Journal of Applied Management and Advanced Research (JAMAR)

Hotel industry acts as an important part of the service sector, plays a role of a home away from home for its customers. Hence every service organization especially hotels assess the service quality in order to find the significant difference between the service perception and expectation to know the level of customer satisfaction. This paper tries to throw light on the impact of atmospherics on service quality where by the organizations will be able to analyse their loopholes in order to improve the service quality and utmost satisfaction.

Corporate Social Responsibility (CSR) is the moral obligation of a firm to serve the society beyond meeting its economic and legal goals and responsibilities. An ideal firm should integrate these responsibilities into their ethical code of conduct and serve the public through their products/services. Instead of using it as a mere marketing technique it should be seen as part of their culture and a necessity for sustainable development in the market. There are different dimensions of CSR which are aimed at the stakeholders of the organization namely community, customers, environment, corporate governance and suppliers. The benefits of CSR are many and goes beyond mere financial gains. CSR initiatives can be employed by a firm to develop and enhance the brand value or brand equity (BE) of a firm. In this particular paper the three dimensions of community, customers and environment are chosen to determine the impact of CSR on Brand Equity (BE).Using different theories like Brand asset evaluator, Aaker and Keller model etc. these benefits of CSR on BE is explained. A theoretical framework is proposed. The model can be used to empirically verify which dimension of CSR has the most impact on the components of BE by firms through administering questionnaires to their consumers. Using the results, each firm can customize and strategically adopt CSR initiatives that will resonate positively with their existing customers as well as capture potential consumers and build a positive image in the public.

Global production, marketing, human resource and finance functions are no longer restricted to national boundaries. Consequently, financial markets are closely integrated across the globe that has benefitted both corporate and investors of transnational boundaries. However, the integration of global financial market is like a double edged sword that has offered enough avenues for both fund seeking corporates and investors. On the other hand, it has carried evil effects in its underbelly the financial crisis like Subprime crisis of developed West. Global financial crisis in the recent past (2008-2011) that has occurred in U.S carried the ripple effect on India too. Furthermore, financial crises occurred in the last two decades – to name a few - Argentina and Mexican currency crises, financial crisis of PIGS (Portugal, Italy, Greece and Spain), South East Asian currency crisis were more pronounced on the contagious effect on the global trade and investment. The intent of this paper is to analyse the causes behind such crises, their effects on trade and investments and the lessons learnt for the future policy measures to be adopted by nations round the globe and International Financial Institutions.