... courses/degree programmes in relation to industry demand, as highlighted in relation to current labour market issues such as staff turnover rate, retention problems, and the image of the hospitality and tourism industry in Scotland. Key words: Service quality, staff turnover, poor image, education and training. ACKNOWLEDGEMENT Firstly, I would like to thank my supervisor Professor Tom Baum for his continuous interests, efficient guidance, and constant encouragement throughout the preparation of this dissertation. I would like to express my appreciation to the respondents who gave me their valuable time for interviews. Without their help the research would not have been completed. Finally, I would like to dedicate this research paper to my family. Their unconditional love, support, and care have always been there. Table of Contents Abstract.......................................................................................i Acknowledgement...........................................................................ii Table of Content............................................................................iii Chapter One Introduction................................................................1 1.1 Dissertation outline..............................................................2 Chapter Two Literature review..........................................................5 2.1 Service quality, Consumer attitude and consumer satisfaction...............5 2.2 Human Resource management and Development...............................9 2.3 Complexity of Service...............................................................15 2.4 Hospitality and tourism education and ...

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