CZ56 Critical Evaluation of Current Integrated Marketing Essay

CZ56 Critical Evaluation of Current Integrated Marketing Communications Practice - Essay Example First and foremost, most car manufacturers have been forced to adopt a whole marketing picture. Basically, this implies that the market is not a singular unit and the various entities within it have to be given attention to (Aaker, 1997). Secondly, the car manufacturing companies have been forced to re-align their communications and approach things from a consumer viewpoint. This has enabled car manufacturing companies to respond to the various demands of prospective customers (Bagozzi & Dholakia, 2002) Integrated marketing communication has made it possible for automobile companies to achieve different goals at the same time. This in turn enhances their standing in terms of credibility, positioning, network creation, and creating trust among the various prospective clients (Benkler, 2006). This form of communication has also made it possible for companies to conduct corporate social responsibility efficiently. It is also worth noting that innovative marketing strategies have been necessitated by changes in consumer trends. Most clients today are smarter and more sophisticated. These attributes also implies that they are hard to delight (Barwise & Meehan, 2010). Most prospective clients today demand commodities, which are custom made and increasingly adaptable. Thus, there is a need for maximum differentiation that will appeal to the varying needs of various consumers. Understanding a target market is important for any business entity. Failing to properly comprehend a target market can put a huge dent on the prospects of any given company (Castells, 1996). During the pre-launch of the Fiat 500 car, the company did an analysis of the market and realized that most of the potential consumers were relatively young and sophisticated. Thus, the marketing strategy was informed by this demographic of people. The strategy that was adopted by the

Your Privacy on Facebook Case Study Example | Topics and Well Written Essays - 500 words

Your Privacy on Facebook - Case Study Example He states that eighty five percent of the users agreed to the public use of Facebook. He goes and explains further, that the change in the world requirements motivated the change (Rainer, 2008). The new changes in Facebook privacy settings have made the use simpler as compared to the old settings. The reduction in the number of settings has made it easy and clear for the use to comprehend. One of the important features that Facebook has is that the user controls the privacy settings of the viewers of ones content. The feature allows one to define the contents depending on whether one wants the friends or the business audience to view certain content of information. With the new settings, the user will have to pay attention to the default settings making the one responsible for the posts. Previously, many users used the default settings, which did not require any customization (Rainer, 2008). The new settings intend to have the users produce additional private data to the public. The new settings tend to allow sharing information to everybody in the network. Despite encouraging people to set the advanced settings according to their wish, the default settings tend to remain operational. Facebook, pushes the users to use the "everyone" button to allow sharing of information worldwide. With this in place, it would undermine the privacy issues that Facebook began in the beginning. It would no longer have enough privacy for any data shared. In addition, users would find themselves sharing more than they intend to share. The "recommended " settings availed by Facebook mislead people as the users do not look into the features closely and examine the content (Rainer, 2008). Conveying information should not lead to violating someones privacy. Social sites have in possession private information that they have to protect. Sharing of private information is violating privacy laws. In as much as organisation that deals with sharing information have the right to

Factors of Affecting Online Game Satisfaction

Factors of Affecting Online Game Satisfaction CHAPTER ONE INTRODUCTION 1.1 Introduction Online gaming is one of the most popular entertainments among the citizen in this world no matter what ages they are. Due to the advancement in the technologies, it has brought lots of growth in this industry since early of 2000s. This growth has been developed online game market into the core of the world cultural industry (Sang, Yung, Jae, and Kyoung, 2004). Hsu and Lu (2003) stated that online game service has been a highly profitable e-commerce application in recent years and its market value has increasing markedly as well as number of player growth at the same time. Now a day, most of the household will owned at least one personal computer (PC) or a laptop and some even more than that due to the cheaper cost to have a computer. Consequently, the demand for computer has been grown rapidly throughout this recent year. The accessibility of internet also is easier with each passing year and the cheaper price to have broadband internet connectivity (Bizymoms.com). Generally, online game service can be categorized as business-to-consumer or B2C in e-commerce and it is also one the videogame and interactive entertainment industry. A strategic market research and consulting firm which focuses on the interactive entertainment and the emerging video game, online game, interactive entertainment and portable game markets namely, DFC Intelligence has made its forecast for worldwide videogame and interactive entertainment industry each year since year 1995. According to DFC Intelligence forecast on year 2008, the worldwide videogame and interactive entertainment industry revenue to reach USD 57 billion in 2009 with no signs of slowing due to the slumping economies and expensive hardware (Androvich, 2008). The rapid growth in videogame and interactive entertainment industry has been attracted lots of entrepreneur who would like to enter this profitable industry. Based on the report of DFC, PC was the top platform for games in 2007, with online game revenue alone eclipsing USD 7 billion on year 2006 and not including retail sales. The DFC also stated the total PC game revenue is expected to reach USD 19 billion by year 2013 (Androvich, 2008). In Malaysia, there were 15 million subscriber of internet and it was 62.8% out of the total population in 2008 (Internet World Stats, 2008). It was more than half of the citizens of Malaysia have used the internet and this has brought a great opportunity to the entrepreneur who would like to join this industry to be one of the online game service providers to share the profit since the number of internet users was increasing each year. It did not showed that the number of the online game subscribers but there is a business opportunity for the entrepreneur to start-up their business through online. Table 1.1: Internet Usage and Population Growth of Malaysia Year No. of Users Total Population % 2000 3, 700, 000 24, 645, 600 15.0% 2005 10, 040, 000 26, 500, 699 37.9% 2006 11, 016, 000 28, 294, 120 38.9% 2007 13, 528, 200 28, 294, 120 47.8% 2008 15, 868, 000 25, 274, 133 62.8% (Source: http://www.internetworldstats.com/asia/my.htm [2009, November 1]) A study showed that customer satisfaction is the immediate factor affecting the consumer retains loyalty (Cronin, Brady, and Hult, 2000). Most of the studies showed that higher levels of customer satisfaction will lead to customer loyalty. â€Å"A minor change in satisfaction could lead to a substantial change in loyalty increment† (Bowen and Chen, 2001). However, most of these studies were in offline environment. Wind and Rangasamy (2001) found that online environments offer more opportunities for interactive and personalized marketing. Eventually, these opportunities may influences customer satisfaction and customer loyalty in the online environment if compared to the traditional market or offline environment (Shankar, Smith, and Rangaswamy, 2003). The main purpose of this study is to identify the factors affects the customer satisfaction towards online game services and which could lead to customer loyalty. It is including the service quality, transaction cost, experience value, and technology acceptance factor. These four antecedents of online game service satisfaction and loyalty will test associations based on the model that has been constructs. 1.2 Background of the Research In this century, computer might be a need for a person if compared to the olden days where there was a limited growth in technologies. Now, computer seems like a tool which can do everything for you such as searching information, payment, shopping, and so on. This powerful electrical appliance has gain a well response from the citizen of the world. It has many functions can perform through computer and one of the most popular functions of computer is gaming. In the earlier 2000s, most of the games were played offline since the limited internet connectivity and expensive prices to have an internet connectivity. However, this situation has changed due to the technologies advancements and the industry has achieved economic of scale. To more understand what online games is, it is a must to brief its history. The very first online gaming activities were introduced in the late of 1960s and early of 1970s. Later, they started gain more popularity within 1970s to 1980s when dial-up Bulletin Boards became popular and the users started playing online game over them. Clyde and Thomas (2008) stated that the development of arcade game in the 1970s, and video and computer games in the 1980s; digital games have become an influential part of popular culture. The bulletin boards provided a multi-user platform which allowed few users to play at the same time. Now, it has been transformed to MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world presently (Bizymoms.com). At one time, games were used for educational purpose rather than entertainment (Clyde and Thomas, 2008). However, due to the changed in the perception of game role and the culture, it becomes an entertainment but there is still has some of the game designers and educators used it as educational purposed such as learning typing skills and so on. In the year of 1990s, due to the growth of internet technologies of Flash and Java, it has led to the increasing usage of the internet and the millions of new websites mushrooming across the World Wide Web. When enter to the millennium year, technological giants such as Sony, Microsoft and Ninetendo came out with advanced gaming consoles has changed the features of online gaming completely (Bizymoms.com). The people all around can play a same game with each other virtually at the same time. Currently, online gaming industry is growing each year and it has a great expansion in future. The online game service is one of the most competitive industries among the entire industries. The new and the existing online game service provider are delivering their best services to gain more market share to sustain its organization. To penetrate the market, the firm must meet the customer expectation which may lead to customer satisfaction. Eventually, it may bring customer loyalty. 