The Impact Of Ethics On The Enron Corporation Essay

Ethics is something that is very important to have especially in the business world. Ethics is the unwritten laws or rules defined by human nature; ethics is something people encounter as a child learning the differences between right and wrong. In 2001, Enron was the fifth largest company on the Fortune 500. Enron was also the market leader in energy production, distribution, and trading. However, Enrons unethical accounting practices have left the company in joint chapter 11 bankruptcy. This bankruptcy has caused many problems among many individuals. Enrons employees and retirees are suffering because of the bankruptcy. Wall Street and investors have taken a major downturn do to the companys unethical practices. Enrons competitors†¦show more content†¦Those same 25 executives announcing the layoffs had just one week earlier paid themselves retention bonuses of $55 million (Diekmann, 2005). These employees did not show or use ethical business conduct by making sure they the mselves received pay; they are just as guilty as the top executives involved with the accounting scandals. Wall Street Wall Street can have a heavy influence on a company such as Enrons ethical standings. During the Enron debacle, Wall Street played a key role in the decision-making process for the leadership team of Enron. Wall Street roles in determining Enrons overall value as the company influenced Enron to push the boundaries of ethical standards. During the trial of Enrons executives former Internet division chief of Enron Ken Rice testified: That he and his co-conspirators chose to lie about their networks capabilities to gain credibility on Wall Street and boost Enrons stock value. (Flood, 2005) Enrons decision to inflate their values to Wall Street did exactly what the company executives wanted and the companys stock value skyrocketed. Wall Street obediently obliged, inflating Enrons share value by as much as 75% from the time the company started bragging about its prospects. (Lashinsky, 2001) When Enrons bubble finally burst andShow MoreRelatedThe Impact of Ethics on the Enron C orporation2018 Words   |  9 PagesEthics is something that is very important to have especially in the business world. Ethics is the unwritten laws or rules defined by human nature; ethics is something people encounter as a child learning the differences between right and wrong. In 2001, Enron was the fifth largest company on the Fortune 500. Enron was also the market leader in energy production, distribution, and trading. However, Enron s unethical accounting practices have left the company in joint chapter 11 bankruptcy. ThisRead MoreCorporate Social Responsibility Of The Enron Corporation1124 Words   |  5 Pageswill look at the Enron Corporation and discuss its application of Corporate Social Responsibility (CSR) or in actuality its irresponsible behavior as related to social responsibility. We will revisit what CSR is and discuss Enron’s philosophy regarding its use and function within the corporation. We will discuss the consequences of Enron’s irresponsib le behavior and the far reaching effects it had on society. Corporate Social Responsibility are actions taken by a corporation that have positiveRead MoreEthics Standards And The Field Of Accounting950 Words   |  4 PagesProfessional ethics are an absolute necessity in the field of accounting. Businesses rely on accountants to accurately report their financial information and give sound advise and consultation in regards to their business. There are standards and rules set in place to ensure that ethics and information is reported accurately. Laws and repercussions are created place to deter unethical and illegal accounting practices, although it still occurs in the business world on many levels. The field ofRead MoreAndrew Fastow : The Enron Corporation And The Pioneer Of The Financial1067 Words   |  5 PagesIn 1990 Enron market value increased from $3.5 billion to $35 billion by the end of 1999 (Ivey Business Journal, 2016). During this time Andrew Fastow was the chief financial officer of the Enron Corporation and the pioneer of the financial implication that brought Enron crumbling down. In this nine-year time frame this feat was admired by companies around the globe. Andrew received a CFO Magazine award for his work at Enron and had lavish parties celebrating the results of the quarterly earningsRead MoreCorporate Ethics Essay1520 Words   |  7 Pages The board of directors is also highly influential to a corporation and should therefore also be held accountable for supporting a corporation’s ethical code of conduct. The board of directors is responsible for looking out for the best interests of shareholders (Cross Miller, 2012). The board of director s was designed to monitor executives, however in practice this is not always the case (Cross Miller). Obviously this is monitoring is a necessary duty. A proposed change to ensure that theRead MoreEnron : Enron And Enron Scandal Essay1269 Words   |  6 PagesEnron was one of the largest energy, commodities, and services company in the world. It was founded in 1985 and based in Huston, Texas. Before its bankruptcy on December 2, 2001, there are more than 20,000 staff and with claimed revenues nearly $101 billion during 2000. Enron was the rank 16 of Fortune 500 in 2000. In 2001 it revealed that Enron’s financial report was planned accounting fraud, known since as the Enron scandal. In the Enron scandal, Enron used fraudulent accounting practices to coverRead MoreThe Ethics Of The Enron Case1622 Words   |  7 PagesIntroduction The Enron case is well known for being the largest corporate bankruptcy in American history. Thousands of people world-wide lost billions of dollars, lost life savings, and lost their jobs. Due to the vast corruption, greed and the blatant disregard for integrity from the very top of Enron leadership, world markets crumbled and