Together with others in the Society, I research and present papers. I believe myself to be capable of much more, which is why I wish to proceed by following a course of study such as is offered by the Ph.D. Program. There is much that I could contribute to the field of Marketing now and in the future.
During my studies in Switzerland, I earned many awards and some of the highest marks. It was not merely these, nor the standing in my class which motivated me, rather, it was the chance to make a tangible difference in my field through writing and research. This is what encouraged and motivated me to study harder, and more importantly, to study smarter. The areas of study, namely tourism, travel the the hospitality industry aroused my interest in all matters concerning the service sector and consumer behavior, which is why my research has continuously focused on all aspects of these topics. I intend to pursue this as far as possible, with a view to applying results to the development of my country's tourist market.
I have chosen to study Marketing in the Ph.D. program, which I would prefer to join as soon as possible. My main strengths lie with the mathematical sciences, because I enjoy working with numbers and determining their correct interpretation. I am also interested in related sciences, including marketing. The challenge of systematically collecting, studying and determining logical outcomes is something which has always interested and motivated me. I consider my ability to approach a puzzle or problem and find a rational solution to be a great asset which supports my research capabilities. I enjoy travelling to new places, seeing things that are exotic, which is why travel is very important to me. This is an activity that has given me much pleasure, as well as lessons I would not have learned elsewhere.
My initial research experience was in consumer behavior. I learned among others, various marketing concepts to analyze customer behaviour, including relationship marketing, service recovery, value of customer/provider relationships. There is fundamental need to understand the differences between what customers really want and what business currently offer. Customers want a personal connection with the people and the organizations they do business with. This is to ensure that business outcomes are perceived as positive experiences, rather than a mere transaction. The more customers have such experiences in dealing with service providers, the more loyal they become and the more follow-on business they will engage in, in the future. If given the chance to be admitted to the Ph.D. program on Marketing, I shall focus on service sectors. I have made my career goal to be the marketing of tourism for my country, Taiwan.
While striving to attain good grades, the patience required for studying, researching, and writing is my best attribute. Even in my younger student days, I was careful to accomplish tasks, which is reflected in my attention to detail and I always adopt a methodical approach to all my work.
Should I be given the opportunity to continue studying, I would be able to apply results from earlier research studies, which were carried out by myself, or in collaboration with one of my professors. These research studies were concerned with the airline business, computer and mobile telecommunications marketing and I consider