Free Essays: Frankenstein and the Enlightenment :: Frankenstein essays

Numerous individuals state that Mary Shelley's Frankenstein postdates the Enlightenment; that it is a thinking back on the social wonder after its fruition, and a first questionable response to the development. I should oppose this idea. There is no after the Enlightenment. A progress doesn't just quit learning. Where is where somebody stands up and says, OK, that is sufficient Enlightening until further notice, I believe we're useful for an additional couple of hundreds of years? For better or for more awful, the Enlightenment is as yet going on today. As the Information Age progresses, we proceed to imagine and assemble. Investigation presently reaches to the profundities of the seas and the closer districts of room. We peer past the iota, past the sub-nuclear molecule, digging ever more profound into the privileged insights of science to locate that extreme point where it meets with reasoning. The inquiry is: would we like to? The image on the front of our release of Frankenstein is Joseph Wright of Derby's An Experiment on a Bird in the Air Pump - a proper scene, not just for how it reviews Shelley's psychological state, yet additionally for how well it outlines decisively that question about the Enlightenment the novel was composed to communicate. All around a table, at which a logical test that hurts a living animal is being directed, are situated different individuals of contrasting social positions, and comparatively varying responses to the current occasion. A couple of curious youngsters look on anxiously, a terrified lady dismisses her head in servile frightfulness, a little youngster gazes fearfully, uncertain of what to think. That little youngster is us. What's more, founded on what we find noticeable all around siphon, we should choose whether we will end up being the scared lady or the intrigued men. I discover little space to question that Shelley is attempting to ingrain some feeling of dread in her peruser. For not exclusively does Victor Frankenstein despise his own creation - and let us not be mixed up, crafted by the specialist is without question an image for the bigger assemblage of work of all Enlightenment researchers, looking for information they don't comprehend so as to perform undertakings recently thought inconceivable - yet the creation curses himself too, talking about the oddity of his appearance and conceding openly to having adamantly done fiendishness. Maybe in Shelley's brain this is for sure unspeakable. As far as concerns me, instead of view Frankenstein's beast as a side effect of the potential dread coming about because of the advances of Enlightenment science, I look on it as an indication as one of the advances made by Enlightenment theory.

An in-Depth Analysis of the Use of Specific Musical Concepts in Correlation to the Romantic Period free essay sample

The Romantic Era was a time of extraordinary change and liberation. It moved away from severe laws by permitting imaginative opportunity, experimentation and innovativeness. Sentimental music advanced from thoughts built up in before periods, for example, the traditional period, and went further using articulation and enthusiasm. New melodic ideas advanced because of current patterns and the music was profoundly close to home and nationalistic. Melodic ideas including test out, tone shading and elements and expressive strategies each express the style of the Romantic time frame in varying manners. These ideas are exemplified through Nocturne and Valse, both by Chopin. Nocturne and Valse are both genuinely expressionistic pieces run of the mill of the sentimental period, composed by Chopin, an eminent writer of the time. Through Chopin’s solid utilization of expressive procedures and elements, he shows his inventiveness and experimentation, which was a typical inspiration for arrangers of the time. This is embodied through his immense utilization of crescendos, decrescendos, complements and varying volume levels including piano (delicate), mezzo strong point (respectably boisterous), pianissimo (delicate) and specialty (noisy). The Nocturne starts at a volume level of piano, which communicates sentiments of tenderness. All through bars 1-9, the music stays in piano however with the event of crescendos and diminuendos. Authors the same would every now and again use elements to inspire enthusiastic attributes that they expected to communicate. The related volume levels were simply outcomes of the sentiments. In bar 17, a crescendo paves the way to the specialty in bar 18. This uproarious beginning of music communicates sentiments of solidarity or predominance. Frequently arrangers of the sentimental period would utilize ornamentation in their tunes to make them progressively many-sided, fascinating and expressive. While keeping up the general melodic form, trimmings influence the pitch by adding new notes to the tune and furthermore influence the mood by making it busier. Decorative methods in the Nocturne and Valse incorporate Trills, acciaccaturas and quick expressions of semi and demisemi shakes. Demisemi shakes A significant trait of Romantic music included sharp complexities between black out murmurs and sonorities of extraordinary force. As the Nocturne finishes up, it encounters an uproarious strength appearing differently in relation to a decrease in power, when the piece arrives at pianissimo in the last 3 bars. The Valse encounters a wide scope of elements and expressive methods, with most bars containing a unique characteristic or something to that affect. This delineates the ascent and fall in force and uplifts feelings for the audience. The piece starts at a volume level