1.3 Research Problem Customer is the one who contribute the profit to the firm because they are the one who are using the product or services. However, consumers are becoming wisely now a day when they would like to use certain product or services. They will tend to purchase the product only if the product can meet their expectation which might lead to satisfaction. To meet the customer expectation, it is a biggest challenge for the firm. Other than that, the growth of the online game has brought some a major problem to the service provider which is how to retain the existing online game users and will not shifting to other service provider or loyalty to the current provider (Yang, Wu, Wang, 2009). In order to survive in this competitive industry, many practitioners and academicians in this field have focused on how to improve online services to attract potential buyers as well as the current customers (Jun, Yang, and Kim, 2004). There are some of the factors to achieve customer satisfaction. However, the key factors especially in online game services which are able to make the customer satisfied with the products and services still under study or unknown (Dick, Wellnitz, and Wolf, 2005). If the key factors have been determined, the provider might be able to gain the competitive advantages which trying to meet the customer expectation. This research is emphasizing the customer satisfaction and loyalty in online game service. Specifically, it is trying to identify the key factors affects online satisfaction and online loyalty in order to guide the online game service provider to improve their service quality to garb more potential customers and retain the existing one. 1.4 Research Objectives The objectives were formed based on the research problem and there are formulated to achieve the main goal of this study which is to examine the factors of affecting the online game satisfaction and loyalty. To determine service quality has a positive impact towards online game satisfaction. To determine transaction costs has a positive impact towards online game satisfaction. To determine technology acceptance factor has a positive impact towards online game satisfaction. To determine experience value has a positive impact towards online game satisfaction. To determine online game satisfaction would have a positive impact on online game loyalty. To determine service quality, transaction cost, technology acceptance factors, and experience value will affect online game satisfaction and eventually online game loyalty. 1.5 Justification of the Study This study is significant for several reasons. First, it can identify the gaps between customer expectation and perception about online game service provider in order to guide them to provide better services. â€Å"It is commonly known that there is a positive relationship between customer loyalty and profitability† (Bowen and Chen, 2001). It is correct once the customer is loyal to the company because they will visit the firm after a purchase and some even recommend to their friends. In the online environment, the online satisfaction also grabs much attention from all of the researchers because to meet a customer expectation is the toughest challenges to the company. Also, it brings the profitability and the survival of the company. Online game service provider should concern about the medium which may influenced the online game satisfaction and online game loyalty. The importance of the study is to keep the online game service improvement in order to achieve the customer satisfaction from time to time. In online environment, the customer can easily compared the alternative than offline customer especially products and service (Shankar et al., 2003). As in online environment, the user is free to search the information to the product that they demand. As well as online game, there is large amount of online game service provider. Therefore, the user can easily compared the features of the game and service quality that provided by the firm. Once the factor has a positive impact on online satisfaction has been determined, the service provider is able to strengthen their weaknesses in order to sustain its market share. Besides, the study is providing guidelines for the service provider to develop their future or long-term plan. The importance of the online game satisfaction will give a direction to the service provider to plan for their future such as strategic plan. It also helps the company to gain competitive advantages in this industry. Commonly, most of the studies regarding to customer satisfaction and loyalty were did for offline environment and only limited for online environment. However, consumers still have some same characteristics in making decision when they would like to purchase a product. As the study has identified the factors affect the customer satisfaction and loyalty, the firms are able to fulfill the users need and wants. This action is trying to meet the customer satisfaction and eventually customer loyalty. Once the customer become loyal, the company may survive in this competitive market. On the other hand, it is also will benefit the user to gain a better service from the online game service provider once they have responded to what they are percept towards the online game service provider that they currently subscribed. Also, the service provider is able to understand what kind of service quality that the users perceived and expected. It will leads to a win-win situation if both of the parties could perform what they are request and give. 1.6 Definition of Important Terms There are some important terms in this study: Online satisfaction, online loyalty, service quality, technology acceptance factors, transaction cost, and experiences value. Online Game Satisfaction Online game satisfaction is customer satisfaction towards online game service. Oliver (1980) defines customer satisfaction as customers evaluation of a product or service with regard to their needs and expectations. It is just in virtual environment perspectives. Online Game Loyalty Online game loyalty is customer loyalty towards online game service. It can be defined as â€Å"a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviuor† (Oliver, 1997). Service Quality Parasuraman, et al., (1988) defined service quality as â€Å"a global judgement, or attitude, relating to the superiority of the service†, â€Å"and explicated it as involving evaluations of the outcomes (i.e., what customer actually receives from services) and process of service act (i.e., the manner in which service is delivered)† (Jain, and Gupta, 2004) Technology Acceptance Factors It is also known as technology acceptance model (TAM). Davis (1989) proposed TAM to explain and predict user acceptance of information systems (IS) or information technology (IT). In short, it is explaining â€Å"intention to use a technology† (Schepers and Wetzels, 2007). Transaction Cost It is a theory â€Å"seeks to explain why firms exist and how firm boundaries were determined† (Watjatrakul, 2005). Experience Value It refers to â€Å"shopping efficiency and making good product performance and functionality† (Wu and Liang, 2009). Wu and Liang (2009) added â€Å"its perceptions are based on interaction involving either direct usage or distant appreciation of goods or services†. MMORPG (Massively Multi-Player Online Role-Playing Games) It is known as a virtual environment where it allows multiple geographically distributed users interact with each other at the same time (Papargyris and Poulymenakou, 2005). Besides, it is â€Å"offering an alternative channel for players to communicate, share experiences, socialize, and eventually from virtual communities† (Chee, Zaphiris, and Mahmood, 2007) Online Game Service It is a service provider who provides a server for the online game user to get into the network to interact with each other by playing games. 1.7 Organization of the Report This study will be constructed into five different chapters and there are: Chapter 1 is presenting the introduction and a brief overview of the study. The problems of the study, objectives of the study, significance of the study, and the chapter outline of the research are stated in this chapter. Chapter 2 provides an extensive review of international journals, reports, and articles from online and offline resources. Besides, all the reviews in this chapter are related to the problem of the research that will guide to construct the conceptual foundation and hypothesis of the study. Chapter 3 is describing the methods used in conducting this study in detail. Besides, it also presents the development of the research framework which proposed the relationship between dependent variables and independent variables. Next, the methodology applied is provided, sampling procedures, hypothesis development, data analysis and measurement. Chapter 4 presents the findings and data analysis of the research. It analyses and discussed the data collected in the research using the research instrument which has been developed in chapter 3. The hypothesis will be tested and it is also presents the results of statistical analysis used in this study (t-test, ANOVA, and etc.). Chapter 5 is presenting the conclusion and recommendation. There is also discussion of the studys implications, recommendations, limitations and suggestion for the future research. CHAPTER 2 LITERATURE REVIEW 2.1 Introduction Chapter 1 has discussed and highlighted the important issues which related online game service satisfaction and loyalty. All of these issues that mentioned in the chapter 1 are playing an important role for online game service industry in order to understand the expectation of the user and eventually grab more market share. As a result, to more understanding these issues, an examination of literature on related study were carried out. Generally, literature review provides the theoretical basis for the development of the research framework of this study, which will be discuss in the next chapter Chapter 3. This chapter consists of the following subject areas: (1) Definition of key terms; (2) online game satisfaction; (3) online game loyalty; (4) the factors might affect online satisfaction and loyalty; and (5) summary of literature review. 2.2 Definition of Key Terms 2.2.1 Online Game Service As technologies have became more advance, people have more rely on the technologies and they even expect technology will do all the things for us. Now, most of the people are prefer online rather than offline when they would like to purchase or acknowledge a transaction. In the olden day around 1980 where the technology has a limited growth, people can only play games in offline environment such as TV and handheld game console (Nintendo). In the late 1980s computer game was invented and started popular. Currently, computer games have been transformed into MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world (Bizymoms.com). Besides, the multi-player online role-playing games also known as Net games (Lo, Wang, and Fang, 2005). Generally, net game can be divided into three which is web games, network games, and online games. The below is the definition of this three types of net games. Table 2.1 Types of Net Games Types Definition Players Web games Games which use a website as an interface. Players must register to play. Network games Games which allow multiple players to use their own PCs to interact via Local Area Networks (LANs) or the internet. Also, many of these closely resemble PC games. Players must purchase and install game software. However, it does not require any fees beyond those for internet connections. Online games Games where require players to connect to the service provider and log in to a server. Player must subscribe to the service provider and select a role to interact with other virtual roles. Source: Lo, 2008 Online game is requiring player to log in to a server in order to play the games. It is means that the players must have internet connection to connect with the service provider. After the player subscribe to the games, the user has to select a role to interact with the rest of the subscribers. The special characteristic of online game is the user can continue to play their role after they have log out for few days. The player can keep continue playing where they have stopped when they have log out last time with the experiences and assets are remain. Online game user must install a client program for internet connection and online game providers to attend the online game (Lo, 2008). This program is inexpensive and sometimes even free. However, there are some need additional fees are paid to the Internet Service Provider (ISP) (Lo, 2008). Commonly, the charges of online game is based on the time where the player spent to playing games and usually it is prepaid which pay before they play the games. Due to the technology advancement and the cheaper price for paying the internet connectivity, consumers are more easily to connect to the internet and playing online game. This golden business opportunity has been attracted lots of firms entered to this industry. Online game service is the company which provides a server for the players in order to play game with others. The company main activities is improve the performance of the online game also maintenance of the server to avoid any shut-down or system down of the server. There are some features have attracted lots of people subscribe to online game and the number of players is keep increasing each day. The online games allow the player to build the role based on their preference, beliefs, goal, or other factors and most of the time the players play it in a team (Klang, 2004). The features in the online games has play an important role in order to gain more subscriber and also some other factors. 