Alienation and Social Alienation Definitions

Alienation is a theoretical concept developed by Karl Marx that describes the isolating, dehumanizing, and disenchanting effects of working within a capitalist system of production. Per Marx, its cause is the economic system itself. Social alienation is a more broad concept used by sociologists to describe the experience of individuals or groups that feel disconnected from the values, norms, practices, and social relations of their community or society for a variety of social structural reasons, including and in addition to the economy. Those experiencing social alienation do not share the common, mainstream values of society, are not well integrated into society, its groups and institutions, and are socially isolated from the mainstream. Marxs Theory of Alienation Karl Marxs theory of alienation was central to his critique of industrial capitalism and the class-stratified social system that both resulted from it and supported it. He wrote directly about it in Economic and Philosophic Manuscripts  and  The German Ideology, though it is a concept that is central to most of his writing.  The way Marx used the term and wrote about the concept shifted as he grew and developed as an intellectual, but the version of the term that is most frequently associated with Marx and taught within sociology is of the alienation of workers within a capitalist system of production. According to Marx, the organization of the capitalist system of production, which features a wealthy class of owners and managers who purchase labor from workers for wages, creates the alienation of the entire working class. This arrangement leads to four distinct ways in which workers are alienated. They are alienated from the product they make because it is designed and directed by others, and because it earns a profit for the capitalist, and not the worker, through the wage-labor agreement.They are alienated from the production work itself, which is entirely directed by someone else, highly specific in nature, repetitive, and creatively unrewarding. Further, it is work that they do only because they need the wage for survival.They are alienated from their true inner self, desires, and the pursuit of happiness by the demands placed on them by the socio-economic structure, and by their conversion into an object by the capitalist mode of production, which views and treats them not as human subjects but as replaceable elements of a system of production.They are alienated from other workers by a system of production which pits them against each other in a competition to sell their labor for the lowest possible value. This form of alienation serves to prevent workers from seeing and understanding their shared experiences and problems—it fosters a false consciousness and prevents the development of a class consciousness. While Marxs observations and theories were based on the early industrial capitalism of the 19th century, his theory of the alienation of workers holds true today. Sociologists who study the conditions of labor under global capitalism find that the conditions that cause alienation and the experience of it have actually intensified and worsened. The Broader Theory of Social Alienation Sociologist Melvin Seeman provided a robust definition of social alienation in a paper published in 1959, titled On the Meaning of Alienation. The five features he attributed to social alienation hold true today in how sociologists study this phenomenon. They are: Powerlessness: When individuals are socially alienated they believe that what happens in their lives is outside of their control and that what they do ultimately does not matter. They believe they are powerless to shape their life course.Meaninglessness: When an individual does not derive meaning from the things in which he or she is engaged, or at least not the same common or normative meaning that others derive from it.Social Isolation: When a person feels that they are not meaningfully connected to their community through shared values, beliefs, and practices, and/or when they do not have meaningful social relationships with other people.Self-Estrangement: When a person experiences social alienation they may deny their own personal interests and desires in order to satisfy demands placed by others and/or by social norms. Causes of Social Alienation In addition to the cause of working and living within the capitalist system as described by Marx, sociologists recognize other causes of alienation. Economic instability and the social upheaval that tends to go with it has been documented to lead to what Durkheim called anomie—a sense of normlessness that fosters social alienation. Moving from one country to another or from one region within a country to a very different region within it can also destabilize a persons norms, practices, and social relations in such a way as to cause social alienation. Sociologists have also documented that demographic changes within a population can cause social isolation for some who find themselves no longer in the majority in terms of race, religion, values, and worldviews, for example. Social alienation also results from the experience of living at the lower rungs of social hierarchies of race and class. Many people of color experience social alienation as a consequence of systemic racism. Poor people in general, but especially those who live in poverty, experience social isolation because they are economically unable to participate in society in a way that is considered normal.

