistance. Courage helps me in facing my strengths, which means that it gives me the will power to believe in my ability to deliver more what the good things I have undertaken before. Most commonly when a person undertakes a certain outstanding achievement, he is tempted to believe that it happened by chance and that it is not possible for such a feat to happen again. But a courageous person would believe in his abilities and try to be a better person than he had been before (Twumasi, 2010) and this is what I have always done. With courage, I have devised the saying that the sky cannot even be my limit because there is enough space beyond the skies. Courage has also helped me in facing my weaknesses. Basically, my weaknesses are those kinds of things that happen to me that are not pleasant and welcoming. For a non-courageous person, when such weaknesses arise, chances are that he would be drawn back and never make a move to rise again. But as a courageous person and as a person having courage as a value, I have always told myself that the downfall of a person is not the end of his life and so even if I fall 1000 times, I shall arise 1000 times. Due to this, I have always given a second chance to myself in trying that very thing in which I failed previously. It is worth emphasizing that my value of courage has transformed my life tremendously. With courage, I was able to land on my very first job, which fetched me so much capital to set myself up in life. It happened that I was confronted by an entrepreneur after he had seen one of my school results and asked me if I could take up a top job in his organization. Even though I was only a student at the time and had no prior experience, I was courageous enough to say yes and that was how my whole economic fortunes changed. Courage has indeed made me and will make

Bureaucracy Essay Example | Topics and Well Written Essays - 1250 words

Bureaucracy - Essay Example In the preeminent conditions, this distinctiveness allows a bureaucracy to function efficiently. Workers in a specialization bureaucracy carry out specific responsibilities that call for teaching and proficiency. Nevertheless, the downside to specialization is that bureaucrats frequently cannot take up a chore that is external to the range of their job description. In hierarchical organization bureaucracy, the organization is called a hierarchy; a series of stages from the nearly all basic worker in the institute to the premier director. Each stage has openly distinct influence and responsibilities. On the other hand, in formal rules, bureaucracies are designed with the purpose of functioning under prescribed rules. These guidelines affirm how all tasks in the organization are being carried out. These guidelines are frequently referred to as standard operating procedures and are formalized in measure manuals. The bureaucrats waste no time by way of following these rules (Berger 20-34 ). There are negations in the operation of a bureaucracy, nevertheless. The hierarchal system somehow may create a situation whereby staff finds it hard to question the judgment of supervisors. Sociologists use numerous plans and techniques to examine society and social behavior. Most sociological behavior engages ethnography designed to represent the distinctiveness of a population as entirely as possible. There are three research models, including longitudinal, cross-sectional and cross-sequential. These three models are all seemingly distinct in their own way. In cross-sectional research model, scientist examines a number of persons of varying ages who have similar characteristics of significance at a single time. On the other hand, cross-sequential model the scientists test persons in a cross-section taster more than once over a particular period of time. Lastly, in longitudinal design, the scientists analyze the same persons or community repeatedly over a particular period of t ime (Mills 50-77). A section of sociologists carry out research by using data that other existing social scientist. The use of openly available information is recognized as secondary analysis. This model is mostly common in circumstances in which gathering fresh data is unworkable or needless. The other way in which a sociologist can analyze data is by studying an individual with abnormal condition. For this case, the clinical sociologist may be compelled to use self-report measure to obtain quantifiable data on the issue. This is usually the case with case studies which are used in obtaining useful data about persons and small groups. However, case studies have a tendency of only applying to individuals with similar traits rather than to the wide-ranging population. The other way a sociologist can analyze data collected is by examining the information collected from surveys. Ideally, the nature versus nature debate deals with the relative significance of a person’s innate tr aits. This hypothesis is used independently to discuss the influence of heredity and environment upon social advancement. As we see it, the argument is based upon the comparative contributions of genetic heritage and environmental features to human progress. Some thinkers such as Plato and Descartes propose that certain things are innate despite the environmental influences. Conversely, Locke suggests that the lot that we are and all our wisdom is established by our skills. Recently, many specialists are of

Human Resource Management Term Paper Example | Topics and Well Written Essays - 3000 words

Human Resource Management - Term Paper Example The supermarket has been able to divide all its stores into five major segments depending on the location and demands of the customers. These segments are Superstores, metros, express hyper, additional home plus and anything else can be found under one roof. The express hyper shops are small in size and are located in the neighborhoods to offer food stuffs and they normally have high margins due to the small sizes of the shops while the metros are usually located at the city center. At the international level, these stores are found in the United Kingdom, Ireland, South Korea, Poland, Kenya, France, China and Hungary. Their major competitors include You deserve the best, Between us, The place to be and Amongst us supermarkets (Armstrong, 2003). The supermarket has a corporate strategy which helps it appeal to all segments of the market that is the up market, middle age and the low market range. The strategy for You n Us supermarket has been its ability to include the finest brands, middle and low priced products so as to meet all the demands and expectations of the customers. Since 2001, the supermarket has been able to market itself using the phrase â€Å"Home for Your Value† slogan to describe its principles, mission and core values both locally and internationally. It has also been able to advertise both locally and internationally using the slogan â€Å"you need it, we have it†. Most of its advertisement is done in major billboards along major highways, electronic media and the print media. In the television advertisements, they have been able to engage the services of major actors and actresses such as Look Brooke, James Upright and Young Heart (Armstrong, 2003). The supermarket is committed to corporate social responsibility by offering some of its pre-tax profits to charitable organizations, schools and community based activities. It has started a computer school for the disadvantaged in the

Hegemony and Educatiom Research Paper Example | Topics and Well Written Essays - 1000 words

Hegemony and Educatiom - Research Paper Example This essay will also discuss the ethical issues and the negative effects contained in hegemony and education. As stated above, hegemony and education are closely related. Hegemony presents itself in various fields including cultural, religious, and regional studies. In the past, hegemony was closely associated with political and military rule of states. However, in the 20th century, it was centered on cultural hegemony. This concept was invented by Antonio Gramsci, a Marxist scholar (Roger, 1991). The concept was known as the cultural domination theory which is an analysis of the economic class. Therefore, the sociological and philosophical theories are an analysis of the norms that form social structures (Raymond, 1977). Elementary education is also known as primary education. It is usually a period of at least 8 years of schooling from age five or six (Brandt, 1986). However, this varies depending on the country that the learner is located in. The politico-military connection in th e ruling of a subordinate society encourages cultural and social tasks that are quite non-beneficial and deviant to the members of the society (Roger, 1991). These social, cultural and political issues are of significant effect in the elementary curriculum. In the elementary education level, both the learners and the staff are affected by the socio-cultural and economic factors. For example, elementary tutors face formidable challenges in their work. In the contemporary world, many elementary teachers are subjected to demands in the philosophy of education, standardized assessment of their teaching skills, and school organization. In general, critical pedagogy shows that there is unequal social stratification in the society (21st Century Schools, 2010). It is based on gender, race, and social class which are evident through the military and political rule in a social setup. At the elementary educational level, the learners are to be taught effectively to achieve a positive outcome i n the society in the future. However, the hegemonic control over various educational levels reflects negatively to the learners in various countries. Additionally, the issue of hegemonic masculinity has also affected the female tutors in most educational institutions. This concept has been contested and has also attracted serious criticism in the academic world (21st Century Schools, 2010). In hegemony, the authority relations are said to have significant implications in the way individuals understand ethics. Ethics can be defined as the moral way of life. Ethics is applied in most fields of life including the military sector. In the military, ethics guides the militia group to act consistently while following the necessities of the organization. Just like in the militia organization, schools have also set up ethical guidelines that are to be observed by the teachers, learners, and other staff in a school (King, Hollins & Hayman, 1994). In hegemony, the most common ethical issues th at are able to arise include diversity, inequity, injustice, and growth-hindrance factors that affect the society. These factors are considered the central ethical challenges in this case study. The ethical issues are likely to arise from the indirect rule in any subordinate state. The inequality and injustice elements in the society are based on gender, race, and economic class of the individual or society involved. Furthermore, the diversity and growth-hindra