2.3 Online Game Loyalty In general, loyalty can be defined as faithful. However, in terms of customer loyalty, it is hard to define (Bowen ad Chen, 2001). Dennis (2003) stated that loyalty is the feeling where a customer has about a brand. This could be explained as the customer has a positive perception about the brand and this brand will always come in the first of the mind of this particular consumer if compared to the other firms which have offer the same service or product. Edvarson, Johnson, Gustafsson and Strandvik (2000) define loyalty as a customers intention to repurchase from the same firm again. On the other hand, loyalty can be measured in three distinctive approaches and there are behavioural measurements, attitudinal measurements, and composite measurements (Bowen and Chen, 2001). Behavioural measurements can be defined as consistent, repetitious purchase behaviuor as an indicator of loyalty. For example, if the customer is often and repeat visit the same firm and purchase the product from the firm can be said as loyalty under the behavioural measurement. Next, attitudinal measurements can be defined as used attitudinal data to reflect the emotional and psychological attachment inherent in loyalty. Lets put it in a situation where a consumer holds a favourable attitude toward an online game service provider, but it is not necessary that consumer will subscribe o this service provider. It might be expensive to the consumer but the consumer will recommend it to others since he holds a favourable attitude towards the service provider (Toh, Hu, and Withiam, 1993). Composite approach is the combination of the first two dimensions and measure loyalty by customers products preferences, propensity of brand-switching, frequency of purchase, recency of purchase and total amount of purchase (Pritchard and Howard, 1997). This approach is valuable tool to understand customer loyalty in several fields such as retailing, upscale hotels and airlines (Pritchard and Howard, 1997). Many of the researchers and also in common think that loyalty is generating positive and measurable financial results (Dennis, 2003). In short, there is a positive relationship between loyalty and profit (Bowen and Chen, 2001). When a company is able to retain 5 percent more of its customers, consequently, profits will increase 25 percent to 125 percent (Reichheld and Sasser, 1990). The impact of loyalty has played an important role for the profit of the company. Based on the reasons mentioned above, online game loyalty (customer loyalty) is the independent variable for this study. On the past studies showed that online customer loyalty is result from customer satisfaction with the e-commerce channel. Also, the online satisfaction has the positive impact on online loyalty is the proved in the context of electronic commerce (Anderson and Srinivasan, 2003; Rodgers, Negash, and Suk, 2005. As proposed by Yang et al. (2009), online loyalty is the final result of their study. For this study, online loyalty is defined as a customers favaourable attitude and commitment towards online game service provider that results in sustaining in the same service provider which based on the study of Yang et al. (2009). Hence, this study is proposing online loyalty as the dependent variable. 2.4 Online Game Satisfaction Satisfaction is the â€Å"overall customer attitude towards a service provider† (Levesque and McDougall, 1996). Oliver (1980) defined customer satisfaction as customers evaluations of a product or service based on their needs and expectations. In the other way, it is an emotional customer anticipates and what they receive (Zineldin, 2000). Customer satisfaction could be the big challenges for all the firms and to satisfy the customer expectation is not an easy job because customers are human being who has a complex mind. As a human being, we have different characteristics and different expectation. Some people might expect a basic service from the service provider but some might expect a high service from the service provider. When people would like to defined something which involve human attitude, it is hard to find a common or universal definition. Gerpott, Rams, and Schindler (2001) proposed satisfaction is based on the customers estimated experience of the extent when the service provider is able to fulfill customers expectations. There are some benefits of customer satisfaction and the major benefits of customer satisfaction is stay loyal longer (Zineldin, 2000; Hansemark and Albinsson, 2004). Besides, Hansemark and Albinsson (2004) stated that satisfied customer are relatively less price sensitive, tend to purchase additional products, and they are relatively hard influenced by the competitors. They proposed many company view customer satisfaction as the crucial to a companys survival and must be satisfied those customer all the time as the company has been promised them. In general, much research no matter in offline environment or online environment, customer satisfaction is not really a new concept and lots of research efforts have been made to understand its antecedents and consequences (Bai, Law, and Wen, 2008). To assess a firms productivity and its marketing performance, the measures of perceived quality, satisfaction and loyalty was being used (Cortina, Elorz, and Villanueva, 2004). Besides, the great number of study of customer satisfaction is because its potential influence on consumer behavioral intention and customer retention (Cronin, Brady, Hult, 2000; Yang et al., 2009). A study of online retailing stated that satisfied customer tend to have higher usage of service and have stronger repurchase intention (Kim, Jin, and Swiney, 2008). Also, this particular customer will often recommend the product or service to their friends than those who are not satisfied (Zeithaml, Berry, and Parasuraman, 1996; Kim et al., 2008). Anderson and Srinivasan (2003) have investigated the impact of satisfaction on loyalty in the context of e-commerce. They concluded that online satisfaction has an impact on online loyalty. However, they also stated that the relationship is just moderated both by consumers individual factors and firms business factors. However, the relationship between online satisfaction and online loyalty also has been found in numerous studies (Yang et al., 2009; Kim et al., 2008; Anderson and Srinivasan, 2003; Rodgers et al., 2005). Hence, this study is going to propose online satisfaction might have a positive effect on online loyalty. 2.4.1 Online game satisfaction as a mediator Online game satisfaction will be the mediator between the online game loyalty and its determinants which are service quality, transaction cost, technology acceptance factor, and experience value. As proposed by Yang et al., 2009, service quality, transaction cost, and experience value will influence on online game satisfaction. However, this study is going to propose another antecedent which is technology acceptance factors which based on the studies of Lin and Sun, 2009; Hsu and Lu, 2003. In this model, online game satisfaction is a function of the four antecedents operating in a situation and helps to explain the influence of the antecedents on online game loyalty. As prior mentioned that online satisfaction has an impact on online loyalty, but, there are some factors might influence online satisfaction before it comes to online loyalty. To achieve the online satisfaction, the online game service providers have to meet the expectation of the consumer in some of the aspects as the four antecedents. Yang et al., 2009 stated that rare research examines the moderating effects of customer satisfaction in an integrated loyalty model and less formally tests that online game satisfaction in the online game service environment. Therefore, in this study, it proposes online game satisfaction as the mediator between the four antecedents and online game loyalty. The below table is to shows that the selected empirical research on determinants of customer satisfaction and loyalty (online). Table 2.2: Selected empirical research on determinants of customer satisfaction and loyalty (online) Independent Variables Key References Context Service Quality (SERVQUAL) Yang et al., (2009) Lin and Sun (2009) Lee and Lin (2005) Santos (2003) Online Game Service Online Shopping Online Shopping e-Service Quality Technology Acceptance Factors Lin and Sun (2009) Hsu and Lu (2003) Online Shopping Online Game Transaction Cost Yang et al., (2009) Liang and Huang (1998) Online Game Service Electronic M Factors of Affecting Online Game Satisfaction Factors of Affecting Online Game Satisfaction CHAPTER ONE INTRODUCTION 1.1 Introduction Online gaming is one of the most popular entertainments among the citizen in this world no matter what ages they are. Due to the advancement in the technologies, it has brought lots of growth in this industry since early of 2000s. This growth has been developed online game market into the core of the world cultural industry (Sang, Yung, Jae, and Kyoung, 2004). Hsu and Lu (2003) stated that online game service has been a highly profitable e-commerce application in recent years and its market value has increasing markedly as well as number of player growth at the same time. Now a day, most of the household will owned at least one personal computer (PC) or a laptop and some even more than that due to the cheaper cost to have a computer. Consequently, the demand for computer has been grown rapidly throughout this recent year. The accessibility of internet also is easier with each passing year and the cheaper price to have broadband internet connectivity (Bizymoms.com). Generally, online game service can be categorized as business-to-consumer or B2C in e-commerce and it is also one the videogame and interactive entertainment industry. A strategic market research and consulting firm which focuses on the interactive entertainment and the emerging video game, online game, interactive entertainment and portable game markets namely, DFC Intelligence has made its forecast for worldwide videogame and interactive entertainment industry each year since year 1995. According to DFC Intelligence forecast on year 2008, the worldwide videogame and interactive entertainment industry revenue to reach USD 57 billion in 2009 with no signs of slowing due to the slumping economies and expensive hardware (Androvich, 2008). The rapid growth in videogame and interactive entertainment industry has been attracted lots of entrepreneur who would like to enter this profitable industry. Based on the report of DFC, PC was the top platform for games in 2007, with online game revenue alone eclipsing USD 7 billion on year 2006 and not including retail sales. The DFC also stated the total PC game revenue is expected to reach USD 19 billion by year 2013 (Androvich, 2008). In Malaysia, there were 15 million subscriber of internet and it was 62.8% out of the total population in 2008 (Internet World Stats, 2008). It was more than half of the citizens of Malaysia have used the internet and this has brought a great opportunity to the entrepreneur who would like to join this industry to be one of the online game service providers to share the profit since the number of internet users was increasing each year. It did not showed that the number of the online game subscribers but there is a business opportunity for the entrepreneur to start-up their business through online. Table 1.1: Internet Usage and Population Growth of Malaysia Year No. of Users Total Population % 2000 3, 700, 000 24, 645, 600 15.0% 2005 10, 040, 000 26, 500, 699 37.9% 2006 11, 016, 000 28, 294, 120 38.9% 2007 13, 528, 200 28, 294, 120 47.8% 2008 15, 868, 000 25, 274, 133 62.8% (Source: http://www.internetworldstats.com/asia/my.htm [2009, November 1]) A study showed that customer satisfaction is the immediate factor affecting the consumer retains loyalty (Cronin, Brady, and Hult, 2000). Most of the studies showed that higher levels of customer satisfaction will lead to customer loyalty. â€Å"A minor change in satisfaction could lead to a substantial change in loyalty increment† (Bowen and Chen, 2001). However, most of these studies were in offline environment. Wind and Rangasamy (2001) found that online environments offer more opportunities for interactive and personalized marketing. Eventually, these opportunities may influences customer satisfaction and customer loyalty in the online environment if compared to the traditional market or offline environment (Shankar, Smith, and Rangaswamy, 2003). The main purpose of this study is to identify the factors affects the customer satisfaction towards online game services and which could lead to customer loyalty. It is including the service quality, transaction cost, experience value, and technology acceptance factor. These four antecedents of online game service satisfaction and loyalty will test associations based on the model that has been constructs. 