Journal No Special 5

Amfiteatru Economic Journal
The Bucharest Academy of Economic Studies

Commerce Faculty
Volume XIII November 2011 Special No. 5
Semiannual publication

ECONOMIC INTERFERENCES: QUALITY - INFORMATION
TECHNOLOGIES - CONSUMER

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ISSN 1582-9146 www.amfiteatrueconomic.ro
Editorial Board
Editor-in-Chief
Vasile Dinu, The Bucharest Academy of Economic Studies, Romania

Associate Editors
Mdlina Alm, The Bucharest Academy of Economic Studies, Romania
Adriana Corfu, Instituto Politecnico de Viana do Castelo, Escola Superior de Tecnologia e Gestao, Aveiro,
Portugal
Irina Drgulnescu, University of Studies of Messina, Messina, Italy
Valentin Hapenciuc, University tefan cel Mare, Suceava, Romania
Florian Kicherer, Fraunhofer Institute for Industrial Engineering, Stuttgart, Germania
Nicolae Lupu, The Bucharest Academy of Economic Studies, Romania
Alexandru Nedelea, University tefan cel Mare, Suceava, Romania
Marieta Olaru, The Bucharest Academy of Economic Studies, Romania
Ion Schileru, The Bucharest Academy of Economic Studies, Romania
Gabriela Stnciulescu, The Bucharest Academy of Economic Studies, Romania
Ctlina Soriana Sitnikov, University of Craiova, Romania
Traian Surcel, The Bucharest Academy of Economic Studies, Romania
Laureniu Tchiciu, The Bucharest Academy of Economic Studies, Romania
George-Sorin Toma, University Bucharest, Romania
Aharon Tziner, The Academic College of Netanya, Netanya, Israel
Cristinel Vasiliu, The Bucharest Academy of Economic Studies, Romania
Clin Valsan, Bishops University, Sherbrooke, Qubec, Canada
Milena-Rodica Zaharia, The Bucharest Academy of Economic Studies, Romania

Editorial Advisory Board
Aaron Ahuvia, University of Michigan-Dearborn School of Management Dearborn, USA
Lucian-Liviu Albu, Romanian Academy - Corresponding Member, Bucharest, Romania
Dan-Laureniu Anghel, The Bucharest Academy of Economic Studies, Romania
Christian Aubin, Universit de Poitiers, Poitiers, France
George Babu, University of Southern Mississippi, Hattiesburg, USA
Slobodan Cerovic, Faculty of Natural Sciences, Belgrad, Serbia
Carlos Costa, Universidade de Aveiro, Aveiro, Portugal
Emilian Dobrescu, Romanian Academy, Bucharest, Romania
Jonathan Edwards, Bournemouth University, Poole, United Kingdom
Satoru Enomoto, Okayama University, Okayama City, Japan
Daniel Glaser-Segura, College of Business, Texas A&M University - San Antonio, USA
Viorel Lefter, The Bucharest Academy of Economic Studies, Romania
Petkovska Tatjana Mirchevska, University St. Cyril and Methodius, Skopje, Macedonia
Giovanni Palmeiro, Lumsa Univiersita, Roma, Italia
Rodica Pamfilie, The Bucharest Academy of Economic Studies, Romania
Abraham Pitzam, University of Central Florida, Orlando, Florida, USA
Ion Gh. Roca, The Bucharest Academy of Economic Studies, Romania
Ion Stancu, The Bucharest Academy of Economic Studies, Romania
Daniel Stavarek, Silesian Univestity, Karvina, Czech Republic
Kravciv Vasil Stepanovych, Institute for Regional Research of the Science Academy of Ukraine, Lviv, Ukraine
Nicola Yankov, D. Tsenov Academy of Economics, Svishtov, Bulgaria

Founders
Vasile Dinu, The Bucharest Academy of Economic Studies, Romania
Sandu Costache, The Bucharest Academy of Economic Studies, Romania

Editorial Office
Valentin Dumitru, The Bucharest Academy of Economic Studies, Romania
Raluca Mariana Petrescu (Assistant Editor), The Bucharest Academy of Economic Studies, Romania
Violeta Rogojan, Publishing House, The Bucharest Academy of Economic Studies, Romania
Silvia Rcaru, Publishing House, The Bucharest Academy of Economic Studies, Romania
Vol. XIII Special No. 5 November 2011
665
Contents

Quality - Information Technologies - Consumer ....................................................... 667
Vasile Dinu

The Impact of the Implementation of ISO 9000 Quality Management System on
the Customer Satisfaction Evaluation Process by the Romanian SMEs ............... 669
Marieta Olaru, Ghiorghia Stoleriu, Claudia Lang and Ionela Flood

The Necessity of Implementing a Quality Management System in the Romanian
Medical Units. An Approach from the Patients Point of View ................................ 679
Roxana Srbu and Adriana Zanfir

Sustainable Success in Higher Education by Sharing the Best Practices as a
Result of Benchmarking Process ................................................................................ 688
Anca Gabriela Ilie, Mihaela Maftei and Oana Antonia Colibanu

Good Practices Preceding the Implementation of the System of Management of
Environment, on Small and Medium Enterprises ...................................................... 698
Anca Atanase, Ion Schileru and Smaranda Vian

Quality Uncertainty as a Barrier to Business Services Development......................... 712
Laureniu Tchiciu, Vasile Dinu and Iacob Kerbalek

The Development of Touristic Services through Individual and
Organizational Learning. Study Case: Romania and Spain ...................................... 725
Dan Popescu, Iulia Chivu, Alina Ciocrlan-Chitucea

and Daniela-Oana Popescu

Estimating the Importance of Social Media in Consumers Education
and Information Using New Techniques .................................................................... 736
Cristian Bogdan Onete, Rzvan Dina and Remus Negoi

The Relationship Communication Structure - Uncertainty Avoidance
Reflected in Romanian Websites Design .................................................................... 746
Doru Pleea, Rodica Pamfilie and Irina Maiorescu

The Impact of Information Technologies on the Organization and
Functioning of the Company ...................................................................................... 754
Valentin Florentin Dumitru

Mutations in the Foodstuff Quality Perception of
the New Consumers in Romania ................................................................................ 771
Dorin Popescu, Mihai Negrea and Lelia Voinea

The Psycho-sensorial Value of the Food Products a Provocative
Component in Purchase Decision .............................................................................. 780
Magdalena Bobe and Roxana Procopie
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666

Potential Connections between Migration and Immigrants Food Consumption
Habits. The Case of Romanian Immigrants in Andalusia, Spain .............................. 790
Andreea Simona Sseanu and Raluca Mariana Petrescu
Vol. XIII Special No. 5 November 2011 667

