Analysis of Fagins Last Night Alive in Charles Dickens Oliver Twist E

Analysis of Fagin's Last Night Alive in Charles Dickens' Oliver Twist Combining entertainment with a deep critique of the contemporary socioeconomic system and philosophy, Charles Dickens' Oliver Twist explores the reality that in Victorian London, crime was neither heroic nor romantic. A setting of debauchery, thievery, prostitution, and murder, Fagin's underworld didactically illustrates the "unattractive and repulsive truth (36)," that one's environment--not birth--influences character. Attempting to introduce society to the evil it had created, Dickens penned "Fagin's Last Night Alive," manipulating both his literal and figurative audience, capitalizing on the current sentiments and issues. By typifying Fagin as the absolute evil, Dickens uses contemporary religious temperaments and society's apathy and ignorance, to reveal a reality about the underworld lifestyle that society was not willing to acknowledge--society is somewhat guilty for the underworld's corruption. Distant, detached, and ignorant of society's degenerate condition, the developing society feared reality's ugliness. Believing that decadence encouraged decadence and that one's birth influenced one's character, society sought welfare reform, establishing centralized institutions for public assistance. Once established, the Poor Law separated families, put the poor to work in occupations that no one wanted, creating an environment that was less appealing for public assistance, and more appealing for employment. Believing that it had made today better than yesterday, society went about its business, ignoring the reality of starvation, illness, and death. The conditions after the Poor Law forced people to avoid public assistance, leaving them the only... ...f society must rid itself of devils, it should also accept the guilt for the things it has created. Understanding the relationship between environment and morality--indifference and depravity--Dickens evaluated what the system does to a person, how it classifies, how it deforms. Fagin manages the underworld, connoting corruption as an entertaining, enjoyable, and artful game not only because of his intrinsic craftiness, but also because it is the only way he knows to survive. Exploiting his audience's attitudes, Dickens shaped a character with religious stereotypes to ensure that his readers could recognize the absolute evil it had bore through its ignorance and apathy--poverty is a product of a societal environment. Work Cited Dickens, Charles. A Norton Critical Edition: Charles Dickens Oliver Twist.? Ed. Fred Kaplan. New York: Norton & Company, 1993.

Magical Realism in Camus’ Black Orpheus and Zakes Mda’s Ways of Dying E

Magical Realism in Camus’ Black Orpheus and Zakes Mda’s Ways of Dying Myth and reality have gone hand in hand in every culture since the beginnings of time because mixing the two is an effective method of teaching values and morals– the modern term for this is â€Å"magical realism.† Because all cultures have mythical representations of life and death and love, the magical realism used in both Marcel Camus’ Black Orpheus and Zakes Mda’s Ways of Dying is effective because, while it is specifically aimed towards either the Brazilian and South African cultures, it can be interpreted by any culture at all because of the universal themes it emphasizes. Mixing magical realism with realistic forms of expression allows a story to be rooted in and yet above humanity. This enables the reader to aspire to the precedents set by the characters while at the same time not feeling that they are entirely out of reach. Dealing with cultural issues through magical realism adds a dreamlike quality to the violence, corruption, and poverty, makin g it more palatable than bald honesty but at the same time adding a touch of familiarity through the common subjects of love, life, and death– the three topics broached by Black Orpheus and Ways of Dying. These cultural themes are approached differently in each but both Camus and Mda address the cultural issues of Brazil and South Africa through the use of magical realism. Black Orpheus is multi cultural before the story even begins, as it is directed by a Frenchman and set in Rio de Janeiro, Brazil– this adds a certain depth to the film that is accentuated greatly by the mix of culture, myth, and reality that is found within the movie itself. By mixing Greek myth, Brazilian custom, and many religions... ... again. Black Orpheus blends Greek and Brazilian culture with a dash of French direction in order to bring the cultural and economic problems of the Rio de Janeiro shanty towns to the global population. Marcel Camus allows people of all cultures to understand the anguish and love that Orpheus and Eurydice endure because these themes are completely universal and span the globe. Similarly, Zakes Mda’s characters Noria and Toloki shine a ray of hope through the miasma of violence that surrounds the South African culture. Mda mixes the man with the myth and uses the same universalness of life and death to transform his characters into cultural icons rather than simple humans. Every culture’s â€Å"ways of dying are [their] ways of living,† and the global themes of love and death and life will continue to invoke feelings of reverence for life, culture, and identity. (Mda, 98)

Ethics of the Student and Professor Relationship Essay -- Ethics