investor confidence in corporate America was severely damaged (Chandra, 2003.) We will look at the accounting fraud committed by Enron executives and interestedRead More Ethical Lessons Learned from Corporate Scandals Essay832 Words   |  4 PagesEthical Lessons Learned from Corporate Scandals Ethics is about behavior and in the face of dilemma; it is about doing the right thing. Ideally, managerial leaders and their people will act ethically as a result of their internalized virtuous core values. The Enron scandal is the most significant corporate collapse in the United States and it demonstrates the need for significant reforms in accounting and corporate governance in the United States. It is also a call for a close look at theRead MoreEthics972 Words   |  4 PagesEthics Ethics in a corporation is a matter of following the rules and conditions of the company sponsoring one for employment or doing business with different corporations. The corporations have to keep in mind that any actions or decisions they may take if for the worst to the better it will affect the company as a whole, the stakeholders, and the employees whom it involves along with other businesses that are associated with the corporation. It is mainly the social responsibilityRead MoreEthical Issues Of Business Ethics1369 Words   |  6 PagesThe word ‘Ethics’ is derived from the Greek word ‘ethos’ (character) and Latin word ‘moras’ (customs) (Senaratne, 2011). Ethics is usually based around a decision one makes to help us identify what is good and what is bad as well as guiding us on doing well and avoiding the bad. What’s more, ethics are like a code of conduct asserting moral guidelines, prevailing good behaviour. Itâ €™s also about relationships and how we treat others. There are many underlying ethical issues arising for instance,

Stock Market and New York Stock free essay sample

Today youre going to imagine that you invested $1,000 in a company one year ago and see how well your invest would be doing today. To begin, choose a company that youre familiar with and that seems like it might be a good investment † that is, a company that you think will have rising stock prices. Think about companies that you use or know are popular. Remember, not all companies are public companies. Youll need to check the New York Stock Exchange to find out if you can actually buy shares n this company. Once youve settled on a company, find its stock price from one year ago and for today. Write a Journal entry about your imagined investment. Answer the following questions as you write. 1 . Why did you think buying this stock would be a good idea? I bought stock in apple I thought it would be a good idea because of all the media and technology apple releases yearly they are now the top cell phone providers in all of the U. We will write a custom essay sample on Stock Market and New York Stock or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page S. also because of its increase in the future. 2. How much would you have made or lost on an investment of $1,000? Hint: First find out how many shares you couldVe bought one year ago by dividing $1,000 by the price of the stock one year ago today. You may have to estimate the stock price from the graph. Round the number of shares to the nearest whole number. Then find out the current value of your shares by multiplying the number of shares you bought by the price of the stock today. Compare that to your initial investment of $1 ,OOO. 3. Could you have made more money by selling sooner?

Sociology Exam free essay sample

Cooley’s concept of the â€Å"looking-glass self† contains three elements. First, we imagine how we appear to those around us. Second, we interpret others’ reactions to us. Third, we develop a self-concept from those reactions. The self-concept development begins in childhood, but it is a lifelong, ongoing process. That means that a student in a new college setting will experience different things that affect one’s self-concept. For example, a student who constantly arrives late to class and is greeted with eye-rolls from other students might interpret this negative reaction from his or her peers and develop a negative self-image. On the opposite end, a student who receives praise for his or her work or participation in a lecture would improve their self-image. One huge change for many students entering college is their exposure to different cultures. Most college campuses are very diverse, with a number of international or exchange students. We will write a custom essay sample on Sociology Exam or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Bunker Hill Community College is a prime example of this type of setting. People can be prone to ethnocentrism, or a tendency to use our own group’s ways of doing things as a yardstick for judging others. You could walk into a classroom and find ten different cultures being represented, each with a different way of dress, language, and behaviors. However, the academic classroom should be a place of equality. After all, everyone is in that room for a common purpose: to learn. So we all must practice cultural relativism, or try to understand the different cultures on their own terms, instead of comparing them to our own, and not judge the other people in the room by comparing their culture as better or worse than our own. This will help with treating all fellow classmates and faculty as equals. Option 3: I visited a Brazilian community in Somerville for my participant observation project. This is a great example of a subculture, or a world with the larger world of the dominant culture. Culture, as defined by Henslin, is the language, beliefs, values, norms, behaviors, ad even material objects that are passed from one generation to the next. In this case, the dominant culture is middle-class American. The subculture is the tight knit Brazilian community in Union Square. When doing research like this, it