The 12 Steps Of Alcoholics Anonymous - 852 Words

Based on this disclosure and admission, I was able to begin my work. I reinforced what the treatment center began to implement, the 12 Steps of Alcoholics Anonymous. We created a structured schedule of meetings and the 12-step work began. Weekly he came to therapy and we â€Å"sparred† back and forth of his lack of interest and motivation on the program. It became clear to me that I was not making any headway on this type of counseling and my client could be in danger of relapse. I suggested over and over the vital importance of this activity. It was frustrating, because although he recently achieved two years of abstinence, I feared he was only â€Å"Dry.† Without the daily maintenance of a, â€Å"spiritual program.† Consequently, two days ago, my client overdosed and survived, he is currently at the â€Å"University of Pennsylvania,† in intensive care. His father called me asking me, â€Å"Where did we go wrong?† I explained to him; that the treat ment was, â€Å"good but not good enough.† Never the less, I expressed my regrets and empathy to him, reiterating the fact that he did not have a â€Å"structured program with step work.† His father agreed with me; but then asked (what I consider) the deadliest question of all†¦ â€Å"Maybe AA is not for him, isn’t there something else he can do in it’s place?† My heart dropped and my voice became very direct; â€Å"I do not know anything else that works as comprehensively and successfully as AA does.† I told his father that, â€Å"AA does work, if the person works it!†Show MoreRelatedAlcoholics Anonymous: the 12-Step Treatment780 Words   |  4 PagesAlcoholics Anonymous: The 12-Step Treatment Alcoholics Anonymous: The 12-Step Treatment The 12-step program used by Alcoholics Anonymous is a well-known treatment method that’s used for many types of addiction, not just alcohol. 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An Artistic Story of New York City in 1932 Free Essays

November 17, 2012 Essay II, Word Count: 2268 An Artistic Story of New York in 1932 The purpose of this essay is to discuss the ways Stuart Davis uses the elements of art and principals of design in his painting, New York Mural, 1932. In the beginning of this essay, there is a description of Davis’ biological information and what was happening in New York during the years preceding the painting. It will discuss three elements of art to include: line, shape and color. We will write a custom essay sample on An Artistic Story of New York City in 1932 or any similar topic only for you Order Now The principals of design that will be discussed are unity, balance, and variety. It will close with my personal reflection and experience that was gained from the analysis and research of the painting. Davis was born in Philadelphia, Pennsylvania in 1892 to parents that were artists. His father was a newspaper art director and his mother was a sculptor. His family moved to East Orange, New Jersey when he was nine years old. He attended school in New Jersey and left high school in 1909 before graduating to attend Henri’s School of Art in New York City. He became acquainted and formed friendships with mentors, John Sloan and George Luks. These men were all part of â€Å"The Eight†. These men were all part of the Realist Art Movement and focused on poverty and the realities of urban life for real people. He began exhibiting his art in 1910 and had his first exhibit in New York City. In 1912, he was employed by a left leaning journal that under the direction of Sloan. While he was there, participating in the groundbreaking Armory Show. His work still was in the realist mode until 1916 when he went on his own to become more of an abstract artist. He was drafted and stayed in United States as a cartographer creating maps for the US Army Intelligence Department. Fortunately, that was short-lived and he began using a Cubist style on his work. He made a series with this Cubist style of works based on a tobacco series. He began an eggbeater series while having Edith Halpert of New York’s Downtown Gallery of Art. This series began his journey away from European influenced Cubism to his own development of his own abstractive modernist style without human presence in his works. He went to Paris in 1928 and upon returning in 1929, he became fascinated and intrigued with the industrialism and post war architecture in New York City. His words were quoted by Karen Wilkin, â€Å"On my arrival I New York I was appalled and depressed by its gigantism. Everything in Paris was human size, here everything was inhuman. It was difficult to think either of art or oneself as having any significance whatever in the face of this frenetic commercial engine. † (Wilkin, 127). At this time, the Great Depression he created relatively few works, but he constantly changed scale, medium and method, making easel paintings, ink drawings, murals and lithographs (Wilkin, 127). His art reflected social issues and his works were pictures that tell a larger story. New York Mural was his most ambitious treatment of the city in which he touched upon the issues of prohibition, government corruption and the affairs of Al Smith (Weber, 10). His journals and historical data during these few years in the New York City political scene are confirmation of the journalistic story he told through New York Mural. It was an outrage that many foreign artists were commissioned to do work in the United States. The Museum of Modern Art in New York organized an exhibit of contemporary murals. This show is why Davis created the New York Mural. It stirred much controversy because of the story it told about New York’s economic, social and political climate. Davis wrote in his personal papers, now in collection at Harvard University: Modern art is a reflection of the advanced modern technology. Modern Art in turn has changed to industrial design (Weber, 10). In 1932, Davis painted the