When discussing the importance of professional boundaries in mental health work, most people think first of relationships between psychotherapists and clients. However, similar boundary considerations are relevant for professor–student relationships, supervisor–supervisee relationships, consultant–consultee relationships, and researcher–participant relationships. Although different dynamics are at play, the relationships psychologists have with each other, with other professionals, and with the general public have boundaries that warrant ethical consideration as well. The American Psychological Association (APA) offers some guidance. The APA Ethics Code says, in Standard 7.07: "Psychologists do not engage in sexual relationships with students or supervisees who are in their department, agency, or training center or over whom psychologists have or are likely to have evaluative authority" (2010). This seems to preclude dating during the semester, and perh aps afterwards if there is a likelihood of an ongoing interaction (Handelsman, 2011). For example, what if a student needs a letter of recommendation for a job and would like the professor they are seeing socially outside of the classroom setting to write it? Although the code is silent regarding social relationships and sharing feelings, we have a little bit of help from other sources of guidance such as institutional guidelines and moral codes; some colleges and universities have rules about professors dating students (Handelsman, 2011). It is common for adults working in corporate or professional settings to be briefed on the law and/or policy on sexual contact and romantic relationships in the workplace (Barbella, 2010). In a school setting, at least at the secondary level... .... ‘‘Ultimately what guides everything is that the student should respect the professor and the professor should respect the student,’’ stated President Williams; ‘‘that is the way it is in life anyhow’’ (Barbella, 2010). Works Cited Barbella, L. (2010). Sexuality & Culture. An Interdisciplinary Quarterly, Vol 14(1), pp. 44-48. Handelsman, M.M. (2011, May 28). Social and Sexual Scenarios With Students: What Would You Do? Professors Dating Students: Sensitive, Stupid, or Sleazy? [Web Blog Comment]. Retrieved from http://www.psychologytoday.com/blog/the-ethical-professor/201105/social-and-sexual-scenarios-students-what-would-you-do Knapp, S.J. (Ed.); Gottlieb, M.C. (Ed.); Handelsman, M.M. (Ed.); VandeCreek, L.D. (Ed.). (2012). APA handbook of ethics in psychology, Vol 1: Moral foundations and common themes. Washington, DC: American Psychological Association

The History of Semantics

You are just going to encounter a piece of prose as you browse through the next few lines. Yes, prose is any written matter that is expressed in ordinary language as opposed to poetry that uses rhymes, meters, and imagery to convey ideas and emotions. Derived from the Latin word ‘prosa’, prose literally transforms into ‘straight-forward’. Hence, you would always find prose articles to be descriptive, narrative, or explanatory. Any spoken and writing language that is expressed in a sentence without any regular rhythmic pattern is termed as prose.Say, for instance, any article that you find in a magazine is a prose narrative. Further, the latest science fiction you read is a prose. In fact, prose can be a novel, essay, short story, drama, fable, fiction, folk tale, legend, biography, hagiography, literature, myth, saga, theme, or tragedy. Learn about some of these kinds of prose writing  in detail by navigating through the following lines. Different Types Of Prose Writing Short Story A prose narrative limited to a certain word limit is defined as a short story. It generally includes descriptions, dialogues, and commentaries.However, one characteristic that distinguishes a short story from the other kinds of prose is the concentration on a compact narrative with detailed character drawing. In general, short stories are believed to have existed decades back, even before the art of writing was known to man. The oldest recorded example of a short story is considered to be the Egyptian tale of â€Å"The Two Brothers† dated around 3200 BC. Novel Similar to a short story, a novel includes uncertain information since it centers on different types and possibilities.However, the length of a novel is highly undecided due to the numerous characters and situations included in it. In short, a novel is a comprehensive narrative on a large scale, in particular. Just like short stories, novels, too, have known to exist ever since literature came into existence. Amongst all the prose kinds, the novel dominates the industry, both in terms of quality and quantity. However, considering its quantity, its only rival is the magazine short story. Prose is a form of language which applies ordinary grammatical structure and natural flow of speech rather than rhythmic structure (as in traditional poetry).While there are critical debates on the construction of prose, its simplicity and loosely defined structure has led to its adoption for the majority of spoken dialogue, factual discourse as well as topical and fictional writing. It is commonly used, for example, in literature, newspapers, magazines, encyclopedias, broadcasting, film, history, philosophy, law and many other forms of communication. A novella is a written, fictional, prose narrative normally longer than a short story but shorter than a novel. The English word â€Å"novella† derives from the Italian word â€Å"novella†, feminine of â€Å"novello†, wh ich means â€Å"new†. 1] The novella is a common literary genre in several European languages. A novella generally features fewer conflicts than a novel, yet more complicated ones than a short story. The conflicts also have more time to develop than in short stories. They have endings that are located at the brink of change. Unlike novels, they are usually not divided into chapters, and are often intended to be read at a single sitting, as the short story, although white space is often used to divide the sections. They maintain, therefore, a single effect