Quality - Information Technologies - Consumer

Companies and consumers live in a world where the Internet is one of its defining
elements, information technologies increasingly marking all the activities undertaken by
them. With increased access to information, with a strong desire for knowledge, and with
increased standards, both companies and consumers pay an important attention to quality
and information technologies, which are, on the one hand, a sure path to success for an
entrepreneur and, on the other hand, the confirmation of a correct choice for a consumer.
Therefore, in a society increasingly characterized by words and phrases such as
information, internet, social media, standards, the orientation of the academic
environment towards research in the fields of quality, information technologies, and
consumer is inevitable.
This special number of the journal highlights the concern of a series of researchers in the
economics area on specific issues, respectively regarding aspects associated with quality,
information technologies, and consumer.
Regarding the quality of products and services, the articles in this number are
distinguished by the importance given to issues such as the implementation of quality
management, benchmarking, good practices preceding the implementation of the system of
management, and the quality of services, as follows:
the Customer Satisfaction Evaluation Process by the Romanian SMEs highlights the
degree to which SMEs use the results of evaluation and monitoring of customer satisfaction
in the process of redesigning and improvement of the quality of products and services;
Medical Units. An Approach from the Patients Point of View approaches from the
perspective of quality management the problems of the Romanian health system and the
deficiencies which influence the quality of the provided services, accomplishing an analysis
of the consumers perception regarding the quality of health services, and the necessity of
implementing a quality management system in the units providing health services;
Sustainable Success in Higher Education by Sharing the Best Practices as a Result
of Benchmarking Process reviews the main benchmarking criteria, based on the quality
indicators used by the higher education institutions and presents new indicators of reference
as a result of the inter-universities cooperation;
Environment, on Small and Medium Enterprises highlights an exemplary performance of
a small organisation that managed to settle an informal system of management of
environment, built up with much rigour, involvement, respect for society and environment,
with the aim to provide a series of good practices for the business environment in the
SMEs area and methods of approach in environmental practices analysis and to
emphasize the imperatives in this area of action for organizations;
Quality Uncertainty as a Barrier to Business Services Development outlines a
review of existing conceptual models of service quality assessment, discusses the
668 Amfiteatru Economic
implications of information asymmetry, and explores based on the information obtained
from the selected service providers - the situation in specific industries, as well as the
solutions for overcoming the current shortcomings;
The Development of Touristic Services through Individual and Organizational
Learning. Study Case: Romania and Spain aims to establish and to design development
strategies for services in SMEs active in the tourism branch, outlining the weaknesses and
the strengths of touristic services management approaches and defining recommendations.
The articles in this number related to information technologies highlight issues such as
social media, web sites design, and their impact on companies activity, as follows:
Estimating the Importance of Social Media in Consumers Education and
Information Using New Techniques outlines the results of a research carried out with the
aim to highlight the relationship between the new consumer and bio food;
The Relationship Communication Structure - Uncertainty Avoidance Reflected in
Romanian Websites Design offers a perspective about the way in which the
communication structure specific to various cultures, the uncertainty avoidance behaviour,
and the cognitive features of gender influence the design of Romanian websites;
The Impact of Information Technologies on the Organization and Functioning of
the Company, based on an empirical research, highlights the IT impact on the company.
The articles dealing with the new consumer focus on the perception of quality and on the
psycho-sensorial value of food, and also on relationships between migration and food
consumption habits, as follows:
Mutations in the Foodstuff Quality Perception of the New Consumers in Romania
presents the objectives of a research project developed in order to highlight the mutations
that occurred in the foodstuff quality perception of the new consumers from Romania;
The Psycho-sensorial Value of the Food Products A Provocative Component in
Purchase Decision focuses on the necessity to design the psycho-sensorial value of
processed foods, and on the importance of educating and informing the consumers for a
better capacity to get oriented on the market, and implicitly, for a right purchase decision;
Habits. The Case of Romanian Immigrants in Andalusia, Spain - based on analyzing a set
of information obtained through a field research carried out during January-June 2011
among Romanian immigrants in Andalusia, Spain - highlights the potential relationships
between migration and food consumption habits of immigrants, with an emphasis on a
series of factors that could contribute to the establishment of these relationships.
Quality, information technologies, and consumers are key elements of the contemporary
society, with implications in all areas. This requires that a fair and comprehensive approach
to any socio-economic phenomenon to consider its relationship with at least one of the
elements mentioned above.

Editor-in-chief,
Vasile Dinu
Economic Interferences: Quality - Information Technologies - Consumer AE

669

THE IMPACT OF THE IMPLEMENTATION OF ISO 9000 QUALITY
MANAGEMENT SYSTEM ON THE CUSTOMER SATISFACTION
EVALUATION PROCESS BY THE ROMANIAN SMEs

Marieta Olaru
1
, Ghiorghia Stoleriu
2
, Claudia Lang
3
and Ionela Flood
4

1)
Academy of Economic Studies, Bucharest, Romania
2)
Tecnoservice Bucharest SA, Romania
3)
Romsir SRL, Bal, Romania
4)
Romanca Society, United Kingtom

Abstract
The paper highlights a part of the results of the research carried out at the level of
Romanian Small and Medium Enterprises (SMEs) in the period 2007-2010.
One of the objectives of the research was to determine the way the Romanian SMEs use the
results of evaluation and monitoring of customer satisfaction in the process of redesigning
and improvement of the quality of products and services. These results were compared with
those obtained in a study with the same purpose, conducted by the authors, in 2003-2004; it
resulted a major progress in the process of evaluating and monitoring customer satisfaction
by SMEs in Romania.
Furthermore, the research carried out showed that there is still significant reluctance in
terms of using the results of this process, in connection with the concerns to ensure a
sustainable performance for these companies.

Keywords: customer satisfaction, evaluation, monitoring, Small and Medium Enterprises,
ISO 9000.

JEL Classification: L15, M13

Introduction
In the current economic context marked by the phenomenon of market internationalization,
the companies are required to pay special attention to satisfying customer requirements and
other stakeholders, to withstand on these markets, in terms of the strong increasing
conditions of competition (Bruhn, 2006; Olaru and Dinc, 2008; Olaru and Herlemann,
2008). It is appreciated that gaining the customers loyalty and winning new customers, is
the major route through which the enterprise can create a value for its shareholders
(Stoleriu and Olaru, 2007; Suditu, Olaru, Lang and Tuclea, 2009; Zineldin, 2006).

Corresponding author, Marieta Olaru olaru.marieta@gmail.com

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the Customer Satisfaction Evaluation Process by the Romanian SMEs