is important to keep an open mind, and not judge another culture by measuring against our own. We need to view the culture being observed and try to understand it on its own terms, not by comparing it to ours. This is the concept behind using cultural relativism to combat ethnocentrism. The Sociological Research Model has eight steps. The third step is â€Å"Review the Literature†, to find out what has already been published on the topic you are researching. In the participant observation activity I conducted, I did not use this step. This was an activity for me to observe a neighborhood with a new, different perspective than I might have previously used. If I had looked up what other people thought about the Brazilian subculture in Somerville, it would have taken away from me forming my own opinions and making my own observations on the community and culture I observed there. Option 5: Microsociology is the analysis of social life that focuses on social interaction, what people do when they are in one another’s presence. This method of analysis is used particularly by symbolic interactionists. According to Henslin, symbolic interactionists are especially interested in the symbols people use to establish meaning, develop their views of the world, and communicate with one another. Some of the concepts they study include stereotypes, personal space, touching, and eye contact. All of these areas are involved and can be analyzed in the scope of the dating process. A stereotype is an assumption of what someone is like, whether true or false. Stereotypes tend to go hand in hand with first impressions. When you meet someone, it is hard not to make assumptions about them based on appearance, ethnicity, etc. This can affect how you behave toward someone you are meeting on a first date (or whether you would go out on a first date with them to begin with! If your date shows up in sweatpants, you might assume they are sloppy or lazy. If they show up to a casual date in a bar wearing a suit and tie, you might think they are uptight or â€Å"stuffy†. In addition to stereotypes, personal space, eye contact, and touching are subjects that play a roll in the dating process. On a first date, these are probably on the minimal/conservative side. There is more formality, m ore distance between the two parties, less eye contact, and less touching. However, as the relationship progresses, they become less formal and more intimate, i. . more direct eye contact, standing closer together, holding hands, etc. For me, an example of deviant behavior when it comes to dating would be cheating, in any form. I would expect my partner to be 100% loyal and faithful to me. This view of deviance, however, is relative. As Henslin states, because different groups and societies have different norms, what is deviant to some is not deviant to others. Some cultures view multiple partners as a positive, normal way of life. A prime example of this type of culture is the polygamist sect of Mormons. Positive and negative sanctions to consider before going on a date could be mild, like thinking about what facial expressions you are wearing, and considering the expressions being made at you. Smiles can be considered positive sanctions, while a disapproving frown would be negative. Option 6: Robert Merton developed the Strain Theory, which helps explain how mainstream value can generate crime. As a society, we have cultural goals that most people desire-being successful in some way, such as attaining wealth or prestige. However, access to institutionalized means, or legitimate ways to reach those goals, are not always as easily accessible. Merton analyzed socialization into success and the blocked access to said success in developing his theory. â€Å"Strain† refers to the frustrations people feel when they want success but find their way to it is blocked. People react differently to this strain. Some people don’t even feel the strain. These people fall into the category of conformists, using socially acceptable means to reach cultural goals. Merton then identified four â€Å"deviant† reactions to the strain. These paths include innovation (accepting cultural goals but rejecting institutionalized means), ritualism (rejecting cultural goals but accepting institutionalized means), retreatism (rejecting both cultural goals and institutionalized means), and rebellion (rejecting and replacing cultural goals and institutionalized means. I followed the typical route to achieve my desired cultural goals. After I graduated high school I went to a 4-year university and received a Bachelor’s degree in Biology, a respectable major. Upon graduation I got a job at a top Boston hospital conducting brain tumor research. Again, a very respectable and admired job. So far, I was a conformist. After some time at this job, I began to feel financial pressure. My undergraduate student loans reached the end of their grace period and I had a mountain of bills to pay every month. On top of this, I had realized that while I respected and appreciated the research others were doing, I had no interest in conducting my own. I had reached a juncture in my life. I could stay in the field of research, even though I didn’t enjoy it and would probably never run my own lab. I have now learned that this would have been considered a â€Å"deviant† option, and I would have fallen under the â€Å"ritualist† category. However, I opted for another path. I quit my job (with a 2 month notice to find and train a suitable replacement), turned my part time bartending job into a full time job, and began pursuing another degree. I chose the path of conformity. I did not really have any positive or negative sanctions influencing my decision to be deviant or not. I got many positive sanctions for my research position, and probably would have continued to do so even if I stayed with that job. It was entirely an inner struggle and I came to the decision on my own.

