Fiber optics and its applications

Fiber optics and its applications INTRODUCTION Nothing in the world gives us more power and confidence than having information. The ability to communicate information is essential to achieve the successful advancement of humankind. Transmission of information is imperative to the expansion of our horizons. What does this all have to do with fiber optics? This research paper will cover the basis of fiber optics in terms of its transmission, communication, origin, uses and applications. Fiber optics transports light in a very directional way. Light is focused into and guided through a cylindrical glass fiber. Inside the core of the fiber light bounces back and forth at angles to the side walls, making its way to the end of the fiber where it eventually escapes. The light does not escape through the side walls because of total internal reflection. Why is fiber optics so important? Besides being a flexible conduit that is used to illuminate microscopic objects, fiber optics can also transmit information similarly to the way a copper wire can transmit electricity. However, copper transmits only a few million electrical pulses per second, compared to an optical fiber that carries up to a 20 billion light pulses per second. This means telephone, cable and computer companies can handle huge amounts of data transfers at once, much more than conventional wires can carry. Fiber optic cable was developed because of the incredible increase in the quantity of data over the past 20 years. Without fiber optic cable, the modern Internet and World Wide Web would not be possible. WHAT IS FIBER OPTICS? Fiber optics is extremely thin strands of purified glass that carry information from one point to another in the form of light. Unlike copper wire, fiber optics does not use electricity during transmission. Optical fibers can be either glass or plastic tubing capable of transmitting light, which is then converted into sound, speech or information. Fiber optic cables transmit a digital signal via pulses of light through the very thin strands of glass. A basic fiber optic system consists of: a transmitting device, which generates the light signal, an optical fiber cable, which carries the light, and a receiver, which accepts the light signal that was transmitted. A fiber optic strand is about the thickness of a human hair, about 120 micrometers in diameter and can carry as many as 20 billion light pulses per second. The fibers are bundled together to form optical bundles, which transmit the light signals over long distances up to 50 km without the need for repeaters. Each optic fiber is made up of three main parts: The core or the centre of the optical fiber is a very thin strand of glass that carries the light signal. The cladding is the optical material which reflects the light signals back into the core. This prevents the light from escaping and allows it to travel through the fiber. The outside jacket or buffer coating is made of a plastic material that protects the optical fiber from any moisture, corrosion and external damage. There are only two types of fiber optic cable: Glass fibers, which are more common, because they allow longer distance transmission and they are more efficient. Plastic optical fibbers are used in less technical applications and are normally used in very short-length transmissions. HOW ARE OPTICAL FIBERS MADE? Optical fibers are made of very pure glass. The glass core or centre is made of silica and is purified to minimise the loss of signal. It then gets coated to protect the fibers and to contain the light signals. The light signals carried by the optical cable consist of electrical signals that have been converted or changed into light energy. The following process is followed to manufacture the optical fibers: The Manufacturing of the Preform Blank The silica must first be purified before it can be spun into glass fibers. This process takes a long time and the silica is heated to very high temperatures and then distilled to purification. The sand is heated to a temperature that will change the silica into a gaseous state. The silica will then be combined with other materials called dopants, which will react with the silica (in its gaseous state) to form the fibers. All the solid impurities are removed and the gas is cooled to form the fiber material. A process called modified chemical vapour deposition (MCVD) is used to change the glass into the preform blank. During this process oxygen is bubbled through solutions of silicon chloride (SiCl4), germanium chloride (GeCl4) and other chemicals. The gas vapours are channelled to the inside of a synthetic silica quartz tube in a special lathe to form the cladding. While the lathe rotates a burning flame is moved back and forth on the outside of the tube. The extreme heat from the burner causes the following: The silicon and the germanium react with oxygen to form silicon dioxide (SiO2) and germanium dioxide (GeO2). The silicon dioxide and the germanium dioxide settles on the inside of the tube and it fuses together to form glass. The lathe turns continuously to allow the preform blank to be coated evenly. To maintain the purity of the glass a corrosion resistant plastic is used to accurately control the flow and the structure of the mixture. This process of manufacturing the preform blank takes a couple of hours. The preform blank is cooled and is inspected for quality through an inspection and control process. Drawing fibers from the Preform Blank After testing the preform, it is placed into a fiber drawing tower. The preform blank gets lowered into a furnace and is heated between 1,900 °C to 2,200 °C until the tip starts to melt an a molten blob starts to fall down. As it drops down, it cools and forms a strand. This strand is pulled through a sequence of coating cups (buffer applicators) and curing ovens using ultraviolet light, and then coiled onto a tractor-controlled reel. This process is accurately controlled using a laser micrometer to measure the thickness of the fiber. This information is then sent back to the tractor mechanism. The tractor mechanism pulls the fibers at a rate of 10 to 20m/sec and the finished product is wound onto a spool. A spool can contain more than 2,2km of optical fiber Testing the Finished Optical Fiber Once the optical fiber is manufactured it goes through a process of testing. The following tests are done: Tensile strength The fibers must withstand 100,000 lb/in2 or more Refractive index profile Determine that the core diameter, cladding dimensions and coating diameter are uniform. Screen also for optical defects. Attenuation Determine the extent that light signals of various wavelengths degrade or reduce over certain distances. Information carrying capacity (bandwidth) the number of signals that can be carried at one time (multi-mode fibers) Chromatic dispersion Spread of various wavelengths of light through the core, this is very important for bandwidth. Operating temperature/humidity range Determines the temperature and humidity that the fiber can withstand. Ability to conduct light underwater Important for undersea cables Once t ­he fibers have passed the quality control process, they are sold to telephone companies, cable companies and network providers. Currently many companies are replacing their old copper-wire-based systems with new fiber-optic-based systems to improve speed, capacity and clarity. TYPES OF OPTICAL FIBERS There are two types of optical fibers: Single Mode Fiber Single mode fibers transmit a single data stream. The core of the glass fiber is much finer than in multi-mode fibers. Light thus travels parallel to the axis, creating little pulse dispersion. Data transmission modes are higher, and the distances that single mode fiber can cover can be over 50 times longer than multi-mode fibers. Telephone and cable television networks install millions of kilometers of this fiber every year. Multi-Mode Fiber Multi-mode fibers allow different data streams to be sent simultaneously over a particular fiber. The glass fiber has a slightly larger diameter to allow light to be sent through the fiber at different angles. An LED or laser light source is used in the 50 micron and 62.5 micron fiber optic cables. They are also used in the same networking applications. The main difference between the two is that 50 micron fiber can support 3 times the bandwidth of 62.5 micron fiber. The 50 micron fiber also supports longer cable runs