Research paper Crouching Tiger, Hidden Dragon Essay

Research paper Crouching Tiger, Hidden Dragon - Essay Example There are several contributions that it has given to the world like paper, gunpowder and other elements that are still useful to the modern world. In several conditions around the world, Chinese culture has been represented in several ways. However, there are certain things that must be analysed carefully. In this paper, there will be a focus on the Chinese cultural aspects present in the films, in particular, Crouching Tiger Hidden Dragon. At the same time, there will be a thorough analysis of the different elements in the film where there is a contention that is present in it since it there is a possibility of divergence from the concept of Chinese culture. There will be also an assessment of the different cultures that have risen in the film and prove the context of hybridity in this case. All the more, there will a deliberative approach on how globalization is considered to be one of the major factors that led to production of the said film. The film Crouching Tiger Hidden Dragon is a film by Ang Lee intended to highlight and showcase the significant things about Chinese culture and to present it to the world and this is considered to be break for him.1 In this film, he has focused more on incorporating different Chinese cultural elements all packed in to one. The film revolves around the story of â€Å"two warriors in pursuit of a stolen sword and a notorious fugitive are led to an impetuous, physically-skilled, teenage noblemans daughter, who is at a crossroads in her life.† 2 This is the main story of the film. Upon appearance of this film in the general market, people have liked it appreciated and it has garnered several achievements and one of the critically acclaimed works by Ang Lee. 3 The incorporation of the different Chinese cultural could be considered as the very foundation of the film for being an international hit. This film by Ang Lee is also

INTRODUCING HEALTH AND SOCIAL CARE Essay Example | Topics and Well Written Essays - 1750 words

INTRODUCING HEALTH AND SOCIAL CARE - Essay Example The demographics indicate that most of the children born to teenagers end up been aborted; over half of the children born to teenagers under the age of 18 years. Barking and Dagenham faces a huge challenge in terms of sexual and reproductive health. Teenage pregnancy is a social issue, and it needs both health and social care, evidence indicate that the children born to teenage mothers are likely to experience some very negative outcomes later in their life stages. This children are likely to take the place of their parents and became teenage parents themselves, which seems to be a perpetuating issue where teenage parenthood is moved from one generation to the other. One of the negative effects of teenage pregnancy is the fact that it is both a contributory factor to poverty and is also an outcome of child poverty. Barking and Dagenham is an area where their rate of unemployment is very high and the region is can be described as a poor area, this explains why teenagers from this areas are likely to get pregnant more than other teenagers in more affluent areas. There are numerous challenges that women who conceive during their teenage-hood face during their lives. One of the major challenges is that most of them are not able to complete school, and their education dream is shattered. Lack of completing their education will make them not to gain access to proper job opportunities, and their life chances of themselves and their kids are ruined. Research has also indicated that they are likely to partner with men who are not employed and re poorly qualified. The poverty vicious cycles seem to be endless for the teenagers who conceive in this stage. Those who conceive beyond their teens are likely to complete their education and are likely to partner with men who are determined and are well off. Health is also another big concern in teenage pregnancy; they are likely to suffer poorer health. Their

Animal Cruelty Essay Example for Free

Animal Cruelty Essay Renà © Descartes, a famous philosopher, once argued that, â€Å"animals are not sentient- they are machines, like mechanical clocks, devoid of feelings and incapable of experiencing pleasure or pain† (Vaughn). Today, unlike Descartes, most people believe that animals are intrinsically or instrumentally valuable, also, whether they have or deserve any rights. Defining what cruelty is has been very subjective. To some people. An animal is just property and they can beat it around as much as they want, to others, animals are part of their family and they would never lay a finger on them. There is legislation against animal cruelty but because there is so much subjectivity, the legislation fails to deter people from abusing their animals. For there to be equal justice for animal cruelty people must agree on a completely objective definition of what is cruelty and what is not. see more:animal cruelty essay Legislation for animal cruelty varies state to stat. Ohio has laws for animal cruelty in general and a section for cruelty against companion animals. The law defines companion animals as â€Å"any animal that is kept inside a residential dwelling and any dog or cat regardless of where it is kept: (Ohio Cruelty). The law does not consider any livestock or wild animal as a companion animal. The legislation then goes into what it considers cruelty, torture, or neglect. The punishments outlined in the law include jail time, fines, and the removal of their animals. The one thing that is not counted for in this legislation is the emotional ties to the animal. Every person is emotionally attached to their animal in a different way. There is no real objective way to measure how much an animal means to a person. Just because a person is emotionally attached to their animal, that does not mean that they will not commit any act of cruelty against their animal. It is said that Michael Vick claimed to love his dogs even though he subjected them to fog fighting. It is possible that in him mind he truly believed he cared for his doffs. In less extreme cases, a person could love an animal but still strike it when it was bad, In their mind the dog was bad so it deserved to be beaten,. They just do not see that as being animal cruelty. Most people believe that it is wrong to be cruel to animals. Within  different societies, animals are treated differently. Depending on how and or where a person was raised, an animal could be a loved pet that is part of their family, or they could just treat it as property and a tool that is just there for their personal use. According to Ohio law if a person owns a dog then it is considered a companion animal, no matter if it is kept in their residential dwelling or not. IN one situation the owner keeps their dog in their house and it is a part of the family. They treat their dog like a baby, petting, playing, and cuddling with it. In another situation the owner keeps their fog outside and uses it as a watchdog. The only interaction with the dog is just checking to make sure it has food and water, and maybe a quick pat on the head, and gives it a â€Å"good dog† praise. It is quite easy to see that he first person loves their dog. It is not so easy to tell in the second si tuation. They may truly love their dog and that was how they were raised to treat it. They could also have emotional attachments to the dog, such as being proud, without really caring about the dog. Kind of like my dog is bigger than your dog pride. Within the law both situations are considered equal, even though they are unequal in the emotional attachment to their animals. Living in Ohio we are familiar with the Amish culture. They live a more simplistic life without modern technologies, usually farming. Amish are known for their horse-drawn buggies that they use to get around. They also use horses to help on the farm. To some of them, horses are merely a tool and once the horse gets too old and can no longer do what they need it to do, the kill it, To them that is just the way it is, they do not consider that being cruel, People outside the Amish lifestyle have tried to come in and rescue the horses so that they can continue to live, even though they cannot work anymore. Amish are also known for owning ‘Puppy Mills’. Puppy mills are breeding kennels in which dozens, or even hundreds, of dogs are allowed to live in small cages for their whole life, as long as they are given the basics, food, water, and shelter. (Puppy Mills) These mills are not illegal. Some of these Amish-owned [puppy mills treat their dogs very poorly. â€Å"The Amish say they raise dogs much as they would any other livestock, restricting the dogs  to small cages and killing the parents when they are no longer productive† (Hinds). To most people this sounds horrific because they consider them to be companions, not livestock. Animal cruelty is subjective, and that is why legislation is not working to stop it, there needs to be an objective measuring system to measure an animal’s current welfare. There is debate to what standards need to measure and of what weight to put on each of the standards. The one thing that is known is: â€Å"Defendable animal welfare standards require scientific knowledge about animal biology to determine their physiologic, health, environmental, an behavioral requirements. However it is important to note that ethical or value-based judgments provide the underpinning for the scientific questions posed† (Millman). By looking at an animal’s physical behavior, and other factors, and comparing them to the standards, the welfare of the animal can be determined. Millman was talking about measuring the welfare of livestock. The same theory can be applied to companion animals as well. If there are things that [people can look at to determine objectively that an animal is being related cruelly, then legislation will be able to be written that will apply to everyone and will work in every situation, no matter the emotional connection to the animal. Once there is an objective way to measure animal cruelty, the public need to be educated about it. IF more people know what exactly counts as animal cruelty, then they will be more likely to report it. Currently, shows like Animal Cops: Houston bring animal cruelty out of the shadows and show the public that animals are really being abused and that people do get punished for their actions. The Houston Society for the Prevention of Cruelty to Animals is just one of the numerous societies in the U.S. that are fighting against animal cruelty. It is said that â€Å"The HSPCA receives over 10,000 reports of animal cruelty or neglect each year† (About Animal Cops: Houston: Animal Planet). People need to be aware of animal abuse to be able to report it. â€Å"Without phone calls from concerned citizens, officials wouldn’t know about most instances of animal abuse. IT all comes from the public† (Maloney). Once people report cases than the people can actually be punished for their actions. In Ohio, Whoever violates the current animal abuse law can be convicted of a misdemeanor of several degrees, and possible a felony of a certain degree. The punishments include jail time and fines, along with the removal of the animal from the convicted person. Some people do not think that the current punishments are fair for the crimes committed. One study gave people different scenarios and asked them to rate the punishment that was given. The Study showed that people were speciesist and chose harsher punishments for abuse on certain animals like puppies as compared to other animals such as chickens. The study found that the most important factor of the punishment was restricting the perpetrator’s ability to adopt an animal in the future. The study also found that the crime type (abuse or neglect) and the crime outcome (life or death) were not strong variables of punishment ratings (Sims). In Some cases, the abuse or neglect of an animal was just because of ignorance. IN those cases the person usually would just be educated about the proper treatment of animals and would not be punished, unless they were found to have not changed and still committed the abuse even though they knew it was wrong. Each crime is different and is judge d by different people so the perpetrator’s punishment tends to vary a bit. IF there was an objective way of identifying animal cruelty then it would be easier to make punishments fairer. The key to fairly assessing animal cruelty is being able to objectively identify it. Once it becomes objective, emotional ties will not determine what is cruelly. People then need to be aware of what is considered animal cruelty and report it when the see it. After that the crime can be fairly punished.