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According to this, we witness a more clear orientation of the models of quality management
systems promoted by the international standards ISO 9000 to the re-organization processes
in terms of satisfying customers' requirements, but also other stakeholders in order to
ensure a sustainable business development (Evans, 2008; Olaru and Dinc, 2008; Olaru,
Pitic and Dodre, 2009; Olaru et al., 2010a; Stoleriu, 2009). The specialised literature is
extensively debating on the impact of implementation of the model defined by the ISO
9000 standards on business performance (Heras-Saizarbitoria, Casadess and Marimn,
2011; Hongyi, 2000; Piskar, 2009; Suditu, Olaru, Lang and Tuclea, 2009), taking into
account the specificities of SMEs (Bewoor and Pawar, 2010; Fotopoulos, Psomas and
Vouzas, 2010; Stoleriu, Olaru and Purcrea, 2009).
In view of these standards, the organizations depend on their customers and therefore
should understand their current and future needs, to satisfy these requirements, while
preoccupied on overpass the customers expectations. Moreover, it emphasized that "an
organization's success is based on satisfying the needs and expectations of current and
future customers and potential final users, as well as taking into consideration other
stakeholders (International Standards Office, 2008; International Standards Office,
2009). Also the mentioned standards provide guidance to achieve a sustainable success of
the business in a complex, ever changing and demanding environment though a quality
management based approach. Thus, according to ISO 9004:2009, the sustainable success of
an organization can be achieved by developing its capacity to meet the needs and
expectations of its customers and other stakeholders, in the long term and in a balanced
way. An important role in this regard is the management of the organization, which should
ensure the awareness of the organization environment, to stimulate learning and proper
implementation of improvement measures in connection with those relating to the
development and innovation capacity of the enterprise (International Standards Office,
2009).
In this respect, the evaluation and the monitoring of the customer satisfaction plays an
important role, as this process allows the identification of customer requirements and
determines the degree of compliance with these requirements.
The customer related performance is usually evaluated in connection with: the customer
number evolution, the number of new clients, the market share development, the effect of
losing the customers etc.; the customer satisfaction is a determinant to achieving objectives
related to the financial performance of the company in general (Fuller and Matzler, 2008;
Evans, 2008). Therefore the balance of satisfied customers, their opinions, the number of
complaints, their nature and content, are important sources of information for the company,
which can be used to identify new opportunities to improve products and services,
respectively their system management. This is how business premises are provided to
improve their performance.
Due to the increasing demands of the European business environment, SMEs in Romania
recognize the need for deep changes in their performance in relation with the customers, as
a source for continuous improvement of their competitiveness (Commission of The
European Communities, 2008; Commission of The European Communities, 2010).
The update and adaptation of the policy priorities of Romania in the fields of SMEs,
compared to the European Union level, is done by the Government Strategy for the
development of the SME sector by 2013, which was prepared according to the policies

671
promoted by the European Commission Small Business Act for Europe (Commission of
The European Communities, 2008) and the Guidelines Europe 2020 Strategy- a European
strategy for smart, sustainable and Inclusive Growth (Commission of The European
Communities, 2010). Some key components of the policy include the increase of SMEs
competitiveness, by developing a new culture for quality in Romania, mainly through
developing the business support structure, as well as to increase the innovative spirit of the
SMEs (Ministerul Economiei, Comertului si Mediului de Afaceri, 200-).
Taking into consideration these aspects, the paper highlights some of the research results
based on a questionnaire carried out between 2007 and 2010 to determine to what extent
Romanians SMEs capitalize the results of evaluation and monitoring customer satisfaction
in the process of redesigning and improving quality of products and services in relation to
more substantial concerns of these companies on implementing a quality management
system ISO 9000 (Olaru et al., 2010b; Paraschiv et. al., 2010; Stoleriu and Olaru, 2007).
These results have been compared with those obtained in a study conducted by the authors
for the same purpose during the period 2003-2004 (Olaru and Stoleriu, 2006).

1. Research Methodology
In order to evaluate the interest of Romanian SMEs on the implementation of quality
management systems and performance of these organizations in relation to the European
model of quality management, a questionnaire based study was carried out, between 2007
and 2010 (Olaru et al., 2008; Olaru et al., 2010b). 3100 questionnaires were sent and 1227
filled in questionnaires were received, out of which 830 in the field of services (698 SMEs
and 132 large enterprises). For the evaluation of answers a scale with five levels of
appreciation was used, from not at all to very much/ entirely (if applicable), and for a
part of the questions the answers had two options, affirmative or negative.
In this paper the results obtained after the processing of the question related of monitoring
and evaluation the customers satisfaction by the surveyed SMEs are presented. On this
purpose the questionnaire included the following question, with the options related to "the
measurement and monitory of customers satisfaction led to (multiple answers are
allowed):
identifying customers requirements;
redesigning the products based on the new requirements of customers;
increasing customers satisfaction by improving products quality;
establishing corrective/ preventive actions as a result of customers complaints;
establishing and implementing a continuous improvement program.
As shown in figure no. 1, about 63% of the surveyed SMEs, from the services area and
77% of those in the production field have more than five years of activity.
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SMEs from the services area
37%
31%
32%
<5 years
5-10 years
>10 years
37

SMEs from the production area
23%
29%
48%
<5 years
5-10 years
>10 years

Figure no. 1: The distribution of the surveyed SMEs during the study conducted in
2007-2010, according to their period of activity
The results of the research were compared with those obtained from a similar research
performed by the authors between 2003 and 2004, which enabled the formulation of
conclusions on SMEs development in in this area. The respective study was conducted on a
sample of 371 SMEs, of which 278 in production and 93 in services (Olaru and Stoleriu,
2006).

2. Research results
Taking into consideration the results of the research conducted in 2003-2004 and global
changes, as well as the consequences of Romania's EU accession, within the research
conducted during 2007 - 2010 we proposed to check the following hypotheses:
The usage degree by the Romanian SMEs of the data obtained during the
measurement and monitoring of customers satisfaction has increased because of new
requirements arising from the EU member state status and as a result of increased customer
demands.
The services field - a permanent evolving area - significantly increased the interest of
the SMEs to assess and systematically monitor customers satisfaction for a better use of
the obtained results.
Romanian SMEs give a greater importance to continuous improvement of the
activities as part of the process of improving the overall performance of their quality
management system.

2.1 The use of the results for the evaluation and monitoring of customers satisfaction
in the process of redesigning the products and services
The research performed during the period 2007-2010 reveals the fact that 80% of the
questioned SMEs use much and very much the data resulted from the measurement
and monitoring of the clients satisfaction to identify their new requests, while according to
the previous performed research, the share of those enterprises was 70% (figures no. 2 and
no. 3) (Olaru et al., 2008; Olaru et al., 2010b).

673
Such a growth was expected given the fact that the competition became very strong, the
technological development rhythm has accelerated, the clients demands had risen and the
consumers and environment protection requirements became more and more restrictive.
According to the same research, the obtained data in the process of evaluation and
monitoring of clients satisfaction is used much and very much, for the products and
services redesign, by 57% of the questioned SMEs from the services area and by 65% of
those in production area (figure no. 2).
Also, it can be noticed the fact that the SMEs from services area had substantially
increased the degree to which their results are further used regarding the evaluation and
monitoring of clients satisfaction, in comparison with the reference year of 2003, when,
according to the research performed at that time, only 25% of the questioned SMEs had
declared the fact that they rely mostly on these results. Therefore, SMEs from services area
give a higher importance to the development of some new services and improvement of the
existing ones, according to the more diversified clients requests.
40
50
60
70
80
90
Identification of client
demands
Redesigning of product based
on new client demands
Quality product improvement
Establishment of corrective
and preventice actions
Continous improvement
program
SMEs in the services area
SMEs in the production area

Figure no. 2: The share of Romanian SMEs which were using much and very
much the resulted data in the process of measurement and monitoring the clients
satisfaction (according to the performed research in the period 2007-2010)
Increasing the usefulness of the results of the evaluation and monitoring of clients
satisfaction is, on the one hand, a result of the general evolution of SMEs from Romania
and on the other hand, it proves their capacity to adapt to more and more difficult market
conditions.