piece that is the topic of this essay, New York Mural. He used oil which did not dry quickly and gave him the ability to change and modify colors and lines days later. Oil paint is flexible and it was easy for him to achieve a rich luminosity while having smooth effects with a high level of detail. DeWitte, Larmann, and Shields, 186). His paintings were now made up of modern industry images with free association and with a decorative pattern that created an optical vibration (Weber, 13). The most dominant principle of design used in this piece is variety because of the artist’s use of various elements of art to include: line, shape , color, form and space. Each element has many purposes to hold the views attention. As you look at the picture, these elements are effective in bringing your attention to every detail as you look around the work of art. Variety makes this picture of the skyline diverse and like no other picture of New York City. The use of lines is complimented by the variety of color used in the painting. The oil provides a shiny surface that allows the lines to be hard and well defined. Within each line are many colors hues of color. The solid primary colors give the lines true definition. Many of the colors are complementary which seems to help contract the objects while achieving depth, especially between the buildings. Some areas of the picture have both crossed-hatching and hatching and neutral solid spaces and shapes. This helps create darkness and lightness in the details of many of the objects. Along with solid black and white areas, the hatchings create shadows and make the picture appear three-dimensional. The buildings appear in the background and random objects in the foreground because of the black surrounding the bottom images in the picture. When you are standing back from the picture you know it’s a building facade but cannot see the defined shapes of the building. The cross hatching and neutrals colors help this happen as if you were in the city looking at distant buildings. The colors are all basic colors of the spectrum with the exception of black and white in the foreground and background to create a dramatic sense of depth and value. These hues are in different shades and saturations. For example the yellow in the banana and tigers’ head is close to its highest level of saturation. The yellow building is a lower saturated yellow because it is mustard in color by having brown mixed into the paint. The black used in the background, lines and inside the buildings help show the defined shapes of the objects in the piece. The white achieves many of the same things while this absence of color is used to show brightness and the feeling of daylight where it is in the background. There is an obvious contrast by the black and white that creates the symbolism of night and day. With these neutral colors there is no need for implied lines as your eyes wonder around the picture. The directional lines are used to bring your eyes upward in the painting to the tallest building in the center which could be considered the main focal point. It is almost in the centerline of the piece which helps to achieve symmetry and balance. This building is recognizable as the Empire State Building, the newest and tallest building in New York in 1932. Horizontal Lines bring your eyes up into the skyline while the vertical and diagonal lines create depth and dimensions. The curved lines with both thin and thickness to them help you to notice various symbols that explain the story Davis is trying to tell of that time. The foreground has many shapes utilizing volume and space that take time to identify. These contour shaped images create volume and space in the foreground. While the yellow banana is recognizable, it has a an organic shape that makes you look closely to make sure that is what he is showing the viewer. The green banana is not as recognizable because of its dark hue of green even though it is analogous to yellow. There are mostly geometric shapes in the city’s skyline. The only curved line and shape is in the shape of a funny face with a hat at the top of the purple building to the right where the three orange circles look two eyes and a nose. Symmetry is achieved through a well balanced picture. Both sides are equally filled with positive shapes and vary with and same amount of negative space. There are concentric geometric shapes for the windows in the buildings, this creates contrast between the different buildings heights and widths. It also gives symmetry to each individual building. The six large rectangles behind the gas pump make it recognizable as a gas station with the garage door in front. The use of colors and lines help the entire picture to appear balanced. The principle of design, proportion, is used throughout this piece of art. The tiger’s head and tail are recognizable in a cartoon like image. If you did not have the research and narrative of what was going on in this time period of the artist’s life, you would not understand why it is randomly placed to the right bottom of the closest building in the foreground of the buildings. The entire painting has the cartoon like feel to it. Especially with the exaggerated proportions of the hats, bananas and what looks like a butterfly on the right side boarder. These things are not to scale with the rest of the parts. The scale is in different proportions and it is mostly dramatic between the foreground and the skyline which appears father away. The best example in the foreground is the proportion of the bananas, tire and hat. It would be a very small tire and hat or a very large banana in realistic. Davis uses scale to exaggerate some of the messages that he is trying to tell about the many things that were taking place during this time. Many of these images are defined further through many of Davis’ later paintings that are enlarged and elaborated versions of this original painting. In