How to respond to complaints Essay Example for Free

How to respond to complaints Essay Always follow the settings procedure policy when dealing with complaints. Complaints may be telephoned in, emailed or in person and there will be a different protocol and timescale to follow. When dealing with a complaint face to face keep calm and listen. The person complaining may be angry and I need to stay calm ensure they can see I’m listening and never raise my voice and avoid it escalating. If the discussion is infront of others try to move it somewhere that is more confidential, trying to move the discussion may also help if the person is very angry or upset. Gives them a couple of minutes to calm down while you re-locate. Always show that you’re listening and giving them your whole attention, never look dismissive. Reflect back on what they’ve said repeating back key points so they can hear you’ve understood and listened to what they’ve said. It also helps highlight if I’ve misunderstood a point so they can correct me. Always apologise if I am in in the wrong, misunderstood or forgotten an instruction. Explain what actions I can take to correct the situation. For example a parent asked me to not give their child any sweet foods. Another child had brought in a cake for their birthday and I had forgot to write the parents wish on the board, leading to the child eating some cake. I could apologise, admit fault and ensure the parent that the notice would instantly be placed on the appropriate board. The next day when they dropped the child off I could have a private talk with the parent/carer and show that it is now on the board and I did follow up and correct the mistake. In some cases an explanation or apology will not resolve the situation. Discuss a compromise that suits everybody to bring out a win/win solution. The main thing when dealing with complaints is to stay calm, listen and to be tactful, don’t make any personal comments that may cause the situation to escalate. Choose my words wisely and think before I speak.