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2.2 Usage of the evaluation and monitoring results of the clients satisfaction in the
process of improvement of the offered products and services quality and for the set of
corrective and preventive actions
The clients satisfaction level is highly influenced by the quality of the products and offered
services. As it results from the figures no. 2 and no. 3, the interest of SMEs for using the
data provided by the clients in order to improve the quality of products and services,
remained relative constant. Therefore, according to both researches, the majority of the
questioned SMEs (80%) are concerned with improving the quality of the provided
products and services, taking into consideration the feedback from the clients.
A significant growth of the results usage degree regarding the evaluation and monitoring of
clients satisfaction it is observed in the process of the preventive and corrective actions set
in the case of services area SMEs. Thus, if in accordance with 2003-2004 research results,
only 45% of those enterprises were using the respective data to set preventive and
corrective actions, according to the performed research in the period 2007-2010, the share
of those enterprises has grown at 66%.
An important factor that facilitated this evolution was represented by the growth of the
SMEs interest for implementing the ISO 9000 quality management system models. It
should be noted the fact that year 2003 has been the transition year from the 1997 edition to
the 2000 edition of the ISO 9001 standard, latter edition which has emphasized the
importance of the satisfaction of clients demands and the top management role in the
implementation and continuous improvement of the quality management systems (Olaru et
al., 2010a; Olaru et al., 2010b).

2.3 Usage of the results of the evaluation and monitoring of the clients satisfaction for
setting and implementing a continuous improvement program
As a result of data processing obtained according to the performed research in the period
2007-2010, it resulted that: in the case of SMEs from services area their interest for using
the results of evaluation and monitoring of clients satisfaction for setting and
implementing a continuous improvement program had grown substantially. Thus 55% from
the questioned SMEs from services area use those results for the set and implementation of
some continuous improvement programs (figure no. 2), compared to the previously
analysed period, when the share of those enterprises was only of 23% (figure no. 3).


675
20
30
40
50
60
70
80
Identification of client
demands
Redesigning of product based
on new client demands
Quality product improvement
Establishment of corrective
and preventice actions
Continous improvement
program
SMESs in the services area
SMES in the production area

Figure no. 3: The shares of Romanian SMEs which were using much and very
much the resulted data in the process of measurement and monitoring the clients
satisfaction (according to the performed study in the period 2003-2004)
Analysing the obtained results it can be said that all three hypotheses, which formed the
basis of the performed research in the period 2007-2010, had been confirmed.
Thus, SMEs in Romania have improved the capacity of capitalisation the results of
measurement and monitoring of clients satisfaction in the process of redesigning the
products and services, being mostly preoccupied to set and implement continuous
improvement programs, accordingly to the clients requests.
It is also confirmed the fact that SMEs from services area had substantially improved their
services redesigning capacity and their quality improvement, using in a better way the
results of evaluations and systemic monitoring of clients satisfaction.
The latter hypothesis on growing the interest for continuous improving of the organisation
activities, as an integrating part of the process of the global improving process of the
quality management systems, hasnt been confirmed entirely. So, even if there has been a
positive evolution in the case of SMEs from services it was expected that in the context of
implementation of the procedural approach of the management system ISO 9000 the focus
to be put on the use of some performance indicators better adapted to the requirements of
this model.

Conclusions
Taking into account the results of the research performed between the period 2007-2010, in
comparison with those obtained within the research during 2003-2004, the SMEs noticed
an obvious progress regarding the process of evaluation and monitoring of the clients
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satisfaction, the results of this process being mostly used for the redesign and improvement
of the offered products and services quality.
Also, in the context of implementation of the new quality management system models, the
Romanian SMEs give a higher importance to defining some corrective and preventive
actions, and respectively for the settlement and the implementation of some continuous
improvement programs, according to the clients requirements.
On the other hand, it can be noted that there still exist many possibilities regarding the use
of some performance indicators better adapted to the procedural approach model of the
quality management system, defined by the ISO 9000 international standards, regarding the
results of the measurement and monitoring of the clients satisfaction process. This
continuous improvement process can ensure a sustainable performance in the case of
SMEs, in the current complex and dynamic economic context.

Acknowledgements
This work was supported by CNCSIS UEFISCSU, through the project ID 856 PN II
IDEI, code 273//2007 and through the project PN II-RU code TE_328/2010.

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679

THE NECESSITY OF IMPLEMENTING A QUALITY MANAGEMENT SYSTEM
IN THE ROMANIAN MEDICAL UNITS. AN APPROACH FROM THE
PATIENTS POINT OF VIEW

Roxana Srbu
1
and Adriana Zanfir
2

1) 2 )

Abstract
The medical services organizations activate in a specific featured environment, extremely
sensitive, dynamic and most of the times unpredictable. In order to develop their activity at
a high qualitative level, medical units must possess the ability of accepting the changes that
might occur, of identifying and valorizing the possible opportunities and, at the same time,
they must have the ability of avoiding risks as much as possible. The medical field
considers quality a variable which is hard to quantify and which could be perceived as the
result of the comparison between the medical service desired/requested by the client and the
provided health service or the extent to which the provided service corresponds to the
clients expectations.
The current paper refers to the growing problems of the Romanian health system and it also
takes into consideration the deficiencies which influence the quality of the provided
services. The approach manner of this particular theme is realized by taking into account
the quality management system. At the same time, there is made an analysis of the
consumers perception regarding both the quality of health services and the necessity of
implementing a quality management system in all units providing health services. The
research is based on a rich study of the professional literature, on articles and scientific
papers in this field of activity. The data was collected by applying a questionnaire to the
population which has been provided medical services over the past year.

Keywords: quality management system, medical units, health services, quality, quality
standards

JEL Classification: I10, I18, I19

Introduction
The health services field is an extremely sensitive one, full of uncertainties, and having
specific features, the activity of health providing services being realized according to the
legislation and rules regarding the assurance and maintenance of public health. In an

Corresponding author, Roxana Srbu - sarburoxana@yahoo.com

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economical environment which has suffered a series of transformations over the last few
years, an approach of health services quality cannot be avoided. The assurance of health
represents both a necessity and an obligatory requirement for all organizations which desire
to obtain long term performances in their field, regardless of their dimensions or object of
activity. As time goes by, quality proves to be a complex and dynamic notion; most of the
times, quality is defined by means of those elements which are related to the concept of
non-quality or lack of quality rather than a concept with its own paradigm, reflecting
various cultural, political, national, regional or global socio-economical perspectives
(Srbu, Scurtulescu and Bucur, 2007). Quality is desired by every person, no matter if it
refers to a product or a service and it represents a long chain of challenges, at a both
individual and organizational level. Health services are complex and they regard the entire
population of a specific country; therefore, they are characterized by peculiar features, in
the sense that these cannot be substituted or looked at with easiness as they represent, in
fact, a true value of mankind. A good health is an essential condition of an improving life
quality, regardless of the type of health to which we refer (physical, mental, social,
intellectual or spiritual). The quality of health services can be perceived from the
consumers/patients point of view or from the perspective of the dealer or that of the
service providing organizations. However, despite the manner of approaching it, it is
obvious that any error made in providing medical services has a great impact over the
involved parties (figure no. 1).