than 62.5 micron cable. Simplex cable consists of only one single fiber optic strand. The data can only be transmitted in one direction. The duplex cable is made up of two fiber optic strands that run side-by-side. One strand runs from transmit to receive and the other strand joins receive to transmit. This allows communication in both directions (bi-directional) between devices. Some optical fibers can be made from plastic. These fibers have a large core (0.04 inches or 1 mm diameter) and transmit visible red light (wavelength = 650 nm) from LEDs. Due to their inferior optical properties, plastic fiber optic (POF) strands and cables are not suitable for extended data transmission. HOW DOES A FIBER OPTIC CABLE WORK? Traditionally when we sent data transmissions over copper cables we transmit electrons over a copper conductor. Fiber optic cables transmit a digital signal via pulses of light through a very thin strand of glass. The fiber strands are extremely thin, not much thicker than a human hair. The basic fiber optic transmission system consists of three basic components: Transmitter fiber optic cable receiver A transmitter is connected to the one end of the fiber cable. Electronic pulses are converted by the transmitter into light pulses and the optical signal gets sent through the fiber cable. A receiver on the other end decodes the optical signal into digital pulses. The core of the cable is surrounded by a cladding which reflects the light back into the core and eliminates light from escaping the cable. This is called total internal reflection. When light is sent through the core of a fiber optic cable, the light constantly bounces off the cladding, which is highly reflective, like a mirror-lined wall. The cladding does not absorb any light allowing complete internal reflection and allowing the light to travel far distances without losing its intensity. The discovery of lasers influenced the development of fiber optics. Lasers and LEDs can generate an enormous amount of light in a very small area, which can successfully used in fiber optics. Laser diodes are complex semiconductors that convert an electrical current into light. The process of converting the electrical signal into light is far more efficient because it generates less heat than an ordinary light bulb. Reasons for using laser diodes in fiber optics: laser diodes are very small laser diodes are highly reliable and have a long life laser diodes have high radiance laser diodes emit light into a very small area laser diodes can be turned on and off at very high speeds ADVANTAGES OF FIBER OPTICS The use of fiber optics is fast becoming the medium of choice for telecommunication systems, television transmission and data networks. Fiber optic cables have a multitude of advantages and benefits over the more traditional methods of information systems, such as copper or coaxial cables. Speed One of the greatest benefits to using fiber optic systems is the capacity and speed of such a system. Light travels faster than an electrical system which allows faster delivery and reception of information. Fiber optic cables also have a much higher capacity for bandwidth than the more traditional copper cables. Immunity to electromagnetic interference Coaxial cables have a tendency for electromagnetic interference, which renders them less effective. Fiber optics is not affected by external electrical signals, because the data is transmitted with light. Security Optical systems are more secure than traditional mediums. Electromagnetic interference causes coaxial cables to leak information. Optical fiber makes it impossible to remotely detect the signal being transmitted within the cable. The only way to do so is by actually accessing the optical fiber itself. Accessing the fiber requires intervention that is easily detectable by security surveillance. These circumstances make fiber extremely attractive to governments, banks and companies requiring increased security of data. Fire prevention Copper wire transmission can generate sparks, causing shortages and even fire. Because fiber optical strands use light instead of electricity to carry signals, the chance of an electrical fire is eliminated. This makes fiber optics an exceptionally safe form of wiring and one of the safest forms of data transmission. Data signalling Fiber optic systems are much more effective than coaxial or copper systems, because there is minimal loss of data. This can be credited to the design of optical fibers, because of the principle of total internal reflection. The cladding increases the effectiveness of data transmission significantly. There is no crosstalk between cables, e.g. telephone signals from overseas using a signal bounced off a communications satellite, will result in an echo being heard. With undersea fiber optic cables, you have a direct connection with no echoes. Unlike electrical signals in copper wires the light signals from one fiber do not interfere with those of other fibers in the same cable. This means clearer phone conversations or TV reception. Less expensive Several kilometers of optical cable can be made far cheaper than equivalent lengths of copper wire. Service, such as the internet is often cheaper because fiber optic signals stay strong longer, requiring less power over time to transmit signals than copper-wire systems, which need high-voltage transmitters. Large Bandwidth, Light Weight and Small Diameter Modern applications require increased amounts of bandwidth or data capacity, fiber optics can carry much larger bandwidth through a much smaller cable and they arent prone to the loss of information. With the rapid increase of bandwidth demand, fiber optics will continue to play a vital role in the long-term success of telecommunications. Space constraints of many end-users are easily overcome because new cabling can be installed within existing duct systems. The relatively small diameter and light weight of optical cables makes such installations easy and practical. Easy Installation and Upgrades Long lengths of optical cable make installation much easier and less expensive. Fiber optic cables can be installed with the same equipment that is used to install copper and coaxial cables. Long Distance Signal Transmission The low attenuation and superior signal capacity found in optical systems allow much longer intervals of signal transmission than metallic-based systems. Metal based systems require signal repeaters to perform satisfactory. Fiber optic cables can transmit over 100km with no active or passive processing. Even greater distances are being investigated for the future. To use fiber optics in data systems have proven to be a far better alternative to copper wire and coaxial cables. As new technologies are developed, transmission will become even more efficient, assuring the expansion of telecommunication, television and data network industries. DISADVANTAGES OF FIBER OPTICS Despite the many advantages of fiber optic systems, there are some disadvantages. The relative new technology of fiber optic makes the components expensive. Fiber optic transmitters and receivers are still somewhat expensive compared to electrical components. The absence of standardisation in the industry has also limited the acceptance of fiber optics. Many industries are more comfortable with the use of electrical systems and are reluctant to switch to fiber optics. The cost to install fiber optic systems is falling because of an increase in the use of fiber optic technology. As more information about fiber optics is made available to educate managers and technicians, the use of fiber optics in the industry will increase over time. The advantages and the need for more capacity and information will also increase the use of fiber optics. APPLICATIONS OF FIBER OPTICS As the popularity of optical fibers continue to grow, so does their applications and practical uses. Fiber optic cables became more and more popular in a variety of industries and applications. Communications / Data Storage Since fiber optics are resistant to electronic noise, fiber optics has made significant advances in the field of communications. The use of light as its source of data transmission has improved the sound quality in voice communications. It is also being used for transmitting and receiving purposes. Military Optical systems offer more security than traditional metal-based systems. The magnetic interference allows the leak of information in the