Strategies and Concepts in Research Design

Strategies and Concepts in Research Design Chapter 3 METHODOLOGY RESEARCH DESIGN According to Saunders et al (2005), design of a research can be exploratory, explanatory or descriptive in nature. The shade of the research decided by its aims and objectives lays down the design or blueprint of the research. As far as an exploratory research is concerned, it tries to assimilate fresh views with the theme or subject thereby evaluating a scenario from the perspective of innovation. As observed by Saunders et al (2005), an exploratory research recognizes and evaluates an exploratory issue that is in line with the research process extracted from the perusal of the literature or academic writings and compilation of primary data. The benefit of carrying out an exploratory research is that it can be amended as per the needs. The researcher enjoys the freedom to steer the research in any direction at any phase of it. At the same time, an explanatory research tries to display the factual state of an event or process. As noted by Saunders et al. (2005), this sort of research can be specified at later segment of investigative study, where a lucid picture of the occurrence or state of affairs is required prior to moving forward in the exploration. So far as explanatory research is concerned, according to Saunders et al (2005), it makes efforts to evaluate linkage in between parameters. A research of this type includes a precise course taking into view the experiments undertaken by means of numerical techniques. Deciding about the design of a research broadly depends on the nature of the research which is determined by the aims and objectives of the research. For this research, the aim was to study the customer relationship management of State Bank of India and its competitive advantage. The research was to achieve following objectives: to review extent conceptual models and theoretical framework related to relationship marketing; to identify how relationship marketing could be used as a strategic tool for competitive advantage; and to recommend strategic frameworks for relationship marketing. This research mainly required exploration regarding the relationship between customer relationship management and competitive advantage in relation to State Bank of India. Therefore, the design of this research was defined as exploratory. RESEARCH PHILOSOPHY The philosophy of a research can be positivism or interpretivism ( Zikmund, , 2000). Positivism philosophy is based on the belief that the truth of life free from a particular observer, and that authenticity is separated from a man who studies it. On the other hand interpretivism is based on the belief that truth is invented or tolerated under the supervision of observers and realism, not comparative disconnected from those who study it. With these key beliefs, positivism, depends on the experiments and rationale for determining (Esterby-Smith, 2002). Interpretivism depends on personal interviews and observations to illustrate professed truth. In positivism, the theory attempts to divine principles and laws that explain, clarify, predict and control outcomes. Positivism research is based on the point of view, which confirms the lone true facts are the scientific information that can be easily obtained by adhering strictly to the scientific method. In positivist science, a theory is a device used as a hypothesis, the structure of the test (Zikmund, 2000). On the contrary to positivism, interpretivism relate to a phenomenological paradigm, arguing that the world is subjective (Esterby-Smith, 2002). Interpretivism research attaches importance to the meaning and trying to understand what is happening and this is likely to argue that the rich understanding of this composite, the world loses if the complexity of the social world is completely reduced to a series of laws, such as simplifications. This research had nothing to do with the scientific research or adopting positivism philosophy. In more clear words, this research was neither based on hypotheses testing nor based on examining theories. Therefore, certainly the philosophy of this research was interpretivism, where the researcher had to reveal subjective information regarding the chosen research subject- customer relationship management of State Bank of India and its competitive advantage. Adopting interpretivism philosophy in this research, firstly literature review was conducted and thereafter first hand data was collected approaching target sample from various banks in India and particularly from State Bank of India. RESEARCH APPROACH The approach of a research can be deductive or inductive (Easterby- Smith, 2002). Deductive research is an approach perusing from the general to the precise. Each so frequently, this casually terms as top-down the approach (Easterby- Smith, 2002). Here we can begin further to think upward on a theory relative to our theme of a study. We then narrow that down into the precise of assumption that we can examine. We reduce downward but we move whilst we gather observations to be present on to the assumptions (Denscombe, 2003). This is final it conducts us to be to competently examine assumptions with precise data, corroboration or discharge of our inventive theories. Inductive research is an approach based with design peruses another road, moving from the precise observations to the more extensive generalizations and the theories. Casually, these are term as approach to the bottom is raised raise upward (Easterby- Smith, 2002). In the inductive approach, we begin further with the precise observations and the measurements; begin to further reveal pictures and regularities make some preliminary assumptions which we can investigate, and then we end upward on to lengthen some extensive conclusions. A research based on interpretivism philosophy is suggested to conduct having inductive research approach. Therefore, this research was conducted adopting inductive research approach. In accordance with the norms of inductive research approach, a research process was followed starting from bottom and reaching to top. In more clear words, firstly research issues were identified reviewing the literature and therefore specific data was collected approaching the target sample in order to make conclusions. RESEARCH METHOD Over the years of hypothetical bases and theoretical foundations and viewpoints, in line with explorations in any other domain, business and management research has undergone changes. In actual sense, exploration is an activity that individuals initiate so as to discover something in a systematic fashion, thereby enhancing their awareness (Saunders et al, 2003). A research is not a research in true sense and will not yield anything expected in case it is not undertaken in a disciplined fashion, that is to say, it needs to have a clear-cut aim and data compilation should be performed alongside interpretation without which it cannot be called an exploration. The exploration provides an insight into the linkage between the pertinent domain of exploration and participants and expectation at varied space of time extent. The investigators employ techniques and tools approved by the academic writings in terms of on -paper or verbal work evaluations, skills, the use of important ideas, secto r concerns and exploration practices linked. Quantitative and qualitative can be the two kinds of the techniques employed for the purpose of exploration. The further discussion highlights the points of distinction between these two forms of management research tools in the light of the academic writings. The qualitative technique or method is employed in the domain of social sciences for the purpose of looking into cultural and social events. The qualitative tools are then put into the categories of action exploration, participant experience and ethnography sampling. The avenues of qualitative data are interviews and questionnaires, case studies, focus-group observation, records and writings, participant experience, and the explorers perceptions and responses. In case of this kind of investigation, there may be differences in the understanding of different social and cultural traits; usually data evaluation differs with the investigators (Saunders et al, 2003). The qualitative tools of explorations have the merits of compiling fine, approved data pertaining to human perspectives and issues, considering the different parameters that may have bearings on the responses. At the same time, this paradigm also has a demerit_ it takes long time and is strenuous. Earlier, the quantitative technique was employed for the purpose of exploring the natural events in the domain of natural sciences. The data compiled during the quantitative research are quantifiable, trustworthy, and can be usually universalized to a bigger chunk of audience (Saunders et al, 2003). Negligence of different aspects of influential research is the most observed demerit of quantitative research. The quantitative research includes the techniques like surveys, econometrics, sampling, laboratory tests and a number of statistical data testing tools. The quantitative research provides a broad domain of research. For the purpose of the present research, both qualitative and quantitative methods have been employed. Qualitative method was employed for the purpose of the literature review and quantitative approach was employed to gather first- hand or primary data on the recognized exploration topics by means of literature read-through. DATA COLLECTION Primary and secondary are the two techniques of data compilation (Saunders et al., 2005). Considering research sketch and intention, both primary and secondary techniques of data compilation was employed for the purpose of the present research. Secondary Data The compilation of secondary data is done from the secondary avenues that are extracted from in-print or unpublished sources (Parasuraman et. 2004). The secondary data made use of in an exploration is not compiled for the present research. Secondary data have certain merits and demerits. In the opinion of Kotabe (2002), the merits of secondary data collection are varied, of which some are mentioned here: conveniently accessible, less-cost incurring, quick reach. Secondary data lays down the base for the compilation of the primary data. Nonetheless, it is a demerit of the secondary data that it cannot cater to all the requisites of a particular inquiry. The argument here is that secondary data accessible is gathered for its own precise objectives. Hence, the researcher cannot blindly make use of the data lying to his or her disposal. Moreover, the secondary data also cannot claim precision in context to timeliness. Notwithstanding these demerits, secondary data enable the investigator in explaining the inquiry issues, inquiry paradigm, and accomplishing probes aims, stated Malhotra (2004). Merits of Secondary Data Secondary data is convenient to achieve, less-cost incurring, and quick to reach. Secondary facilitates the identification of inquiry issue, development of inquiry paradigm and preparation of inquiry questions (Kotabe, 2002). Demerits of Secondary Data Secondary data happen to be the information compilation for other exploration aims and hence its application is confined to other particular exploration. Notwithstanding that there are different demerits of using secondary data, it enables the definition of exploration issue, decision of exploration paradigm and accomplish investigation aims. For the purpose of the present inquiry, the secondary data was compiled from the published sources like books, journals, newspapers and websites. Primary Data Primary data is the data collected for a particular probe, that include a number of phenomena causing it to be time-consuming and expensive (Malhotra, 2004). Obviously, primary data compilation relates to all structured for the particular inquiry and hence yields errorless data in context to the event, nonetheless, gathering primary data not as convenient as the secondary data. This necessitates time and expenses. So as to address the research issue in question, an explorer chooses to gather primary data, which is time-consuming, and expensive enterprise. A researcher can be inclined to opt for specific primary data compilation from the probable techniques in terms of observation, interviews, questionnaire survey and case studies (Saunders et