Figure no. 1: Quality of services which are offered by health structure
Source: adapted after Luchian, 2005, p. 183.
In the medical field, the value vectors which refer to quality are (Luchian, 2005):
an excellent medical practice;
introducing modern integrated techniques and procedures, appreciated by the
patients;

681
reducing the costs or maintaining them at a constant level under the circumstances of
a continuous growth of efficiency and productivity.
The nursing quality is a dynamic concept which correlates its dimensions with the patient,
the social context, the organizational context and the environmental one. Quality
assessment must be based on a process of defining the conceptual and operational
framework referring to the meaning of medical assistance quality. This fundamental level
implies a series of issues, and the nursing quality is obviously a notion very difficult to
define (Donabedian, 2005).
Qualitys dimensions are given a great deal of importance in the professional literature, the
most important assessments in this direction having been made since 2004 (Vldescu,
2004):
Attendance accessibility - the patients easiness of obtaining the medical attendance
services when needed;
Attendance specificity - the extent to which a correct medical attendance is being
assured, given the current state of the activity;
Attendance regularity - the extent to which the medical attendance needed by the
patients is coordinated in time between practitioners and organizations;
Attendance proficiency - the extent to which the attendance is approached in a
correct manner, without errors, according to the current state of the activity;
Attendance effectiveness - the extent to which a service has the potential of satisfying
the needs for which it was created;
Attendance efficiency - the extent to which the provided attendance rises to its true
potential, with a minimum effort and at a minimum cost;
Patient oriented services - the extent to which the patients are involved in the
process of making decisions regarding those problems which are directly related to their
health and the satisfaction degree;
The security of the attendance environment - the extent to which the environment
lacks hazard or danger;
Attendance timetable - the extent to which the patients are being attended, when
necessary.
Recently, the quality of medical attendance services has also faced another reference frame,
the most important dimensions of this new context being the following:
The personnels professional abilities it refers to the set of knowledge, abilities and
performances possessed by this fields professionals.
Interpersonal relationships - the interaction between the actors involved in this
field and the set of relationships established between the patient and the medical services
providing organization;
Free choice of the provider, type of insurance or treatment;
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Infrastructure and comfort - cleaning, comfort, intimacy or other important aspects
for the patients.
An extremely important aspect is mentioned by CoNAS (The National Committee of
Hospital Accreditation) in the Accreditation Manual for Hospitals; this aspect refers to
equity, in the sense of an equal treatment, commensurate to the gravity of the cases for
any patient (CoNAS, 2010).
Some of the main reference points of the health system, as part of the social model, are
suggested by (Puna et al., 2007):
Developing a compulsory health insurance system and promoting a global and
socially acceptable system, based on the principles of solidarity and equity and ensuring the
access of various social groups at a guaranteed basic package containing rights and health
services;
Reducing the inequities and the disequilibrium between offer (service quality and
availability) and demand (knowledge about health, hygiene and treatment opportunities,
service access);
Ensuring an efficient and transparent health system, oriented towards promoting the
health state, preventing and treating various diseases.
The content and complexity of defining the populations health condition increase the
difficultness of showing exactly what a health system really is, where it begins and where it
ends (Ristea, Stegroiu, Ioan-Franc and Dinu, 2009).
Starting from the great importance of quality in what concerns medical services, we will try
to analyze the necessity of implementing a quality management system in those medical
units which provide health services, also taking into account the fact that the patient is the
main element of any health system.

1. Research methodology
The research consists of the following steps: professional literature documentation; the
identification of the health services major deficiencies which influence the quality of the
medical service; elaborating a questionnaire in order to assess the patients perception over
the quality of services; the analysis of the answers; highlighting the necessity of
implementing a quality management system in all medical units. In order to develop this
research and to obtain realistic answers we used - as an analysis instrument - a
questionnaire applied to the population who has been given medical attendance in the
country, over the past year. This survey has been conceived for both a quantitative and a
qualitative assessment of some key-components, such as the deficiencies of the system
which have a major impact over the performance of the Romanian health system.
The research was based on the analysis of 500 questionnaires, delivered online, in order to
facilitate the process of collecting and grouping the data and the information obtained. It is
highly important to notice the fact that during this analysis we have taken into account only
the opinion of those persons who benefited directly from the health services system, over
the 2010-2011 period, in Romanian medical units. In order to obtain a proper development
of this research, it wouldnt have been relevant to take into account the opinion of those

683
persons receiving medical treatment in another country, because they have the tendency of
comparing certain elements and contexts with those encountered abroad; this fact would
have negatively influenced their perception in what regards the quality of the Romanian
medical services. Therefore, from the total of 500 applied questionnaires, we considered
only 439 of them to be relevant for our research as they provided answers which were
related to the Romanian health system. A number of 61 questionnaires were annulled as
their answers didnt fit the requirements.
As presented (table no. 1), the questions were conceived in order to provide a set of
relevant data for the assessment of the main factor which influence the performance level of
the Romanian health system.
There had been used a total of 20 questions, 18 of them having pre-formulated answers and
the other 2 having open answers.
The main objective of this research was the analysis of the implementation of a quality
management system in all Romanian medical units, the target being a continuous
improvement of the services provided by the medical system. Another goal was raising the
patients trust level regarding the Romanian health services.
Table no. 1: The Questionnaire
No. Applied questions
1. Which is your country of residence?
2. Gender: male or female?
3. What age range do you fit in?
4. Do you benefit from a social health insurance in Romania?
5. Have you received medical services over the past year?
6. Do you trust the Romanian health system?
7. Do you consider that you have enough information about the Romanian health system?
8. Have you been informed about the rights that you have as a patient?
9. Do you consider that the Romanian hospitals fully respect patients rights?
10. How do you appreciate the costs of health services as compared to your incomes?
11. Did the health services correspond to the expectations?
12. Do you consider that the Romanian hospitals present a high risk of intrahospital
infections (nosocomial infection)?
13. How do you appreciate the quality of the health services that you have been provided?
14. Which of the following deficiencies of the health system do you consider to influence
the most the quality of health services?
- Under-financing health units;
- The managers inappropriate inventory of the received funds;
- The low number of medical personnel;
- The personnels lack of motivation as a result of the salarys low level as compared
to work conditions.
15. How do you appreciate the accessibility of health services?
16. Is it necessary to apply a series of measures in order to rapidly improve the quality of
medical services?
17. Do you consider that the focus on the patient approach should be perceived as the
main criterion of any medical unit?
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18. In your opinion, does the continual improvement of the quality in what regards the
health services represent a criterion which leads to performance in the medical field,
improving at the same time the life conditions?
19. If you had the opportunity, would you choose the medical services of a hospital abroad?
20. In your opinion, which country member of the European Union has the most efficient
medical system?

