Customer feedback Essay

The purpose of this report is help Dave Smith, the General Manager of the Landmark Hotel Auckland to improve the hotel’s current customer satisfaction measurement scheme by comparing a range of survey methods and recommends the most appropriate survey programme for the hotel. The report is broken down to two sections. The first section defines customer satisfaction and articulates the importance of measuring customer satisfaction. Section one also compares the functions of CSQs and TripAdvisor.com and introduces the content analysis method to the Landmark Hotel. The second part of the report defines measures of central tendency and dispersion and presents calculations from the guest survey spreadsheet provided. Based on summary table 1.1, the report briefly describes what the calculations mean to the hotel and produced a short recommendation. The report is produced with several limitations, which need to be addressed and overcome for future research. The recommendation made to Landmark Hotel under the first part, regarding the most appropriate research method was selected based on one of only two options. Further, since there is no standard ways to perform content analysis, the report simply presented what appeared to be the most logical procedure. Finally, the recommendation regarding internal marketing was much generalised due to word limits. PART A Defining Customer Satisfaction Customer satisfaction has been a topic of great importance in business practices. There is an overwhelming amount of outcome definitions characterising customer satisfaction, many of which have not yet been empirically tested. According to Yi (1993), some academics and practitioners define customer satisfaction from an outcome-based approach. Alternatively, other perceives and defines customer satisfaction as a process. Engel and Blackwell (1982) defined customer satisfaction as â€Å"an evaluation that the chosen alternative is consistent with prior beliefs with respect to the alternative† (p. 501). This definition is comparable with the disconfirmation theory, which proposes that guests are either satisfied or dissatisfied based on their expectations prior and subsequent to the purchase of the actual service experience. In this section, we are particularly concerned with the importance of measuring customer satisfaction. Fortunately, this question can be answered directly using the service-profit chain. The service-profit chain is simply a proposition of a series of linkages between â€Å"profitability, customer loyalty, and employee satisfaction, loyalty, and productivity† (Heskett, Jones, Loveman, Sasser & Schlesinger, 1994, p. 164). Customer satisfaction represents a crucial role in the service-profit chain because satisfaction is essentially a driver of customer loyalty (retention, repeated business and referrals), which directly impacts the profitability of a hospitality firm. Customer satisfaction is extremely important because it produces word-of-mouth, reduces operating overheads and facilitates price premiums (Denove & Power, 2006). Hospitality firms constantly look for more effective ways to measure customer satisfaction. Managers try to achieve greater accuracy in survey outcomes and use them to reliably address the gaps between management’s visions and the customer’s needs. Comparing Data Collection Methods Guest Feedback Forms Guest feedback forms, comment cards or customer satisfaction questionnaires (CSQs) are frequent tools used by most hotels for measuring customer satisfaction. Barsky (1992) stated two major disadvantages of guest comment cards, â€Å"poor construct validity†¦ poor statistical validity† (Barsky, 1992, p. 51). Yesawich (1978) also hypothetically considered CSQs as â€Å"more often than not, unreliable and statically invalid† (p, 72). Barsky (1992) further argues that guest comment cards may indicate customer satisfaction or dissatisfaction and related trends, but generally does not provide sufficient information for decision-making. Poria (2004) outlined several key advantages of using CSQs during guest complaints. Poria claimed that asking the guest to fill in CSQ would allow the staff extra time to resolve the problem and calms the guest. Tripadvisor.com In comparison with CSQs, Tripadvisor.com is an online interaction platform. Unlike the majority of quantitative methods, online customer reviews often articulate psychological