al., (2005). For the purpose of the present researcher, the researcher chose to use questionnaire survey technique. In case of survey method, a sample of targeted individuals was interviewed by means of a questionnaire. The survey was conducted in an informal manner and all the answers were dealt with full confidentially. The aim of carrying out survey was to ensure a real image of the information and also achieve participants assessment of the positive and negative answers in context to varied issues. Structuring the questionnaire was the most important segment of a questionnaire survey. For this purpose, care should be observed while preparing the most pertinent and suitable questions. The researcher needed to have a clear insight into the theme, the aims of the exploration and description of the participants (Parasuraman, 2004). So as to cater to the research requisites, the researcher tended to be objective, recognized, and pertinent while structuring the questionnaire. The investigator could structure open or close-ended questions. Keeping in view the preciseness of the questions nature, the investigator structured only close-ended questions. In all, there were just 10 close-ended questions. The questions included in the questionnaire were arranged in an order beginning from the introduction of the part of the domain. Personal questions were not included in the questionnaires, or any sort of such questions, that may be anti-individual sentiments. Primary data was collected in this research as well through interviews. The interviewees were conducted in the structured format and the interviewees were Senior Marketing Managers in State Bank of India (working in New Delhi based Headquarters, Parliament Street). The number of interviews was 5 and the interviews had to respond in accordance with the asked open-ended questions. SAMPLING TECHNIQUE Saunders et al (2004), in this view, opines that approaching the suitable sample of respondents is important for the dependability of the research and so there is a need to chart a cautious plan to select and reach the suitable respondents. In case of questionnaire survey, the researcher necessitates to select the sample to be interviewed. In technical terms, this is said to be sampling. The sampling method varies from probability (randomly) to non-probability (convenient) (Saunders et al., 2005). In this researcher, the research chose the non-probability (convenient) method of sampling, wherein the sample was chosen from various India based banks (who were working Delhi based branches). The respondents were Marketing Managers of the banks. The number of respondents was 30 and all were approached conveniently without any prior certainty of to be chosen. DATA ANALYSIS This research was basically conducting having qualitative method; therefore, data analysis was conducted applying qualitative data analysis method. In qualitative data analysis, data coding includes the process of data evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. Moreover, there are three stages of coding, open coding, axial coding and selective coding (Saunders et al, 2004). Consequently, in the first stage of coding, the compiled data was translated into theoretical units and was accorded a label, where same level was accorded to similar units of data. In the second stage, the establishment of linkages between categories of data is done that is received as a result of first. Lastly, in the third stage, major categories were recognized as core category. The Microsoft Excel software was employed for the purpose of assessment of data. The data coding includes the process of d ata evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. ETHICAL ISSUES The ethical issues in the research were primarily concerned to confidentiality and anonymity of the research participants. For confidentiality, the researcher maintained confidentiality the facts shared by the research participants all through the research process, and as well the names of the research participants were kept anonymous. RELIABILITY AND VALIDITY Reliability of this research lies in sharing actual facts by the research participants as they were assured of not disclosing their name; and the validity lies in properly answering the research questions through summarizing the findings. Chapter 4 FINDINGS AND ANALYSIS INTRODUCTION The rationale of conducting data analysis in this research is to answer the research questions developed. Since a particular research question relate to various questions in the questionnaire, therefore the contents of the data analysis are in accordance with the sequence of questions in the questionnaire. For every section, firstly the literature is discussed from where the question is made. Thereafter data collected on various banks level and State Bank of India level is analysed. DATA FINDINGS AND ANALYSIS Relationship marketing and level of implementation For the research literature, definitions of relationship marketing are without a clear agreement on its nature or specification of its context and application-level (Gummesson 2002; Parvatiyar and Seth 2000). The term used to describe a relationship at the individual, and at the organizational level, with terms such as affinity marketing, loyalty marketing, cross selling, up selling, co-branding, joint marketing, customer-supplier partnership, the personal one-to-one key account management and marketing decisions (Sheth and Parvatiyar 2002), and there was a failure to clearly delineate, enumerate, and to combine these two elements (i.e. relations and marketing). Recently, Gummesson (2002) emphasizes the long-term relationships and has taken a very broad interpretation, referring to the overall relationship marketing. Seth and Parvatiyar (2002) widened it more by signifying that it is one-to-one communication flanked by the marketer and the customer is an interactive process, not an e xchange business, and this value-added activities based on shared collaboration and interdependence between suppliers and customers. Relationship marketing therefore can be viewed as a very extensive type of somewhat long-term individual business affiliation with the degree of teamwork and interdependence, which is dependent on the anticipation of fulfillment of assurances in exchange for interactive marketing. In the light of these revelations, the issue of study in this research was as relationship marketing for banks in India generally works more on which level(individual or organizational level). The data collected in this regard reveals that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned (see Table and Figure 4.1). For State Bank of India, the interviews reveal that the bank rather focus on organizational level of relationship marketing than individual level. The first question asked from the Marketing Managers of various banks in India was, relationship marketing for their bank generally works more on which level (individual level or organizational level). The response in majority comes outlining individual level. As according to the data shown in the above table, for majority of respondents (63% of the total 30), relationship marketing for their bank generally more works on individual level; whereas for the remaining respondents (37%), relationship marketing for their bank generally works on organisational level. On the whole these data conclude that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned. Establishing bond of relationship and relationship framework In accordance with the research literature, at the core of relationship marketing is an exchange that is beneficial to the parties involved in the exchange. The concept of the exchange as it applies to marketing can be viewed with any transaction cost analysis approach or a social approach, the theory of exchange. Transactions are divided into discrete transactions and relational operations. Relational contract is governed by the law of relational operations. In classical contract law, which governs the discrete individual members of the operation is not relevant, but this is not true of marketing (Rusbult and Van Lange 2003). In a relational contracting point of transition from the agreement (as in classical contract law), against itself as it is with time. There may or may not be the original agreement, and if so, can not be any great respect for him. In relational transactions reduced the gap between the contractual parties, as this ratio becomes stronger and stronger. The main ai m of relationship marketing is the creation of the interest thereon, to minimize information search, and it is unlikely that present moral dilemmas, but rather, through the coordination of activities to achieve results mutually beneficial. Redesigning, relationship marketing is a very broad relatively long term, voluntary, individual, business associations with the degree of emotional commitment, trust, intimacy, cooperation and interdependence(Rusbult and Van Lange 2003), which is based on the assumption of a shared , the promises of interactive marketing exchange on a reciprocal basis. In the light of these revelations, the issue of study in this research was as which aspect of relationship framework best works as establishing bond of relationship between banks in India and their clients. The data collected in this regard reveals that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients (se e Table and Figure 4.2). For State Bank of India, the interviews reveal that the bank focuses on trust and interdependence aspects of relationship framework best works establishing bond of relationship with the clients. The second question asked from the Marketing Managers of various banks in India was, which of relationship framework best work as establishing bond of relationship between their bank and clients. The response in majority comes outlining trust and cooperation. As according to the data shown in the above table, for majority of respondents (67% of the total 30), trust (37%) and cooperation (30%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients; whereas for the remaining respondents (33%), interdependence (13%), emotional commitment (10%) and intimacy (10%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients. On the whole, these data conclude that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients. Approach of relationship marketing For the research literature, the repeated use of the term relationship marketing (Brodieet al,1997). They suggested that relationship marketing applied at four levels. At the first level, relationship marketing, technology-based database marketing tool. At the second level, relationship marketing focuses on the relationship between business and its customers, focusing customer retention. At the third level, relationship marketing is a form of customer partnership with customers jointly participate in developing a product or service. The fourth and broadest level, relationship marketing was seen as including all of the databases for personal services, loyalty programs, brand loyalty, internal marketing, personal and social relationships and strategic alliances. Three characteristics are important for customers to desire continuity with the same supplier. These arevariability, complexity, participation (Berry, 1995). Furthermore, that relationship marketing is carried out at three leve ls. Level one relationship marketing is based primarily on price incentives to ensure customer loyalty. However, a sustainable competitive advantage is minimal at this level one, as pricing actions can be compared quickly. The second level of relationship marketing is based primarily on social networks, although the price remains a vital element. This includes personalization and adaptation of these relations.Relationship Marketing has been recognized in the ready-made marketing world, where it became apparent that a strategic competitive advantage could not be delivered on the basis of product characteristics, where alone and corporate profitability are beginning to be associated with satisfying existing customers (Egan, 2001). In the light of these revelations, the issue of study in this research was as which approach of relationship marketing is comparatively more beneficial for banks in India. The data collected in this regard reveals that focusing on client retention as approac h of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India (see Table and Figure 4.3). For