a genius way, Davis achieves unity through this picture when you view it as a whole. There is a direct message that the whole is greater than the sum of its individual parts (DeWitte, Larmann, and Shields, 121). He splatters various colorful shapes and organic images to tell the story. Upon first glance, the draw to this picture was because the noticeably recognizable skyline of New York City. I love New York City more than any other place that I have ever lived, worked or played. After gazing around it for a few moments, I could see many random objects beautifully tied and linked together through symbols made of shapes, space, lines and many bright, shiny colors. It was puzzling because I did not know specific facts of history. It was obvious to me that each thing placed in the painting was deliberate and told a story. I was very interested to hear why these random objects surrounding the geometric shaped skyline were of significance to the artist at that moment in time. It is very busy, but also balanced achieving unity and balance. After reading about the artist and his other works, I was fascinated by his ability to not only tell a story but to practically expose the negative and positive events and achievements of that time. His ego and boldness was obvious to me when I realized the offending nature of some of the references he was making representing specific people he knew and was around in New York City. I feel as though I have read a book about New York City’s growth and struggles after the crash of the stock market in 1929 through the early 1930’s. I am also grateful, to the authors of books and articles that explain what was happening and researches what the artist meant with different aspects of their pieces of art. I am a new fan of Davis because I love his bright shiny pictures depicting the city I love and am interested in. He loved New York and enjoyed it while noticing some of the growth and change making the city less intimate and large and filled with the potential and realities for corruption. I believe he admired and was impressed with the new buildings and infrastructure in the city while acknowledging that it had to come at a price of greed and a degree of coldness rather than prosperity and warmth. This essay makes me more interested in the stories behind the pieces of art and the artists that created them. The thoughts, history and personal situations are fascinating and give me a different appreciation for New York Mural. I am going to stay mindful and open to enjoy a piece of artwork just for its beauty and the talent that it took to create rather than the book of truth and theoretical information behind it. Works Cited Debra J. DeWitte, Ralph M. Larrman, and M. Kathryn Shields, Gateways to Art, 2012, Tharmes Hudson Weber, Bruce. Stuart Davis’ New York, 1985. Norton Gallery of Art, West Palm Beach Wilkins, Karen. Stuart Davis, 1987. Cross River Press, ltd. Davis, Stuart. New York Mural. 1932. Oil on Canvas. Norton Museum of Art, West Palm Beach. 84 inches x 84 inches, signed and dated Date viewed: November 4, 2012 How to cite An Artistic Story of New York City in 1932, Essay examples

Importance of Relationship Marketing for the Customers Samples

Question: Critically Examine the Interdependent Nature between Service Quality and Rrelationship Marketing in establishing Sustainable Long term Relationship with Customers. Answer: Introduction The relationship marketing is important for the marketing where the benefits are mainly perceived with the relationship marketing for the customers. The creation, enhancing and maintenance of the relationship with the customers. The factors are contributed to the rapid development with relationship marketing, where there is de-intermediation process. The relationship reflects on creating the unique knowledge with reduced perceived risks, minimising the cost of transaction, increasing customer loyalty with improved organisational performance. The attempt is mainly to improve the customer relationships with the purpose of increased customer loyalty, where the loyal customers tend to use more with the will to spend more. The approaches are for the improved customer relationship implementation with increased loyalty of the customer. The study is based on examining the effects with the loyalty to mainly enhance the competitive edge of the hospitality industry. To take advantage of the hug e market potential, the firms also need to focus on the growth of eating culture with increased competitive environment. For generating the sales, the interaction is mainly in between the business and the customers. (Nguyen et al., 2014). The customer oriented factors are set by understanding the needs of the customer and supplying the customers with the services that will be able to fill the void. The approach is based on building retention equity by understanding the relationship from the viewpoint of the customer. The participation in and seeking out relationships will help in standardising the relational benefits, service quality and the customer perceived values based on customer loyalty. Service Quality: Literature Review The service quality is set for the research, where the evaluation of the customer of the provider service is based on the experience and the impressions. Hence, it is important to check on the concepts with grasping the different dimensions with service quality and to form the evaluations. There are services based on holding the service industries that deal with the functional and the technical qualities. The forms are set with reliability, responsibilities, empathy and assurance. The standards are set with the physical reliability, interactive quality and the corporate quality. Here, the physical quality is mainly dealing with the service aspects and the interactive quality that needs to match the interactive nature of services. The two-way flow occurs when the customers and the service