1.2 Background of the Research In this century, computer might be a need for a person if compared to the olden days where there was a limited growth in technologies. Now, computer seems like a tool which can do everything for you such as searching information, payment, shopping, and so on. This powerful electrical appliance has gain a well response from the citizen of the world. It has many functions can perform through computer and one of the most popular functions of computer is gaming. In the earlier 2000s, most of the games were played offline since the limited internet connectivity and expensive prices to have an internet connectivity. However, this situation has changed due to the technologies advancements and the industry has achieved economic of scale. To more understand what online games is, it is a must to brief its history. The very first online gaming activities were introduced in the late of 1960s and early of 1970s. Later, they started gain more popularity within 1970s to 1980s when dial-up Bulletin Boards became popular and the users started playing online game over them. Clyde and Thomas (2008) stated that the development of arcade game in the 1970s, and video and computer games in the 1980s; digital games have become an influential part of popular culture. The bulletin boards provided a multi-user platform which allowed few users to play at the same time. Now, it has been transformed to MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world presently (Bizymoms.com). At one time, games were used for educational purpose rather than entertainment (Clyde and Thomas, 2008). However, due to the changed in the perception of game role and the culture, it becomes an entertainment but there is still has some of the game designers and educators used it as educational purposed such as learning typing skills and so on. In the year of 1990s, due to the growth of internet technologies of Flash and Java, it has led to the increasing usage of the internet and the millions of new websites mushrooming across the World Wide Web. When enter to the millennium year, technological giants such as Sony, Microsoft and Ninetendo came out with advanced gaming consoles has changed the features of online gaming completely (Bizymoms.com). The people all around can play a same game with each other virtually at the same time. Currently, online gaming industry is growing each year and it has a great expansion in future. The online game service is one of the most competitive industries among the entire industries. The new and the existing online game service provider are delivering their best services to gain more market share to sustain its organization. To penetrate the market, the firm must meet the customer expectation which may lead to customer satisfaction. Eventually, it may bring customer loyalty. 1.3 Research Problem Customer is the one who contribute the profit to the firm because they are the one who are using the product or services. However, consumers are becoming wisely now a day when they would like to use certain product or services. They will tend to purchase the product only if the product can meet their expectation which might lead to satisfaction. To meet the customer expectation, it is a biggest challenge for the firm. Other than that, the growth of the online game has brought some a major problem to the service provider which is how to retain the existing online game users and will not shifting to other service provider or loyalty to the current provider (Yang, Wu, Wang, 2009). In order to survive in this competitive industry, many practitioners and academicians in this field have focused on how to improve online services to attract potential buyers as well as the current customers (Jun, Yang, and Kim, 2004). There are some of the factors to achieve customer satisfaction. However, the key factors especially in online game services which are able to make the customer satisfied with the products and services still under study or unknown (Dick, Wellnitz, and Wolf, 2005). If the key factors have been determined, the provider might be able to gain the competitive advantages which trying to meet the customer expectation. This research is emphasizing the customer satisfaction and loyalty in online game service. Specifically, it is trying to identify the key factors affects online satisfaction and online loyalty in order to guide the online game service provider to improve their service quality to garb more potential customers and retain the existing one. 1.4 Research Objectives The objectives were formed based on the research problem and there are formulated to achieve the main goal of this study which is to examine the factors of affecting the online game satisfaction and loyalty. To determine service quality has a positive impact towards online game satisfaction. To determine transaction costs has a positive impact towards online game satisfaction. To determine technology acceptance factor has a positive impact towards online game satisfaction. To determine experience value has a positive impact towards online game satisfaction. To determine online game satisfaction would have a positive impact on online game loyalty. To determine service quality, transaction cost, technology acceptance factors, and experience value will affect online game satisfaction and eventually online game loyalty. 1.5 Justification of the Study This study is significant for several reasons. First, it can identify the gaps between customer expectation and perception about online game service provider in order to guide them to provide better services. â€Å"It is commonly known that there is a positive relationship between customer loyalty and profitability† (Bowen and Chen, 2001). It is correct once the customer is loyal to the company because they will visit the firm after a purchase and some even recommend to their friends. In the online environment, the online satisfaction also grabs much attention from all of the researchers because to meet a customer expectation is the toughest challenges to the company. Also, it brings the profitability and the survival of the company. Online game service provider should concern about the medium which may influenced the online game satisfaction and online game loyalty. The importance of the study is to keep the online game service improvement in order to achieve the customer satisfaction from time to time. In online environment, the customer can easily compared the alternative than offline customer especially products and service (Shankar et al., 2003). As in online environment, the user is free to search the information to the product that they demand. As well as online game, there is large amount of online game service provider. Therefore, the user can easily compared the features of the game and service quality that provided by the firm. Once the factor has a positive impact on online satisfaction has been determined, the service provider is able to strengthen their weaknesses in order to sustain its market share. Besides, the study is providing guidelines for the service provider to develop their future or long-term plan. The importance of the online game satisfaction will give a direction to the service provider to plan for their future such as strategic plan. It also helps the company to gain competitive advantages in this industry. Commonly, most of the studies regarding to customer satisfaction and loyalty were did for offline environment and only limited for online environment. However, consumers still have some same characteristics in making decision when they would like to purchase a product. As the study has identified the factors affect the customer satisfaction and loyalty, the firms are able to fulfill the users need and wants. This action is trying to meet the customer satisfaction and eventually customer loyalty. Once the customer become loyal, the company may survive in this competitive market. On the other hand, it is also will benefit the user to gain a better service from the online game service provider once they have responded to what they are percept towards the online game service provider that they currently subscribed. Also, the service provider is able to understand what kind of service quality that the users perceived and expected. It will leads to a win-win situation if both of the parties could perform what they are request and give. 1.6 Definition of Important Terms There are some important terms in this study: Online satisfaction, online loyalty, service quality, technology acceptance factors, transaction cost, and experiences value. Online Game Satisfaction Online game satisfaction is customer satisfaction towards online game service. Oliver (1980) defines customer satisfaction as customers evaluation of a product or service with regard to their needs and expectations. It is just in virtual environment perspectives. Online Game Loyalty Online game loyalty is customer loyalty towards online game service. It can be defined as â€Å"a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviuor† (Oliver, 1997). Service Quality Parasuraman, et al., (1988) defined service quality as â€Å"a global judgement, or attitude, relating to the superiority of the service†, â€Å"and explicated it as involving evaluations of the outcomes (i.e., what customer actually receives from services) and process of service act (i.e., the manner in which service is delivered)† (Jain, and Gupta, 2004) Technology Acceptance Factors It is also known as technology acceptance model (TAM). Davis (1989) proposed TAM to explain and predict user acceptance of information systems (IS) or information technology (IT). In short, it is explaining â€Å"intention to use a technology† (Schepers and Wetzels, 2007). Transaction Cost It is a theory â€Å"seeks to explain why firms exist and how firm boundaries were determined† (Watjatrakul, 2005). Experience Value It refers to â€Å"shopping efficiency and making good product performance and functionality† (Wu and Liang, 2009). Wu and Liang (2009) added â€Å"its perceptions are based on interaction involving either direct usage or distant appreciation of goods or services†. MMORPG (Massively Multi-Player Online Role-Playing Games) It is known as a virtual environment where it allows multiple geographically distributed users interact with each other at the same time (Papargyris and Poulymenakou, 2005). Besides, it is â€Å"offering an alternative channel for players to communicate, share experiences, socialize, and eventually from virtual communities† (Chee, Zaphiris, and Mahmood, 2007) Online Game Service It is a service provider who provides a server for the online game user to get into the network to interact with each other by playing games. 