State Bank of India, the interviews reveal that the bank by and large focuses on client retention as approach of relationship marketing. The third question asked from the Marketing Managers of various banks in India was, which of relationship marketing is comparatively more beneficial for their bank. The response in majority comes outlining on clients retention. As according to the data shown in the above table, for respondents in majority (67% of the total 30) focusing on clients retention as approach of relationship marketing is comparatively more beneficial for their bank; whereas for the remaining respondents (33%), focusing on technology-based data base marketing as approach of relationship marketing is comparatively more beneficial for their bank. By and large, these data conclude that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India. Relationship marketing as competitive advantage tool In accordance with the research literature, competitive advantage as determined by the type of people the organization attracts and how these individuals to compete when they are players or staff. Therefore it is very necessary to recruit people who have high skills and can lead and develop a competitive culture in the organization. This is true for every business but not for those who have focused for some particular people or work force. This could also include the experience of the workforce which has to be recruited. These characteristics are as important as they seem to be but there is one more factor which is very important and work as a pushing force to compete in the market which guides to repeatedly contributing to the competitive culture of the organization. This is how the organization deploys, manages, reconfigures, or integrates with them (Peteraf and Bergen, 2003). This is not just with the systems that creates an advantage, but as they are occupied in operations in the system. It was here, in the Superior operations, advantages can be obtained. Again, the key is the quality of the person concerned, and how they function together for competitive advantage. This group is based on the operations in the responsibility of each individual in the organization and, as the rule tracks from a top manager it creates a sense of importance and steady concentration to feature whether the keys to the organization reap the benefits sought through what are essentially common systems in the competitive arena of the organization. A competitive culture creates the feeling that all opportunities to compete with a rival, as well as with itself. There is a positive feedback between the public interest and the success of overtime. These types of loops, both positive and negative, create difficulties in the system and create the dynamic behavior of organizations (Sterman, 2000). That is why we see a cluster of industries in the geographical area where a cluster of more a vailable pool of talent is available. Thus, creating and maintaining a culture of competition is a key component of efforts to achieve competitive advantage. In the light of these revelations, the issue of study in this research was as how is the role of relationship marketing as competitive advantage tool for banks in India. The data collected in this regard reveals that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India (see Table and Figure 4.4). For State Bank of India, the interviews reveal that although relationship marketing is highly focused a strategy for the bank, yet the bank does not look relationship marketing as tool of competitive advantage. The fourth question asked from the Marketing Managers of various banks in India was, how is the role of relationship marketing as competitive advantage tool for their bank. The response in majority comes out as highly effective. As according to the data shown in the above table, for respondents in majority (60% of the total 30), they see the role of relationship marketing highly effective as competitive advantage tool for their bank; whereas for the remaining respondents (40%), they see the role of relationship marketing either effective (27%) or ineffective (13%) as competitive advantage tool for their bank. By and large, these data conclude that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India. Areas of competitive advantage and relationship marketing For the research literature, linking aspects of relations with some degree of competitive advantage became a topic of growing interest in marketing and strategy scholars. Research in this area have focused on trust, commitment, mutual goals, power, social networks, transaction costs, information exchange, a kind of investment and management, each of which has been shown to affect the incidence of relationship based on competitive advantage (Morgan and Hunt, 1999) . However, only two authors have attempted to conceptualize the relations based on competitive advantages in a holistic sense (JAP 2001; Wilson 1995). The hypothesis that inter-firm connection can be the basis for accomplishing competitive benefits has received significant attention in the literature. A number of studies are on the way to explain this incidence (Morgan and Hunt, 1999). Personal qualities such as trust, commitment, mutual goals, power, social networks, transaction costs, information sharing, an investment and management of all it has been shown to affect the incidence of relationship based on competitive advantages (JAP 1999; Morgan and Hunt 1999; Wilson 1995). In the light of these revelations, the issue of study in this research was as in which area of competitive advantage, relationship marketing would be most successful for banks in India. The data collected in this regard reveals that in the competitive areas of managing social networks and managing information sharing, relationship marketing would be most successful for banks in India (see Table and Figure 4.5). For State Bank of India, the interviews reveal that the bank rather focuses on managing Strategies and Concepts in Research Design Strategies and Concepts in Research Design Chapter 3 METHODOLOGY RESEARCH DESIGN According to Saunders et al (2005), design of a research can be exploratory, explanatory or descriptive in nature. The shade of the research decided by its aims and objectives lays down the design or blueprint of the research. As far as an exploratory research is concerned, it tries to assimilate fresh views with the theme or subject thereby evaluating a scenario from the perspective of innovation. As observed by Saunders et al (2005), an exploratory research recognizes and evaluates an exploratory issue that is in line with the research process extracted from the perusal of the literature or academic writings and compilation of primary data. The benefit of carrying out an exploratory research is that it can be amended as per the needs. The researcher enjoys the freedom to steer the research in any direction at any phase of it. At the same time, an explanatory research tries to display the factual state of an event or process. As noted by Saunders et al. (2005), this sort of research can be specified at later segment of investigative study, where a lucid picture of the occurrence or state of affairs is required prior to moving forward in the exploration. So far as explanatory research is concerned, according to Saunders et al (2005), it makes efforts to evaluate linkage in between parameters. A research of this type includes a precise course taking into view the experiments undertaken by means of numerical techniques. Deciding about the design of a research broadly depends on the nature of the research which is determined by the aims and objectives of the research. For this research, the aim was to study the customer relationship management of State Bank of India and its competitive advantage. The research was to achieve following objectives: to review extent conceptual models and theoretical framework related to relationship marketing; to identify how relationship marketing could be used as a strategic tool for competitive advantage; and to recommend strategic frameworks for relationship marketing. This research mainly required exploration regarding the relationship between customer relationship management and competitive advantage in relation to State Bank of India. Therefore, the design of this research was defined as exploratory. RESEARCH PHILOSOPHY The philosophy of a research can be positivism or interpretivism ( Zikmund, , 2000). Positivism philosophy is based on the belief that the truth of life free from a particular observer, and that authenticity is separated from a man who studies it. On the other hand interpretivism is based on the belief that truth is invented or tolerated under the supervision of observers and realism, not comparative disconnected from those who study it. With these key beliefs, positivism, depends on the experiments and rationale for determining (Esterby-Smith, 2002). Interpretivism depends on personal interviews and observations to illustrate professed truth. In positivism, the theory attempts to divine principles and laws that explain, clarify, predict and control outcomes. Positivism research is based on the point of view, which confirms the lone true facts are the scientific information that can be easily obtained by adhering strictly to the scientific method. In positivist science, a theory is a device used as a hypothesis, the structure of the test (Zikmund, 2000). On the contrary to positivism, interpretivism relate to a phenomenological paradigm, arguing that the world is subjective (Esterby-Smith, 2002). Interpretivism research attaches importance to the meaning and trying to understand what is happening and this is likely to argue that the rich understanding of this composite, the world loses if the complexity of the social world is completely reduced to a series of laws, such as simplifications. This research had nothing to do with the scientific research or adopting positivism philosophy. In more clear words, this research was neither based on hypotheses testing nor based on examining theories. Therefore, certainly the philosophy of this research was interpretivism, where the researcher had to reveal subjective information regarding the chosen research subject- customer relationship management of State Bank of India and its competitive advantage. Adopting interpretivism philosophy in this research, firstly literature review was conducted and thereafter first hand data was collected approaching target sample from various banks in India and particularly from State Bank of India. RESEARCH APPROACH The approach of a research can be deductive or inductive (Easterby- Smith, 2002). Deductive research is an approach perusing from the general to the precise. Each so frequently, this casually terms as top-down the approach (Easterby- Smith, 2002). Here we can begin further to think upward on a theory relative to our theme of a study. We then narrow that down into the precise of assumption that we can examine. We reduce downward but we move whilst we gather observations to be present on to the assumptions (Denscombe, 2003). This is final it conducts us to be to competently examine assumptions with precise data, corroboration or discharge of our inventive theories. Inductive research is an approach based with design peruses another road, moving from the precise observations to the more extensive generalizations and the theories. Casually, these are term as approach to the bottom is raised raise upward (Easterby- Smith, 2002). In the inductive approach, we begin further with the precise observations and the measurements; begin to further reveal pictures and regularities make some preliminary assumptions which we can investigate, and then we end upward on to lengthen some extensive conclusions. A research based on interpretivism philosophy is suggested to conduct having inductive research approach. Therefore, this research was conducted adopting inductive research approach. In accordance with the norms of inductive research approach, a research process was followed starting from bottom and reaching to top. In more clear words, firstly research issues were identified reviewing the literature and therefore specific data was collected approaching the target sample in order to make conclusions. RESEARCH METHOD Over the years of hypothetical bases and theoretical foundations and viewpoints, in line with explorations in any other domain, business