provider tends to include the evaluations of: The customer employee interaction that reflects the employee behaviour, attitudes and expertise. The service environment Outcome with the technical quality. With the extent, the clients frequently lack the confidence to assess the outcomes with the process of service delivery and the functional quality. Here, the facts are related to the customers who refer to the restaurant for the meal where the experience the best combination of the service and the product, where their primary purpose has been only eating, with their experience of dining out. It would be a combination of having the meal of the product and receiving the services from the way, staff treat. It includes the physical appearance of the restaurants like the lighting, location of the restaurants, music and the decoration. (Eisingerich et al., 2014). For the better service quality, the focus is also on the services which are received with the level of satisfaction when related to the restaurants. This can easily affect the decisions to have the breakfast, lunch or dinner. The customer considers the value for money, and they can make a choice for the place with dining out only. There are different factors which are accounted for the preference of the family dining restaurant over the other. The pre-defined objectives are unattainable in practices where the best focus is on service potential with the worker's qualification, service process and service result. The service quality is mainly for the overall impression of the relative inferiority and the superiority of the organization. It relates to the perceived service standards that are set about the superior services mainly focusing on offering the high qualification, which is very efficient. (Costanza et al., 2016). With this, the perception results come from the customer expectation with the factual performance. The quality cannot be easily evaluated by the outcomes of the services, but also it is for the better delivery of the services. The quality gaps are set to include gaps which mainly occur in between the management of the consumer perception of service quality along with the tasks that have been related to the delivery of service. The internal perspectives mainly focus on the conformance to the requirements whereas the external is mainly for the customer perception, exception and the satisfaction with attitude. It has been seen, now-a-day that the external perspectives can work on the growing needs of the customer with varied tasks, increased expectation of the customer. (Bowen, 2016). SERVQUAL is one of the best models that is used for determining the better quality as well. This model can combine with the perceptions to mainly achieve through their expectations. It has been used in the industry where the research is indicated with the limitations of SERVQUAL. The reason for the complexity is based on conceptualising the service quality with the check on how the expectations are set with performance. The customer perceptions of the service quality are based on the performance with SERVPERF scale with the forms set on the item loadings. The purpose is mainly on variance with the perceptions minus the expectations for the proper measure to diagnose the shortfalls. The third difficulty is for the behaviour intentions where the affect is mainly related to the customer satisfaction, relationship longevity and profitability. The SERVQUAL dimensions is not found to be significant where the predictors are for the behavioural intentions. In the long term relationships, the relationships are mainly in between the customers and the brand performance which is better as the predictors of the loyal behaviour, which is more than the satisfaction. Relationship Marketing: Literature Review The relationship marketing is set on the construction factors that are based on the other forms of the behavioural perspectives as well. The relational constructs are for trust and satisfaction, conceptualisation and focusing on the evaluation of the customer retention, internal relationship. (Vomberg et al., 2015). The relationship marketing includes the business to the business marketing to the buyers and the customer marketing where the service marketing and the goods marketing is mainly through the information technology and face-to-face contact. There are relationships between the suppliers, customer and the competitors who tend to operate in the market. The service encounter includes the supplier customer dyad with the supplier customer competition to work on the physical distribution network, and the customer set for the loyalty programme. The quality, productivity and the profitability is based on the market relationships, where the market relationships are set with the concern of the economy and society. The mega marketing is mainly with the influence on the public opinion and political decisions, mega-alliances where the European Union sets a new stage for the marketing. There are different principle frameworks for the relationship marketing which includes the information, investments, individuality, interaction, integration, selectivity and the intention. The framework is based on the different needs that the company has to focus on with the proper establishment of the relationship with the customers. (Bowden et al., 2015). The aim is to bring a strong database of the customer-oriented information to offer a customized and individualized service to interact, integrate with the customer. This will help in building and maintain a good relationship with the customers. The producers and customers to deal with the potential for the emotional bonding that includes the economic exchange. The humans are pre-disposed forms which includes the regular customer that receives the core service. The first cover is based on relating to the core product with related forms of the relationship. The economic benefits reflect the