2. Data analysis and interpretation
This survey also addressed young people, the questions being delivered regardless the
respondents educational level or social condition. We tried to obtain relevant data for a
medium range of the approached interest object, as we didnt refer to luxury services, but to
services which should be accessible to any patient. Acknowledging the impact of the
medical systems deficiencies, we elaborated this type of survey in order to notice if the
patients consider that medical services need to be improved or the organizations providing
medical services satisfy the patients requirements. Aspects such as the doctor-patient
relationship which often implies assuming the formers disapproval of the latters
opinion, in order to defend the patients interests, highly individualizing the basic rules of
the clients relationship management, the acceptable level of patients guidance in contexts
in which he, perceived as a buyer, fully bearing the risk, the persistency of the
informational asymmetry (patients might become more informed, but it doesnt mean that
they are better informed) combined with the real need of incorporating the patients
expertise in the medical attendance process, complicates the agenda of the management in
the case of the medical system (Prejmerean and Vasilache, 2009).
The level of medical services quality has been analyzed from the medical services
consumers point of view that is considered to be the key-element of any health system. In
the medical field, the patient assesses the quality; therefore, when the service that he
receives doesnt fit his expectations regardless their objectivity or subjectivity the
patient has the tendency of negatively assessing the quality of the medical services, creating
therefore a less favorable bigger picture of the medical system.
The respondents majority consists of young people between the age 20 and 40 (figure no.
2).

Figure no. 2: The distribution of respondents, by gender

685
The populations perception regarding the quality of medical services is not a favorable
one. The fact that from a total of 439 respondents, only 27 persons trust the Romanian
health system should represent an alarm signal. This lack of trust is generated either by the
fact that the respondents are not correctly informed with regard to the manner in which
health services are provided, or by the fact that they lack data about the rights they possess
as patients. From the patients point of view, the accessibility to medical services is highly
difficult. Approximately 83% of the respondents consider that health services have high
costs as compared to their incomes. There are a lot of factors which determine a decrease of
the medical services quality in Romania. Among these, we notice: lack of financing
according to needs, inappropriate management of funds, the medical apparatus lack of
performance, lack of personnel, the personnels inappropriate remuneration, the disaccord
between offer and demand. These deficiencies are real and they have been noticed by the
majority of the persons involved in this research. 70% consider that the quality is low, the
medical services being much under their expectations.
As a result of the analysis, we noticed that from the patients perspective, the medical units
under-financing, correlated to the inappropriate management of the funds is the main cause
of the low level of health services.
The conclusion is the following: if they had the possibility, almost all the interviewed ones
would leave abroad for treatment and medical attendance, the most mentioned countries
being Germany, France, Austria and Spain. These countries are characterized by a health
system which functions according to international legislation. In the World Health Report,
WHO submits for the first time a coefficient of the national health systems performances
regarding three main objectives that need to be reached: health improvement; satisfying the
populations expectations (the way in which health systems react to patients expectations);
an equal distribution of the financial contribution (Stegroiu, Ristea et al., 2009).
In order to increase the confidence level over the activities developed by such
organizations, the quality policy needs to focus on the eight basic principles of quality
management:
Medical units client orientation, taking into account the fact that the financing
depends on the number of patients. The management must understand the patients current
and future needs, satisfy, identify, fulfill and overcome their requirements regarding the
medical services;
Leadership in the sense of creating and maintaining an internal environment in
which the personnel would become fully involved in reaching the goals;
Personnels commitment - the personnel would be provoked to participate to
activities regarding the increase of quality;
Process-based approach - the expected result is obtained in a more efficient way
when managing the activities and resources as processes.
System approach to management - gives confidence to all stakeholders on the
effectiveness and efficiency of the unit;
Continuous service quality improvement it is an objective of any organization as it
leads to obtaining medical performance;
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686
Fact-based decisions making emphasis on data and information analysis;
Reciprocal advantageous relationships with the producers and beneficiaries of
medical services.
Moreover, the management at the highest level must be sure that the quality policy
corresponds to the organizations purpose, that the latter includes a commitment of
satisfying the clients requirements and of continuously improving the efficiency of the
quality management system, providing at the same time an appropriate framework for
establishing and analyzing the objectives of quality management and being passed forward
and understood in the context of that specific organization (International Standards Office,
2008).

Conclusions
The most important aspect observed during the survey is the necessity of implementing a
quality management system at the level of those organizations which provide medical
services. All the interviewed persons responded affirmatively to those questions referring to
the necessity of applying various measures in order to urgently improve the quality of
medical services and they consider that the patient orientation should represent the basic
criterion of any medical unit. Moreover, almost all of the surveyed ones consider that the
continuous improvement of health services quality is a principle which leads to obtaining
performance in the medical field, improving life conditions at the same time.
Quality in the medical field becomes the equivalent of anticipating, identifying and
overcoming the patients expectations correlated to the requested medical attendance. The
results obtained as a consequence of applying the medical process are considered to be very
important for assessing medical services. From the analysis of the customers perception,
based on the questionnaire, we notice that this fields quality related aspects are extremely
important. The patient assesses the quality of a medical service by taking into account
various variables. It doesnt refer only to the medical service and the doctors abilities, but
it regards the entire context, emphasizing the doctors professionalism and competences,
the personnels attitude and behavior, its interest in solving the problems he might face, the
period of time necessary for providing the right medical attendance (access time, waiting
period, the amount of time necessary for the actual attendance).
The analysis of the information leads us to the conclusion that we are not able to speak
about a positive opinion of the medical services consumers; therefore, the image of the
medical system is not a favorable one. The Romanian health system always faces losses
which imply high costs for the entire population. By implementing a quality management
system, we should be able to keep things under control. Therefore, the Romanian health
units management would be able to develop a series of activities in order to realize the
estimated results and to make possible a continuous internal improvement.

Acknowledgments
This work was co-financed from the European Social Fund through Sectorial Operational
Programme Human Resources Development 2007-2013, project number

687
POSDRU/107/1.5/S/77213 Ph.D. for a career in interdisciplinary economic research at the
European standards.

References
CoNAS, 2010. The Manual for Primary Accreditation of Hospital (2010-2015) (Unit of
Standards and Accreditation Procedures). Bucharest: Document for internal use, p. 48.
Donabedian, A., 2005. Evaluating the Quality of Medical Care. The Milbank Quarterly,
83(4), p. 692.
International Standards Office, 2008. ISO 9001:2008. Quality management systems.
Requirements. Geneva:ISO.
Luchian, M., 2005. Sanitary Management. Iai: Apollonia Faculty of Medicine and
Dentistry.
Puna, C. B. et al, 2007. European Social Model - Implications for Romania. Study no. 4.
Bucharest: European Institute of Romania.
Prejmerean, C. and Vasilache, S., 2009. Study regarding Customer Perception of
Healthcare Service Quality in Romanian Clinics, Based on their Profile. Amfiteatru
Economic, XI (26), pp. 298-304.
Ristea, A.L., Stegroiu, I., Ioan-Franc, V. and Dinu, V., 2009. Responsiveness of Health
Systems: a Barometer of the Quality of Health Services. Amfiteatru Economic, XI (26),
pp. 277-287.
Srbu, R., Scurtulescu, A.C. and Bucur, C.R., 2007. Quality in higher education.
Amfiteatru Economic, IX(22), pp. 41-46.
Stegroiu, I., Ristea, A.L. (coordinators) et al., 2009. Distribution of health services
management. Strategies and policies for the distribution of health services. Trgovite:
Bibliotheca Publishing House.
Vldescu, C., 2004. Public health and sanitary management. Bucharest: University Book
Publishing House.