and management research has undergone changes. In actual sense, exploration is an activity that individuals initiate so as to discover something in a systematic fashion, thereby enhancing their awareness (Saunders et al, 2003). A research is not a research in true sense and will not yield anything expected in case it is not undertaken in a disciplined fashion, that is to say, it needs to have a clear-cut aim and data compilation should be performed alongside interpretation without which it cannot be called an exploration. The exploration provides an insight into the linkage between the pertinent domain of exploration and participants and expectation at varied space of time extent. The investigators employ techniques and tools approved by the academic writings in terms of on -paper or verbal work evaluations, skills, the use of important ideas, secto r concerns and exploration practices linked. Quantitative and qualitative can be the two kinds of the techniques employed for the purpose of exploration. The further discussion highlights the points of distinction between these two forms of management research tools in the light of the academic writings. The qualitative technique or method is employed in the domain of social sciences for the purpose of looking into cultural and social events. The qualitative tools are then put into the categories of action exploration, participant experience and ethnography sampling. The avenues of qualitative data are interviews and questionnaires, case studies, focus-group observation, records and writings, participant experience, and the explorers perceptions and responses. In case of this kind of investigation, there may be differences in the understanding of different social and cultural traits; usually data evaluation differs with the investigators (Saunders et al, 2003). The qualitative tools of explorations have the merits of compiling fine, approved data pertaining to human perspectives and issues, considering the different parameters that may have bearings on the responses. At the same time, this paradigm also has a demerit_ it takes long time and is strenuous. Earlier, the quantitative technique was employed for the purpose of exploring the natural events in the domain of natural sciences. The data compiled during the quantitative research are quantifiable, trustworthy, and can be usually universalized to a bigger chunk of audience (Saunders et al, 2003). Negligence of different aspects of influential research is the most observed demerit of quantitative research. The quantitative research includes the techniques like surveys, econometrics, sampling, laboratory tests and a number of statistical data testing tools. The quantitative research provides a broad domain of research. For the purpose of the present research, both qualitative and quantitative methods have been employed. Qualitative method was employed for the purpose of the literature review and quantitative approach was employed to gather first- hand or primary data on the recognized exploration topics by means of literature read-through. DATA COLLECTION Primary and secondary are the two techniques of data compilation (Saunders et al., 2005). Considering research sketch and intention, both primary and secondary techniques of data compilation was employed for the purpose of the present research. Secondary Data The compilation of secondary data is done from the secondary avenues that are extracted from in-print or unpublished sources (Parasuraman et. 2004). The secondary data made use of in an exploration is not compiled for the present research. Secondary data have certain merits and demerits. In the opinion of Kotabe (2002), the merits of secondary data collection are varied, of which some are mentioned here: conveniently accessible, less-cost incurring, quick reach. Secondary data lays down the base for the compilation of the primary data. Nonetheless, it is a demerit of the secondary data that it cannot cater to all the requisites of a particular inquiry. The argument here is that secondary data accessible is gathered for its own precise objectives. Hence, the researcher cannot blindly make use of the data lying to his or her disposal. Moreover, the secondary data also cannot claim precision in context to timeliness. Notwithstanding these demerits, secondary data enable the investigator in explaining the inquiry issues, inquiry paradigm, and accomplishing probes aims, stated Malhotra (2004). Merits of Secondary Data Secondary data is convenient to achieve, less-cost incurring, and quick to reach. Secondary facilitates the identification of inquiry issue, development of inquiry paradigm and preparation of inquiry questions (Kotabe, 2002). Demerits of Secondary Data Secondary data happen to be the information compilation for other exploration aims and hence its application is confined to other particular exploration. Notwithstanding that there are different demerits of using secondary data, it enables the definition of exploration issue, decision of exploration paradigm and accomplish investigation aims. For the purpose of the present inquiry, the secondary data was compiled from the published sources like books, journals, newspapers and websites. Primary Data Primary data is the data collected for a particular probe, that include a number of phenomena causing it to be time-consuming and expensive (Malhotra, 2004). Obviously, primary data compilation relates to all structured for the particular inquiry and hence yields errorless data in context to the event, nonetheless, gathering primary data not as convenient as the secondary data. This necessitates time and expenses. So as to address the research issue in question, an explorer chooses to gather primary data, which is time-consuming, and expensive enterprise. A researcher can be inclined to opt for specific primary data compilation from the probable techniques in terms of observation, interviews, questionnaire survey and case studies (Saunders et al., (2005). For the purpose of the present researcher, the researcher chose to use questionnaire survey technique. In case of survey method, a sample of targeted individuals was interviewed by means of a questionnaire. The survey was conducted in an informal manner and all the answers were dealt with full confidentially. The aim of carrying out survey was to ensure a real image of the information and also achieve participants assessment of the positive and negative answers in context to varied issues. Structuring the questionnaire was the most important segment of a questionnaire survey. For this purpose, care should be observed while preparing the most pertinent and suitable questions. The researcher needed to have a clear insight into the theme, the aims of the exploration and description of the participants (Parasuraman, 2004). So as to cater to the research requisites, the researcher tended to be objective, recognized, and pertinent while structuring the questionnaire. The investigator could structure open or close-ended questions. Keeping in view the preciseness of the questions nature, the investigator structured only close-ended questions. In all, there were just 10 close-ended questions. The questions included in the questionnaire were arranged in an order beginning from the introduction of the part of the domain. Personal questions were not included in the questionnaires, or any sort of such questions, that may be anti-individual sentiments. Primary data was collected in this research as well through interviews. The interviewees were conducted in the structured format and the interviewees were Senior Marketing Managers in State Bank of India (working in New Delhi based Headquarters, Parliament Street). The number of interviews was 5 and the interviews had to respond in accordance with the asked open-ended questions. SAMPLING TECHNIQUE Saunders et al (2004), in this view, opines that approaching the suitable sample of respondents is important for the dependability of the research and so there is a need to chart a cautious plan to select and reach the suitable respondents. In case of questionnaire survey, the researcher necessitates to select the sample to be interviewed. In technical terms, this is said to be sampling. The sampling method varies from probability (randomly) to non-probability (convenient) (Saunders et al., 2005). In this researcher, the research chose the non-probability (convenient) method of sampling, wherein the sample was chosen from various India based banks (who were working Delhi based branches). The respondents were Marketing Managers of the banks. The number of respondents was 30 and all were approached conveniently without any prior certainty of to be chosen. DATA ANALYSIS This research was basically conducting having qualitative method; therefore, data analysis was conducted applying qualitative data analysis method. In qualitative data analysis, data coding includes the process of data evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. Moreover, there are three stages of coding, open coding, axial coding and selective coding (Saunders et al, 2004). Consequently, in the first stage of coding, the compiled data was translated into theoretical units and was accorded a label, where same level was accorded to similar units of data. In the second stage, the establishment of linkages between categories of data is done that is received as a result of first. Lastly, in the third stage, major categories were recognized as core category. The Microsoft Excel software was employed for the purpose of assessment of data. The data coding includes the process of d ata evaluation, wherein all sorts of data are recorded making use of numerical codes since it helps investigator to feed the data speedily with minimal errors. ETHICAL ISSUES The ethical issues in the research were primarily concerned to confidentiality and anonymity of the research participants. For confidentiality, the researcher maintained confidentiality the facts shared by the research participants all through the research process, and as well the names of the research participants were kept anonymous. RELIABILITY AND VALIDITY Reliability of this research lies in sharing actual facts by the research participants as they were assured of not disclosing their name; and the validity lies in properly answering the research questions through summarizing the findings. Chapter 4 FINDINGS AND ANALYSIS INTRODUCTION The rationale of conducting data analysis in this research is to answer the research questions developed. Since a particular research question relate to various questions in the questionnaire, therefore the contents of the data analysis are in accordance with the sequence of questions in the questionnaire. For every section, firstly the literature is discussed from where the question is made. Thereafter data collected on various banks level and State Bank of India level is analysed. DATA FINDINGS AND ANALYSIS Relationship marketing and level of implementation For the research literature, definitions of relationship marketing are without a clear agreement on its nature or specification of its context and application-level (Gummesson 2002; Parvatiyar and Seth 2000). The term used to describe a relationship at the individual, and at the organizational level, with terms such as affinity marketing, loyalty marketing, cross selling, up selling, co-branding, joint marketing, customer-supplier partnership, the personal one-to-one key account management and marketing decisions (Sheth and Parvatiyar 2002), and there was a failure to clearly delineate, enumerate, and to combine these two elements (i.e. relations and marketing). Recently, Gummesson (2002) emphasizes the long-term relationships and has taken a very broad interpretation, referring to the overall relationship marketing. Seth and Parvatiyar (2002) widened it more by signifying that it is one-to-one communication flanked by the marketer and the customer is an interactive process, not an e xchange business, and this value-added activities based on shared collaboration and interdependence between suppliers and customers. Relationship marketing therefore can be viewed as a very extensive type of somewhat long-term individual business affiliation with the degree of teamwork and interdependence, which is dependent on the anticipation of fulfillment of assurances in exchange for interactive marketing. In the light of these revelations, the issue of study