discounts, price breaks and the time saving patterns. The social benefits reflect on the employees recognition and the customisation with employees with th e customer and better service provider. The examples are set with the relationship is between the internal customers, and the relationship is also between the internal markets with the business set inside the corporations. RM is depending upon the collaboration with contribution to marketing, where the stress profitability is in service operations that is highly dependent on the collaboration between the parties like the service encounter. The improvement is in the customer perceived quality with the will to increase the customer satisfaction, and the profitability standards. The good internal service quality, satisfied employees and stay of the employees, with good external service quality. The research is based on how the customers build the switching costs with the development of the personal relationships with the service providers. The relational policies are set with the preferential treatment, communication and the adaptation of the needs of the customer for customer retentio n, with reduced complaints and conflicts or improved positioning. Hence, to incorporate the different aspects, one need to check on the relationship marketing, where a strong relationship with the customer helps in customer retention. The customer loyalty is the major factor with the repetitive purchasing behaviour that is referred to as retention. The management of the customer retention could easily benefit the firm with increased profitability that comes with the retention to lead the cost reductions as well as the increased sales. The statement for the management of the good customer retention increase with the expertise of the customer where there are costs that might be relatively reduced. (Kim et al., 2013). The sales are for the growth with the results that include the expenditure of time, and a positive word by the loyal customers. (Chow et al., 2015). The relationship affects the customer loyalty with affected perceptions of relationship investment in retail setting. The i nvestment affects the relationship quality with behavioural loyalty that includes the interpersonal communication with how the customers perceived the providers with relationship investment. The involved customers and the customers are for the services with influencing the relational response behaviours where the satisfaction, loyalty and word-of-mouth. Connection between Service Quality and Relationship Marketing The customer expectation for the service is based on the demands of the recommendations, personal needs, and the experiences. This will help in handling the GAP model along with highlighting all the important requirements which are important for delivering the high-quality service. The identification is mainly of the five gaps that can lead to unsuccessful delivery. The customers need to focus on the comparison of the services where the experience is with the services they tend to expect. The models of SERVQUAL is related to the reliability, responsiveness, competency and the credibility. The measuring of the services is mainly through the subjective and the objective processes that involve the customer satisfaction which is being assessed, with the indirect measures. (Hallikas et al., 2014). The process is based on facilitating the efficient and the effective shopping, purchasing and the delivery to begin and end the transactions depending upon information search, navigation ton the website, order and the customer service interactions. The techniques are based on the quality function deployment with the line of visibility, accessibility and blueprinting. (Goolsby et al., 2015). In comparison to the relationship marketing, it has been seen that the firms need to develop the mutually beneficial and the long-term relationships with the customers. The relationship marketing is based on enabling the customers to focus on the needs and communication in the firm. The relationship marketing is mainly focused on the closed relationship with the customers to enable the needs and the communication of the firm mainly. It can help the customers to be satisfied with the relationship concept, or marketing to date. The relationship market dimensions are based on the advantage where the company focuses on the fierce business environment, with long-term relationships with the customers that become critical to gaining the competitive advantage. (Van Riel et al., 2013). The standards are based on the assessment of the relationship marketing on the customer, with the study which has been determined below: The trust is important which depends on the agreement with the undertaking of the parties like the suppliers, providers and the middles which could lead to abandoning the relationship. With this, the argument is that the trust is mainly for feeling confident that the partners will be able to keep the promise with commitment. It will also include the arguments with the arguments set with multi-purpose, uncertainty and the positive result of an action. The relationship marketing needs trust which is an important part for not breaking the promise. (Lehtonen, 2014). The commitment is based on the on-going relationships, where the parties try to maintain its best with the committed person who tries to put in the maximum effort to ensure that the relationship. The examination is based on the general trait, adaptation with measuring of the organizational commitment. The communication helps in the ability to provide the information that is completely reliable with proper access to the timeline. Here, the focus is on the standards with an interactive conversation that is set at the time of processing the buying selling method that occurs mainly in between the customers and the service providers. The communication is important where the process could be defined