changes of the hotel guests. According to Li, Ye and Law (2012), online reviews are more likely to convey guest’s true feelings, which make up for the missing information that was not captured by guest surveys. Tripadvisor.com and other eWOM platforms allow managers to interact with the guests, form one-to-one dialogues and perform qualitative content analysis. Content analysis is a systematic and objective approach to make inference from written data (Downe†Wamboldt, 1992). Like all qualitative research methods, content analysis is concerned with meanings and contextual aspects of a service experience. Content analysis can be described as an intensive exploration of a single customer review and typically, managers look for rich and vivid descriptions in the review, rather than generalised knowledge. However, content analysis and comparable qualitative research methods may lack scientific validity. Thus, it is difficult for managers to make reliable generalisations from a confined sample size. Research Methods and Design The Landmark Hotel needs to go beyond measuring performances and begin to understand perceptions and gain practical and context-dependent knowledge relating to specific guest experiences. I recommend the Landmark Hotel to focus on qualitative content analysis. Content analysis can be performed on online guest reviews as well as guest comment cards. Additionally, I recommend the use of open-ended question in guest comment cards in order to provide greater insights to the guest’s feelings (Lukas, Hair, Bush & Ortinau, 2005). According to Guthrie and Abeysekera (2006), content analysis requires a randomly selected sample, clearly defined criteria of analysis and a systematic data categorisation method, so that statistical analysis of the data can be performed. Downe†Wamboldt (1992) proposed an eight step procedure that the researcher should follow when conducting content analysis. These steps can be briefly described as 1) selecting unit of analysis, 2) defining the categories, 3) defining the categories, 4) testing for reliability and validity, 5) define or revise coding rules, 6) pre-testing the revised category schemes 7) data coding and 8) reassessing reliability and validity. According Marković and Raspor (2010), reliability of content analysis can be improved by developing coders for similar contents. Data coding allow researchers to measure frequency and percentage through tabulations, compute measures of central tendency and dispersion, test for difference, association and interdependence by performing t-tests and chi-square analysis using SPSS applications. Integration After the results have been analysed and interpreted, the researcher can choose to integrate and present the research outcomes within the hotel using an analytical report that is credible and believable. The report clearly defines the research problem/issue and the research methodology, which clearly articulates the objectives of the research, the research design used, descriptions of samples and the sampling methods and the how data are analysed. The results section is the most important section. This section should contain presentations of findings that are relevant to the research problem. The report should also contain a conclusion section, a recommendation and a limitation section which illustrates â€Å"extraneous events that place certain restrictions on the report† (Lukas, et al., 2005, p. 557). PART B Calculations and Definitions of Measurements Considering the guest survey spreadsheet, I have calculated the measures of central tendency and dispersion for each behavioural intention scale. For measures of central tendency, I have computed the mean, median and mode respectively. These measures are used as data reduction, which describes the set of responses through a single value. The mean is â€Å"the arithmetic average of the sample† (Lukas et al., 2005, p. 436). The mean is derived from the sum of all values pertained from the responses and divided by the exact number of valid responses. The median is â€Å"the middle value of a rank-ordered distribution† (Lukas et al., 2005, p. 436). The mode is defined as â€Å"the most common value in the set of responses to a question† (Lukas et al., 2005, p. 436). Standard deviation is a measure of dispersion. It is defined as â€Å"the average distance of the distribution values from the means† (Lukas et al., 2005, p. 438). The Excel