1.7 Organization of the Report This study will be constructed into five different chapters and there are: Chapter 1 is presenting the introduction and a brief overview of the study. The problems of the study, objectives of the study, significance of the study, and the chapter outline of the research are stated in this chapter. Chapter 2 provides an extensive review of international journals, reports, and articles from online and offline resources. Besides, all the reviews in this chapter are related to the problem of the research that will guide to construct the conceptual foundation and hypothesis of the study. Chapter 3 is describing the methods used in conducting this study in detail. Besides, it also presents the development of the research framework which proposed the relationship between dependent variables and independent variables. Next, the methodology applied is provided, sampling procedures, hypothesis development, data analysis and measurement. Chapter 4 presents the findings and data analysis of the research. It analyses and discussed the data collected in the research using the research instrument which has been developed in chapter 3. The hypothesis will be tested and it is also presents the results of statistical analysis used in this study (t-test, ANOVA, and etc.). Chapter 5 is presenting the conclusion and recommendation. There is also discussion of the studys implications, recommendations, limitations and suggestion for the future research. CHAPTER 2 LITERATURE REVIEW 2.1 Introduction Chapter 1 has discussed and highlighted the important issues which related online game service satisfaction and loyalty. All of these issues that mentioned in the chapter 1 are playing an important role for online game service industry in order to understand the expectation of the user and eventually grab more market share. As a result, to more understanding these issues, an examination of literature on related study were carried out. Generally, literature review provides the theoretical basis for the development of the research framework of this study, which will be discuss in the next chapter Chapter 3. This chapter consists of the following subject areas: (1) Definition of key terms; (2) online game satisfaction; (3) online game loyalty; (4) the factors might affect online satisfaction and loyalty; and (5) summary of literature review. 2.2 Definition of Key Terms 2.2.1 Online Game Service As technologies have became more advance, people have more rely on the technologies and they even expect technology will do all the things for us. Now, most of the people are prefer online rather than offline when they would like to purchase or acknowledge a transaction. In the olden day around 1980 where the technology has a limited growth, people can only play games in offline environment such as TV and handheld game console (Nintendo). In the late 1980s computer game was invented and started popular. Currently, computer games have been transformed into MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world (Bizymoms.com). Besides, the multi-player online role-playing games also known as Net games (Lo, Wang, and Fang, 2005). Generally, net game can be divided into three which is web games, network games, and online games. The below is the definition of this three types of net games. Table 2.1 Types of Net Games Types Definition Players Web games Games which use a website as an interface. Players must register to play. Network games Games which allow multiple players to use their own PCs to interact via Local Area Networks (LANs) or the internet. Also, many of these closely resemble PC games. Players must purchase and install game software. However, it does not require any fees beyond those for internet connections. Online games Games where require players to connect to the service provider and log in to a server. Player must subscribe to the service provider and select a role to interact with other virtual roles. Source: Lo, 2008 Online game is requiring player to log in to a server in order to play the games. It is means that the players must have internet connection to connect with the service provider. After the player subscribe to the games, the user has to select a role to interact with the rest of the subscribers. The special characteristic of online game is the user can continue to play their role after they have log out for few days. The player can keep continue playing where they have stopped when they have log out last time with the experiences and assets are remain. Online game user must install a client program for internet connection and online game providers to attend the online game (Lo, 2008). This program is inexpensive and sometimes even free. However, there are some need additional fees are paid to the Internet Service Provider (ISP) (Lo, 2008). Commonly, the charges of online game is based on the time where the player spent to playing games and usually it is prepaid which pay before they play the games. Due to the technology advancement and the cheaper price for paying the internet connectivity, consumers are more easily to connect to the internet and playing online game. This golden business opportunity has been attracted lots of firms entered to this industry. Online game service is the company which provides a server for the players in order to play game with others. The company main activities is improve the performance of the online game also maintenance of the server to avoid any shut-down or system down of the server. There are some features have attracted lots of people subscribe to online game and the number of players is keep increasing each day. The online games allow the player to build the role based on their preference, beliefs, goal, or other factors and most of the time the players play it in a team (Klang, 2004). The features in the online games has play an important role in order to gain more subscriber and also some other factors. 2.3 Online Game Loyalty In general, loyalty can be defined as faithful. However, in terms of customer loyalty, it is hard to define (Bowen ad Chen, 2001). Dennis (2003) stated that loyalty is the feeling where a customer has about a brand. This could be explained as the customer has a positive perception about the brand and this brand will always come in the first of the mind of this particular consumer if compared to the other firms which have offer the same service or product. Edvarson, Johnson, Gustafsson and Strandvik (2000) define loyalty as a customers intention to repurchase from the same firm again. On the other hand, loyalty can be measured in three distinctive approaches and there are behavioural measurements, attitudinal measurements, and composite measurements (Bowen and Chen, 2001). Behavioural measurements can be defined as consistent, repetitious purchase behaviuor as an indicator of loyalty. For example, if the customer is often and repeat visit the same firm and purchase the product from the firm can be said as loyalty under the behavioural measurement. Next, attitudinal measurements can be defined as used attitudinal data to reflect the emotional and psychological attachment inherent in loyalty. Lets put it in a situation where a consumer holds a favourable attitude toward an online game service provider, but it is not necessary that consumer will subscribe o this service provider. It might be expensive to the consumer but the consumer will recommend it to others since he holds a favourable attitude towards the service provider (Toh, Hu, and Withiam, 1993). Composite approach is the combination of the first two dimensions and measure loyalty by customers products preferences, propensity of brand-switching, frequency of purchase, recency of purchase and total amount of purchase (Pritchard and Howard, 1997). This approach is valuable tool to understand customer loyalty in several fields such as retailing, upscale hotels and airlines (Pritchard and Howard, 1997). Many of the researchers and also in common think that loyalty is generating positive and measurable financial results (Dennis, 2003). In short, there is a positive relationship between loyalty and profit (Bowen and Chen, 2001). When a company is able to retain 5 percent more of its customers, consequently, profits will increase 25 percent to 125 percent (Reichheld and Sasser, 1990). The impact of loyalty has played an important role for the profit of the company. Based on the reasons mentioned above, online game loyalty (customer loyalty) is the independent variable for this study. On the past studies showed that online customer loyalty is result from customer satisfaction with the e-commerce channel. Also, the online satisfaction has the positive impact on online loyalty is the proved in the context of electronic commerce (Anderson and Srinivasan, 2003; Rodgers, Negash, and Suk, 2005. As proposed by Yang et al. (2009), online loyalty is the final result of their study. For this study, online loyalty is defined as a customers favaourable attitude and commitment towards online game service provider that results in sustaining in the same service provider which based on the study of Yang et al. (2009). Hence, this study is proposing online loyalty as the dependent variable. 2.4 Online Game Satisfaction Satisfaction is the â€Å"overall customer attitude towards a service provider† (Levesque and McDougall, 1996). Oliver (1980) defined customer satisfaction as customers evaluations of a product or service based on their needs and expectations. In the other way, it is an emotional customer anticipates and what they receive (Zineldin, 2000). Customer satisfaction could be the big challenges for all the firms and to satisfy the customer expectation is not an easy job because customers are human being who has a complex mind. As a human being, we have different characteristics and different expectation. Some people might expect a basic service from the service provider but some might expect a high service from the service provider. When people would like to defined something which involve human attitude, it is hard to find a common or universal definition. Gerpott, Rams, and Schindler (2001) proposed satisfaction is based on the customers estimated experience of the extent when the service provider is able to fulfill customers expectations. There are some benefits of customer satisfaction and the major benefits of customer satisfaction is stay loyal longer (Zineldin, 2000; Hansemark and Albinsson, 2004). Besides, Hansemark and Albinsson (2004) stated that satisfied customer are relatively less price sensitive, tend to purchase additional products, and they are relatively hard influenced by the competitors. They proposed many company view customer satisfaction as the crucial to a companys survival and must be satisfied those customer all the time as the company has been promised them. In general, much research no matter in offline environment or online environment, customer satisfaction is not really a new concept and lots of research efforts have been made to understand its antecedents and consequences (Bai, Law, and Wen, 2008). To assess a firms productivity and its marketing performance, the measures of perceived quality, satisfaction and loyalty was being used (Cortina, Elorz, and Villanueva, 2004). Besides, the great number of study of customer satisfaction is because its potential influence on consumer behavioral intention and customer retention (Cronin, Brady, Hult, 2000; Yang et al., 2009). A study of online retailing stated that satisfied customer tend to have higher usage of service and have stronger repurchase intention (Kim, Jin, and Swiney, 2008). Also, this particular customer will often recommend the product or service to their friends than those who are not satisfied (Zeithaml, Berry, and Parasuraman, 1996; Kim et al., 2008). Anderson and Srinivasan (2003) have investigated the impact of satisfaction on loyalty in the context of e-commerce. They concluded that online satisfaction has an impact on online loyalty. However, they also stated that the relationship is just moderated both by consumers individual factors and firms business factors. However, the relationship between online satisfaction and online loyalty also has been found in numerous studies (Yang et al., 2009; Kim et al., 2008; Anderson and Srinivasan, 2003; Rodgers et al., 2005). Hence, this study is going to propose online satisfaction might have a positive effect on online loyalty. 