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Result of Benchmarking Process

Amfiteatru Economic
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SUSTAINABLE SUCCESS IN HIGHER EDUCATION BY SHARING THE BEST
PRACTICES AS A RESULT OF BENCHMARKING PROCESS

Anca Gabriela Ilie
1
, Mihaela Maftei
2
and Oana Antonia Colibanu
3

1) 2)
3)
STRATFOR, United States of America

Abstract
The paper proposes to review the main benchmarking criteria, based on the quality
indicators used by the higher education institutions and to present new indicators of
reference as a result of the inter-universities cooperation. Once these indicators are defined,
a national database could be created and through benchmarking methods, there could be
established the level of national performance of the educational system. Going forward and
generalizing the process, we can compare the national educational system with the
European one, using the benchmarking approach. The final purpose is that of establishing a
group of universities who come together to explore opportunities for benchmarks and best
practices sharing on common interest areas in order to create a quality culture for the
Romanian higher education system.

Keywords: benchmarking, higher education, best practices, quality indicators, quality
culture

JEL Classification: D83, I23, I21

Introduction
The history of the benchmarking theory, methodology and application to practice of its
conclusions began in 1981, when Rank Xerox became the target of a direct attack of its
rival competitor, Cannon Company. Rank Xerox Company accepted the challenge
elaborating a new strategy with a significant change in the operating mode of its activity.
The Rank Xerox Company, through its managing director David Kearns, was the first to
formulate a definition of this technique: a continuous process of measurement of its own
products, services and practices in comparison with the toughest competitors or with the
companies known as industry leaders. This definition formulated for the first time the idea
of a comparison of the firms not only with their greatest market competitors but also with
other companies from which the interested organization can learn something (Bank, 1992).

Corresponding author, Mihaela Maftei - mmaftei@ase.ro


689
In education, the benchmarking method defines both an initial diagnosis and a management
tool focused on learning, collaboration and leadership to achieve continuous improvement
of the educational offer (Srbu, Ilie, Enache and Dumitriu, 2009).
Benchmark system in higher education is an important measuring tool for improving
education systems among Romanian universities as it provides for a comparison of
successful education methods and prepares students for success in the global marketplace.
Most Romanian universities will need to establish benchmark criteria for developing new
quality indicators in higher education system, make many changes as they move toward a
lifelong learning system in which people have access to many types of learning
opportunities and develop strategies for the success of their own goals of a continuous
quality improvement (Srbu, Scurtulescu and Bucur,2007).
In the field of education, as in many other fields of activity, we can develop three main
types of benchmarking:
internal benchmarking whose object is its internal departments, offices, programs,
faculties etc in order to identify the best practice of a given activity within the same
university, the existing problems and the possibilities to overcome them relying on the
accumulated experience;
competitive benchmarking a continuous process allowing a university to evaluate
itself in comparison with the existing or the potential competitor universities in the same
field in order to obtain information about the programs, the curricula, the administrative,
teaching and research processes and the results, to compare them with its own results;
generic or functional benchmarking the potential comparison partner is any
university which has gained the reputation of being excellent within its evaluation (Srbu,
2006).
In case of a generic benchmarking, gathering information about the best practice is easier.
Much international information is available and helps universities benchmark their
performance, both in terms of inputs (unit costs of education and training, student-teacher
ratio, teaching time in learning activities) and outputs (learner assessment) (World Bank,
2004). Traditional measures of educational progress, such as gross enrolment ratios and
public spending as a proportion of GDP, do not capture important dimensions of
benchmark system in higher education. Gross enrolment ratios measure inputs rather than
the achievement of core or other competencies; public spending does not include the
substantial amount of private spending on training in most universities. Traditional
indicators often fail to capture non-formal and informal learning, such as that which takes
place in the workplace or outside the formal education and training system, activities that
are becoming increasingly important. Such measures are underdeveloped (Garlick and
Pryor, 2007).
However, the quality of the educational process cannot be gauged solely on the basis of
some quantitative indicators such as: number of students/teacher, size of classrooms,
laboratories, libraries etc. (Srbu et al., 2010). There is, in this domain, a range of specific
indicators, among which: the academic and psycho pedagogical competence of teachers, the
capacity to meet social needs and demand, the transfer of moral values towards students;
equality of chances as far as access to education is concerned, level of student satisfaction;
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the cultural, ethical and social responsibility of a university; employment and working
conditions provided for staff; the cost the university covers to constantly train staff
(teaching staff as well as auxiliary teaching staff), academic mobility etc. (Fernndez,
Fernndez and lvarez, 2007). The same also stands for indicators taking into account the
process initiation, such as: number of books in libraries, number of teachers, number of
buildings and educational spaces, number of computers etc., more than the process
completion (that is results, for instance: number of students working in their domain of
specialization, students trajectory in their professional life etc.) (Lueger and Vettori, 2007).
All these reasons sustain the idea of the rethinking of the entirely quality indicators system
in higher education and the development of new complex indicators with a high degree of
an accurate evaluation of the whole activity, which will represent, in the same time, new
benchmarking criteria of the whole academic system.

1. Literature review
The benchmarking method defines both an initial diagnosis and a management tool focused
on learning, collaboration and leadership to achieve continuous improvement of the
educational offer (Stevenson, Maclachlan i Karmel, 1999). In response to limited
resources, universities made partnerships with businesses, benefiting from marketing
projects, appropriate organizational tools and other methods and techniques designed for
income generation purposes (Clark, 1998).
In their work on benchmarking in Romanian economic higher education, Ilie et al. (2010)
write that for universities, benchmarking is a means of analyzing their internal performance
in comparison with that of other universities, of identifying the highest performing
education systems and of collaborating with other universities in order to learn about
successful school improvement measures.
The Martins paper (2003) notes that the destabilizing effect of continuing fundamental
transformations in higher education creates the inability of many institutions to cooperate in
the elaboration and application of strategic plans as well in the reviewing and improving
them.
The paper written by McKinnon, Walker and Davis, (1999) provides the benchmarking
process with an unique approach, as it puts in the background some variables as life cycle,
localization, government size within and between universities. Butcher, Howard,
McMeniman and Thom (2002) emphasizes that the universities primary activities put on
the forefront the benchmarking process, referring in particular to professors training
programs. Most of benchmarking process history has focused on the statistical data and
their application in areas of administrative support, which has limited the benchmarking
between university functions (Urquhart, Ellis and Woods, 2002). Another approach to
higher education's benchmarking is based on the usage of terms such as collaboration,
program of study inclusion, reflection, revision, management and improvement (Butcher,
Howard, McMeniman and Thom, 2002). The paper titled Primary and secondary
indicators for qualitative evaluation (Indicatori primari i secundari pentru evaluarea
calitii) (Miroiu et al., 2009) is proposing the elaboration of new performance indicators
to project a benchmarking process for the high education institutions in Romania.