Free Essays on After The First Death

Kate extraordinary bravery and weakness The term terrorism is a word that catches a lot of people’s eyes. For instance the terrorists that attack America last week, September 11, 2001; the time frame was around eight thirty Central Time, this was the â€Å"Attack on America,† by terrorists from a foreign country. It is kind of like what’s going on in the book After the First Death, where terrorists have hijacked a school bus. Which a girl by the name of Kate was driving the bus with a lot of little children on it. She was substituting for her uncle the day of the hijacking. Artkin and Miro were the two that hijacked the bus. Miro had the intentions of killing a man today, but Kate was on the bus. The killing of a man was the way of reaching manhood. Kate was the typical All-American cheerleader but she had a slight bladder problem. Throughout the novel Kate is brave but at the same time confused. Kate has a very unique side to her. Kate is driving the bus to the location that Artkin and Miro wanted her to drive. Kate wasn’t used to taking demands from people, but in this situation she did. The weakness that Kate has is a weak bladder. The bladder problem comes about on the way to the abandoned bridge that, â€Å" her pants were wet- her panties†¦she gripped the steering wheel†¦but these things didn’t matter.† Whenever she gets nerves like in this situation of the hijacking her bladder problem comes up. Why does Comier give her a bladder problem? â€Å"She felt like crying the way she had when she was a little girl and crying solved things, brought rescued.† She felt like crying the way she used to when she was a little girl because she thought she would have gotten rescued. Kate was a very brave person in the hostage situation, she knows that she has to show no fear in for her and the children’s benefit. â€Å"She rips at the edge of the tape.† She tries to make an escape because she’s thinking that she really doe... Free Essays on After The First Death Free Essays on After The First Death Kate extraordinary bravery and weakness The term terrorism is a word that catches a lot of people’s eyes. For instance the terrorists that attack America last week, September 11, 2001; the time frame was around eight thirty Central Time, this was the â€Å"Attack on America,† by terrorists from a foreign country. It is kind of like what’s going on in the book After the First Death, where terrorists have hijacked a school bus. Which a girl by the name of Kate was driving the bus with a lot of little children on it. She was substituting for her uncle the day of the hijacking. Artkin and Miro were the two that hijacked the bus. Miro had the intentions of killing a man today, but Kate was on the bus. The killing of a man was the way of reaching manhood. Kate was the typical All-American cheerleader but she had a slight bladder problem. Throughout the novel Kate is brave but at the same time confused. Kate has a very unique side to her. Kate is driving the bus to the location that Artkin and Miro wanted her to drive. Kate wasn’t used to taking demands from people, but in this situation she did. The weakness that Kate has is a weak bladder. The bladder problem comes about on the way to the abandoned bridge that, â€Å" her pants were wet- her panties†¦she gripped the steering wheel†¦but these things didn’t matter.† Whenever she gets nerves like in this situation of the hijacking her bladder problem comes up. Why does Comier give her a bladder problem? â€Å"She felt like crying the way she had when she was a little girl and crying solved things, brought rescued.† She felt like crying the way she used to when she was a little girl because she thought she would have gotten rescued. Kate was a very brave person in the hostage situation, she knows that she has to show no fear in for her and the children’s benefit. â€Å"She rips at the edge of the tape.† She tries to make an escape because she’s thinking that she really doe...

RESEARCH PROPOSAL Example | Topics and Well Written Essays - 3000 words

Research Proposal Example (Sowney, & Barr, 2008). At the same time, little is known about the experiences of nurses or the families of these patients nor the nature of the challenges that are faced. There is a lack of understanding that weakens the ability of the nursing staff to reduce barriers and provide a service that is equitable for people with intellectual disabilities. There is the belief that because many of the issues that occur, care should be given in a community setting instead of a hospital setting, however this is under debate (Lennox, Rey-Conde, Purdie, et.al., 2007). People with intellectual disabilities comprise about 2% of the UK population. Demographics have been changing, however, and intellectual disabilities increased by 54% over a period of 35 years from the year 1960 to 1995 (Cooper, Melville, & Morrison, 2004). There then followed another 9% increase over the years of 1998 to 2008. These changes have occurred due to improvements in socioeconomic conditions, intensive neonatal care, and increasing survival rates. The health needs of people who have intellectual disabilities impact primary healthcare services as well as secondary healthcare specialties. There are many health inequalities in this group of people and their disabilities may affect their experience in the hospital as well as their family and the staff working there in either a positive or negative way based on how prepared everyone involved is. There are many special issues in healthcare in with people who have intellectual disabilities. The majority of people with intellectual disabilities live in the worlds less developed countries. However, there is a lack of understanding in their care in all countries. There is still so little known about the types of care that are needed most. There is also a great lack of understanding as to the experiences of this group of adults and what their perspectives

Research Essay Example | Topics and Well Written Essays - 1250 words - 12