as the constant sharing of the information with the customers for the services with the change in the system delivery and solving problem. The stages are set to determine and provide the information for the customers, where the awareness of the firms is to handle the responsibility to develop the customer interest in promoting services or goods. The customer satisfaction is related to the research where the degree of meeting or exceeding the needs of the customer is mainly through the receiving of the different service products. (Pinho et al., 2014). The quality of the product or the service is based on handling and not meeting any requirements of the customer. It relies on working with the products and services where there is a need to meet the customer expectations, where the customers also feel satisfied with the services or the good providers. (Gronroos et al., 2014). Example Considering the example of the airline based industry, there have been perspectives related to the service standards and the marketing in the airlines that builds on the survival and the competitiveness. The standards are based on the high service quality which can make the company gain and work on the competitive advantage with higher qualification to the services for the customers. It is important for the airlines to show the difference in the competitive market. The company can work on different standards with unique characteristics that play a major role in the driving of the passenger satisfaction, loyalty and the choice of the airlines. (Graca et al. , 2015). The use of the SERVQUAL is necessary to evaluate the service quality which is based on measuring the different aspects with the tangible and the intangible attributes that are involved in the airline service. The in-flight means, with frequent flyer programs, seat space, and the legroom are important with the emphasis on the airline service. The SERVQUAL does not mainly address these aspects but is relevant to derive the nature of the airline service quality with proper evaluation of the effects of derived dimensions. The concern is about the intangible approach where the company can only focus on the passengers who are satisfied or dissatisfied with the services from the responses. The gap occurs when there are factors related to the passengers, airline managers, and the government concerns. Hence, for this, the focus is mainly on the convenient check-in and the connections, taking off on time, with cleaning the aircraft and setting the complaint mechanism as well. There are some ar eas where the managers need to handle the gaps with the consumer's expectation mainly differing from the perception of management of the consumer expectations. This includes the passenger concerns that is primarily about the onboard comfort and the delay that is informed. The relationship marketing for the airline industry has a major adoption of the marketing concepts where here is an execution of different forms to handle the globalization and competitive environment. (Wien et al., 2014). There are different forms which are for retaining the customers and making them loyal with increased market share and brand awareness. The value is to offer the available and the convenient scheduling of time, punctuality and safety that needs to be served. The people express the example which is unable to be on time for meeting any basic forms of the requirements. Hence, the company should also be able to satisfy the customer and retain the customer loyalty with building a good relationship and matching the needs of the specific segments. The forms are for the building of customer relationship and not primarily the customer database is the first thing that the airline should be focusing on. Here, the major focus is to build the client relationship but not the customer database which is important for the airlines to be implemented. The airlines should have the better capability to market with the establishment of the orientation or the information mainly about the customers. The database and the IT audits are set to treat the customers properly with the focus on using the information with improving the services. The airlines need to gather the information with the profitability of the customers that will be able to help in providing a better service with the improvement in the relationship as well. The communication is important for the right segments which will be able to maintain the relationship of the system structure as well. (Karna, 2014). The company focus on the important drivers of the behavior where the specifications are set with the micro-segments. For the long term customer relationship, there is a need to lower the cost of the company with increased profita bility in the market. With the FFP (Frequent Flyer Program), the relationship of the marketing strategies is set depending upon the development of customer loyalty. The standards are set with the American Airlines which could easily be implemented by providing the package that has been designed mainly for the loyal passenger for the purchasing and the rewarding based on the distance that is flown on the airlines. The customers need to work on the specific segments to collect information of the valuable customer through the internet. Hence, for this, the website strategy is for the airlines with integrated and customized services. Conclusion The report is mainly about the investigation of the characteristics of the service quality and the relationship marketing. This helps in achieving the best quality with maintaining a long term relationship. (Vendrell et al., 2017). It will help in improving the competitive advantage and enhancing the market share where the airlines are also able to provide a better service to meet the demands of the passenger with the establishment of the long term relationship with profit and the competitiveness. 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