function which I have used to compute the standard deviation of the data given was STDEV.S. STDEV.S estimates standard deviation from a sample rather than the entire population. The guest survey spreadsheet provided a number of intention statements aimed to obtain some ideas about guest experiences for certain aspects of the hotel. The management hoped to explore the guest’s intended behaviours as much as possible and the likelihood that guests will demonstrate predictable behaviour towards staying at the hotel in the foreseeable future. Table 1.1 shows that first and second rating scale demonstrated a lower average value in comparison with other rating scales. Evidently, service standard and staff competence to make guests feel accustomed during their stays did not meet the required expectations. Question eight also shows that on average, guests would not recommend the Landmark Hotel to others. Recommendations I postulate that service quality could be a major contributory factor to declines in booking rates. According to Parasuraman, Zeithaml and Berry (1985), there are ten determinants of service quality – competence, courtesy, reliability, responsiveness and understanding are five relatively important determinants directly influenced by staff. Additionally, empathy and assurance are additional components of service quality directly determined by hotel personnel, as proposed in the SERVQUAL scale (Parasuraman et al., 1988). For the purpose of restoring and improving service quality, I recommend an adjustment of focus onto internal marketing activities. According to George and Gronroos (1991), â€Å"internal market of employees is best motivated for service-mindedness and customer-oriented behaviour by a marketing-like approach, where marketing-like activities are used internally† (p. 86). Internal marketing is essentially a process of building a customer-oriented culture through training and achieving internal satisfaction. Internal marketing implies a number of activities besides training utilisation. Take, for example, regularly assessing internal satisfaction, empowerment, and the provision of adequate supervisory support, open communication policies and the development of a sound reward system all forms part of internal marketing activities that seeks to achieving continuous quality improvements. References Barsky, J. D. (1992). Customer satisfaction in the hotel industry meaning and measurement. Journal of Hospitality & Tourism Research, 16(1), 51-73. Denove, C. & Power, J. D. (2006). Satisfaction: How every great company listens to the voice of the customer. New York, NY: Portfolio. Downe-Wamboldt, B. (1992). Content analysis: method, applications, and issues. Health care for women international, 13(3), 313-321. Engel, J. F., & Blackwell, R. D. (1982). Consumer behavior. New York, NY: Hole, Rinehard and Winston. George, W. R., & Gronroos, C. (1989). Developing customer-conscious employees at every level: internal marketing. Handbook of services marketing, 29-37. Guthrie, J., & Abeysekera, I. (2006). Content analysis of social, environmental reporting: what is new?. Journal of Human Resource Costing & Accounting, 10(2), 114-126. Heskett, J. L., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard business review, 72(2), 164-174. Li, H., Ye, Q., & Law, R. (2012). Determinants of customer satisfaction in the hotel industry: An application of online review analysis. Asia Pacific Journal of Tourism Research, (ahead-of-print), 1-19. Lukas, B. A., Hair, J. F., Bush, R. P., Ortinau, D. J. (2005). Marketing research. North Ryde, NSW: McGraw-Hill Australia Pty Limited. Markovic, S., & Raspor, S. (2004). Measuring perceived service quality using SERVQUAL: a case study of the Croatian hotel industry. Management, 5(3), 195-209. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and implications for future research. Journal of Marketing, 49, Fall, 41-50. Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, Spring, 12-40. Poria, Y. (2004). Employees’ interference with the distribution of guest satisfaction questionnaires. International Journal of Contemporary Hospitality Management, 16(5), 321-324. Yesawich, P. C. (1978). Post-opening marketing analysis for hotels. Cornell Hotel and Restaurant Administration Quarterly, 19(3), 70-81. Yi, Y. (1993). The antecedents of consumer satisfaction: The moderating role of ambiguity. Advances in Consumer Research, 20, 502–506.