Research - Essay Example g is an issue that need to be tackled holistically by all people and the relevant authorities without blaming each other for the current worsening conditions. Technically, global warming is a problem that emanates from the presence of too much carbon dioxide in the atmosphere. This acts as a blanket which traps heat, thereby warming the planet. Other gases such as methane and nitrous oxide have the same effect. Therefore, burning of coal, oil, and natural gas for energy leads to accumulation of carbon dioxide gas in the atmosphere. Scientific evidence indicate that an increase in global average temperature by 3.6 (F) poses a major risk to the natural systems and the existence of the human beings (Smith 18). Scientists have discovered that methane is mainly released by landfills and various agricultural practices such as use of nitrous oxide from fertilizers. In addition the gas is released through both industrial and refrigeration processes. Greenhouse gas emission is one of the major causes of global warming; global warming, thus, results from the greenhouse effect. The latter involves a process through which the emission and absorption of infrared radiation through the gases in the earth’s atmosphere, which warms the lower atmosphere and the surface of the earth (Smith 26). On the surface of the earth, the naturally occurring greenhouse gases have a mean warming effect of approximately 59˚F. Without the existence of the Earth’s atmosphere, the average temperature on the planet would be lowered to the freezing point. The major greenhouse gases exist in terms of water vapor that results in about 30-70% of the greenhouse effect, which leads to global warming. Scientists have pointed out that carbon dioxide causes 10-25%; methane causes 5-10%; and the ozone causes 3-8% of the greenhouse effects. Scientists have also pointed out that human activity that began during the times of Industrial Revolution in the United States and Western Europe increased the level

SERVQUAL Model Summary and Evaluation

SERVQUAL Model Summary and Evaluation 1.1 Introduction Service quality has taken into consideration in providing and accomplishing customers satisfaction recently (Hishamuddin Fitri Abu Hasan, Azleen Ilias, Rahida Abd Rahman Mohd Zulkeflee Abd Razak, 2008). Besides, there is a very obvious trend towards a growing concern that customers satisfaction is one of the valuable assets in building up a brand image (Srivastava et al., 2001), so brand image is very crucial in service industry, by which this element is critical in influencing customers perceptions and thus their loyalty to a company. Simoes and Dibb (2001) stated that brand image plays an important role in service industry due to the strong brand image persuades customers with a sense of acceptance and trustfulness. Research finding based on Bloemer et al. (1997) and Jones et al. (2002) also pointed out that there is a direct relationship between service quality towards customers perceptions, which in turn contributes to the brand image of a product or company. Based on the findings from Parasuraman et al. (1994) and Zeithaml et al. (1996), service quality is directly related to customer satisfaction and loyalty and thus on brand image, by affecting customers perceived value (service quality à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ perceived value à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ customers satisfaction à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ customers loyalty à ¢Ã¢â‚¬  Ã¢â‚¬â„¢ brand image of a company). At first, there will have a brief explanation pertaining to the principle of the SERVQUAL model in this literature review; by which the dependent variable and independent variables of this research will be discussed in detail, followed by the findings from the previous research and studies. Lastly, this literature review will be ended up with a conclusion. 1.2 Theory of SERVQUAL Model Parasuraman, Zeithaml, and Berry (1985) developed service quality model which is named as SERVQUAL model or PZB model. They had conducted focus group interview in order to develop the first version of SERVQUAL model. They had created ten dimensions of the service quality by determining the similar criteria in the evaluation of customer. The ten dimensions of service quality included tangibility, reliability, responsiveness, competence, access, courtesy, communication, credibility, security and understanding. In this research, Parasuraman et al. (1985) stated that the overlapping among these ten dimensions of service quality maybe occurred and suggested that further research should be conducted. Therefore, SERVQUAL model was further developed and emerging the modified version of SERVQUAL model. In 1988, Parasuraman, Zeithaml, and Berry had conducted an empirical study to measure the service quality towards the customers perceptions by using the ten dimensions as a basic structure. The results indicated that some variables in these ten dimensions were overlapped with each other. In the ten elements of service quality, tangibility, reliability and responsiveness remain constant while the remaining seven determinants were categorized into the last two dimensions which are assurance and empathy (Parasuraman et al., 1988). As a result, there are five service quality dimensions in the modified version of SERVQUAL model that affect customers satisfaction and thus brand image: Tangibility is related to the physical environment, facilities and the employees appearance. Reliability is the ability to carry out the services consistently and accurately. Responsiveness is the willingness of the employees in helping the customer to solve the problem. Assurance is the adequate knowledge that the employees possess and the ability of the employees in entrusting the confidence. Empathy is associated with the organization provide the caring and individualized attention to their customers. Buttle (1996) mentioned that SERVQUAL model is been used widely in measuring customers perceptions towards various types of services. Due to this reason, we are likely to choose SERVQUAL model to measure customers perceptions on brand image in our study. 