coaxial cables. Fiber optics is not sensitive to electrical interference; therefore fiber optics is suitable for military application and communications, where signal quality and security of data transmission are important. The increased interest of the military in this technology caused the development of stronger fibers, tactical cables and high quality components. It was also applied in more varied areas such as hydrophones for seismic and SONAR, aircrafts, submarines and other underwater applications. Medical Fiber optic are used as light guides, imaging tools and as lasers for surgeries. Another popular use of fiber-optic cable is in an endoscope, which is a diagnostic instrument that enables users to see through small holes in the body. Medical endoscopes are used for minimally invasive exploratory or surgical procedures. Fiber optics is also used in bronchoscopes and laparoscopes. All versions of endoscopes look like a long thin tube, with a lens or camera at one end through which light is emitted from the bundle of optical fibers banded together inside the enclosure. Mechanical or Industrial Industrial endoscopes also called a borescope or fiberscope, enables the user to observe areas that are difficult to reach or see under normal circumstances, such as jet engine interiors, inspecting mechanical welds in pipes and engines, inspecting space shuttles and rockets. Inspection of sewer lines and pipes. Networking Fiber optic is used to connect servers and users in a variety of network settings. It increases the speed, quality and accuracy of data transmission. Computer and Internet technology has improved due to the enhanced transmission of digital signals through optical fibers. Industrial/Commercial Fiber optics are used for imaging in areas which are difficult to reach. It is also used in wiring where electromagnetic interference is an problem. It gets used often as sensory devices to make temperature, pressure and other measurements as well as in the wiring of motorcars and in industrial settings. Spectroscopy Optical fiber bundles are used to transmit light from a spectrometer to a substance which cannot be placed inside the spectrometer itself, in order to analyse its composition. A spectrometer analyses substances by bouncing light off of and through them. By using optical fibers, a spectrometer can be used to study objects that are too large to fit inside, or gasses, or reactions which occur in pressure vessels Broadcast/CATV/Cable Television Broadcast or cable companies use fiber optic cables for wiring CATV, HDTV, internet, video and other applications. Usage of fiber-optic cables in the cable-television industry began in 1976 and quickly spread because of the superiority of fiber optic cable over traditional coaxial cable. Fiber optic systems became less expensive and capable of transmitting clearer signals further away from the source signal. It also reduced signal losses and decreased the number of amplifiers required for each customer. Fiber optic cable allows cable providers to offer better service, because only one optical line is needed for every  ± 500 households. Lighting and Imaging Fiber optic cables are used for lighting and imaging and as sensors to measure and monitor a vast range of variables. It is also used in research, development and testing in the medical, technological and industrial fields. Fiber optics are used as light guides in medical and other applications where bright light needs to shine on a target without a clear line-of-sight path. In some buildings, optical fibers are used to route sunlight from the roof to other parts of the building. Optical fiber illumination is also used for decorative applications, including signs, art and artificial Christmas trees. Optical fiber is an essential part of the light-transmitting concrete building product, LiTraCon which is a translucent concrete building material. Conclusion With the introduction of highly transparent fiber-optic cable in the 1970s, very high-frequency laser signals now carry phenomenal loads of telephone conversations and data across the country and around the world. From surgical procedures to worldwide communication via the internet, fiber optic has revolutionised our world. Fiber optics has made important contributions to the medical field, especially with regards to surgery. One of the most useful characteristics of optical fibers is their ability to enter the minute passageways and hard-to-reach areas of the human body. But perhaps the greatest contribution of the 20th century is the combination of fiber optics and electronics to transformed telecommunications. References / Bibliography Why is fiber optics importany http://library.thinkquest.org/TQ0312432/lessons_part-04.html http://www.greatachievements.org/?id=3706

Romulus My Father Belonging Essay

What particular insight into an understanding of belonging have you gained from Raimond Gaita’s representation of his father’s life in Romulus my Father in the early chapters of the memoir, and how his choice of language, style, voice and the use of the memoir influenced your response to his story so far In the early chapters of the memoir Gaita gives us images and ideas that he himself acquired from his father, for example ‘Though the landscape is one of rare beauty, to the English or European eye it seems desolate and even after 14 years my facer could not become reconciled to it’ is a quote said early on in the book describing Romulus’ disdain for the Australian landscape which Raimond originally also shared until his enlightenment. Romulus does not feel like he can belong in Australia early in the chapter because he still has the images of the lush, green European landscape in his mind and this leads to a sense of not belonging because he hungers for his homeland. The idea that the landscape shapes your identity and sense of belonging is something that Gaita reinforces. Another insight into belonging that Raimond tries to convey is that people gravitate to those who share similar values/language to them. Romulus is a migrant and feels lost in this country but he then finds other Romanian people and bonds with them.The house at frogmore which was isolated helped shape Gaita’s sense of belonging because he felt safe and free there, this is another example of the place where you grew up shaping your sense of belonging. Time and time again Gaita reinforces the idea that his father was a hero and someone who should be admired. This devotion and love for his father is seen throughout the memoir and we are told anecdotes explaining how Romulus made the hard decisions and tried to raise his son as a good person even going so far to beat him to reinforce these ideals such as lying is bad, respect your parents and not to steal . The repetition of this admiration is used to show the bond between a father and his child.The depression motif gives another insight into how hard it is to acquire a sense of belonging. Many characters in the memoir have depression and this is to emphasis the feeling of loneliness, desolation and non-belonging because of the migrant experience and even Romulus himself goes through states of madness during his life because of the migrant experience. Acceptance by all people is something that people must have to belong or else the sadness/loneliness may drive them to madness also. Christina is an example of this because she has no sense of belonging, travels a lot and has a lot of lovers. Gaita never says she is a bad mother even because of these things, he only reminds us she that she has problems and it is not her fault.Her attempted suicide story is used to make us feel sorry for her and pity because she has never been able to connect with anything, ‘alone, small, frailâ₠¬ ¦forsaken†, this accumulation of adjectives gives us a more descriptive picture of what was happening and how she felt. The narrative is in first person narrative and gives us a firsthand experience in what had happened. The memoir seems more real to us because it is real and therefore we can relate to it better and use it to better our lives. Though his language is more matter of fact at the beginning of the memoir, his eventual ascendance changes his language style so much that is clear that is a wiser and smarter Raimond speaking now. This higher intelligence lets us communicate with him better and so we can fully grasp what he is trying to tell us about belonging and how it is to get that true sense of belonging.