My position with flatworld

In this third era of globalization described by Thomas Friedman, the world has shrank from small to tiny and made it a flat playing field.   It is not about nations and states that compete globally but individuals doing research to create the best software in line with the fiber optic technology and broadband. Suddenly, a person from Los Angeles is talking to his product manufacturer in Cebu, Philippines through video chat and almost in real time. The best news for everyone is that this technology is getting better and more affordable so everyone may have access. The world is breaking barriers so a person who wants to excel in the field of information system and technology must have prudence and cunning to be the best in the field. The existing convention of our system information engineers in the corporate business includes the analyses of operations, inventory, salary, and etcetera. To conquer the field in a more competitive ground, one must be able to look at the world’s convention, its potential and be able to predict. In other words, one has to have foresight. I am currently interested in furthering studies and research in Geographical Information system. â€Å"It is a system for capturing, storing, analyzing and managing data and associated attributes which are spatially referenced to the earth. In the strictest sense, it is a computer system capable of integrating, storing, editing, analyzing, sharing, and displaying geographically-referenced information. In a more generic sense, GIS is a tool that allows users to create interactive queries (user created searches), analyze the spatial information, edit data, maps, and present the results of all these operations† (http://en.wikipedia.org/wiki/Geographic_information_system). I believe that the world has to have a bigger layout of the existing environment so one would be able to make a good feasibility study and ultimately a good decision. The competition in this line of project and business is yet scarce, in fact one has to invest so much for a universal GIS to be used anywhere in the world. My vision would be to create a language for the GIS to make it universal. Germany, China and other countries have developed their own GIS yet it would not be understandable or would need a translation for another person in Greece, for example, to read it. Perhaps, this system would get be more valuable for everyone if a Universal Platform GIS will be available to everyone.   I will have to start mapping in the United States territory first, in my own country where I will be able to create a good market and then expand in the real world setting. The more data there is in the GIS system which must include the people, animals and plants (read: the GIS system should not be limited to infrastructures and highways alone) the more it is attractive to the market. The more information, the more the system will be useful for every person in every field. My idea is to use the existing network of Information System schools and universities and create a database of demography, topography, ecosystem, field engineering, infrastructures, highways and even waterways. This information will be mapped in the Universal Platform GIS and create a multi-dimensional overlay that is user-friendly, even a grade-schooler will be able to operate it. Although the main idea is to market it to corporate investors and larger business scales from farming, to food chains, to manufacturers and even foresters, an ordinary person would still be ale to use it in his own car, for example, where it would work like a â€Å"telenav† device (maps out a certain locality based on network provider) but with more overlays. Of course, with the Universal Platform GIS, it will be able to create a customized program which is web-based that a person that would not be so technical would be empowered to use the system without any qualms. In a businessman’s benefit, for example, where he wishes to invest on creating a Mc Donald outlet in the suburbs in India, he would only log-in to my website with his username and password and the needed information on the demographics in a suburb in New Delhi would be available. Information, like the number of potential customers because the target customers of the food outlet would be children, adolescents and young adults, he would know the potential market in the area. He would also be equipped with the average income of the people and the potential market and profit. A good area on where to position the infrastructure would be available upon further research in the area because the database would also include a good topography which is multi-dimensional. Sources of supplies for the product would be available for the customer since a list of businesses in the area and nearest farms are available in the website.   To make this universal platform more friendly, a customer service representative is available 24/7 for any questions that he may need about the area and a person in the locality, who would be very familiar with the area will answer his questions. Another application would be a person in the University of Texas doing his research on a remote area in Africa, he would need information about the number of grasslands, the number of forest lands and the number of desert land in the area. Aside from that, the researcher would also be able to find an updated inventory of the number of flora and fauna in the area because the business of Universal Platform GIS would include a yearly subscription for updates on a specific area. An accurate number of plants and animals would be available for the customer depending on his existing need. My system is connected to any existing credible groups in the area so that an expert would also be available in the area for any specific questions that might need a real person’s answer. So, a real-time expert’s opinion would be available for the university researcher for more precise information. Therefore, information in the research would be exact and much updated. A French person in Guatemala who is trapped in the middle of nowhere who is having an asthma attack would just need to hit an emergency care button on her online Universal Platform GIS and she would be able to see the nearest rescue service in her area. She will be given information on estimated time of arrival of any rescue service as well as she can monitor through her mobile phone screen where the rescue services are already through the artificial intelligence that is incorporated in the system. His anxieties would also be lessened because of the continuous update on his rescue service is also available. A client would feel safe and secure anywhere he would be in the world even if language obviously is a barrier.   The program will be able to transcend from any existing obstacle because it is customized already to the needs and the personality of the person using it. In this line of business ownership, one must be able to maintain the security systems of the software so potential hackers would not be able to bug the system. Since the software is web-based, a pool of experts is also partners in the service to continuously monitor the safekeeping of the information and its management. The system must have a login protocol for authentication so that the information would be protected.   This should also be continuously updated with the systems of each user so that they would also feel secure with the information that they are getting. The future of the Information System in business should be equipped with foresight that should keep all data in any given environment and locality is available for everyone’s use. The startup of the GIS would be very costly; however, the business side of it is endless. To be able to keep the line of business, my next role would be to continuously update the system. The more information there is available, the more appeal it would be for every potential person in the market.   