1.3 Dependent variable 1.3.1 Brand image Service quality has significant effect on customers perceptual toward brand image, due to the statistics shown that strong brand image is needed to distinguish from competitors brands or products (Boltan and Drew 1991). At the same year of 1991, Schiffman and Kanuk also stated that customer will perceive brand that match and suit their images. As a result, service quality added value to customers by helping them differentiates the brand from competing brands. This means that customers perception of service quality is be associated brand image and customers are more likely to purchase the brand that provides the superior service quality. Keller (1993) supported the previous findings and stated that brand image is the customers perception that held in customer memory. Strong brand image is set in customers mind through their consumption experiences and their perceptions towards service quality provided by the product or company. In the year of 1996, Agarwal and Rao continued the study and mentioned that brand image is based on superior and favorable brand rooted in consumers memory. In 2003, Keller repeated the theory and reinforced that brand image refers to strong, positive and favorable brand association in memory which result in a positive effect, attitude and overall perceived quality. Holbrook and Batra (1987) stated that the perceive quality affect the brand loyalty and thus also influence the images of a brand. Meanwhile, service quality is clearly defined as the customers judgment about a brands excellence or superiority (Zeithaml, 1988; Aaker and Jacobson, 1994). Dobni and Zinkhan, (1990) assumed that brand image is refer to the reasoned and emotional perceptions consumers attach to specific brands. Zeithaml (1988) suggest that brand image is built through consumers consumption experiences with the excellence or favorable of service being provided. Therefore, the service quality perception is core dimension that help to create a high value of a strong brand image in which directly influences consumers purchase evaluation. According to Alba and Hutchinson (1987) and Walker et al. (1987), although brand image, brand attitude and service quality act independently, however, under some conditions, three of dimensions are interrelated with each other. Keller (1998) supported the brand image is multidimensional, by which it includes the attitude and behavior according to the brand and the perceived service quality. The process in order to develop a trusted brand image is based on the customers experiences towards the brand through both direct and indirect interaction with the brand (Keller, 1993 and Krishnan, 1996). Direct contact with brand involves usage; trial and satisfaction in consumption while indirect contact with brand involves advertising, word-of-mouth and brand reputation. In 1996, another researcher Meldan also mentioned the introduction of innovative products and services quality is to improve the positive perception of brand image. She supported the theories which were held by Park, Jaworski, Macinnis in 1996 and Fatt in 1997, by which they stated the service quality is very important in influence the image of a brand through the level of customers familiarity, experience and trust of a brand. Based on these theorie s, Aydin and Ozer (2005) concluded there is reciprocal relationship between both customers perceptions and brand image. There are five dimensions of brand image being identified by Aaker (1991) which included perceived service quality, brand awareness, brand association, brand asset and customer base. However, perceived of service quality have the most significant impact toward brand image among those five dimensions. Keller (1993) indicated that the service quality may improve brand image by enhancing customers loyalty and thus increasing the probability of brand choice as well as reducing the competitive marketing. Service quality can affect the brand image of particular products or companies directly and indirectly (Kirmani and Zeithml, 1993). The study held by Kirmani and Zeithml in 1993 shown that the dimensions of service quality tangibility, reliability and empathy are basic clues for in constructing a strong brand image (Bailey and Ball 2006). 1.4 Independent variables 1.4.1 Tangibility Tangibility is one of the dimensions in the SERVQUAL model. It can be defined as the physical evidence in the service industry (Parasuraman et al., 1988). It is the physical facilities and equipment, employees appearance, physical representations of services and the physical environment. Wakefield and Blodgett (1999) also mentioned that physical environment will significantly influence the customers perceptions towards brand image. Same theory goes to the size or the number of facilities and equipment provided by a company in judging customers perceptions (Umbach, 2002). One of the examples to support the dimension of tangibility can be seen in servicescape, by which it is the physical places where services are delivered (Chua, Mohhiddin Othman, Boo, Muhammad Shahrim Abdul Karim, and Sridar Ramachandran, 2009). It can be said that tangibility has a significant impact customers perceptions towards brand image. However, services is intangible, therefore, customers can only see and experience the tangible services provided by the company, such as the facilities and equipment, as well as the appearance of the employees. Those of the tangible services are known as clues (Zeithaml, Parasuraman, and Berry, 1992). The clues are the capabilities of the company and the quality of the environment. Berry (1980) stated that the way of managing the tangibles services will directly affect customers satisfaction, due to the reason that those tangibles services are critical elements in shaping brand image. According to the research finding of Kayaman, R. and Arasli, H. (2007), there is a significant relationship between service quality and brand image. They were mentioning that tangibility is associated with the physical characteristics provided by the company. This variable serves as a key element by which it may be able to attract more and more customers and thus gain competitive advantage over the competitors. Besides, element of tangibility is able to deliver both direct and indirect result on brand image. As a result, most of the companies nowadays are likely to formulate and implement strategies that are useful in grabbing potential customers and maintaining current customers by using eye-catching physical structures and providing a unique and comfortable environment for the services delivered. 