Capital Punishment And The Death Penalty - 1812 Words

Capital punishment, or the death penalty, has been a contentious issue in societies around the world for centuries, and is often considered the ultimate, irreversible punishment. In Canada, the first recorded use of the death penalty dates back to 1759, when Canada still resided as a British colony. Since then, 1,481 people have been sentenced to death in Canada, 710 of which were executed. Capital punishment was abolished in Canada on July 14th, 1976 after bill C-84 was passed by Parliament, supported by a mere 6-vote majority. In much of the United States, however, capital punishment still dominates as the preeminent punishment for severe crimes, having only been outlawed in 19 of the 50 states. Some consider the death penalty to be an adequate consequence of first degree murder. However, there are many moral, psychological, and financial implications associated with capital punishment. For numerous rationale, capital punishment should be abrogated worldwide as it is unethica l, ineffectual, monetarily wasteful, and causes superfluous moral distress among justice and prison workers. According to a 2012 study on homicide rates across the United States, death penalty states averaged a 31.8% higher homicide rate from 1991 to 2011 than non-death penalty states. Similarly, the homicide rate in countries with capital punishment averages 33.9% higher than the homicide rate in countries that have abolished capital punishment. This raises the question: Is the death penaltyShow MoreRelatedCapital Punishment : The Death Penalty1482 Words   |  6 PagesMrs. McElmoyl 12/12/14 Capital Punishment As stated by former governor of New York, Mario M. Cuomo, Always I have concluded the death penalty is wrong because it lowers us all; it is a surrender to the worst that is in us; it uses a power- the official power to kill by execution- that has never brought back a life, need inspired anything but hate. (Cuomo 1) This is one of the main arguments against capital punishment (also known as the death sentence.) Capital punishment is the ability for a governmentRead MoreThe Death Penalty And Capital Punishment931 Words   |  4 Pageswritten down (Robert). The death penalty was applied for a particularly wide range of crimes. The Romans also used death penalty for a wide range of offenses. Historically, the death sentence was often handled with torture, and executions, except that it was done in public. In this century, the death penalty, execution or capital punishment, whatever you’d like to refer it as, is the result for committing capital crimes or capital offences and it is not in public. 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Should one be for or against the Death Penalty? Let’s take a look deep into the world of justices and why capital punishment still exists in today’s society. Capital punishment or the death penalty is a feder al punishment given to criminals who are convicted of murders. It is the highest law punishment available that can prevent future murders by developing fear within them. Capital punishmentRead MoreCapital Punishment And The Death Penalty1017 Words   |  5 PagesName: Lucas Falley Topic: Capital Punishment Background: Capital punishment, or the death penalty, has existed for thousands of years. For as long as there has been organized society, the death penalty has existed in numerous cultures and civilizations. Throughout the years the methods have changed, but the use of capital punishment is becoming a pressing matter. Amnesty International reports that there are 140 countries worldwide that have abolished the death penalty, while over 50 countries stillRead MoreThe Death Penalty Is A Capital Punishment1271 Words   |  6 Pages What is the death penalty? The death penalty is a capital punishment that is punishable by death or execution. This is usually given to people that have committed serious offences or capital crimes. There are 31 states in the United States that are for the death penalty. Crimes that are punishable by the death penalty, vary from state to state. Examples of such crimes are; first degree murder or premeditated murder, murder with special circumstances, such as: intende d, multiple, and murder whichRead MoreCapital Punishment And The Death Penalty1539 Words   |  7 PagesCapital punishment, otherwise known as the death penalty, has been the center of debate for a long time. Capital punishment may be defined as the â€Å"[e]xecution of an offender sentenced to death after conviction by a court of law of a criminal offense† (Capital Punishment). Up until 1846, when Michigan became the first to abolish the death sentence, all states allowed legal practice of capital punishment by the government (States). Currently, there 32 states still supporting the death penalty and 18Read MoreThe Death Penalty Of Capital Punishment1480 Words   |  6 Pagesjustice system, such as the death penalty. Capital punishment has been used many times in history all around the world, and it was quite popular. Many people argue that capital punishment is useful in deterring crime and that it is only fair that criminals receive death as punishment for a heinous crim e. On the contrary, others see the death penalty as a violation of the 8th amendment. It restricts excessive fines, and it also does not allow cruel and unusual punishment to be inflicted upon criminals

Menu Evaluation Recipe And Beverage List For A...

Assessment 1: Menu Evaluation Date of submission: August 21, 15 Friday Name: Vaibhav Vishen Student ID: L572407 Topic: Menu Evaluation Through this assessment I will be drawing my understanding based on the knowledge and my views on factors that one should consider when planning a menu and beverage list for a commercial operation. For better understanding I will be using Little Penangs menu, which is a Traditional style Malaysian restaurant based in wellington CBD, as a model for interpreting and critiquing it from a design and ergonomic perspective. Also to start with the first step in creating an à   la Carte menu is to identify the customer wishes and their assumed value decisions for the daypart in question. (Barrish, 2103, p. 50) â€Å"This consists of information concerning the public’s buying preferences and how well the sellers business meets those preferences as viewed by the potential buyer†. (Kotschevar Withrow, 2008, p. 65) Little Penang is a traditional family restaurant that serves Malaysian food and gives a variety of options for lunch and dinner. They use print and the chalkboard as a medium of showcasing their menu. Non-Laminated Quality paper with a readable font for almost all age groups, the printed menu is a one page À La Carte menu (California menu style) with six groupings. I will be critiquing the menu on the basis of the following criteria: 1. Quality: Typeface, Type of paper, Quality of paper, Legibility, Colour Schemes.Show MoreRelatedRestaurant Operation Management5805 Words   |  24 PagesRestaurant Operation Management EXECUTIVE SUMMARY This project is about us being hired as a restaurant manager of a new American ethnic restaurant. It has a seating capacity of 80, which it serves mainly American cuisine accompanied with various types of alcohol and non-alcoholic beverages. 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Analysis of Beowulf Essay - 1298 Words