of mezzo strong point, yet inside the following bar is quickly bringing down with the utilization of a decrescendo. This is the start of the huge utilization of expressiveness that is heard through the piece. The Valse encounters limits for instance in bar 55, the volume level of strength increments to a sforzando in bar 56. This appears differently in relation to bar 66, which changes to pianissimo. Chopin’s Nocturne is likewise described by pitch. His melodic structures were in every case profoundly unique and intelligent. Inclination for tune like tunes developed in the Romantic Period and this is exhibited by Chopin in the Nocturne. The piece opens with a legato tune containing agile upwards steps, which become more extensive as the line unfurls. The noteworthy tune of the piece starts in bars 2-4. This tune is heard again all through the piece and with every redundancy, is differed by significantly increasingly expound trimmings and beautifying tones. This is appeared in bars 10-12, 31-33 and 39-41. The character of the song can be comprehended as it is played with legato explanation. This emphatically represents a feeling of perfection and stream. As the Nocturne is played with legato enunciation, this makes more opportunity and articulation. The Valse notwithstanding, is played with Tempo Giusto. This implies it is considerably more severe as it must be played in specific time. This doesn't take into account variety, in contrast to the Nocturne, which is normal with dances. The smooth character of the Nocturne and Valse is additionally connected with the consideration of sostenuto verbalization. The noisy pedal makes a covering impact, which adds to the idea of the piece. The sort of layer relationship appeared in both the Nocturne and Valse is homophonic. They comprise of a prevailing melodic layer joined by subordinate consonant layers. Numerous writers of this time, went after incredibly high or low sounds. This was looking for expanded brightness and profundity in sound. All through the Nocturne the messed up harmonies in the bass range from generally high to low pitch with the least note, a f, in bar 8 and the most noteworthy, an a#, in bar 37. The treble encounters a comparative sort of pitch design, with notes running from mid pitch to high pitch, which can be found in bars 30-37 of the piece. Sentimental writers delighted in rich and erotic sound, utilizing tone shading to get assortment of disposition and climate. At no other time had timbre been so significant. Writers looked for better approaches for mixing and joining tone hues to accomplish the most impactful and serious sound. The Piano, the most loved instrument of the sentimental age, was limitlessly improved during the 1820s and 1830s. The piano’s tone turned out to be more ‘singing’. Its range was additionally broadened. With a more grounded instrument, the musician could create progressively stable. Need to make more sounds from the piano is featured in bars 36 †end of 37. Demonstrating the authors utilization of 8va. Additionally more extensive scope of keys additionally added to the articulations, which were so common of the time. Various timbres can be made in various manners. Contributing elements to the streaming timbre of the Nocturne can incorporate, utilization of the damper pedal, the fluctuating registers and playing methods. Inside the nocturne and the valse, the thickness is thickened by the damper pedal. The utilization of the damper (boisterous) pedal permitted a resonant mix of tones from all registers of the piano. This pedal is proceeded all through pretty much each and every bar of the pieces and enhances the tones sounded. Pedal markings The moving registers, as referenced above, bit by bit differ the timbre. In the lower register the timbre is smooth and hoarse. In the center register the nature of sound is unadulterated and in the upper register, the sound turns out to be very high and singing. The center register feels generally great. The upper and lower registers are typically limits, which was getting progressively normal during the sentimental period. Inside the Valse, the piece encounters components of both lower and upper registers, yet by and large through advance like examples and not abrupt jumps. This is a case of the streaming timbre of the piece. The Nocturne encounters step-like examples too, however in the bass the notes are at rather enormous interims, contrasted with the Valse. Playing strategies are an enormous segment in the timbre of a piece. A few procedures in the Nocturne incorporate accents, which includes a somewhat stressed striking of a key and legato playing, which empowers a smooth association starting with one note then onto the next. Case of a highlight The splendor of the sound delivered, alluded to as sonic gloss, can be delineated in pieces. The sonic gloss of the pieces can be portrayed as warm and wealthy in parts and furthermore clear and delectable all through most bars. The nocturne contains smooth timbral characteristics however when the volume is at an extraordinary it influences the sonic shine. This is likewise comparative in the Valse, for instance when it comes to up to sforzando and down to pianissimo. Through breaking down Chopin’s Nocturne and Valse, with the entwining of the three melodic ideas, there is a feeling of union. Elements and expressive methods, pitch and tone shading all connection together to make fascinating and expressive pieces. Along these lines a wide range of parts of the ideas consolidate together and this is appeared previously. The two pieces additionally gigantically look like the style of the sentimental period, as Chopin was one of the best and most persuasive authors of the time.