Health Belief Model Essay

The health belief model is a useful tool in health education as it assesses the patient’s perception of the disease process on their lives and their readiness to make changes in their lives based on those perceptions. A patient who is s/p MI must make dietary and activity level adjustments to their lives and can make the patient feel overwhelmed at the mountain of lifestyle changes heading their way (Eldeman & Mandle, 2010). Using the health belief model, the nurse can assess the current dietary and activity habits of the patient, their perception of the severity of the condition requiring lifestyle changes, and together with the patient, formulate a plan consisting of multiple small changes that yield healthy results, while encouraging the patient to see the benefits of altering their lifestyle. Patients are more likely to make necessary changes when they perceive the outcomes as personally beneficial, and making several, small changes, such as using fresh green beans instead of canned to decrease the sodium intake, helps the patient to feel more in control and gives them confidence by decreasing the overwhelming feelings that large changes can invoke. An appropriate nursing diagnosis for this patient would be: Anxiety related to changes in environment and routines and as evidenced by expressions of inadequacy in make necessary changes (Gulanick, 2007). Appropriate interventions would be : Assess the patient’s readiness to learn, current lifestyle habits, knowledge of health condition, and desired learning mode (i.e. visual, auditory, kinesthetic). Allow the patient to express fears and concerns regarding the lifestyle changes. Develop, with the patient, a strategy for making lifestyle changes building on small short term goals, such as cooking techniques, dietary substitutions to currently enjoyed foods, simple exercise techniques easily incorporated into lifestyle. Provide resource material and/or support groups for patient to utilize once at home. Outcomes for assessing behavior changes: Patient accurately describes health condition and necessary lifestyle changes. Patient accurately describes techniques for implementing lifestyle changes. Patient expresses confidence in making required lifestyle changes. References Edelman, Mandle, C. (2010). Health Promotion Throughout the Life Span (7th ed). Mosby. Retrieved from http://pageburstls.elsevier.com/books/9780323056625/id/B9780323056625000103_p0935 Gulanick, M. (2007). Nursing Care Plans: Nursing Diagnosis and Intervention (6th ed). C.V. Mosby. Retrieved from http://pageburstls.elsevier.com/books/0-323-03954-5/2/10

Problems and Prospects of the Chongming Dontan Ramsar Site

Name: Su Zhelong UtasNum: 144362 SOUNum: 0991340 Word Count: 1846 KGA 378 Long Essay: Pressures, Problems and Prospects of the Chongming Dontan Ramsar Site I. Introduction From the pre-industrial period to post-industrial period, the problems caused by environment deterioration always come with the great economic growth and significant technical promotion. To equilibrate social development and environmental health puzzles people all over the world at present while poverty still affect one fifth of human population after the population explosion and accelerating urbanization.The contradiction typically occurs in the coastal zones, which are under the pressure from population growth, pollution, over-exploitation of resources and habitat degradation due to these areas hold approximately half of the world’s population. In China, the whole country is fueled by â€Å"powerful social and economic forces† that are â€Å"promoting individual development and land reclamationâ₠¬  (Yang, 1999; Yang et al. , 2001 cited in Zhao et al. , 2004). This author focused on the Chongming Dongtan Ramsar Site as a case to discuss its pressures, problems and prospects in the development dilemma of the changing world.Chongming Island is the third largest island in China(1200km2) and the largest alluvial island in the world that located in north of Shanghai city. As a migratory staging and wintering site for millions of birds and spawning and feeding grounds for 63 species of fish, Chongming Dongtan provides important ecological services with its extraordinary resources. (Zhao et al. , 2004) The essay used SWOT analysis process to evaluate the ecological situation of Chongming Dongtan Ramsar Site, therefore, the article discussed this issue from four main aspects: strengths, weaknesses, opportunities and threats.II. SWOT Analysis: Strengths The strengths of Chongming Dongtan Ramsar site can be concluded as three respects: geographic advantages, abundant resources and bi ological diversity. Firstly, the Chongming Dongtan is the most large-scaled and well-developed tidal wetland and the mouth of the river. It is located in the easternmost Chongming Island that formed by the sediment accumulation from the runoff of Yangzi River. Moreover, the Dongtan is still increasing in size by about 500 ha annually to the East Ocean through the deposition of sand. (Zhao et al. 2004) This position, the coastal area in the center of Yangzi