in this research was as relationship marketing for banks in India generally works more on which level(individual or organizational level). The data collected in this regard reveals that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned (see Table and Figure 4.1). For State Bank of India, the interviews reveal that the bank rather focus on organizational level of relationship marketing than individual level. The first question asked from the Marketing Managers of various banks in India was, relationship marketing for their bank generally works more on which level (individual level or organizational level). The response in majority comes outlining individual level. As according to the data shown in the above table, for majority of respondents (63% of the total 30), relationship marketing for their bank generally more works on individual level; whereas for the remaining respondents (37%), relationship marketing for their bank generally works on organisational level. On the whole these data conclude that relationship marketing generally works more on individual level (than organisational level) so far as banks in India are concerned. Establishing bond of relationship and relationship framework In accordance with the research literature, at the core of relationship marketing is an exchange that is beneficial to the parties involved in the exchange. The concept of the exchange as it applies to marketing can be viewed with any transaction cost analysis approach or a social approach, the theory of exchange. Transactions are divided into discrete transactions and relational operations. Relational contract is governed by the law of relational operations. In classical contract law, which governs the discrete individual members of the operation is not relevant, but this is not true of marketing (Rusbult and Van Lange 2003). In a relational contracting point of transition from the agreement (as in classical contract law), against itself as it is with time. There may or may not be the original agreement, and if so, can not be any great respect for him. In relational transactions reduced the gap between the contractual parties, as this ratio becomes stronger and stronger. The main ai m of relationship marketing is the creation of the interest thereon, to minimize information search, and it is unlikely that present moral dilemmas, but rather, through the coordination of activities to achieve results mutually beneficial. Redesigning, relationship marketing is a very broad relatively long term, voluntary, individual, business associations with the degree of emotional commitment, trust, intimacy, cooperation and interdependence(Rusbult and Van Lange 2003), which is based on the assumption of a shared , the promises of interactive marketing exchange on a reciprocal basis. In the light of these revelations, the issue of study in this research was as which aspect of relationship framework best works as establishing bond of relationship between banks in India and their clients. The data collected in this regard reveals that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients (se e Table and Figure 4.2). For State Bank of India, the interviews reveal that the bank focuses on trust and interdependence aspects of relationship framework best works establishing bond of relationship with the clients. The second question asked from the Marketing Managers of various banks in India was, which of relationship framework best work as establishing bond of relationship between their bank and clients. The response in majority comes outlining trust and cooperation. As according to the data shown in the above table, for majority of respondents (67% of the total 30), trust (37%) and cooperation (30%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients; whereas for the remaining respondents (33%), interdependence (13%), emotional commitment (10%) and intimacy (10%) as aspects of relationship framework best works as establishing bond of relationship between their bank and the clients. On the whole, these data conclude that trust and cooperation as aspects of relationship framework best works establishing bond of relationship between banks in India and their clients. Approach of relationship marketing For the research literature, the repeated use of the term relationship marketing (Brodieet al,1997). They suggested that relationship marketing applied at four levels. At the first level, relationship marketing, technology-based database marketing tool. At the second level, relationship marketing focuses on the relationship between business and its customers, focusing customer retention. At the third level, relationship marketing is a form of customer partnership with customers jointly participate in developing a product or service. The fourth and broadest level, relationship marketing was seen as including all of the databases for personal services, loyalty programs, brand loyalty, internal marketing, personal and social relationships and strategic alliances. Three characteristics are important for customers to desire continuity with the same supplier. These arevariability, complexity, participation (Berry, 1995). Furthermore, that relationship marketing is carried out at three leve ls. Level one relationship marketing is based primarily on price incentives to ensure customer loyalty. However, a sustainable competitive advantage is minimal at this level one, as pricing actions can be compared quickly. The second level of relationship marketing is based primarily on social networks, although the price remains a vital element. This includes personalization and adaptation of these relations.Relationship Marketing has been recognized in the ready-made marketing world, where it became apparent that a strategic competitive advantage could not be delivered on the basis of product characteristics, where alone and corporate profitability are beginning to be associated with satisfying existing customers (Egan, 2001). In the light of these revelations, the issue of study in this research was as which approach of relationship marketing is comparatively more beneficial for banks in India. The data collected in this regard reveals that focusing on client retention as approac h of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India (see Table and Figure 4.3). For State Bank of India, the interviews reveal that the bank by and large focuses on client retention as approach of relationship marketing. The third question asked from the Marketing Managers of various banks in India was, which of relationship marketing is comparatively more beneficial for their bank. The response in majority comes outlining on clients retention. As according to the data shown in the above table, for respondents in majority (67% of the total 30) focusing on clients retention as approach of relationship marketing is comparatively more beneficial for their bank; whereas for the remaining respondents (33%), focusing on technology-based data base marketing as approach of relationship marketing is comparatively more beneficial for their bank. By and large, these data conclude that focusing on client retention as approach of relationship marketing is comparatively more beneficial than focusing on technology based data base marketing for banks in India. Relationship marketing as competitive advantage tool In accordance with the research literature, competitive advantage as determined by the type of people the organization attracts and how these individuals to compete when they are players or staff. Therefore it is very necessary to recruit people who have high skills and can lead and develop a competitive culture in the organization. This is true for every business but not for those who have focused for some particular people or work force. This could also include the experience of the workforce which has to be recruited. These characteristics are as important as they seem to be but there is one more factor which is very important and work as a pushing force to compete in the market which guides to repeatedly contributing to the competitive culture of the organization. This is how the organization deploys, manages, reconfigures, or integrates with them (Peteraf and Bergen, 2003). This is not just with the systems that creates an advantage, but as they are occupied in operations in the system. It was here, in the Superior operations, advantages can be obtained. Again, the key is the quality of the person concerned, and how they function together for competitive advantage. This group is based on the operations in the responsibility of each individual in the organization and, as the rule tracks from a top manager it creates a sense of importance and steady concentration to feature whether the keys to the organization reap the benefits sought through what are essentially common systems in the competitive arena of the organization. A competitive culture creates the feeling that all opportunities to compete with a rival, as well as with itself. There is a positive feedback between the public interest and the success of overtime. These types of loops, both positive and negative, create difficulties in the system and create the dynamic behavior of organizations (Sterman, 2000). That is why we see a cluster of industries in the geographical area where a cluster of more a vailable pool of talent is available. Thus, creating and maintaining a culture of competition is a key component of efforts to achieve competitive advantage. In the light of these revelations, the issue of study in this research was as how is the role of relationship marketing as competitive advantage tool for banks in India. The data collected in this regard reveals that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India (see Table and Figure 4.4). For State Bank of India, the interviews reveal that although relationship marketing is highly focused a strategy for the bank, yet the bank does not look relationship marketing as tool of competitive advantage. The fourth question asked from the Marketing Managers of various banks in India was, how is the role of relationship marketing as competitive advantage tool for their bank. The response in majority comes out as highly effective. As according to the data shown in the above table, for respondents in majority (60% of the total 30), they see the role of relationship marketing highly effective as competitive advantage tool for their bank; whereas for the remaining respondents (40%), they see the role of relationship marketing either effective (27%) or ineffective (13%) as competitive advantage tool for their bank. By and large, these data conclude that certainly the role of relationship marketing is highly effective as competitive advantage tool for banks in India. Areas of competitive advantage and relationship marketing For the research literature, linking aspects of relations with some degree of competitive advantage became a topic of growing interest in marketing and strategy scholars. Research in this area have focused on trust, commitment, mutual goals, power, social networks, transaction costs, information exchange, a kind of investment and management, each of which has been shown to affect the incidence of relationship based on competitive advantage (Morgan and Hunt, 1999) . However, only two authors have attempted to conceptualize the relations based on competitive advantages in a holistic sense (JAP 2001; Wilson 1995). The hypothesis that inter-firm connection can be the basis for accomplishing competitive benefits has received significant attention in the literature. A number of studies are on the way to explain this incidence (Morgan and Hunt, 1999). Personal qualities such as trust, commitment, mutual goals, power, social networks, transaction costs, information sharing, an investment and management of all it has been shown to affect the incidence of relationship based on competitive advantages (JAP 1999; Morgan and Hunt 1999; Wilson 1995). In the light of these revelations, the issue of study in this research was as in which area of competitive advantage, relationship marketing would be most successful for banks in India. The data collected in this regard reveals that in the competitive areas of managing social networks and managing information sharing, relationship marketing would be most successful for banks in India (see Table and Figure 4.5). For State Bank of India, the interviews reveal that the bank rather focuses on managing