Contributions of Karen Horney to Psychology

Contributions of Karen Horney to Psychology History and Biographies Print Contributions of Karen Horney to Psychology By Kendra Cherry facebook twitter Kendra Cherry, MS, is an author, educational consultant, and speaker focused on helping students learn about psychology. Learn about our editorial policy Kendra Cherry Updated on August 19, 2019 Bettmann/Getty Images More in Psychology History and Biographies Psychotherapy Basics Student Resources Theories Phobias Emotions Sleep and Dreaming In This Article Table of Contents Expand Best Known For Timeline of Horney's Life Early Life Career Major Contributions Selected Works Biographies Further Reading View All Back To Top Karen Horney (pronouned hor-neye) was a neo-Freudian psychologist known for her theory of neurotic needs, her research on feminine psychology, and her critiques of Freuds emphasis on the concept of penis envy. In addition to this, she made important contributions to the areas of self-psychology and her emphasis on the role that self-analysis and self-help play in mental health. Life itself still remains a very effective therapist. â€" Karen Horney Best Known For Feminine psychologyTheory of neurotic needsNeo-Freudian psychology Brief Timeline of Karen Horneys Life September 16, 1885 - Born in Germany.1906 - Entered medical school.1909 - Married law student Oscar Horney.1911 - Horneys mother died.1926 - Horney left her husband and moved to the U.S.1942 - Published Self-AnalysisDecember 4, 1952 - Died Early Life Karen Horney dealt with depression early in life. She described her father as a strict disciplinarian and was very close to her older brother, Berndt. When he distanced himself from her, Horney became depressed, a problem she would deal with throughout her life. Horney devoted herself to school, believing that, If I couldnt be pretty, I decided I would be smart. She began medical school in 1906 and married a law student named Oskar Horney in 1909. The death of her mother and then brother in 1911 and 1923 were extremely difficult for Horney. In 1926, Horney left her husband and in 1930 moved to the United States with her three daughters, Brigitte, Marianne, and Renate. It was here that she became friends with other prominent intellectuals and developed her theories on psychology. Career, Theories, and Critique of Freud Karen Horney developed a theory of neurosis that is still prominent today. Unlike previous theorists, Horney viewed these neuroses as a sort of coping mechanism that is a large part of normal life. She identified ten neuroses, including the need for power, the need for affection, the need for social prestige, and the need for independence. She defined neurosis as the psychic disturbance brought by fears and defenses against these fears, and by attempts to find compromise solutions for conflicting tendencies. She also believed that in order to understand these neuroses, it was essential to look at the culture in which a person lived. Where Freud had suggested that many neuroses had a biological base, Horney believed that cultural attitudes played a role in determining these neurotic feelings. While Horney followed much of Sigmund Freuds theory, she disagreed with his views on female psychology. She rejected his concept of penis envy, declaring it to be both inaccurate and demeaning to women. Horney instead proposed the concept of womb envy in which men experience feelings of inferiority because they cannot give birth to children. Is not the tremendous strength in men of the impulse to creative work in every field precisely due to their feeling of playing a relatively small part in the creation of living beings, which constantly impels them to an overcompensation in achievement? Horney suggested. Major Contributions to Psychology Karen Horney made significant contributions to humanism, self-psychology, psychoanalysis, and feminine psychology. Her refutation of Freuds theories about women generated more interest in the psychology of women. Horney also believed that people were able to act as their own therapists, emphasizing the personal role each person has in their own mental health and encouraging self-analysis and self-help. Horney was a psychologist during a time when womens contributions were often overlooked and ignored. Despite the many obstacles that she faced as a woman in a field dominated by men, she became a prominent thinker who made important contributions to our understanding of human psychology. Selected Works Horney, K. (1967). Feminine Psychology, New York: W. W. Norton.Horney, K. (1942). Self-Analysis, New York: Norton.Horney, K. (1942). The collected works of Karen Horney (volume II). New York: W.W. Norton Company. Biographies Hitchcock, S. T. (2004) Karen Horney: Pioneer of Feminine Psychology, Chelsea House Publishers.Quinn, S. (1987). A mind of her own: The life of Karen Horney, New York: Summit Books.Rubins, J. L. (1978). Karen Horney: Gentle rebel of psychoanalysis, New York: The Dial Press. Further Reading Kelman, H. (1972). Power: the cultural approach of Karen Horney, SPSA, 20:71-82.Paris, B. (1994). Karen Horney: a psychoanalysts search for self-understanding., New Haven, CT: Yale Univ. Press.Sayers, J. (1991). Mothers of Psychoanalysis. Helene Detsch, Karen Horney, Anna Freud, Melanie Klein, New York/London: W.W.Norton and Co.