Delta, is the midpoint along the only way that must be passed of migratory birds in Pacific Asia that many birds stop here to take rest and food when they pass by in spring and summer. Besides, it is also a wintering site for millions of birds because of its moderate climate (Shi et al. , 2001). Secondly, the extensive tidal-flat area and hierarchical distribution make the Dongtan rich in both inorganic and organic resources. The luxuriant aquatic plant and massive plankton provide adequate food for birds and reptiles.As a habitat , especially in winter, the widely flourishingly growing reed is very suitable to perch and hatch for birds. Lastly, the Dongtan site has amazing biological diversity that 63 species of fish including the rare animal which is on the verge of extinction – Chinese sturgeon and 108 species of migratory birds. The total number of the birds aggregates three million which is the tenth of China and quarter of Shanghai area. III. SWOT Analysis: Weaknesses Since 1960s the Chinese, both government and civilians, started to exploit the Chongming Island, the total annual ecosystem service values in Dongtan keep declining until today.Especially after the reform and open, the fast industrialization and economic development accelerate the environmental degradation in Dongtan. Just between 1990 and 2000, the total ecosystem service values had reduced 62%, which was largerly attributable to the 71% loss of wetlands and tidal flats. (Zhao et al. , 2004) According to relative research, the main reasons, also the weakness, of Dongtan are mostly from two aspects: the depletion caused by overdevelopment and inning and the water discharge pollution. From 1964 to 2001, there were more than 20 times of inning activity that occupied over 14198. hm. The inning activities becomes increasingly frequent and large-scaled that result in the wetlands/tidal flats shrunk from 12,432 ha in 1990 to 7915ha in 1997, and 3856 ha in 2000. In contrast, the orchard /plant nursery had increased from 80 ha in 1990 to 3863 ha in 2000. (Zhao et al. , 2004) The detailed situation of land structure changes had been listed in the following tables: Tables from Zhao B. , Kreuter U. , Li B. , Ma Z. , Chen J. & Nakagoshi N. , 2004, An Ecosystem Service Value Assessment of Land-use Change on Chongming Island, China, Land Use Policy, Volume 21, pages 139-148.In addition, the reed regions area fell off from 2039. 78 hm to 810. 17 hm and the salt marsh area decreased from 539. 27 hm to 391. 43 hm. Influenced b y the changes, many birds are forced to leave the original habitat so that the total number of birds dropped with the tidal reduction. These irrational distributions of land use broke up the ecosystem balance and caused high rate of environmental services loss that will bring serious negative ecological consequences in long term. The shortsighted activities will finally limit the development of the area and lead to economically costly outcomes.The other weakness of Dongtan site is the water quality degradation because of the sewage discharge. There are 16 township enterprises use 166. 67 tidal lands to initiate ship dismantlement factories, which produced serious water pollution with waste oil and Toxic chemical substances that make the large-area reed withered or dead. Particularly in the combined concentrated sewage discharge outlets, the water quality of both the intertidal and offshore was polluted by the heavy metal contamination and organic pollution (PAHs and LABs). Shi et al . , 2001) from almost three million m3 sewage per day is discharged to the coastal zone water body. Compared with the industrial centralized sewage discharge, the non-point pollution from urban runoff, agriculture and aquaculture contributes much more significant percentage of the total pollution. Despite these two factors, poaching activities and wetland grazing also wreck the environmental heath of Dongtan site in different degrees. IV. SWOT Analysis: OpportunitiesIn 1992, the Chongming Dongtan had been put in the Chinese Protected Wetland Dictionary while it was brought into The Ramsar Convention on Wetlands of International Importance and other international important wetland lists. The Dongtan sites undertake the functions of environmental damage resisting, environment purifying and maintain the biological diversity. Due to its great meaning for sustainable development of multiple regions, the Shanghai City made decisions of constructing Chongming Island into the largest ecolog ical island in China.The Chongming Dongtan Wetland Nature Protection Area, Chongming Dongtan Migratory Birds Nature Protection Area of Shanghai and Chongming Dongtan Wetland Park had been established in succession. The foundation of these protection areas will effectively retard the environmental degradation in Dongtan site and promote the environmental quality through policy and integrated management. At the same time, in order to lighten the pressure of exploit on the wetland, the government has built a convenient communication network to stimulate the tourist industry and economic growth.The overall plan of Dongtan transport system development has four parts: * Freeway traffic: the G40 line, important part of national highway network that connects East China and North China, will cross the Chongming Island through Shanghai Yangzi River Tunnel; * Rail transit: the subway 9th line will reach the Chengjia Town in Chongming Island across the Yangzi River; * Water traffic: dork constr uction along the south band of the Yangzi River; * Air traffic: the parking apron for helicopter in the International Forum Island, which is in the south of Dongtan Avenue, has been built already.To deal with the water pollution from sewage discharge, the Chongming ecological construction plan states that the wetland sewage treatment project is under building. This project aims to concentrate both industrial and sanitary sewage to purge before discharge to improve the water quality of the area. Three of the 9 programmed sewage disposal works had been accomplished and come into service. The total sewage treatment system includes sewage collection network, preprocessing system and artificial wetland processing system. The treated water can be directly discharge into the farmland or irrigate plants.This sewage treatment system can handle 6 million tons of water per day that is the biggest sewage disposal work in Chongming Island. V. SWOT Analysis: Threats The last section is to analysi s the potential problems or threats to the future development of the Chongming Dongtan Ramsar Site. As the arguer had mentioned before, the Chongming Dongtan is formed by the sand sedimentation from the water flow of the Yangzi River. Thus the area of the wetland/tidal flats still keeps increasing because the sedimentation process continues to bring solid matter.However, the water conservancy construction in the upper reaches of the Yangtze River, like the Three Gorges Hydropower Station and . projects to divert water from the south to the north, substantially diminishes the sediment charge of the current while the water flow does not change. Less sediment concentration slows down the speed of wetland and tidal flats increasing. Corresponding, affected by the storm surge, many coastal areas have been widespread eroded. The problem will become more and more serious if no measures are taken.Every year, thousands of fishing vessels gather from different provinces to Chongming Dongtan t o fish for eels. The massive fishery activity invades and occupies the habitat of birds and brings significant pollution like noise of motor and engine oil. The geese and ducks overwintering has been serious disturbed that they could not foraging and perch safely and peacefully. The frail ecosystem that is lack of unified management has been wantonly destroyed from the immoderate seining. (Yin, Jiang & Li, 2008)In addition, the local plants like scirpus mariqueter and reed provide necessary food and habitat for migratory birds. Notwithstanding, the invasive alien species like spartina is growing in extreme abundance and snatching resources from local plants while these invasive alien species cannot take place of the local plants’ functions. (Yuan et al. , 2003) Therefore, if the reed has be instead of the invasive alien species, the species and quantity of the bird will sharply decrease thus the environmental services of tidal flats are not functioning properly.VI. Conclusion In conclusion, after the SWOT analysis of the Chongming Dongtan Ramsar Site, the author had summarized the strengths, weaknesses, opportunities and threats. The pressures of the Dongtan mostly come from over exploit, resource depletion and human-made pollution from many aspects especially the sewage discharge. The reduction of wetlands/tidal flats caused by enclose tideland for cultivation and less sediment concentration in water flow of Yangzi River and immoderate seining are the major problems for the protection area.However, a number of measures taken by the government of Shanghai City, for instance, the foundation of three natural protection areas, integrated high speed communication network and sewage treatment works, will make remarkable difference to the present situation. The author considered the poor management of Dongtan site as the primary restriction to limit its development. Thus, applying the integrated coastal zone management (ICZM) will be a proper solution to deve lop and protect the Dongtan and its resources.By uniforming a common objective of national and local authorities, the ICZM will promote the way of coastal area using and balance the demands from natural, economic, cultural and social needs. (Shi et al. , 2001) VII. Reference O? Connell M. , 2000. , Threats to Waterbirds and Wetlands: Implications for Conservation, Inventory and Research, Wildfowl, Volume 51, pages 1-15. Shi C. , Hutchinson S. M. , Yu L. & Xu S. , 2001, Towards a Sustainable Coast: An Integrated Coastal Zone Management Framework for Shanghai, People? Republic of China, Ocean & Coastal Management, Volume 44, pages 411-427. Tian B. , Zhang L. , Wang X. , Zhou Y. & Zhang W. , 2010, Forecasting the effects of sea-level rise at Chongming Dongtan Nature Reserve in the Yangtze Delta, Shanghai, China, Available at: http://www. sciencedirect. com/science/article/pii/S0925857410001709 [Access at May 15th 2012] Yin H. , Jiang W. & Li J. , 2008, Simulation of Non-Point Pollutant s Evolution in Coastal Plain Island-A Case Study of Chongming Island, Available at: http://www. sciencedirect. om/science/article/pii/S1001605808600530 [Access at May 15th 2012] Yuan W. , James P. , Hodgson K. , Hutchinson S. M. & Shi C. , 2003, Development of sustainability indicators by communities in China: a case study of Chongming County, Shanghai, Available at: http://www. sciencedirect. com/science/article/pii/S030147970300063X [Access at May 15th 2012] Zhao B. , Kreuter U. , Li B. , Ma Z. , Chen J. & Nakagoshi N. , 2004, An Ecosystem Service Value Assessment of Land-use Change on Chongming Island, China, Land Use Policy, Volume 21, pages 139-148.