After a long journey, you find yourself in uncharted territory. As you scout the area, you notice a small village off in the distance. Upon approaching this settlement, you are greeted by some armed townsfolk. They attack you without warning, and take you to a large hall in the center of town. There, you see many men parading around in an intoxicated stupor, showing off their trophies and talking of their success in past battles and wars. They eat with bare hands, ripping at the food and drinking until they can no longer handle themselves, finding a home on the open floor. The hall is dressed with weapons of war, from shields to swords and everything in between. The women are wrapped in chains, fulfilling their only purpose of serving the†¦show more content†¦When describing a nation as â€Å"barbaric† or â€Å"uncivilized†, there are a few key factors you search for. One of the most common factors discussed in an uncivilized nation is the over abundance of vio lence, most likely due to a lack of social order and control. If you were to base the idea of barbarism exclusively on violence, then the Anglo-Saxons would without doubt be considered uncivilized. The author of the poem seems to have a fascination with the violent nature of man kind. Beowulf, the main character of the poem, seems to thrash about the countryside looking for violence around every corner. For example, at the beginning of the poem, Beowulf travels to the â€Å"lord of the Danes† to â€Å"proffer [his] wholehearted help†¦a way to defeat [Hrothgar’s] enemy and find respite†¦Ã¢â‚¬  (278-280). It seems, at least to the poet, fighting is the best way to establish favorable renown and show your power among others. The firstShow MoreRelatedBeowulf Analysis1683 Words   |  7 PagesBeowulf Beowulf is another incredible epic poem that was first written in the Anglo-Saxon era. It is believed that the story is not an original piece by the author. Rather, it was part of oral tradition that the author later committed to inscribe it. The author of Beowulf is still a mystery since the work was not sign the work, although scholars refer to the author as just Beowulf poet. Since much about Beowulf is still unknown to the present generation, various debates have risen especially asRead MoreBeowulf Character Analysis885 Words   |  4 Pagesanalyzing and reading the text in Beowulf, I realized that Beowulf himself is a leader and a hero in the text also he plays a big role as the protagonist being a hero for saving his kingdom against monsters and mortal enemies but exactly how does it make him a greater hero than the average hero? In the text Beowulf’s uncle which is Hygelac was said to be a great ruler and it is evident that this is Beowulf’s role model and hero and as the story goes on. As a character Beowulf encounters with great monstersRead MoreBeowulf Character Analysis942 Words   |  4 PagesThe Great Motivator (An analysis of Beowulf’s Motivations) Are everyones motivations to become a hero pure? This question can be hard to answer depending on the hero. Spidermans motivations for saving an innocent child were pure, but what about people suffering from hero syndrome? A syndrome, that has become a recent phenomenon. This syndrome makes people seek heroism or recognition by creating desperate situations that they resolve in order to become a hero. As common as this syndrome is todayRead MoreAnalysis Of The Poem Beowulf 851 Words   |  4 PagesThis essay offers literary analysis of Beowulf, the oldest epic poem that has survived in English literature. It is also widely known as the earliest surviving piece of literatures in vernacular European Literature. The language of this poem is Old English, spoken by Saxon people. This poem depicts a traditional story that is a part of oral Germanic tradition. As per experts, this is work of a single poet and was composed in then England. It has been determined by the scholars that thi s poem wasRead MorePoem Analysis : Beowulf 1619 Words   |  7 PagesBen Sparrow Ms. Finkelstein Honors English IV September 5, 2015 Beowulf is renowned as the oldest poem written in the English language, thought to be written over 1500 years ago this epic poem is still being heavily studied and compared to modern literature regularly. The protagonist, named Beowulf is a great warrior whose called to defend the Danes from the vicious attack of many monsters. Many would label this call to action as the start of his hero’s journey, although it isn’t an ancient conceptRead MoreBeowulf Analysis997 Words   |  4 PagesIn the Anglo-Saxon epic poem Beowulf, the stupendous hero’s many great deeds often appear to be for other’s benefit, yet Beowulf’s final conquest exposes his lust for glory and fame, thereby showing his lack of concern for anything else. This lust for immense glory and fame feeds his ego and causes his death and the imminent downfall of his great people the Geats. Throughout the poem, Beowulf’s deeds seem marvelous and good, yet in the end we can see the real motive behind his actions was his lustRead MoreAnalysis Of Beowulf s Beowulf 968 Words   |  4 PagesEnglish IV 21 September 2017 Battle Comparison Beowulf is a story about the quests and battles that the main character, Beowulf, endures. Though he faces many challenges, he is able to overcome them because of his superhuman strength and braveness. During the story, Beowulf fights three beasts: Grendel, Grendel’s Mother, and a Dragon. With the strength of 30 men in each hand grip, magical weapons, and the support of Wiglaf, his right hand man, Beowulf is able to defeat all three beasts, but suffersRead MoreAn Analysis of Beowulf1608 Words   |  6 PagesThe Old English epic Beowulf is built around the archetype of the journeying hero. Beowulf exemplifies a classical hero, one who is not immune from hubris, but who channels his strong will into judicious endeavors. Thus, Beowulf dies with the honor and glory befitting a king. His story is one of distinct binaries between good and evil. On the side opposite to Beowulfs goodness is the gruesome Grendel. Grendel is a monster, and the original epic poem does nothing to introd uce moral ambiguity thatRead MoreBeowulf Analysis712 Words   |  3 PagesWhile reading the epic tale of the almighty, brave Beowulf, readers are forced to ask themselves questions regarding the reliability of the story. In these types of stories literature, â€Å"readers are required to do more ‘detective’ work to determine whether a narrator is trustworthy or not† (Olsen 104). The tale of the almighty warrior Beowulf can be hard to believe due to because of its use of an unreliable narrator. In the epic poem Beowulf, the third person omniscient narrator can be seen as unreliableRead MoreBeowulf Analysis1236 Words   |  5 PagesKnowing Your Place In the poem Beowulf, the author shifts from Beowulf being an orphan to being a king, by incorporating underlying themes such as strength and skill, identity, and shift in power to demonstrate the importance of social structure and the adherence to the comitatus code between noblemen and thanes. The most important literary element that the poet utilizes is strength and skill for the reason that the better you are in combat the more respected you are and the greater your rewards

Romeo and Juliet Diary Entries Free Essays

Dear diary, as it is the first time I am writing to you, I would like to tell a little concerning myself. My name is Romeo, and I come from the Montague family, with my dad Mr. Montague and my mum Lady Montague. We will write a custom essay sample on Romeo and Juliet Diary Entries or any similar topic only for you Order Now I am sixteen. Not that I have a high regard for myself, but I have to say that I am quite attractive, bright and sensitive. I live in the middle of a fierce fight between my family and the Capulet’s. This battle has started ages before I was born, and will keep on going for generations and generations. Sincerely, I think that this fight is foolish, and that violence doesn’t make thing different and by no means will between our two families. I take the Capulet’s as equal to us, and nothing will alter my mind. I feel that this day couldn’t get any worst for me. You see I like this girl from the name of Rosaline, but she doesn’t return her affection towards me. This made me miserable for the whole day, and I had not the desire to see any people. I went around the region, and went into profound thinking and came to the point that there was no more point of breathing if I could never get will my beloved Rosaline. The only person informed about my love for her is my dearest cousin â€Å"Benvolio†. I told him how I felt, and how I couldn’t live without her, and he gave me the advice of going with him tonight at the masked party at the Capulet’s mansion. Dear diary I hope my cousin is right and if not what should I do? 21 April Dear diary, I am writing to tell you that I have forgotten about Rosaline in my heart and that at ball, at the Capulet’s I have fallen in love, from the first moment I saw her, and she unclasp my heart, and treed it from the thing I thought I loved and fixed it only on her. You see the moment I laid sight upon her; she engulfed my feelings upon her, and made me forget about Rosaline. The only shocked I had was after the tender kissed I got from laying my lips on hers, was that I later on learned that she was a Capulet. She is a thirteen-year-old girl, she is one of the most gorgeous girls I have ever laid eyes on, and her eyes reminded me of starts lighting upon a dark night. Even though she is of the enemy family, I thought that in any cases love was possible, and that without letting both siblings know I could forever be with her, and that in any cases we could run away together. On that night, after the ball, I have left both Benvolio and Mercutio and went climbing up her balcony, and from both side we exchanged our vows. When she was done with hers, I stopped her mouth with a kiss after having heard enough, and my heart was beating so fast that the night with her passed so fast till the moment I had to leave, which made it hard to take out my sight upon her perfect shadow. 