Texas State Govt. 2306 Study notes, Question given on...

STATE GOVERNMENT (TEXAS) 2306 TEST QUESTIONS CHAPTERS 2-4 These Question are taken directly from a test given to my sophomore class at a Texas AM university. I hope that since the Professor is not listed it will discourage cheating, but still help studiers. Class Books: Texas Politics Individuals Making a Difference (and a reading book labeled Texas Politics pairs with above book) TEST 2-4 States are classified as megastates based on which on the following: -population, urbanization, and gross state product. The provisions of the Treaty of Velasco include the following: -the withdrawal of armed Mexican forces from Texas, recognition of Texas as independent of Mexico, and vast territorial claims made by Texas. The following†¦show more content†¦These activities are: -unfunded mandates Suppose that a factory in Texas causes pollution in parts of Louisiana. What term would be used to describe this effect: -a spill over effect The follow could be part of the Iron Triangle: -interest group representatives, congressional committees, and agency officials How does Texas rank in population size compared to the other 49 states: -Texas is the second-largest state in terms of population What are examples of vertical intergovernmental relationships: -the relationship between a city and state government, the relationship between a city and the nation government, and the relationship between state and national government. The residents of Hickory Creek, Texas become involved in trying to prevent construction of this type of facility: -a sports facility (soccer) The residents of Hickory Creek, opposed the construction of the Blue Sky facility for what reasons: -They had environmental concerns Local governments include the following: -municipalities, school districts, and airport authorities Loving county, the smallest county in Texas has how many county commissioners: -four Texas has how many counties: -two-hundred- fifty-four How are county commissioners chosen: They are elected from single member districts County Commissioners Court is made up of : -The four county commissioners and the county judge The chief law enforcement officer in a county

The Ethical Issues Of Real Estate Industry - 1112 Words

The ethical issues I may encounter while working as a professional in commercial real estate With the rapid change of the state of society as well as the development of technology, the real estate industry has transformed from traditional form like real estate broker into a systemic, organized industry, which provide the client with valuation; management; consultancy; transaction of real estates, commercial or residential. While the changing patterns of estate agency industry particularly in commercial real estate field, from the development of small-operated stores to franchise, corporations, has brought the change of society role and the change of customer expectations of real estate industry. Practitioners engaged in the real estate agency industry were under the cognitive of land or estate brokers, while which has more frequently treated as professionals. Thus, the estate industry in the society become more influential under the title evolution â€Å"professional intermediary . While due to the expansion of commercial real estate industry, the professionalism and visual ization of those practitioners as well as their ethic have drew increasingly attention from the community. The ethics and values of professional in commercial real estate field can affect the business operation, lack of which would result trade dispute and incur additional transaction cost. The ethical issues are arguably the consequence of conflict of interests between twoShow MoreRelatedEthics Are A Great Concern For Professionals1322 Words   |  6 Pageswill have a strong influence on its reputation and its success. Moral issues arise in business when individuals face a decision that involves choosing between the right and the wrong. However, as simple as it may sound, making the right choice is not an easy task since moral law is not written down like legal law, and consequently each individual has its own view on the matter (Jenman, 2014). 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Exam Study Guide Free Essays

