CHAPTER TWO REVIEW OF LITERATURE

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1 CHAPTER TWO REVIEW OF LITERATURE The literature review is divided into three parts. The first part is about the concept of satisfaction and concept of expectations. The second part refers to exchange opportunities provided by the Embassy of United States. The third part provides an overview of the work and travel program (background and purpose), and the final potion pertains to the research collected relating to the work and travel program. 2.1 CONCEPT OF SATISFACTION AND EXPECTATION Satisfaction Satisfaction is a feeling of happiness or pleasure because you have achieved something or got what you wanted (Longman 2003). Customer satisfaction is a mental state, which results from the customer s comparison of a) Expectations prior to a purchase with b) Performance perceptions after a purchase. A customer may make such comparisons for each part of an offer ( domain-specific satisfaction ) or for the offer in total ( global satisfaction ). Customer satisfaction is the last category and the final arbiter of the effectiveness of an organization s quality system. It is the ultimate goal of quality. Companies are asked to examine extensively their knowledge of their customers, their customer services systems, and their ability to meet their customer s requirements. Customer Satisfaction is created by accurately matching the needs of customers with the information, goods and services that you offer (Mooradian & Oliver, 1997). Simply put, satisfaction is a sense of gratification that arises from an actual experience in relation to an expected experience (Hernon & Whitman, 2001, p. 32). Expectation The definition of expectation is the state of expecting or being expected. It can be identified as a belief that something will happen (Longman, 2003). Expectations are defined by Parasuraman, Zeithami, and Berry (1988, p.17) as desires or wants of consumers, i.e. what they feel a service provider should offer rather than would offer.

2 7 This original definition of expectations gives an unclear meaning of should. Nevertheless, Parasuraman, et al., (1988, p.12) suggested that the service expectations concept is intended to measure customers normative expectations. Berry and Parasuraman (1990) further point out that the term expectations as a comparison standard is generally used in two different ways; what the customer believes will occur and what he/she wants to occur (desires). The term expectations, when used in the service quality framework, differs from the way in which it is used in the consumer s satisfaction literature, where expectations are seen as predictors made by a consumer about what is possible to occur during an impending transaction. 2.2 EXCHANGE OPPORTUNITIES The Embassy of the United Sates engages the government and a broad range of organizations and individuals in Thailand to promote shared values. Among others, these include individual freedom, human rights and democracy and the rule of law. One of the U.S. Embassy missions on Education and Culture besides studying in the U.S. is Exchange Opportunities. These exchange opportunities facilitated or administered by the U.S. Embassy in Bangkok are designed to promote a deeper understanding of the United States on the part of global audiences and vice versa. The following are other exchange opportunities: International Visitors Program: The International Visitor Leadership Program operates under authority of the Mutual Educational and Cultural Exchange Act of 1961 (Fullbright-Hays Act). The emphasis of the program is to increase mutual understanding through communication at personal and professional levels. Summer Work and Travel: The Summer Work/Travel program provides bona fide foreign post-secondary students an opportunity to become directly involved in the daily life of the people of the United States through travel and temporary work for a period up to four months during their summer vacation. Citizen Exchange Program: The Bureau of Educational and Cultural Affairs, through its Citizen Exchanges Division, supports a variety of professional, youth, cultural, and sports exchange programs to promote mutual understanding by furthering participants knowledge of the United States.

3 8 Au Pair: Through the Au Pair program foreign nationals between 18 and 26 years of age participate directly in the home life of a host family by providing limited childcare services for up to 12 months (USEmbassy, 2010). 2.3 OVERVIEW OF WORK AND TRAVEL It is rare to find any books officially written about the Work and Travel Program; however, many related websites have offered program information about its background and purpose. The Program Background In 1961, a series of programs were set up by the American State Department in order to support and encourage non-american citizens or non-american students to experience the lifestyle and culture of Americans. One of the popular programs among the university students around the world is the program called USA Work and Travel Program. It offers the students a challenging opportunity to experience life and culture in the United States during their summer or spring holiday period through the J-1 Visa. At first only students from Europe and Latin America were allowed to attend the program, but when the Asian financial crisis occurred in 1997, the US Government offered this opportunity to the students in Asia. Therefore, the Asian students including Thai students since then have had a chance to explore America by earning a living and travel expenses by themselves during their stay in the U.S. (Bureau of Educational and Cultural Affairs). Every year around 1.5 million students from all over the world participate in the USA Work and Travel program. To apply for the program, sponsors appointed by US State Department will be responsible for preparing the necessary DS 2019 form. This is essentially a temporary work permit giving the students access to a range of employment opportunities. The sponsors also assist in finding jobs and provide support service while the students are in the US. In turn, the sponsors appoint country agencies who interview students to access eligibility to participate in the program, assisting in preparing the necessary documents to support the DS 2019 application, as well as helping the students to prepare an application for a visa to travel to America (American Experience, 2008).

4 9 The USA Work and Travel was introduced to Thailand 12 years ago and has been very popular among Thai university students. Every year more than a thousand Thai students go to the US. According to American law, the students who participate in the program can work legally in many different types of employment for up to four months with a fifth month reserved for travel. The work places that accept the program participants to work in the US spring and summer are most likely to be opened seasonally and need extra employees temporarily in high season periods. Most positions are service or casual jobs in theme parks, national parks, resorts, hotels and fast-food restaurants (Dekwork, 2008). Purpose of the Program The U.S.A. Work and Travel program which is provided to the university students from all over the world has the same purpose. It is to support and encourage non-american students to experience traveling in the U.S.A. along with gaining working experience through seasonal jobs, similar to the practice of many young Americans. As a result of this work experience, students will have sufficient income to cover their expenses during their stay and travel in the U.S.A. (Itswork, 2008). CHI (2006) stated that Work and Travel in U.S.A., without doubt, is one of the best ways to discover the US, which has many different places and things to see. It is also a great way for students to discover more than just great memories and photos. They will have international work experience and improve their English language skills while making new friends from the U.S. or other countries. Also, perhaps most importantly, they will learn how to survive in a new and challenging environment, developing skills which they cannot get in a classroom or reading a book. Skills such as interpersonal skills, negotiating skills, and survival skills will prove invaluable in the students future. 2.4 RELATED RESEARCH Language and Cultural Difficulties Encountered by Thai AFS Students when Staying Overseas

5 10 Saranya Tanvanaratskul (2001) discussed the results of an interview on the effectiveness of the orientation program which was at a satisfactory level. However, it would have been better if the quality of the information given to the students was improved. In her study, it was found that students had difficulties with English language and understanding the cultural differences while staying overseas. This study was conducted to find out the major difficulties caused by language and cultural difference that Thai AFS students faced while staying overseas as exchange students. It discussed problems students faced, and identified practical ways to deal with language and cultural difficulties. Satisfaction with AFS Exchange Program of Thai Students Placed in English Speaking and Non-English Speaking Countries This study focused on the program evaluation to enhance the quality and effectiveness of the organization in order to find the degree of satisfaction with AFS intercultural year program and any areas of the program and the operations which need improvement. Patita Sirilertchaiyakul (2008) found that the AFS participants in the program were satisfied with the program in all areas: the preparatory sessions, the support from AFS, environment of the host nation and the accomplishments the program provided. Furthermore, in an intercultural exchange program, good preparation is one of the most important elements for Thai students to get a head start with their program when travelling abroad. The program s staff needs to provide the necessary and helpful information to the participants in order to minimize any difficulties.