25 April A few days later, I had gone through some with Juliet, and I finally think she is the one I want to be with. I hurried early in the morning to Friar Laurence who for me is some kind of second father, and at the same time a best friend which I tell everything to. He is quite old, and works in a small church in the middle of a field of roses. When I arrived their, I jumped in his arm, and him exited to see me, I thought it would be a good moment to actually express my feelings for Juliet. But after I have told him that I have no more feeling for Rosaline, but for the Capulet’s daughter, he turned his head away from me, and kept on walking. He then stopped and told me that what I am doing will just make the relation between both family more complicated, but the more he thought of it, the better it was for both families, so he agreed to the marriage, and on very special day we got married. 27 April Dear diary, after I have thought that nothing could ruin the joy that I had in my heart for a couple of days, well it actually did. When I went to see Benvolio and Mercutio to tell them some of the good news, well there was a fight going on in the center of the village. Tybault, which is Juliet cousin, came to our territory, and asked for trouble, and Mercutio which could not refuse a fight, decided to fight against Tybault, which I tried to make it not happen, but by falling, the fight ended by dearest Mercutio to die in my hand from Tybaults sword. Without any pretoughts, I rushed to Tybault and killed him as revenge towards Mercutio. And this is when everything turned into hell. As the prince kept on saying, that if by any means a fight was happening between then two families, the one responsible was ask to be killed. So after having killed Tybault I thought that the best idea was to flee and go hide somewhere outside the region where nothing could happen. But would Juliet be ok? How would she get any of my news? What should I do? 02 May It as been five days since I didn’t see my beloved Juliet, and I am going crazy without her. I keep asking myself those questions, if everything is ok on her side. I would do anything to go back in the past and change the fight which happened. Friar told me that I should stay where I am and not move till I get a letter from him, telling me that everything would be back as usual, except that I would have to run away with my love. I would do anything to see her again, I wouldn’t mind running away till the other side of our planet. The only thing I now must be worried about is whether she is ok, and if everything will go according to plan. I have sent a loyal friend to look on Juliet while I stay and hide in the hut which I am standing in right now, and see whether everything is ok on her side. But when he came back a couple of minutes earlier, he told me that he saw Juliet dead†¦When I heard that I thought that I was gone for, I was already seeing the life falling behind me and that it is impossible that this could have happened. So without the Friar letter, I will think I would have to go to the graveyard and see whether what I heard is in fact true. Next time I will be writing in this diary I would tell how I in fact managed to run away with my Juliet and that we would for ever live happily ever after. How to cite Romeo and Juliet Diary Entries, Papers

Business Research Methods and Evaluation of Service Quality

Question: Discuss about the Business Research Methods and Evaluation of Service Quality . Answer: Introduction Background of Study The modern-day customers are extremely demanding and choosy regarding the services that they are receiving from the various organizations. The increased income of the customers coupled with greater awareness of the individuals has posed a challenge for several organizations (Quinton and Simkin 2016). This is because of the fact that an increasing number of customers are opting for insurance services and they demand excellent quality of the services. The quality of service delivered by the organizations determines their competitive advantage. It is important to measure the service quality regardless the nature of the organization or the type of industry. It is important to formulate parameters that aim to measure the service quality of an organization. GBS Insurance is a premier independent insurance agency which provides knowledge related to the insurance to the general public (GBS Insurance 2017). The firm aims to provide the best care as well as affordable coverage to individuals who aim to search their perfect insurance policy. However, the company does not take sufficient measures to assess the service quality. Aims and Objectives The research aims to determine the various perceptions of the customers regarding the quality of services in GBS Insurance company. The aim of the research is to understand the dimensions of the service quality displayed by the Insurance Company. Objectives of Study In order to meet the above research aims, it is important to fulfill the below objectives- To understand the service quality framework in GBS Insurance To analyze the customer viewpoints regarding the service delivery of the organizations To analyze the factors affecting customer perceptions regarding services offered by GBS Insurance Research Question The research objectives would be followed by answering the following questions- What is the service quality framework in GBS Insurance? What is the customer viewpoints regarding the service delivery of the organizations? What are the factors affecting customer perceptions? (regarding services offered by GBS Insurance) Problem Statement In this age of competition, the organizations need to focus on the quality of the services provided. The service standards are a clear differentiation of the competitive framework. It is difficult to measure the service quality of the organizations so that they can deliver higher levels of service to the customers (Quinton and Simkin 2016). This causes a decrease in the customer demand. It is important to understand the behavior of the customers towards the service delivery of GBS Insurance (Quinton and Simkin 2016). If the customer attitudes are known, then there can be service quality improvements which would be beneficial for the organizational performance. The inability of assessing the different aspects of service quality affects the overall reputation of the company as there would be higher level of customer dissatisfaction. Structure of the Study The research proposal is going to analyze the evaluation of the service quality with respect to GBS Insurance. The research problem would be identified along with the formulation of the research objectives and the research aims. The next chapter would discuss the literature review of the topic and would discuss the background of the research problem. The next chapter would discuss the research methodology, specifying the method of data collection as well as the method used for the analysis of data. Literature Review The literature review would discuss the background of the service quality which would focus on the definition of the service quality along with the measurement of the service quality. The background of literature