McDonald’s Corporation Essay

1.0 Introduction Almost everyone said that customer service is one of the most important managements of the company or organization to run a business. The company don’t have a business if they don’t have customers. If actions are not taken to make sure that company has a good customer service, in the end it will affect overall performance of the company or organization. The commitment on customer service should always begin at first to make a company successful. Time by time, business competition is getting tougher and increasing. If the company or organization cannot provide goods or services when customers wants or needs it, that company or organization market will take over by other companies. To prevent this situation happen, the company’s leaders or management groups must produce and provide goods or services to meet their customer’s expectations. Good customer service is the foundation of any business because it create a platform or idea to helps the company growth and also helps to increase company reputation. If customers are happy and satisfy with the goods or services that company produce or provide, They will becoming repeat customers by continue buying that goods or services. McDonald’s Corporation or McD is the world’s largest chain of hamburger fast food restaurants. McDonald’s headquartered is in the United States and was founded by Ray Kroc in year 1955 after he purchased the rights to a small hamburger chain operated by the eponymous Richard and Maurice McDonald. McDonald’s first filed for a U.S. trademark on the name McDonald’s on May 4, 1961, with the description â€Å"Drive-In Restaurant Services†. McDonald’s major products are hamburgers, different types of meat sandwiches French fries, soft drinks, breakfast, and desserts. In markets, McDonald’s also provide salads and vegetarian sandwiches or hamburgers, wraps and other localized fare. There are local deviation from the standard menu at different country to follow local food taboos such as the religious prohibition of beef consumption in India. Today, McDonald’s become one of the most successful fast food chain because they delivering on the highest levels of quality, service and cleanliness to all of its customers in each and every restaurant. Their key to continued success is always and continually monitoring on the feedback given to them by customers. 2.0 Content 2.1.1 Customer Service Theories The customer service theory is talking about to retaining customer loyalty and loyalty still is the main core. If the company don’t have the principles of customer service to serve their customers, a company cannot survive. Customers will continue support the company products or services if the company cares about customers, their comfort and concerns. Adam Smith’s famous Wealth of Nations (1776) said that customer service is the core of the basic theory of competition. If one company wants to success, that company needs to understand what kind of products or services customers need time by time. If not the customer will go to other companies get what they want to satisfy their need. Customer service is almost same meaning with customer satisfaction and customer loyalty and it links each other in a chain. Customer service can creates customer satisfaction, and at the same time, it also creates customer loyalty. 2.1.2 The concept of customer service Customer service related to the relationship between a product or service provider and customer. An organization need to meet customer expectations and satisfy the customer in order to maintain good image .Customer service relates to understand both the nature of the organization’ customers. An organization need to identify customers according to different group. Customers are vary according to gender, age, social status and personality. Customers maybe one-time customers ,repeat customers or old customers. Each group have specific need for the business in term of service. Customer service behaviours include the factors of providing information, efficiency and following up the customers .The level of service provided depend on how the interaction between the organization and its employee. Therefore, attitude such as friendly, respect, polite, and helpful is important in term of variables. Employee can understand more the role they play in overall customer service within the organization and specific attitudes through employee training. Therefore, training need to refresh regularly to meet the change of customers need in service and competitors activities. Beside that, organization need to get feedback from customers in term of service. Good customer service depend on looking at customer’s perspective. Employee need to focus and discuss service issues on regular basis which can help them improve the standards of services. 2.1.3 Models Of The Improve Customer Service The new customer service model is customer service needs to respond to the social customer no matter it is traditional agent model or a new service community-based model or some combination . The core in customer service is how to minimize the problems and optimist the customer experience had .That is when there is a problem have to solve immediately ,the customer can be a first contact resolution by using multiple channels . Customer service is one of the part of the customer experience that is having the lowest price and the fastest deliver as well as reliable enough so you don’t have to contact anyone . Then your customer service improved. ( Jeff Bezos, CEO of Amazon) Through the study from RightNow & Yougov Plc in 2007 of 2800 British consumers proved that customer service can creates the real challenge because 69% of them complained between at least 1 time to the company .Over half of the respondents expected the problem to be fixed to their satisfaction .27% of the respondents claimed the problem was fixed to their satisfaction however 34% said no action was taken at all.(RightNow & Yougov Plc in 2007).. In this era of globalization ,citizens are relying to the cyber world so the customer service get problems especially communication problem .Therefore ,customer service has to concern about the social customer’s multichannel preferences to communicate . Customer play a important role as king .When they complain ,company must handle them well and provide a excellent customer service exceed the customer expectations . 