Hinduism Essay Example | Topics and Well Written Essays - 1500 words - 1

Hinduism - Essay Example This can be seen by their varying ideas and explanations of the world, as well as the distinct differences in their beliefs and religion systems. Hinduism is a complex, ancient religion. It is unique because it has no known founder, as with the other religions. Hinduism cannon was put together over the years and mixed with other traditions and lore, until it finally was written down in the Vedas. It is the world's oldest religion, and also the worlds third largest, falling in place behind Christianity and Islam (Hin). Often, Hinduism is confused and labeled as a polytheistic religion, when it is not as simple as that. The writings teach that there is one main deity, Brahman, who can from time to time appear to humans in many different forms and shapes. The Brahman is the supreme deity in the Hinduism religion, however it offers an interesting shape and role to the kind of divine and divinity most religions offer. The God of Hinduism is referred to as Brahman when it is referred to as the all encompassing supreme power of the world. It is one and part of the world, and is part of everything and everyone within its creation. "Brahman is often described succinctly as sacchidananda, meaning 'Truth-Consciousness-Bliss', not only possessing the qualities but also being their very essence."( Hin) showing that inside the religion of Hinduism, the Brahman is everything and anything, and is the supreme force and energy of the world. There are many different interpretations and understandings of Brahman. One such belief states that "ultimately Brahman (the impersonal God) is beyond mere intellectual description and can be understood only through direct spiritual experience, where the 'knower' and the 'known' are subsumed into the act of 'knowing'. The goal is to "wake up" and realize that one's atman, or soul, is really identical to Brahman, the uber-soul(Hin). This helps explain the idea that the Brahman unites all people, and is part of everything and the entirety of the world around us. Several different areas of thought have ideas that contradict this school of thought, and may believe that the Brahman actually has being and personality, and may associate the Brahman with one of the lesser gods of the religion, such as Vishnu, Shiva, or Shakti. All of these different interpretations of the Hindu understanding all come from its ancient history, different readings of the sacred texts, as well as different and modern interpretations of faith. There is also another understanding of the Hindu divine, this being the idea of Isharva, of a more personal idea and personality of the God figure. This is the idea of God as a supreme being, and not an overwhelming force and eternal power such as tied into the Brahman ideology. Some sects of Hinduism do not believe in this idea at all, and some of them believe in it in different forms and facets of belief. Also included in the Hindu belief system is the idea of devas, or demi-gods. It is not uncommon for a Hindu worshipper to pick one of these gods as their personal god, and this god may be passed down as part of family life, traditions, or culture. These personal demi-gods are very unique to the Hinduism religion, and a integral part of their culture, artwork, and history (Hin). Hindus also have varying thoughts and beliefs on the connection between the human and divine. The Atman is the Hindu word for "soul" or "self", and is associated with Hindu

Vital Signs and Nursing Procedures in Postoperative Period of Cardio Essay

Vital Signs and Nursing Procedures in Postoperative Period of Cardio Surgery - Essay Example This discussion stresses that  the abstract of the article presents a structured approach to the entire article as it presents a detailed explanation of section-by-section of the article. The article incorporates the various elements accordingly, revealing the relevant information to the reader as expected. This abstract, for instance, has the objective, in which it directly states the objective of the article as to develop a comparative analysis of the vital signs of patients after cardiac surgery, as well as, the nursing procedures. Further, the abstract follows with the method, outlining the procedures taken in the study, describing the study design and participants, data collection process and methods of analyzing and presenting the findings.This paper outlines that  in the introductory description of the study, the authors present a background of the study accordingly. They reflect on existing concern on the subject of concern, presenting the establishments from these relati onal past findings. Further, they proceed accordingly to present a justification for their study through identifying the gaps in the existing resources on the topic. Thus, from this observation, the authors evaluate the relevant basis of the study, creating the entire purpose of the study clearly. Additionally, the authors project their study through noting the existing problem, which is the existence of aspects of patient exposure after cardiac surgery.

Marketing for nonprofit organisation Essay Example | Topics and Well Written Essays - 2500 words

Marketing for nonprofit organisation - Essay Example Marketing scholars have similarly contended that the aforementioned only functions as an obstacle to public sector organisation's capacity for the design and, more importantly, implementation and adherence to marketing strategies and plans. Even though management and marketing scholars have tended towards the critical perception of public and non-profit organisations, others insist that these perceptions are, to a large extent, both outdated and misinformed. Certainly, many public and non-profit organisations tend towards the aforementioned characteristics but, many others do not. The failure of some marketing and management scholars to recognise this is an outcome of their own misconceptions regarding public and non-profit organisational models and structures and does not, necessarily, reflect the reality. Indeed, marketing scholars have proposed that the capacity of public and non-profit organisations to succeed, to respond to external environmental conditions and to achieve their strategic objectives is, to a large degree, predicated on the presence, versus absence, of a well-formulated marketing strategy. This is also the position that this research adopts and which it shall seek to establish through focus on Oxfam, a non-profit UK charitable organisation. By formulating a strategic marketing plan for Oxfam, the research shall establish that indeed, the key to organisational success is often, at least partially, dependant on a well-designed marketing plan. Company Overview: Oxfam The Oxford Committee for Famine relief, popularly known as Oxfam, was established in 1942, in the wake of the Nazi occupation of Greece, France and other European nations. From the outset, the organisation's objectives were specifically humanitarian and, more precisely, focused on the relief of hunger and famine aid. While it is a UK charitable organisation, its activities are global, seeking the address of famine and poverty wherever it may be found, irrespective of region, country or geographic and cultural boundaries (History of Oxfam,' 2007). In order to attain its objectives, Oxfam primarily relies on individual and private sector charitable donations. The proposition being forwarded in this research is, within the context of a global environment which is replete with charitable organisations, many of whom operate on a global level, accessing donations and accumulating the requisite resources for the fulfilment of strategic objectives is, more often than not, difficult. Quite simply stated, there is extreme competition, with the key to success being a marketing plan as which centralises the organisation in the minds/consciousness of potential donors. Research Methodology The study relies on two data collection methods. The first is secondary sources, or relevant literature, both academic as found in journal