would also focus on the service quality in the insurance companies. The effect of service quality on the customer satisfaction would also be discussed. Meaning of Service Quality According to Shao and Lin (2016), the term service is usually an intangible service which is related to the performance, output or delivering a service. The output of the activity is considered as a service and there are several tangible outputs of service such as personnel, equipments or physical facilities. As argued by Sivakumar Li and Dong (2014), the service quality can be considered as comparison of the perceived expectations regarding a service with respect to the perceived performance levels. A business entity that provides high services would satisfy customer expectations and this would make them competitive in the market. The instances of increased service quality would correspond to an increase in the profitability of the firm. This is because of the fact that a firm with increased service quality would imply greater sales revenue as more number of customers would be availing the services of the company. There are different dimensions of the service quality. As stated by Allred and Addams (2013), the customer expectations of any service is usually determined by several factors such as personal needs, recommendations and the experience of the past. If the perceived service and the expected service are not equal, then there would be gap. This gap is being demonstrated by the Gap Model, which highlights the primary requirements of the delivery of the excellent service quality. As explored by Zhang Van Doorn and Leeflang (2014), the customers have a tendency of comparing the service of different companies and different organizations. They strive to compare their experiences in different organizations and compare them with their own expectations. If the experience mismatches with the expectations, then there would be gap, which would lead to customer dissatisfaction. Service Quality Perception As proposed by Aslam Nazneen and Mubeen (2015), there are five dimensions of service quality which the customers implement when they are on the verge of evaluating a particular service or several services. The survey instrument used for this purpose is known as SERVQUAL. In other words, if the service providers would make it a point to satisfy these dimensions, then they would enjoy loyal customers. The five dimensions of the service quality model SERVQUAL, is described as below- Tangibles- These factors are considered with the appearance of the physical facilities, employees, equipments, infrastructure and the communication materials which can be observed by the customers. Responsiveness- The ability to help the customers when they need it goes a long way in satisfying the customers (Oliver 2014). If the service providers would prompt service to the customers, then they would be satisfied. Assurance- The customers would be satisfied with the service, if the knowledge as well as courtesy of the employees of the organization is adequate (Oliver 2014). The ability of the employees to convey confidence and trust would go a long way in creating content customers. Empathy- This parameter deals with the personalized and caring attention of the organization towards its customers (Oliver 2014). The organization should be able to understand the pains or the troubles of the customers. Reliability- The ability of the organization to perform the required service accurately as well as dependably would go a long way in improving the service quality of the organization (Oliver 2014). The following model of the service quality perception is helpful and can be implemented in a wide variety of industries. As opined by (Oliver 2014), the service quality perceptions are dependent on different dimensions of the service quality. This is being explained by the following conceptual framework- Fig: Conceptual Framework of Service Quality Perception Source: Created by author Service Quality in Insurance Companies As opined by Peppers and Rogers (2016), the modern day companies are increasingly using defensive marketing strategies to gain loyal customers. The different insurance companies are able to achieve their organizational goals by satisfying the service quality parameter. As argued by Hirst Thompson and Bromley (2015), the globalization as well as the open market system has resulted in the complex competitive environment. This is evident not only in the manufacturing sector but also in the service sector. The insurance companies are increasingly planning and executing the strategies towards enhancing customer satisfaction. The loyalty of the customers towards the company can be enhanced by delivering them effective service as per the customer preferences (Claycomb and Martin 2013). Cummins Klumpes and Weiss (2015) argued that there are three parties involved in the insurance sector such as insurance seller, customer of insurance products and insurance company. In the insurance sector, there are six broad service criteria such as quality of raw data, quality of employees performance, derived data quality and quality of decision making (Womack and Jones 2015). The customer service of the insurance sector focuses on the reduction of the perceived risk of the consumers (Womack and Jones 2015). There are several options of the insurance such as commercial property insurance, legal liability insurance and the public liability insurance. The insurance products are difficult to differentiate in a highly competitive market and hence there needs to be service differentiator for remaining viable in the market. Effect of service Quality on Customer Satisfaction As Womack and Jones (2015) commented, insurance companies have realized that their business is dependent on the customer service, which would result in customer satisfaction. There are certain service quality dimensions which are relevant to the insurance sector- competence, corporate image, financial planning (personalized), technology and tangibles (Srivastava and Rai 2014). The customers are the actual analysts of the excellence of the services provided by the insurance companies. As stated by Eisingerich Auh and Merlo (2014), if the customers are satisfied with the services of the insurance companies, then they are more likely to purchase insurance policies from them. The primary cause of the increase in the number of customers can be attributed to the satisfaction level that they enjoy from availing the services of the company (Srivastava and Rai 2014). It is difficult to deliver superior quality services since there are several attributes such as heterogeneity, intangibility and inseparability. The dimensions of the service quality can be measured with the help of design approaches and gap analysis. GBS Insurance strives to maintain effective communication between the stakeholders of the company such as broker, customers and the insurance authorities (Srivastava and Rai 2014). It aims to educate the consumers regarding the new policies of insurances. Research Gap There has been a subsequent gap in the service quality perception by the consumers of the insurance companies. There are an increasing number of customers who are not happy with the services of the insurance companies. As opined Lee Tsao and Chang (2015), there is a large gap in the customer attitudes regarding the insurance services. There is not enough research that measures the interconnection of the service quality with the customer satisfaction in the insurance sector. This research would try to explore the impact of the service quality on the level of the customer satisfaction, which is applicable in the insurance sector. Research Methodology Introduction This research would strive to explore the service quality in GBS insurance company and evaluate the perceptions of the customers. This would be done by assessing the service quality model and the current research would focus on a mixed research approach (Saarijrvi Grnroos and Kuusela 2014). It is important to evaluate the customer perspectives based on previous data and online publications in the insurance sector (Saarijrvi Grnroos and Kuusela 2014). Research Process The research method has been designed