The body which provides research support and bill-drafting assistance to legislators is the Legislative Council. District lines for the Texas legislature are drawn by the Texas Legislature. The authority to investigate and punish violations of Texas ethics laws is granted to the Texas ethics commission To understand the operations the Texas legislature, one must understand the power of the Correct Answer: c. We will write a custom essay sample on Exam Study Guide or any similar topic only for you Order Now lieutenant governor and the speaker of the house. The Texas body that periodically evaluates state agencies and makes recommendations as to restructuring or abolishing such agencies is the Correct Answer: b. Sunset Advisory Commission. The Texas senate has how many members? Correct Answer: c. 31 A committee action that tables legislation, effectively killing it, is called Correct Answer: b. pigeonholing. A rule in the Texas senate which allows a senator to halt consideration of a bill for forty-eight hours is called Correct Answer: d. tagging. In the Texas senate, a bill placed on the calendar solely to assure a two-thirds vote on legislation is called a Correct Answer: a. blocking bill. The Texas legislature may override a governor’s veto by a Correct Answer: c. two-thirds vote of both houses. The political power of the Texas Lieutenant governor is largely based on Correct Answer: c. the rules of the Texas Senate. The Texas legislature has historically been organized on the basis of Correct Answer: b. conservative ideology. A procedure whereby a bill can be forced out of committee for consideration by the chamber as a whole is called Correct Answer: c. a discharge petition. The governor’s legislative power stems from all the following except his Correct Answer: a. authority to appoint committee chairs. When the senate forms itself into a committee of the whole, Correct Answer: d. simple majority is required to consider legislation. The Texas house committee which controls the budget requests of all other committees is the Correct Answer: c. Appropriations Committee. In Texas, the body responsible for reviewing the expenditures of state agencies is the Correct Answer: a. Legislative Audit Committee. A committee appointed to resolve differences between the house and s enate versions of a bill is known as a Correct Answer: d. conference committee. In practice, bills are taken off the Texas senate’s calendar for immediate consideration through a Correct Answer: a. suspension of the rules. Being a member of a board by virtue of holding another office is called Correct Answer: b. ex officio. A formal question to the chair regarding parliamentary procedure is known as a Correct Answer: c. point of order. Formal qualifications for membership in the Texas senate would not include Correct Answer: d. being at least 18 years of age. The selection of committee chairs in the Texas legislature is made on the basis of a Correct Answer: d. presiding officer appointment. The office responsible for giving opinions of law to state agencies is that of the Correct Answer: b. attorney general. The governor’s budget proposals are not as influential as those of the Correct Answer: d. Legislative Budget Board. Which of the following is an example of an ex officio board? Correct Answer: d. Texas Bond Review Board A mainly symbolic role of the Texas governor is that of Correct Answer: d. chief of state. If the Texas National Guard is called to active duty, a back up organization is the Correct Answer: c. Texas State Guard. The governor’s important bargaining tools are mainly Correct Answer: d. legislative. A role of the Texas governor not based on the constitution is that of Correct Answer: c. hief of party. The official who certifies the amount of income available for Texas’s biennial budget is the Correct Answer: d. Comptroller of Public Accounts. The individual responsible for administering the state tax system is the Correct Answer: c. Comptroller of Public Accounts. The â€Å"Iron Texas Star† consists of all the following except Correct Answer: b. the Texas electorate (voters). A formal role of the Texas governor based on the constitution is that of Correct Answer: d. commander-in-chief. The lieutenant governor of Texas is an ex officio member of all except the Correct Answer: b. Board of Pardons and Paroles. If the governor of Texas is removed from office before the end of his or her term, Correct Answer: c. the lieutenant governor succeeds. The annual salary of the governor of Texas is approximately $150,000 The attorney general of Texas is not required to Correct Answer: b. follow directives of the governor. Texas riverbeds, tidelands, bays and inlets are overseen by the Correct Answer: b. Commissioner of the General Land Office. An official who hears and investigates complaints by private individuals against