Image and Identity Essay Example | Topics and Well Written Essays - 750 words

Image and Identity - Essay Example son as such communication media allows lesser personal interaction with another person and thus â€Å"internal† qualities are left unseen (â€Å"Body Image,† par. 13). She quotes psychologist Dr. Hue-Sun Ahn as saying that â€Å"the increase of communication though electronic means †¦ [gives us fewer] opportunities to get to know people †¦ on a personal level† (par. 13). Personally, I just could not see how this lack of a more personal involvement in electronic communication directly affects our perception of how we look. Perhaps Rispin and Ahn’s stand simply reflect our irrational fear of technology. Dr. Reville, a professor at University College Cork in Ireland, explains that this fear is due to the perception that technology is unnatural and our â€Å"lack of understanding of [its] technical and scientific basis† (â€Å"If We Fear,† par. 2). True, technology has revolutionized the way we communicate that there is much less sensory involvement when we chat via instant messaging or call someone on the phone. But has it really transformed us into mindless nonchalant beings? Is technology taking away all of our emotions that we have failed to see â€Å"compassion, spiritedness, sense of humor, loyalty [and other] non-visible qualities,† (â€Å"Body Image,† par. 13) as Ahn puts it? Obviously, the answer is no, for technology merely speeds up the way we communicate and does not, in any direct way, change the way we think and feel. Yes, we use technology on a daily basis that we can’t seem to live without it. We send e-mails, we blog, watch YouTube. But at the end of the day, we still long for that one-on-one communication that no other medium could substitute. We have not forgotten to talk personally to friends, family, and mentors; we still laugh or cry on someone else’s shoulder; we fall in love. We are still, in every essence, human beings, with or without technology. We never really lost anything, not even our feelings. Speaking of blogging and YouTube (or

Film "Fight Club" Analyze Research Paper

Film "Fight Club" Analyze - Research Paper Example stead, of shedding light on these critical issues in the society, events in these films often trivialize them, with certain stylized aesthetics that brings out the cynisms, irony as well as excessive violence. In most cases, the kinds of films exhibited in these films often turns to senseless pathology, brutality as well as a certain kind of indifference to the sufferings that people face (Wartenberg 42). This kind of violent representations ends up becoming the starting point of political commentary. This paper examines the aspects of violence and how it is represented differently in the film, focusing on how masculinity influences various occurrences in the society represented. The theme of violence represented in â€Å"fight Club† indicates the most crucial role played by most of films at the Hollywood. Besides playing the entertainment role, films composed in this kind of approach act as important public pedagogues through articulation of knowledge to its particular effects. In this case, it purposely attempts to influence the manner in which knowledge and other forms of social identities are established within limited ranges of effective social relations (Ndalianis 51). It is important to realize that these forms of violence and masculinity are described as being radically indeterminate according to their particular meaning. Any kind of meanings that are determined by the respecting factors are supposed to be prescribed by the text itself and not any other ways. â€Å"Fight Club† attempts to bridge the gap existing between public and the private discourses while at the same time bringing about values and ideologies that effectively resonates within the private conversations (Wartenberg 43). Reading or watching a film like â€Å"fight club† in specific terminologies indicates how it establishes particular notions relating to urgency where members of the white working and middle class are given the opportunity to view themselves as being oppressed and without