2.4.1 Online game satisfaction as a mediator Online game satisfaction will be the mediator between the online game loyalty and its determinants which are service quality, transaction cost, technology acceptance factor, and experience value. As proposed by Yang et al., 2009, service quality, transaction cost, and experience value will influence on online game satisfaction. However, this study is going to propose another antecedent which is technology acceptance factors which based on the studies of Lin and Sun, 2009; Hsu and Lu, 2003. In this model, online game satisfaction is a function of the four antecedents operating in a situation and helps to explain the influence of the antecedents on online game loyalty. As prior mentioned that online satisfaction has an impact on online loyalty, but, there are some factors might influence online satisfaction before it comes to online loyalty. To achieve the online satisfaction, the online game service providers have to meet the expectation of the consumer in some of the aspects as the four antecedents. Yang et al., 2009 stated that rare research examines the moderating effects of customer satisfaction in an integrated loyalty model and less formally tests that online game satisfaction in the online game service environment. Therefore, in this study, it proposes online game satisfaction as the mediator between the four antecedents and online game loyalty. The below table is to shows that the selected empirical research on determinants of customer satisfaction and loyalty (online). Table 2.2: Selected empirical research on determinants of customer satisfaction and loyalty (online) Independent Variables Key References Context Service Quality (SERVQUAL) Yang et al., (2009) Lin and Sun (2009) Lee and Lin (2005) Santos (2003) Online Game Service Online Shopping Online Shopping e-Service Quality Technology Acceptance Factors Lin and Sun (2009) Hsu and Lu (2003) Online Shopping Online Game Transaction Cost Yang et al., (2009) Liang and Huang (1998) Online Game Service Electronic M

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Pain Measured Visual Analogue Scale Health And Social Care Essay

The reappraisal of related literature is a indispensable facets of scientific research. Its entails the systematic designation, contemplation, critical analysis and coverage of bing information in relation to the job of involvement. The intent of reappraisal of literature is to obtain comprehensive cognition and in depth information about the effectivity of ambulation on improve maternal comfort decrease of hurting perceptual experience, result of labor during first phase of labor. The intent of reappraisal literature is to obtain comprehensive cognition and in depth information about the effectivity of ambulation on maternal comfort, hurting perceptual experience & A ; result of labor. The literature gathered from sole reappraisal is depicted under the undermentioned header. Section A: Literature related to trouble perceptual experience during first phase of labor. Section B: Literature related to assorted maternal places for maternal comfort, hurting perceptual experience and result of labor during first phase of labor. Section C: Literature related to ambulation to better maternal comfort, result of labor and cut down hurting perceptual experience. Section D: Literature related to non pharmacological hurting alleviation methods during first phase of labor for maternal comfort, hurting perceptual experience and result of labor.Section A: Literature related to trouble perceptual experience during first phase of labor.Campbell & A ; Kurtz ( 2004 ) conducted a descriptive survey characterized the labor hurting at two phases of cervical distension with selected group 78 labouring female parents and compared the hurting experienced at 2 phases of dilation ( 2-5 centimeter and of 6-10 centimeter ) with adult females in Greenville. Stage ‘s of hurting measured by Visual Analogue Scale, Present Pain Intensity, and the McGill Pain Questionnaire, and 1 experimental step, the nurse-rated Behavioural Index of Pain. The survey consequences revealed that there was important addition in hurting with increased dilation occurred for all female parents both prim and multigravidas. He concluded that labor hurting was equalin primi gravida th an the multigravidas. Lopez & A ; Pires ( 2000 ) conducted the randomized control trail survey was designed to measure the relationship between the parturients place and her abdominal and lumbar ( uninterrupted and contraction ) hurting during the first phase of labor. A homogenous group of 100 parturients was selected in obstetric section of a general infirmary, Argentina. Samples were indiscriminately assigned to alternately presume the horizontal or the perpendicular place for 15-min periods. Positions were safely selected by the parturients. Therefore, the female parent adopted ( a ) a self-elected place, ( B ) recumbent ( or erect ) , ( degree Celsius ) a self-elected place, ( vitamin D ) erect ( or recumbent ) , and so on. Pain strength was measured by the Argentine Pain Questionnaire ‘s Present Pain Intensity and the Huskisson ‘s ocular parallel graduated table. The findings revealed that a bulk of parturients felt less abdominal and lumbar hurting, either uninterrupted or due to contra ctions, during recumbency. The consequence was more singular when dilation exceeded five centimeters and less intense during the first half of the first phase of labor. He concluded that place may helpful to cut down the hurting degree during first phase of labor. Mikolajczyk, Sundaram & A ; Beaver Fraser ( 2010 ) conducted a study survey in aimed to analyze labor forms in a big population and to research an alternate attack for naming unnatural labour patterned advance. The survey were selected sum of 26,838 parturient, who had a singleton term gestation, self-generated oncoming of labor, vertex presentation, and a normal antenatal result in Maryland. An interval-censored arrested development method was used.The consequences revealed that Nulliparous adult females had longest and most gradual labor curve and get down the active stage after 5 centimeter of cervical dilation and may non needfully hold a clear active stage and multiparous adult females of different paras had really similar curves. Researcher concluded that active stage of labor may non get down until 5 centimeters of cervical dilation in multiparous and even later in nulliparous and after 6 centimeter distension merely the advancement in all gestation during labor. Niven & A ; Gijsbers ( 2004 ) conducted the exploratory survey aimed to analyze the nature, beginning, and effectivity of hurting get bying schemes used during childbearing with 51 British adult females was assessed around the clip of birth. Pain was measured by ocular parallel graduated tables and the McGill Pain Questionnaire. Analysis of informations obtained in an drawn-out semi-structured interview. Subjects were found to utilize a scope of schemes during labor, many of which they had antecedently used to get by with hurting. In findings that the entire figure of schemes used in labor was negatively correlated with degrees of labor hurting.Section B: Literature related to assorted maternal places for maternal comfort, hurting perceptual experience and result of labor during first phase of laborAndrews CM & A ; chrzanowski ( 1985 ) Conduct a randomised clinical test to measure the maternal comfort by supplying assorted unsloped places in 40 laboring adult females ‘s randoml y assigned to either unsloped recumbent place. During the stage of maximal incline of labor. When the cervical distension from 4cm to 9cm, Every hr during the stage of maximal incline. The research worker examined each sample vaginally to find her cervical distension and assessed her degree of comfort by utilizing maternal comfort appraisal tool the adult females in unsloped place group had significantly shorter stage of maximal incline of in labor and easing uterine contractions & A ; increasing comfort to the female parent. Bauer et Al ( 1987 ) Conducted a comparative survey to measure the effects of standing place and supine place on self-generated uterine contractions and other facets of labor in 20 normal term female parents they were given by standing and supine place frailty versa with the clip continuance of 30 proceedingss the research worker examined each sample every 30 proceedingss for cervical distension and hurting perceptual experience. The research worker found that the strength of contractions was significantly higher in 15 out of 20 female parents in standing place frequence of contraction diminished and Reduced continuance of labor.the research worker concluded that there is no inauspicious effects and complications in standing place during labor. Carlson ( 1999 ) in an article a survey by supplying different maternal places to measure the comfort position foetal out semen & A ; duet ion of labor. In 80 gravida I unsophisticated female parents. The places chosen by female parents. The research worker found that the different places improved maternal comfort & A ; fetal out semen. & A ; cut down length of labor. Chen shin-zon ( 2003 ) in an article stated that a survey to measure the effectivity of sitting place on labour hurting during first phase of labour.the research worker found that in sitting place the increased resting force per unit area in the sitting place is of some importance in the supplementing the down ward bringing force and increasing bearing down force per unit area in the sitting place could assist to significantly shorten the continuance. Gupta et Al ( 2000 ) In an article stated survey To measure the safe birth good maternal & A ; fetal out come by supplying unsloped places at Birmingham adult females ‘s infirmary Edgbaston, UK the places adopted natively by adult females during birth has been described as early 1882 by Engel am. The research worker found that by supplying assorted unsloped places [ like keeping Rope, delivering chair, hardhearted, crouching ] the female parent will hold safe birth decreased perinatal jobs. Liu ( 2003 ) conducted a descriptive survey to measure the cut down continuance of labor by supplying up right places in 68 primi gravida female parents between the age of 18 to 25 old ages were assigned to three groups. One group used a 30 grade unsloped place with no bearing down instructions and 2nd group used a 30 unsloped place with bearing down instructions the research worker found that the unsloped place enhanced the descent caput with shorter continuance of labor in both first and 2nd phase of labor. May berry et Al ( 2003 ) in an article stated descriptive survey to measure the facilitating advancement of labor by supplying assorted unsloped places. At New York university. The survey sample is 74 laboring healthy adult females. Supplying unsloped places for all adult females. The research worker founded that easing advancement of labour decrease of vaginal hemorrhage better neonatal out semen. Miquelutti et Al ( 2007 ) conducted a explanatory survey to measure the effectivity of unsloped place during first phase of labor during first phase of labor to better obstetrical and perinatal result. The research worker allotted 50 four adult females for experimental group. They were given unsloped place and other 50 three adult females in control group they were given supine place.the difference between two groups were evaluated by utilizing I†¡2 will coxon and fishers exact trials significance was p & lt ; 0.05 hazard ratio is 95 % . The research worker concluded that the unsloped place during first phase of labor will cut down continuance of labor. Roberts et Al ( 2005 ) stated that systematic reappraisal to cut down instrumental bringing by supplying up right places during labour.in Centre for perinatal wellness in Sydney.the survey participles were 281 gravida I female parents in that 166 experimental group provident up right places & A ; its control group in accumbent place each trail is analysed by utilizing meta analytic techniques. The research worker concluded that