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DMS Newsletter Draft 2

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Strong brands increase<br />

customer trust and reduce<br />

skepticism in purchase<br />

decisions. Strong brands<br />

also give service providers<br />

a tangible forum to differentiate<br />

an otherwise intangible<br />

product category.<br />

Building strong brands in<br />

services can be challenging.<br />

Dr. Meena Rambocas<br />

and Professor Surendra<br />

Arjoon conducted a study<br />

to examine the factors that<br />

contribute to building<br />

strong brands in financial<br />

services.<br />

In their study, Dr. Rambocas<br />

and Professor Arjoon map the<br />

contribution of three unique<br />

services related attributes:<br />

service experience, brand<br />

affinity, and customer satisfaction<br />

to brand equity in three<br />

financial service areas: commercial<br />

banks, insurance companies,<br />

and credit unions.<br />

Data were collected from<br />

751 customers in<br />

five Caribbean countries including<br />

Trinidad and Tobago,<br />

Guyana, St. Lucia, Barbados,<br />

and Jamaica.<br />

From a management perspective,<br />

the findings provide a<br />

theoretically-based argument<br />

that supports the impact of<br />

the three key service areas in<br />

building valuable brands.<br />

More specifically, the findings<br />

highlight the pivotal contributions<br />

employees make toward<br />

the success of service brands,<br />

and suggest that financial<br />

service managers augment<br />

external communication strategies<br />

with employee-centred<br />

initiatives. These initiatives<br />

should engage employees<br />

and cultivate a high level of<br />

commitment toward achieving<br />

branding goals. Also, the<br />

study builds a strong case for<br />

a region-centric approach to<br />

branding.<br />

In Mrs. Marcia Nathai-<br />

Balkissoon's research into<br />

safety systems in manufacturing<br />

companies, she expected<br />

that larger companies<br />

would have had more<br />

resources available, and thus<br />

would have systems that<br />

better complied with occupational<br />

safety and health<br />

(OSH) legislation requirements.<br />

Therefore, Mrs.<br />

Nathai-Balkissoon was surprised<br />

to find that bigger<br />

companies were no more<br />

likely than smaller companies<br />

to have met the mandatory<br />

or voluntary elements<br />

set out in the OSH legislation.<br />

Mrs. Nathai-Balkissoon’s<br />

research also looked into<br />

which people at various organisational<br />

levels affected<br />

safety system development.<br />

In descending order of influence,<br />

the research found<br />

that the presence of a dedicated<br />

safety leader (typically<br />

a safety officer or safety<br />

manager), top management<br />

Balkissoon’s research<br />

are as<br />

follows:<br />

1. While dedicated<br />

safety leaders<br />

must hold suitable<br />

safety qualifications,<br />

peopleskills<br />

and a focus<br />

commitment, and participation<br />

demonstrates commitment<br />

of the employees at<br />

the lowest level of the organisation<br />

to your company’s safety<br />

message. (Don’t just talk the<br />

hierarchy all talk – walk the walk!)<br />

impacted on the establishment<br />

of mandatory and<br />

3. Involving employees in<br />

voluntary elements contained<br />

evaluating and growing the<br />

in OSH legislation.<br />

safety system proves that<br />

they are valued and encourages<br />

The four main takeaways<br />

everyone to recognise<br />

from Mrs. Nathai- and buy into efforts to enhance<br />

your safety<br />

system.<br />

“Posting a safety policy<br />

or talking about the<br />

importance of safety is<br />

4. The best safety<br />

systems evolve in<br />

window dressing that<br />

companies that<br />

does little to boost adopt a continu-<br />

safety system developmental<br />

improvement<br />

mindset. Establish<br />

your safety<br />

on continual improvement<br />

are equally critical attributes<br />

if they are to help your<br />

safety system thrive.<br />

system within the context of<br />

your business strategy, and<br />

involve your entire team in<br />

scaffolding the growth of the<br />

safety system using a practical<br />

2. Posting a safety policy or<br />

combination of radical<br />

talking about the importance<br />

and incremental enhancements<br />

of safety is win-<br />

dow dressing that does<br />

little to boost safety system<br />

to the system’s vision,<br />

goals, measures, and other<br />

components.<br />

development, unless top<br />

management actively

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