2.1.4 Assumption For Improve Customer Service Customer service is important for a company. If doesn’t exist of customer service, I think consumer can’t get enough information to do their purchase. So, if hope to achieve successful on yours enterprise, you should more and more improve the customer service to reach the best way. As a worker or employee, attitude is a significant factor to serve your customer. No matter your customer is a child, women, or old people, you should respect them and serve them as well as possible. If not, you will lose the customer and affect reputation of company. Customers will more purchase your product if they feel they are respected by you. Otherwise, a company can offer face to face service. Service worker should be a good listener. Workers are supposed to listening what customer needs and problem patiently. This can help company obtain more information to satisfy customer needs. If workers doesn’t listen what was customer said, the customer will be feel doesn’t respected by you. Then the customer will have a bad impressive to our company. Next, worker training also bring large effect for a company. The worker that got training will be more experience. They can offer good customer service and provide more information about their product for the customer. If company doesn’t provide training for theirs worker, the quality of the customer service will very low. 2.2 McDonald’s practices/operations Employee training Training is a crucial part in McDonald’s with employees to give them the tools and resources they need to settle with complaints effectively. Employees should be encourage to identify customers who are dissatisfied and spread of potential complaints. This initial training is followed throughout the careers of restaurants ensure that they are always aware of the important of care and customers retention .Together with our manager, we also teach employees how to communicate effective on services either within the business . All new employees begin their McDonald’s experience with an induction into the company. Staff trainers should work together with trainees to learn the operations technique necessary for running each of the procedure in each restaurant. All employees will understand how to operate food service equipment and gaining knowledge of McDonald’s operational procedures through the training. Step-by-Step manuals and video tapes cover every detail, from how to learn communicate with customers, and how to provide good service to customers. Employees also learn how to train and supervise others. McDonald’s also act as â€Å"mentor†, to teach the interpersonal and organizational skills necessary for functioning effectively on any job for the first hired employee. McDonald’s business requires teamwork, discipline and responsibility to work out the results in order to improve communications skills as well as self-confidence. For example, The Management Training Centre (MTC) is McDonald’s prime UK training facility, to provide different type of business management and restaurant operations courses to franchise and management employees throughout the United Kingdom. The Management Training Centre also run few courses to give skills required by different levels of management, from restaurant shift management to mid – management. Technology Today, McDonald’s can receive and take note on customer feedback through the latest technology today. These technology also used by others retailers which in the customer service industry by record or take down customer contact either by internet, phone, or letter into a customer service database. By using the technology in the right way, McDonald’s can ensure that every of their customer can receives an accurate, personal and in time response. Based on the chart 1 below, most of the feedback method from customers is the internet. After McDonald’s had introduced the ‘Contact Us’ page at McDonald’s website, and it became the most popular way to let customers provide feedback about the McDonald’s products and services. Chart 1: Feedback method from customer Beside that, in technology field, McDonald’s also introduce free wireless internet access at almost every McDonald’s restaurants. Customers will be able to connect the internet via their mobile phones, laptop, games consoles and more. This free Wi-Fi service will benefit a lot of their customers like business peoples or students who can check their e-mail, surf internet, read news and more. The company’s president and CEO, Steve Easterbrook said: â€Å"We hope that this will be a breath of fresh air and give greater choice for Wi-Fi hotspot users who have had little choice but to pay by the month or hour to access the internet on the move.† Payment Before that, McDonalds do accept cash as a payment method only . Nowadays, technology are getting more advance in business field. McDonald provide a new payment method to convenient customers to make their payment either using debit or credit card for their meals. For example, IBM and McDonald’s Launch New Cashless Payment System in UK. IBM and Mc Donald had launch a new cashless payment system for 1,300 McDonald’s owned and franchised restaurants across the UK and Ireland for three year agreement .This system will operation by the end of 2010 which help McDonald’s cater to the increasing number of customers using credit and debit card payments. By using this system, customer experience have improving by increasing the speed and security of service at McDonald’s restaurant. This new system provide a secure way for payment service at McDonald’s. Security level increased with anti-tamper and fraud detection software installed on hand held chip and pin devices to help protect customer card payment. It can let customers feel safety when using this system for payment. This solution also help McDonald’s find a good way to operate its daily business more efficiently by centralizing business process into database which enable automated settlement and report. In this new era, IBM also provide technology consulting services to link and maintain the payment solution which is being designed and built around the McDonald’s point of sale . 