carefully so that the customer perspective of the operational service quality in GBS Insurance can be assessed. A mixed research process would be used to understand the relationship between the two key attributes. The primary data collection method would comprise of the standard set of open ended structured questionnaires for asking them to the selected participants (Saarijrvi Grnroos and Kuusela 2014). The set of questionnaires would focus on understanding the customer viewpoints regarding the services provided by GBS insurance. The secondary data collection would comprise of analyzing the various online data sources such as company websites. Data collection process It is important to incorporate effective data collection in the research so that the research objectives are being fulfilled. A simple random sampling would be used in this method, in which there is equal probability of selection of all the participants defined in the sample size. A sample size of 60 would be selected. A stratified random sampling would be used to collect data from GBS Insurance Company. A group of 8 managers are selected from the 8 departments namely Claims, Actuarial, Commercial underwriting, Investment, IT, HR, Customer Service and Corporate Accounting. A group of 52 customers would be selected randomly. This would include the new customers as well as the old customers. The participants would be exposed to the questionnaires through online as well as offline modes. A team would perform face to face interviews with the managers inside the GBS office premises. The customers would be contacted over phone or email for recording their responses. The secondary data collection method would comprise of the annual reports of the company from online sources (Bryman 2015). The various journals, books and publications would also be used for the purpose of gathering of insights into the research topic. Data Analysis The data analysis is one of the most important steps of the research. The primary data collection would be done by the application of statistical techniques (Gelman et al. 2014). The primary data analysis would be done through MS-Excel. The data analysis process would include Likert Scale, which would comprise of 5 attributes. They are disagree, agree, undecided, strongly disagree, strongly agree. The questions would be assessed by comparing them with the scale and the individual responses would be rated based on the 7 point Likert scale. The quantitative data would be analyzed with the help of graphs as well as tables which would help in better analysis of the customer opinions regarding the service quality of GBS Insurance. In order to increase the efficiency of the data analysis process, a SERVPERF model would be used which would be based on the model of service quality. This is helpful in understanding the service quality of the insurance companies in the private as well as public sectors (Gelman et al. 2014). The statements of the questionnaires would be based broadly grouped under five dimensions. These five dimensions are- tangibles, responsiveness, reliability, assurance and empathy. In order to measure the service quality perceptions, the Likert 5 point scale would be used. A reliability check would be performed by establishing the suitability of the construct, which would be applicable in the insurance industry. Research Outcome The outcome of the research shows interesting trends. The results of the data analysis show that a majority of the customers have low satisfaction level as far as service delivery is being concerned. They feel that the communication system of the employees of the company is not adequate. The customers do not perceive the service levels of the company adequate enough and they wish them to be improved. It was also found out that the company displays low levels of empathy towards its customers. However, the managers agree that they are providing reliable, assured and responsible services to its customers. This research poses a foundation for the future research on the evaluation of the service quality in GBS insurance. Recommendations The service quality of GBS insurance should be enhanced in terms of customer service. The employees should understand the troubles of the employees and their issues. The customer service managers and the customer relationship officers should be more sensitive towards the issues of the customers. They should try to give solutions to the problems faced by thee customers. This would increase the quality of the service delivery of GBS insurance, as perceived by the customer. Ethical Consideration The research has been performed by following ethical guidelines. The participants were not forced for giving their feedbacks and they voluntarily participated in the data collection process (Ritchie et al. 2013). An honest approach has been taken for collecting the relevant data and analyzing the same. The data were not fabricated and the actual responses of the participants were recorded. The research ensured the confidentiality of data and the responses of both the mangers as well as customers are stored in a secured place. Limitations of Study The study had several limitations. The managers have a biased view regarding the service quality of their own organization due to the fear of bad reputation in the company (Ritchie et al. 2013). This prevented inaccurate data collection, which prevented the understanding of the actual service provided by the organization. There are inadequate online data sources regarding the evaluation of the service quality in GBS Insurance. This creates a difficulty from the point of view of the research which would pose difficulty in the process. References Allred, A.T. and Addams, H.L., 2013. Service quality at banks and credit unions: what do their customers say?.International Journal of Bank Marketing. Aslam, N., Nazneen, Q. and Mubeen, S.A., 2015. Assessment of service quality in Insurance Industry in Sultanate of Oman.International Journal of Research in Finance and Marketing,5(8), pp.119-127. Bryman, A., 2015.Social research methods. Oxford university press. Claycomb, C. and Martin, C.L., 2013. Building customer relationships: an inventory of service providers objectives and practices.Journal of Services Marketing. Cummins, J.D., Klumpes, P. and Weiss, M.A., 2015. 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The relationship between attitude toward using and customer satisfaction with mobile application services: an empirical study from the life insurance industry.Journal of Enterprise Information Management,28(5), pp.680-697. Oliver, R.L., 2014.Satisfaction: A behavioral perspective on the consumer. Routledge. Peppers, D. and Rogers, M., 2016.Managing Customer Experience and Relationships: A Strategic Framework. John Wiley Sons. Quinton, S. and Simkin, L., 2016. The Digital Journey: Reflected Learnings and Emerging Challenges.International Journal of Management Reviews. Ritchie, J., Lewis, J., Nicholls, C. M., Ormston, R. (Eds.).2013.Qualitative research practice: A guide for social science students and researchers. Sage. Saarijrvi, H., Grnroos, C. and Kuusela, H., 2014. Reverse use of customer data: implications for service-based business models.Journal of Services Marketing,28(7), pp.529-537. Shao, B.B. and Lin, W.T., 2016. Assessing output performance of information technology service industries: Productivity, innovation and catch-up.International Journal of Production Economics,172, pp.43-53. Sivakumar, K., Li, M. and Dong, B., 2014. Service quality: The impact of frequency, timing, proximity, and sequence of failures and delights.Journal of Marketing,78(1), pp.41-58. Srivastava, M. and Rai, A.K., 2014. An investigation into service qualitycustomer loyalty relationship: the moderating influences.Decision,41(1), pp.11-31. Williams, A.M. and BalÃ… ¾, V., 2015. Tourism risk and uncertainty: Theoretical reflections.Journal of Travel Research,54(3), pp.271-287. Womack, J.P. and Jones, D.T., 2015.Lean solutions: how companies and customers can create value and wealth together. Simon and Schuster. Zhang, S.S., van Doorn, J. and Leeflang, P.S., 2014. Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?.International Business Review,23(1), pp.284-292.