public officials or agencies is called Correct Answer: b. an ombudsperson. The governor of Texas can be removed from office before the end of his or her term only by Correct Answer: d. Impeachment. Which of the following officials is appointed by the Texas governor? Correct Answer: c. Adjutant general, Texas National Guard The governor’s tools to influence the legislature include all the following except the Correct Answer: b. appointment of committee chairs. Which is probably the least significant informal qualification for Texas governor? Correct Answer: a. Age Which of the following is an appointed Texas executive position? Correct Answer: a. Commissioner, Health and Human Services How to cite Exam Study Guide, Essay examples

Service Marketing for McDonald †Free Sample Assignment

Question: Discuss about theService Marketingfor McDonald. Answer: Introduction The report focuses on the service organization- McDonalds and in this regard presents the blueprint of this organization. The rationale for studying this organization is its popularity and personal preference. Its front stage and back stage functions are described along with its decisive moments. The assignment illustrates the determinants of satisfaction/dissatisfaction for this service organization and using the relevant theories it discusses the service quality measurement and quality gaps in McDonald. Further, the paper presents the service recovery strategy plan for this organization to deal with various critical incidents. Background McDonalds is the popular and the largest restaurant in the world. This fastest growing global food service retailer is serving food and drink to less than one percent of the worlds population (Crawford 2015). This service organization has thirty thousand restaurants in one hundred and twenty countries. It attracts millions of customers with it high quality food both of vegetarian and non-vegetarian selections, excellent brand recognition and highly experienced management (Mehta and Mehta 2013). According to Thornton et al. (2016), McDonalds capitalizes on global opportunities with its unique global infrastructure and advanced operational system. It has earned the high score regarding individual learning, diversity and inclusion, people-centricity, and organizational learning. Blueprint of the Organization In this section, the organization and the service blueprint is presented which shows the operations carried out in McDonalds and is same for all the outlets. The service blueprints act as a platform, which is designed for effective decision-making (Block et al. 2013). It is recognized as a "customer-focused process" to identify the factors to deliver high quality service. This is a tool that helps determine ways to perform superior service and create optimal experiences for the clients (Namkung and Jang 2013). The figure below represents the blueprint of McDonalds. It is used to ensure all the factors are in place. It is used to detect the areas of service failure. It shows the various internal actors and inter-relationships between their various actions in customer service. The service blueprint constructed includes five aspects of the proposed service. These are consumer actions, front stage and backstage elements (discussed in subsequent sections), physical evidence and support pr ocesses (Yang 2012). The physical evidence is the external appearance of the restaurant and includes the layout, dcor, bins, tables and chairs, the electronic board displaying menu, and lighting, which are called as onstage elements. These are the first thing that a visitor observes at first glance. The backstage elements of the restaurant are the pots and pans (Dabholkar 2015). The support process in McDonalds is mainly comprised of the payment system. Figure: McDonalds service blueprint (Source: Yang 2012) The front stage operations of the restaurant involve customer actions, onstage technology actions, and onstage employee contact (Smagghe 2014). The customer actions in the restaurant involve selecting the food item from the large display of menu over the counter and stand in the queue to place an order. The customer makes payment, gets the order receipt and wait for the food to be prepared. They receive their order after which they pick up napkin and straws, choose the appropriate place to sit and leave the restaurant after they have finished, disposing of the plates in the dustbin. The role of the customer service staff is to greet and communicate with the visitors and assists them through a provision of information on new offer or combo meals or in making a food choice, followed by billing and payment. They need to provide the invoice of the transaction and includes the payments through coupons or vouchers. Some of the onstage staff is engaged serving the food and in cleaning the b ins