the up right place during labour important decrease of instrumental bringing & A ; continuance of labour perinatal injury & A ; bleeding. Roberts & A ; Malasonos ( 2003 ) conducted a randomised clinical test by supplying sitting in a chair and a side lying to measure the maternal comfort & A ; uterine efficiency among 19 gravida I female parents alternated between these two places at 30 minute interval for as long possible during labour locating place during early labor [ cervical distension less than 6cm † ] and prevarication on their side in late labor [ cervical distension greater than 6cm † ] . The research worker found the uterine efficaciousness less in the locating place than in side lying place and besides locating place will better maternal comfort. Sandi ( 2001 ) conducted dual blind survey to measure the continuance of labor by supplying unsloped place in selected parturient at the Negress oriental provincial infirmary the research worker provided 45 degree unsloped place the aestivator found that Reduce maximal length of labor in both first & A ; 2nd phase of labor and good new born out comes. Streamer et Al ( 2005 ) conducted that Randomized control test of evaluate the rotary motion of fetal caput by supplying Hands & A ; Knee places for occipito posterior place to occipita anterior during labor. In 13 labour units in university attillated infirmary survey participates were 147 laboring adult females with a occipito posterior place in that 70 were custodies keep place at least 30 min over per 1hour the experimental group and 77 were control group. ( No custodies knee positioning ) The research worker used extremist echography to happen out fetal caput rotary motion. Head rotary motion following one hr. The research worker conclude that the experimental group had important decrease in relentless back hurting, changing of fetal caput to occipito posterior to occipito anterior place and other results like decreased operative bringing and decreased perennial injury and besides good foetal out semen. And the control group have the comparative hazard of operative bringing. vino kiln spectators ( 2003 ) stated that instance control survey to measure the maternal and neonatal out come by supplying assorted places. At section of OBs & A ; gynecology of the university infirmary viema between 1997 -2002 entire survey participants were 714 drudging adult females. 307 adult females were control group supplying supine place & A ; 307 were experimental group supplying unsloped places ( crouching & A ; other alternate birth places. The analysis was restricted to 37 hebdomads normal sized fetus & A ; cephalic persecution with out any medical ( or ) obstetrical hazard the research worker found that unsloped place associated with good effects such as a lower rate of episiotomy, and decreased usage of medical analgesia & A ; Pitocin.Section C: Literature related to ambulation to better maternal comfort, result of labor and cut down hurting perceptual experience:Hemmiki et Al ( 1985 ) conducted a pilot survey to measure the maternal comfort & A ; length of labor by s upplying ambulation vs. oxytocin disposal. The research worker selected 50 seven female parents indiscriminately assigned control group & A ; experimental group.the research worker used as randomized control test for this survey. the research worker provided ambulation for experimental group & A ; oxytocin for control group. In experimental group 60 % of the adult females in the ambulation delivered their babes with out Pitocin. The average length of first and 2nd phase of labor was reduced and besides they had positive results on the other manus the control group.they are experienced stronger contractions before forcing and besides enduring from strong contractions. The research worker finds that ambulation will better maternal comfort, out semen of labor & A ; diminishing length of labor. Lawrence et Al ( 2009 ) conducted a randomised clinical test to measure maternal comfort & A ; lessening length of labor by supplying walking and unsloped places at Townsville infirmary Queensland Australia with the sample of 3706 pregnant gravida I female parents they were utilizing random and quasi random trying for comfort and experimental group in experimental group who are different unsloped place and walking the research worker concluded that the first phase of labor about one hr shorter than in a recumbent places and other results labour it will increase good being of female parents & A ; fetus Lupe et Al ( 1986 ) in an article stated that assess the consequence of ambulation during first phase of labor to cut down length of labor.and besides it will rush the advancement of labour.ambulation will better maternal satisfaction, and besides it will better maternal and fetal out semen. The research worker reported the ambulation reported the ambulation during labor will better greater maternal comfort and ability to digest labors and ability to digest labor hurting, lessening usage of anesthesia and analgesia. Read ja mitter et Al ( 1981 ) conducted a comparative survey to measure the effectivity of ambulation versus oxytocin disposal on better labour advancement. The research worker selected 14 female parents ( who failed augmentation in active stage of labor ) assigned eight female parents in experimental group, they were given ambulation and six female parents in control group, they were given oxytocin extract.the research worker used telemetry to supervise maternal and fetal status in foetus bosom rate and activity in female parent station of the caput, cervical distension, uterine activity contraction, frequence and efficaciousness. The consequences included labour advancement significantly better in ambulatory group the research worker concluded that ambulation is effectual than oxytocin. Souja et Al ( 2006 ) in an article a survey to measure to cut down the length of the first phase of labor by supplying ambulation and unsloped places at Brazil the research worker used Randomised control tests carried to measure the consequence of ambulation the research worker found that the ambulation in the first phase of labor will better maternal comfort & A ; cut down the length of labor. Stewart & A ; caldera ( 1984 ) conducted a survey meta analysis to measure the effectivity of maternal position on the advancement of labor. The research worker selected 275 labour adult females are indiscriminately assigned as control group and experimental group, control group were non given any specific place and experimental group were given ambulation. Radio telemetry was used to place fetal bosom rate the consequences included in ambulatory group shorter stage of labor and had maternal satisfaction, relived from hurting. The research worker concluded that there were significantly shorter labour stage of labour stage in ambulation group. William et Al ( 1980 ) conducted a clinical test to measure the effectivity of ambulation during first phase of labor on improve maternal and fetal result. The research worker selected 48 parturient female parents as experimental group they were given ambulation and another 55mothers are control group they were non given any ambulation. The consequences include the experimental group ( who are given ambulation ) shows improve maternal comfort, cut down hurting and better maternal and fetal result. The research worker concluded that the ambulation in first phase of labor will better maternal and fetal out semen. Wilson mi et al ( 2009 ) conducted a comparitive survey to measure the maternal comfort & A ; cut down instrumental bringing at Royal Hallam shire infirmary U.K on 1052 gravida I female parents. The research worker divided in to two groups. Ambulation for experimental group extradural anesthesia for control group the research worker found that there is difference in experimental group than control group ambulation will better maternal comfort & A ; Reduce length of labor.Section D: Literature related to non pharmacological hurting alleviation methods during first phase of labor for maternal comfort, hurting perceptual experience and result of labor.Labreque & A ; Novmen ( 2000 ) conducted a randomized survey to measure the effectivity of non pharmacologic attacks to relief the low back hurting. The probe selected a sample of 30 four adult females by utilizing three non pharmacological attacks line intradermal saline H2O injections, trans cutaneal electrical nervus stimulations, stand ard attention including back massage, whirl pool bath and broad mobilization. The research worker indiscriminately assigned 1 of 3 interventions. The research worker used ocular parallel graduated table.The adult females ‘s were self evaluated both strength and effectual. The research worker used to measure satisfaction by utilizing labour a aristocracy graduated table and bringing satisfaction index. The consequences included. The adult females received intradermal unfertile H2O injections group. Unpleasantness of hurting lower than standard attention group. While the teens group ( P= 0.01 and P= .003 ) similar consequences were observed for strength P= .01 and unpleasantness P=.03 hurting assessed merely earlier bringing.The research worker found that there is no important difference between all 3 group but first group has received back hurting during labor. Lee & A ; Chang Jiang bent ( 2000 ) conducted a quantitative survey to measure the effectivity sp6 G-Jo on labor hurting and bringing clip in labour the research worker selected randomized clinical test at university attached infirmary with the sample size of 75 labour adult females indiscriminately assigned n=36 were experimental group n=39 were control group harmonizing to para, cervical distension, rupture of membranes and labour phase. the research worker include 30 proceedingss acupressure on sp6 acupoint was performed labour hurting was measured four times utilizing structured questionnaire and ocular parallel graduated table. instantly after intercession and 30-60minutes after intercession there were significantly difference between the group in subjective labor hurting tonss at all clip points instantly after intercessions ( p=0.012 ) 30 proceedingss after intercession ( p=0.021 ) and 60 proceedingss after intercession ( p=0.012 ) the entire labor was significantly shorter in experimental group. The research worker concluded that sp6 G-Jo was effectual in diminishing labor hurting Simkin & A ; Ohra ( 2004 ) Conducted a qualitative survey to measure the effectivity of non pharmacological methods on labor hurting alleviation maternal satisfaction other obstetric labor. By giving non pharmacologic hurting alleviation methods. At North America in selected infirmaries. The probe used five non pharmacological methods. Those are continuos labour support, touch, bath massage, maternal motion and posters. And intra cuticular H2O blocks for back hurting alleviation. The probe found that all methods are effectual to cut down labor hurting.Increase, maternal comfort and out semen of labor. Toumarie & A ; Theauyomeau ( 1982 ) In an article on G-Jo on labor hurting alleviation.the research worker used randomized control test for survey to use G-Jo over lumbosacral country during first phase of labour the research worker found that the G-Jo will relief from labour hurting during first phase of labour death usage of anodynes. Water & A ; Raiser ( 2002 ) Conducted a survey to measure the effectivity of ice massage on labor hurting the research worker selected Hispanic and white pre labour adult females as a survey sample. The research worker used ice massage of the G-Jo energy meridian point big bowel and ( L 14 ) to cut down labour hurting during contractions ( L 14 ) is located at median mid point of tegument between pollex and forward finger. The research worker chosen pre & A ; post prove design and which used 100 mm ocular parallel graduated table and MC Gill pain questionnaire ranked numerically, verbally to mensurate hurting degrees. Participants noted a hurting decrease mean on the VAS of 28.22 on the left manus & A ; 11.93 millimeter on the right manus. The research worker concluded that ice massage is a safe, effectual, not invasive method of cut downing labour hurting.