3.1 Problem Encountered By McDonald’s Related To Improve Customer Service French fries of McDonald’s were discovered contain higher content of trans fat. Trans fat can cause cancer and can worsen the quality of milk in breast-feeding mothers as well as increase the risk to get diabetes and obesity .Trans fat also reported cause low birth weight and lower immunity level in babies .The fries is danger to human reproductive function because the trans fat that contained will reduce the quantity of male hormones and effect the quality of semen. From this case, we can know about McDonald’s doesn’t serve theirs customer in a proper way. McDonald’s was received complain from vegetarians that doesn’t stated that inside French fries contain beef oil. McDonald’s just stated the French fries were cooked in 100 percent of vegetable oil. This is not only affect the vegetarians, the Hindu customers also impact by McDonald’s. McDonald’s should not give the wrong information to theirs customer. This is because information very important when the customers make the decisions. Some McDonald’s franchise was provided low quality of foods control. The burger had been complained is hard rock and hard to bite and the patty had lost it’s juicy .Furthermore ,the lettuce that was used is not fresh while the French fries is also hard because of over frying . McDonald’s employee have big problem in the way to serve the customers .Moreover ,the crew are not well trained and low moral values .Some of the crews had been complained that they scolded customer loudly and humiliate the customer in public .The services are unsatisfactory and their attitude is worst .Hygiene of the McDonald’s of franchise also in a bad condition.The McDonald’s transaction accuracy is poor .The crew in McDonald had been complained in transaction accuracy when they gave the customer wrong amount of balance . They show their bad attitude to the customer and some customer was waiting longer time for someone to take order. Otherwise, employee didn’t show theirs smile face and didn’t say thank you to the customers when customer taking theirs food and drinks. Speed of service also is one of the problem that McDonald faced. McDelivery had extend its delivery time to 24 hours yet it still under the poor service .The food that had delivered is out of the consumer expected .The food that had delivered is already cold and not in good condition or the item that included is missing . The playground equipment is complained by the customer .The playground equipment that had in McDonalds is dirty and the lab test proved that the playground equipment is full with the dangerous bacteria , including antibiotic-resistant Staph or MRSA, known to cause potentially life-threatening infections . 4.0 Recommendations Some of the McDonald’s branch should provide enough tables and chairs for the customers to dine in especially in peak time. It is because many of the customers come to McDonald’s for their lunch but don’t have enough place for them to enjoy their meal. The tables and chairs also should spread out so the customers can easily walk through. The branch also should provide some facility to convenient customers like baby changing area, normal separate toilets for male and female, disabled toilet, baby chairs and more so that can improve their customer service and satisfy customers needs. From the customers feedback, they complaint that some of the McDonald’s branch not in clean condition. For example, some customers found out there is cockroach and flies inside the restaurant. McDonald’s also should clean the restaurant and do pest control for each and every restaurant. Employees also need to respond fast to clean the table especially during the peak hours. Employees should do their job responsibility to help customers in term of service to increase the image of McDonald’s. Employees should show their moral value by greeting customer as well as possible. Employees should always be helpful, be patience, courteous and polite. They must listen carefully what customer needs. Besides that, companies are suggest to trained their employees to become fast respond when customers asking some problem. Mcdelivery service should always delivery on time. Employee must to be careful when taking order and quantity and avoid from mistake. McDonalds should improve the food quality .For examples ,the burger and the French fries don’t over frying because it will cause the customer hard to bite it .The lettuce have to serve in fresh and make sure the cheese melt enough before it served . The food also have to serve in hot so that it maintain the good taste . 5.0 Conclusion Until today, McDonald’s continued become one of the most successful fast food chain in the market because McDonald’s keep on monitoring and get the feedback from their customers. From the feedback they got from the customers, they try to increase and delivering better quality of foods and services to the customers including customer service by listening to their customers. That’s why McDonald’s always stay ahead from other competitors. Customers play a important roles as a king .Therefore , the customer service is very important .The company have to serve the customer properly and improve their moral values and attitudes to satisfy the customers. In building strong customer relationships, factors such as trust, knowledge, efficiency, and friendliness are important considerations. These factor are the ways to build and retain customer base. From this assignment ,we had learned the moral values about how to satisfy the customer needs .We should not treat the customers impolitely. We had learned how importance of the customer service to the company. If a company don’t have a good customer service, they might losing customers and also it will affect company reputation and finally the overall company performance also decrease. Furthermore ,we also learned about team works and co operations .Without team works and co operations ,we can’t finished the assignment on time .