and cans and safekeeping (Yang 2012). The staff is also instructed to collect customer feedback to meet their expectations. The detailed flow chart is given below. The front stage and the backstage functions occur simultaneously in the restaurant, and the interrelationship is illustrated in the above-given blueprint. Figure: McDonald's front stage functions (Source: created by author) The backstage functions of McDonalds involve maintenance of fresh stock of food (import of food products, daily purchase of fresh vegetables such as tomato and lettuce), monitoring the storage (frozen/frosting) conditions (proper refrigeration of perishable goods and soft drinks), safekeeping, updating online services (indirect staff-customer interaction) and menu boards, and cleaning of dining place and kitchen. The backstage members are chefs, prep staff and the cleaning crew (Bernhardt et al. 2013). Both the front and back stage staff are well trained to provide outstanding hospitality services and delivers food in less than one minute. The product managers involved in the backstage operations design websites with eye-catching images and attracting colors. They also introduce unique pricing strategy such as happy meal to improve the sales volume (See figure given below). Some of the staff is engaged in dcor and lighting to increase the footfalls (Alheritiere et al. 2016). Figure: McDonalds backstage functions (Source: created by author) Moments of Truth for this Service Organization The moments of truth occurs at a very instant when a contact (directly or indirectly by mail, phone or website) is made with the customer who then forms an opinion about the organization (Thornton et al. 2016). The opinion formed may be positive or negative depending on the client experiences. The ambiance in McDonald, appearance of staff, hospitality, and more are all the moments of truth (Rowley and McMurtrey 2016). The positive moments of truth include staffs attitude of politeness towards the visitors, clean environment, high quality of food, food variety, culture and very small waiting time which creates a positive image in mind of any customer of McDonald. Further, customers are pleased with the easy accessibility of all the outlets of McDonalds located in the popular areas with less traffic volume. The other positive moment of truth for the organization and its customers is the promotional pricing strategy that offers the discount of $20 on breakfast meals. The value pricing a nd bundling strategies increased customers base. For example, happy meal, family meal has enhanced the sales volume. The organization has been successful in creating outstanding customer experience by understanding the nature of entire service delivery process and its various stages exposed to the customers." For example, the customers are greeted by the guard and then by the staff at the counter every time of order placement, cleaning the table, and client interacting with the staff. These created the opportunity for the organization to win the customers in the long run as well. McDonalds self service-concept (placing an order and cleaning the left out food) is acknowledged by millions of customers (Bernhardt et al. 2013). Mc Donald involves in both exterior customer orientation and internal customer focus. It provides the customers to view its back operations creating more transparency in the process. This helped the organization create a successful service brand. This is evident, as most of the customers prefer eating at the restaurant than taking the parcel home (Cao and Kim 2015). Further McDonald has robust marketing strategies, its advertisements ending with Im loving it," emotional expressions and eye-catching images attract millions of customers (Crawford 2015). In service marketing, managing this moment of truth offers a great challenge to the organization. Determinants of Satisfaction/Dissatisfaction for this Service Organization According to Block et al. (2013), the most important aspect of the competitive business environment is customer satisfaction. Service quality is the factor critical to success in fast food restaurant (Alheritiere et al. 2013). The service quality measurement is used to perceive the client satisfaction of the services provided by the organization. Literature review presented with different instruments used to study service quality gap such as Expectancy-disconfirmation model (developed by Oliver in 1981), SERVQUAL (developed by Zeithaml in 1985), Answer Tree method and others to study the quality gaps (customers expectation and perception) in McDonalds (Dabholkar 2015). The research findings revealed that the three major determinants of client satisfaction at McDonald are "tasty food, good value and restaurant cleanliness." Additional factors are a location of store, attitude of staff, brand, and