1.4.2 Responsiveness Another independent variable that will affect customer perceptions towards service quality is responsiveness. The meaning of responsiveness is the willingness to help the customers, to provide prompt and well service to the clients, problem resolution when the customers faced and complaint handling (Reichheld and Sasser, 1990). Responsiveness should be expanded and this is because they believed that this variable is very important (Parasuraman et al, 1988). Previous studies suggest that the responsiveness is critical not only as a measure of service quality but can use as a best tool for uncovering areas of service quality strengths and weakness (Kettinger and Lee, 1997, 1999; Pitt, Watson, Kavan, 1995; Van Dyke et al., 1997). By knowing the strengths and weaknesses, the organization will enhance the service quality in order to increase the brand image in this competitive market (Bedi, 2010; Kassim and Abdullah, 2010; Kumar et al., 2010). Furthermore, good customer service is part of the responsiveness. Employees responsiveness takes customer service a step further (Lovelock, 1983). By using technology, including websites, email and telephone systems, it enables the customers to quickly get the information that they need is one of the aspect for responsiveness (Lovelock, 1983). It generally refers to being responsive to the service subscribers (Heeter, 1989). The employees also have to prepare the aptitude and desire to provide the customers with effective resolutions on the first contact whenever possible (GroÈnroos, 1982; Oliver, 1981). A high level of responsiveness, representing and expressing as a trust cue, can convey the trustworthiness to the customers (Corritore et al., 2003). There is a significant relationship between the service quality and customers perception on brand image (Moliner and sanchez, 2003). Attachment theory suggests that beyond knowing who or what a brand stands for, strong attachments only mean when the brand is responsive to the consumer needs. In fact, psychologists argue that responsiveness is one of the critical element that keep relationships is going (Bebko and Prokop, 1996). Employees should quickly respond to the customers request at the same time, eliminating all the unnecessary errors and cannot make the customers to spend lots of time to wait (Guseman, 1981; Levitt, 1981; Murray and Schlacter, 1990). A responsive brand fulfills consumers relevant needs or goals. The goals can be many and varied for depending on the consumer and the situation (McDougall and Snetsinger, 1990). They may include broad level needs, such as needs for status, stimulation, belongingness or individuality, all the way down to situation specific goals (Parasuraman et al., 1985, 1988; Zeithaml et al., 1990; 1993). Of course, being responsive means that there must be something in the product and the marketing behind it that creates the perception that the brand uniquely in order to achieve these needs and goals (Anderson and Zeithaml, 1984; Garvin, 1982; Tse and Wilton, 1988). Hence, it is crucial for all the employees to exhibit a courteous and friendly behavior when delivering services to the customers in order to increase their satisfaction towards the brand image (Firdaus Abdullah, Rosita Suhaimi, Gluma Saban Jamil Hamali, 2011). 1.4.3 Reliability According to Word Net, reliability indicated the trait of being dependable or reliable. Reliability indicates the employees are able to provide the services accurately, consistently and dependably (Parasuraman et al, 1988, LeBlanc Nguyen, 1997). In another way, reliability also means that the services are correctly performed and defined as the consistency of the services performance. Besides, reliability means the organization keeping their promises, trustworthiness toward the services quality of employees to avoid anything goes wrong. In product and service industry, it plays as a key component that will influence the customer behavior towards brand image and thus on their purchase intention. Therefore, different services that provided to the customers will bring different level of customer satisfaction based on the services provided by the product (Yuksel, 2001). Reliability is the driving force of the responsiveness of customers behavior (Antreas A. Spiros and Vlassis, 1999). It means that reliability of services is interrelated with the customers satisfaction and perception once the services are provided and performed (Antreas A. Spiros and Vlassis, 1999). It is associated with the services quality environment and delivery systems that work well with good quality of service which include staff attitude, knowledge and skill (Walker 1990). For example, it provides the service at the designated time. Parasuraman et al. (1991) predicted that reliability is concerned with the result of services as compared to other variables in SERVQUAL model. This theory is supported by Glaveli, Petridou, Liassides and Spathis (2006), by which they strengthened the element of reliability considers as the service providers ability to provide accurate and dependable services in which included items such as personnel training, interruption of service, absence of e rrors and punctuality. Berry et al. (1985) argued that reliability is the most important factor in guaranteeing both customers satisfaction and dissatisfaction. This assumed that managers and employees need to provide a reliable service and reduce unreliable service to the customers in order to achieve a high level of customer satisfaction. In 1990, Zeithaml et al. also held that service reliability is one the most significant variables in the SERVQUAL model. As a result, most of the organizations are likely to include the issues of reliability in setting their mission statement and the standard of services to be provided (Malhotra, Ulgado, Agarwal, Shainesd Wu, 2005). So, both employers and employees must aware to the importance of reliability and find ways to improve the reliability of services. Reliability is one of the important dimensions that will lead to customers satisfaction through customers perceptions and thus affect the image of the brand (Patrick, Karl J., John E. 1996). A consistent measure is needed when working out with employees so that services can be performed adequately. In addition, the frequently changing of work procedures will improve the service performance as well. Again, this ensures customers perceptions towards service quality and consequently building up a strong brand image towards a product or a company. The administration and examination of departments have provided the reliable and accurate services also known as the reliability services (Muhammed Ehsan Malik et al., 2010). It held true when the brand image of an organization which is associated with excellence reliability services is considered as one of the means to attract customers purchase intention through good brand image. The study from Parasuraman et al. (1991), Muhammed Ehsan Malik et al. (2010), Ham and Hayduk (2003) proved that reliability has the strongest impact on consumers judgment, as among the five determinants of services quality. This philosophy was again proved by Hishamuddin Fitri Abu Hassan et al. in the year of 2008. 