Organizational Strategies for Quality Assessment and Improvement Essay

Ambiguous medical notations are one of the most common and preventable causes of medication errors (Grissinger & Kelly, 2005). Drug names, dosage units, and directions for use should be written clearly to minimize confusion. The Institute for Safe Medication Practices (ISMP) and the Food and Drug Administration recommend that error-prone abbreviations are considered whenever medical information is communicated (Institute for Medical Safety, 2012). Medication errors result in thousand of adverse drug events, deaths, and preventable reactions every year (Grissinger & Kelly, 2005). Healthcare personnel, IMSP, the pharmaceutical industry, and The Food and Drug Administration (FDA) are some of the groups responsible for determining how these medication errors occur and designing strategies to reduce these errors (Institute for Medical Safety, 2012). ISMP is a nonprofit organization made up of nurses, pharmacist, and physicians. IMSP was founded in 1944 and are dedicated in educating and increasing awareness of medication error prevention and safety measures (About ISMP, 2012). They base their non-punitive initiatives on five key areas: analysis, communication, cooperation, education, and knowledge (About ISMP, 2012). The IMSP get their data by healthcare professionals reporting so that they can assist in learning and understanding the causes of the error and everything is confidential (About ISMP, 2012) IMSP Objectives The objective of the ISMP is to help the healthcare providers clarify any order that is not clearly legible or obvious especially with error-prone abbreviations, dose designations, and making sure that orders with abbreviations are clarified and written out completely, and verbal orders are read back, repeated if misunderstood, and spelled out (About ISMP, 2012). Also to hold webinar educational programs and medication safety issues. They offer tool kits for healthcare facilities to get the word out like posters, videos, patient brochures, books, and other drug safety tools. IMSP will conduct risk assessments on-site risk of medication safety in healthcare facilities and respond to sentinel events (About ISMP, 2012). IMSP Propose Strategies or Recommendations Suggest for the Acute Care Setting Here are some strategies that healthcare facilities can employ to  help eliminate the use of dangerous abbreviations. One is encouraging all healthcare professionals to avoid using medication error-prone abbreviations in all electronic and written communication (National Patient Safety Agency (NPSA), 2010). Another is identifying and promoting Physician Champions who will not only support accreditation-related activities but also advocate for full compliance. Healthcare facilities can assist in providing educational seminars and webinars to update all healthcare professionals and staff at the beginning of their employment period. Another way is for healthcare management and safety personnel to use advertised posters, create laminated cards with error-prone medication abbreviations, and dosage classifications throughout the acute care facility. The healthcare professionals should have these items at their disposal and distributed out at the beginning of employment (National Patient Safety Agency (NPSA), 2010). Lastly, making sure that the healthcare personnel avoids the use of medication abbreviations on CPOEs, labels generated from the system and bins, drug storage, and shelves. All the while making sure that the facility and personnel are adhering to guidelines, charts, and protocols (National Patient Safety Agency (NPSA), 2010). Reference â€Å"About ISMP.† (2012). Institute for Safe Medication Practices. Retrieved from http://www.ismp.org/about/default.asp Grissinger, M., & Kelly, K. (2005). Reducing the risk of medication errors in women. Journal Of Women’s Health (15409996), 14(1), 61-67. doi:10.1089/jwh.2005.14.61 Institute for Medical Safety. (2012). Acute Care. â€Å"Medical Safety Alert!†. Retrieved from www.imsp.com National Patient Safety Agency (NPSA). (2010) Rapid response report NPSA/2010/RRR009: reducing harm from omitted and delayed medicines in hospital. Retrieved from www.nrls.npsa.nhs.uk/resources/type/alerts/?entryid45=66720

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Looking At The Primary Issue Of Multi Agencys Social Work Essay Essay Example

Looking At The Primary Issue Of Multi Agencys Social Work Essay Essay Example Looking At The Primary Issue Of Multi Agencys Social Work Essay Essay Looking At The Primary Issue Of Multi Agencys Social Work Essay Essay Tyra Henry ( 1984 ) , Heidi Koseda ( 1984 ) Kimberley Carlile ( 1986 ) , Doreen Mason ( 1987 ) , Leanne White ( 1992 ) , Rikki Neave ( 1994 ) , Chelsea Brown ( 1999 ) , Victoria Climbie ( 2000 ) , Lauren Wright ( 2000 ) and Ainlee Labonte ( 2002 ) . Despite questions into these deceases merely a minority led to negligible alterations in policy or counsel and merely one led to a extremist alteration in kids services ( Walker,2008 ) . ( Crippling ) ( 2003 ) highlighted important weaknesss on the portion of bureaus to work collaboratively to guarantee the wellbeing of kids and immature people. Crippling s ( 2003 ) recommendations were loosely adopted into the Every Child Matters docket ( DfES, 2003 ) which ( Walker, 2008 ) suggests the authorities were already sing implementing which suggests the it was implemented because it mirrored the ideological position of the authorities. However, van Eyk and Baum ( 2002 ) suggest that inquests have provided strong grounds that bureaus should be working together in a collaborative mode to safeguard kids and therefore it is unsurprising that the authorities have adopted this ideological stance. Crippling ( 2003 ) supports this by bespeaking the inseparability of the protection of kids and wider support to households which has been widely accepted ( Morris, 2008 ) and therefore the demand for Local Authorities to hold bureaus working collaboratively is indispensable ( Coad, 2008 ; Walker, 2008 ) . Despite the development of statute law and policies, the decease of Baby Peter in August 2007 was attributed to the failure of Social Workers and other professionals who had seen him about sixty times. In November 2008 Lord Laming was committee by the authorities to carry on independent study on the advancement being made by Local Governments to work collaboratively to protect kids. Key findings from Crippling ( 2009 ) included: Social Workers are under-pressure deliver but unequal preparation. The Daily running of protection instances has important jobs. Directors are neglecting to take by illustration with an over-emphasis on marks and procedure. The deficiency of a centralized Information Technology system is haltering advancement. Administration is excessively complex and drawn-out with a tick-box recording system. There is a deficiency of communicating and joined-up working. Data protection Torahs are non clear nor understood ensuing in information non being shared. There is a deficiency of support in Social and Child Protection work. There has been a decrease in Child Protection Police Officers. Crippling ( 2009 ) made the undermentioned recommendations: Directors of Children s Servicess with no experience with child protection issues should name an experient societal work trough. All Local Authority Leads and Senior Managers should hold kid protection preparation. Social Work pupils should acquire more child protection preparation. Employers should confront prosecution for neglecting to protect. Court fees for Care Proceedings should be reviewed ( presently ?4000 per instance ) OFSTED inspectors must hold experience of kid protection Explicit marks should be developed for all frontline services A national bureau should be developed to guarantee the execution of these recommendations.