product promotion. Customers were mainly dissatisfied with product prices at McDonald. Th ese instruments have high reliability and validity. The theory of Expectancy-disconfirmation model is based on the fact that customers form their satisfaction with a target service by direct comparisons between their expectations and perceptions (Rowley and McMurtrey 2016). The theory of SERVQUAL model is also the same. The Means-end-model theory states that the perceived value of the customer" significantly affects the customer satisfaction. Alternately the "Behavioral intentions model" is used to determine customer satisfaction by assessing the behavior and intentions of customers (Mehta and Mehta 2013). The negative image in the mind of customers related to McDonald's includes the issues related to food content. The literature review provides evidence where this organization has been held responsible for increasing obesity in the US. It was found from the research findings of Zhao et al. (2014) that McDoanlds fast food contains high calories, fat and salt. Customers were dissatisfied when the organization was identified to use Trans-fat and beef oil that is harmful to health. The food inspectors investigated two of the special food items of McDonald, "Big macs and Chicken McNuggets and found them toxic (Cao and Kim 2015). Consuming this food may have serious health implications. According to Smagghe (2014), McDonald continues to sell this item in some of its outlets. Customers in Australia, UK, and the US have stopped eating at McDonald turning health conscious (Belk et al. 2014). The organization has been found accountable for a slaughter of hundreds of cows every year and destruct ion of rain forest for a production of beef. There has been a growing number of complaints against McDonald for failure in maintenance of hygiene and nutrition. It was accused of promoting food containing risk factor for cancer (Ramirez Millan 2014). This practice of the organization was considered unethical. The packaging system of McDonald is not environmentally friendly as it contains HFC-22 and is found to contribute to the ozone depletion, destroying mineral resources and natural habitats by cattle ranching (Namkung and Jang 2013). These issues have changed customers perception and expectation of McDonald. The organization is implementing practices to meet the demands and expectations of the customers by focusing on its current market trends to improve customer satisfaction. Service-Recovery Strategy Plan McDonald envisions giving its customer the worlds best quick service restaurant experience." The recovery plan to deal with some of the critical issues detailed above is discussed in this section. Firstly, McDonald must change its menu and incorporate balanced food taking consideration of the growing health issues. It must enhance the quality of food and taste. Secondly, the organization must improve its brand image by robust advertisements and by publishing its latest reports of food investigation that reflects the healthy content of foods (Dabholkar 2015). Thirdly, McDonald must adopt green packaging solutions to demonstrate its eco-friendly attitude. Fourthly, it must revise its policies and continue with its three key strategies which are- Focus more on recent market trends Focus on customers emotional, psychological and social perspectives and build strong relationship with them to meet their expectation Delivering its customers optional excellence in each restaurant understanding their expectations Leverage its strengths by using innovative plans and technology Expand its business and brand popularity to achieve enduring profitable growth (Alheritiere 2013). Fifthly, McDonalds must engage in market research as well frequent customer feedback practices on a regular basis. Sixthly, the business must participate in health promotion and environment protection campaign to fulfill its corporate social responsibility. Finally, the business must also evaluate the implemented changes on a regular basis (Crawford 2015). Conclusion The last decade showed that McDonald had undergone several changes. It can continue to be the winner in the market by overcoming its challenges and implementing right strategy. A quality service should mean exceeding clients expectation. The paper has discussed the history of McDonald along with its functions and the challenges in the market. The quality gaps in this organization have also been discussed. It has highlighted how the organization plans to overcome its challenge. References Alheritiere, A., Montois, S., Galinski, M., Tazarourte, K. and Lapostolle, F., 2013. The worldwide relation between the number of McDonald's restaurants and the prevalence of obesity.Journal of internal medicine,274(6), pp.610-611. 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