1.4.4 Assurance Another dimension in SERVQUAL model is assurance. Assurance shows the knowledge that the employees posses and how the employees conveys the trust and confidence (Parasuraman et al., 1988). Assurance can also be known as the organization offers the credible and secure service to its customers (Donnelly, Wisniewski, Dalrymple Curry, 1995). Initially, according to the research findings of Parasuraman et al. (1985), there were ten dimensions that regrouped to the five dimensions of service quality. In those five dimensions, there are three original determinants which are tangibles, responsiveness and reliability while another two determinants were assurance and empathy which, were derived from the other seven dimensions of service quality. Assurance is derived from the competence, courtesy, credibility and security of the service. This is because those four dimensions have overlapped with each other and the new dimension of assurance is formed. According to the research findings of Aydin and Ozer (2005), there is a significant relationship between customers perception about service quality and brand image. They were mentioning that assurance has a significant positive impact on brand image. Employees give an expression of the service quality in customers eyes (GroÈnroos, 1994). It means employees give the customers the greatest concept of what the brand really is. Employees competence and abilities in delivering the service performance is also very important so that the customers know their roles and willingness in performing those services otherwise their inevitable frustration will destroy the brand image (Davies, 1996). Not only the actions or behaviors of employees but also the morale of employees influences the service quality and it will impact upon customers perception on the brand image accordingly (Schneider and Bowen, 1993). Besides, a strong brand image is a part of brand strength measurement model that based on how the customers putting trust on a particular brand over other competitors (Lassar et al., 1995). One of the high-level associations that consumers can accommodate a brand is credibility (Keller, 2003 b). The importance is also supported by another statement from Aakers study (1997) on the basic brand personality factor analysis, and she state that sincerity was the highest eigenvalue factor. In Olivers service quality theory (1980) states that the customers will judge that the service quality is low if the service performance does not meet or either exceed their expectations. Ultimately, customers are willing to commend the specific brand to other people when their perception of service quality is high (Parasuraman et al.s, 1988, 1991b). This is supported by the statement from cf. Keaveney (1995) that there is a positive correlation between high customers perception on brand image and word-of -mouth communication. In short, a strong brand not only increases the customers trust so that they are better in observing and understand the intangible but it also reduces customers perceived monetary, social and security risks Simoes and Dibb (2001). 1.4.5 Empathy Empathy is one of the dimensions which out of five dimensions of SERVQUAL model that is created and derived from the accessibility, communication and understanding. Parasuraman ct al., 1988 said that empathy is originate from approachability, communication and understandable in the ten dimension of service quality as well as the essential of caring given to the individual special attention and caring to the customers. Besides, approachable services that are provided by organization are also known as empathy to meet or identify the needs of specific customers (Donnelly et al., 1995). In order to improve the empathy in service quality, one of the approaches is by collecting the feedback from customers after they experienced the service performances (Soutar MeNeil, 1996). For psychology today, what is empathy and how its related to our livelihood? Empathy means the capability to be comprehensive to another peoples condition, point of view, feelings and perceptions. When we are facing or experiencing the feeling of empathy, then we are able to catch out someone internal feelings of empathy. Some people especially with mentally disorder, antisocial personality disorder, narcissistic personality disorder and so forth, they have intimate link with the ability to empathize. (Kristalyn Salters-Pedneault, PhD, 2010). According to Bowman and Narayandas (2001), the value perceptions of loyal customers are normally related to empathy and sincerity due to they are devote for creating the sense of interactive fairness. Individualized attention offered by the organization to meet the customers need also consider as empathy (Salvador-Ferrer, 2010). Shoeb (2011) summarized that the willingness of organization in listening to what customers had said is the empathy services that organization has provided to individual pleasantly as well as concerned with the individual by treating them well and respecting them. It can be said that empathy services concerned with how the employees approach and behave towards the customers. Hanaysha et al. (2011) mentions that there is a moderately and optimistically relationship between the empathy and customers perception on brand image. There is another research shows that there is a significant relationship between the empathy with the satisfaction (Nawaz. et. al., 2011). It means that empathy reflects how does the organization treats and cares the individual by identify their needs and wants as everybody must be treated fairly by providing the same services. 1.5 Conclusion At first, we had proposed our title of The Impact of Service Quality towards Customer Perceptions on Brand Image. The purpose for our research is used to identify the new knowledge that have not done by the previous studies. The concept of the service quality and brand image had been review in this study. In this research, SERVQUAL model is used as the applications in our study. This model is essential in our study as our research framework is derived from this model. Based on the findings, we found out that five dimension of the modified version of service quality model have the strongly impact on brand image. Service quality has the strongly correlated with the brand image. This research study is to increase our understanding of service brand from the customers perspective. Moreover, it provides the people especially service marketers the understanding of the associations that may exist and how they impact on the brand image. By understanding these associations and the inherent ris ks associated with service procurement, they will be able to manage the brand strategies well and to make better branding decisions.