691
2. Research Methodology
Research on higher education is an object-focused area based on a broad range of
disciplines. The institutional base is often shaky and diverse. Interest in comparative
research on higher education grew in recent years and was reinforced by the community of
higher education researchers in Europe. As it can be conceptually and methodologically
demanding and fruitful, the growing interest could serve as a stimulus for enhancing a
common identity and a growing quality. However, few comparative research designs
represent the ideal type of setting a research agenda of clearly defined hypotheses to be
tested, and if they do so, the study mostly turns out to be too simplistic due to disregard of
the complex context. Rather, most comparative projects are exploratory and most
productive in providing unexpected insight.
Generally, the objective of this study is the elaboration and implementation of a sustainable
model using benchmarking in socio-economic universities in Romania. Through this
project we would like to develop a qualitative hierarchical model for the Romanian profile
universities and in the same time promoting the importance of benchmarking as a useful
tool for performance comparison between institutions.
The authors argue that comparative studies on higher education are most fruitful in
destroying conceptual reasoning based on narrow experience; they are a gold mine for the
early stages of conceptual restructuring. They are indispensable for understanding a reality
shaped by common international trends, reforms based on comparative observation,
growing trans-national activities and partial supra-national integration in higher education.
Comparative projects can be regarded as theoretically and methodologically most
promising if they are based on a semi-structured research design, whereby the strengths of
various conceptual approaches in explaining the phenomena are analysed and the
researchers systematically deal with the fact that the project is likely to generate surprising
information requiring to restructure the initial conceptual framework.
The research methodology would be based on the complementarities between the
qualitative and quantitative methods. The research process would have two stages: the first
focusing on the Bucharest Academy of Economic Studies and the second on the national
profile institutions.

3. Benchmark system in higher education. Concept
The Lisbon strategy adopted at the EC spring summit set a strategic goal for the EU to
become, by 2010 "the most competitive and dynamic knowledge-based economy in the
world capable of sustainable economic growth with more and better jobs and greater social
cohesion" (APEC/OECD, 2005).
The Lisbon conclusions contained a number of benchmarks and guidelines in the area of
education and training, as well as in other policies areas. The European Commission
thereby made it clear that indicators play an important role in monitoring progress towards
the achievement of agreed objectives. Furthermore, the structural indicators have the
additional function of helping to identify member States which perform well, thereby
making possible the identification of successful policy (European Commission, 2010). In
this sense, indicators might be used as an instrument for stimulating the exchange of
expertise, supporting good practice and inspiring new approaches.
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Benchmark system is a critical tool for studying education among the universities because
of some factors (APEC/OECD, 2005):
allows for one university to benefit from the experience of another university;
creates an opportunity for universities and professors to share best practices and
learn from the successes of others;
al a global level, international benchmark system, greatly expands opportunities for
cross-cultural communication and the collaboration of ideas through the internet;
provides model of high performing, as well as rapidly improving, universities to
others who may not possess access to such models in a local education system;
creates a national (or world) laboratory for new ideas and collaboration.
The benchmarking process includes, but is not limited to the following sequence of steps
(APEC/OECD, 2005):
From an expert university turnaround group, such as Romanian universities, to
provide technical assistance to identify criteria for selecting benchmark sites; develop
benchmarking protocols and review benchmarking site write-ups;
Examine the national (international) literature on effective strategies for the
universities;
Using the following principal criteria, identify high performing universities with
promising education policies for addressing persistently low performing universities:
- history of national/international high educational performance;
- a comprehensive set of standards or intended curriculum;
- method for systematically identifying consistently low performing universities;
- explicit procedures for reform and improvement of low performers;
- provision of added resources and technical support;
- excellent teach preparation and development;
- monitoring the facultys improvement including the availability of formative
evaluations or inspection / assistance teams;
- hold conferences bringing experts to discuss university benchmarking findings and
to seek to generalize to identify superior practices.
To focus our work, we are proposing to concentrate especially on three dimensions that are
of particular relevance for higher education system: human resource management, budget
management and information. Together, these three dimensions can help characterize a
governance system as well as measure its performance (World Bank, 2004).
The recent reforms at the university level determined the need of improving the operational
capabilities of universities taking into account the funding diversity that universities count
on today and the increase in quality of educational services at the national level. Taking
into account the European academic preoccupations in the field, the present paper is

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focusing on researching ways of improving the university level educational services
exploring benchmarking as an useful tool to evaluate the organizational performance. The
paper has, therefore, the following specific objectives:
Raising awareness and increasing scholars interest into proposing new evaluation
indicators considering the main trends of the European educational policy (i.e. the degree
that ASE Bucharest is participating in programs and projects that develop further vocational
training). The research that we develop would cover some of the main areas, namely:
Economy, Cybernetics and Statistics, International Economic Relations, International
Affairs, International Trade, Marketing, Finance, Accounting, Economic Informatics,
Management, Computers and technology Information, Law.
Elaborating a system that would collect primary data considering the analysis level
and data relevance (coherence and flexibility). Well take into account the primary
indicators: referring to data common to all national institutions of higher education,
secondary indicators: data allowing comparisons between higher education institutions
based on specialty and field of study and tertiary indicators regarding the data that allows
comparisons between individual programs developed by universities, taking into account
the specializations and field of study.
The analysis and interpretation of the indicators that are data specific: Input,
Process, Output, Outcome. The input indicators give a measure of institution's resources
(human resources, logistics, financial), the process indicators are a measure of educational,
research and administrative processes, or what is called the academic counseling services
offer, the output indicators are measuring the outcomes of the educational, research and
administrative (i.e. number of diplomas awarded, the number of patents obtained or of
published articles), while the outcome indicators are measuring the impact that the higher
education institutions have on the society (i.e. the effect on human resources market, the
increase in productivity as an effect of the well prepared human resource in a specific
field).
Based around these general and specific objectives, a good program for quality
improvement within the university was seen as comprising the following characteristics
(Garlick and Pryor, 2007):
a clear understanding of the universitys stakeholder expectations in relation to the
specific area targeted for improvement and the environment in which it operates;
goals, policies and procedures that are accessible and understood by all relevant
staff, students and other stakeholders participating in the process of improvement;
a flexible, holistic process to enable active involvement by relevant stakeholders;
measures of performance for the function, with mechanisms for both internal and
external data support, including from non-university comparisons that are consistent with
agreed improvement goals and the changing environment in which the function has to
perform;
an agreed recognition by all stakeholders that practice can be improved;
leadership and commitment from senior management for the drive and the resources
to assist with an improvement program;
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evidence that improvement has resulted;
learning that feeds into continuous improvement on a wide scale.
A generic approach to a comprehensive improvement program, comprising initial review,
strategic planning, reflection, action and evaluation is presented in figure no.1. The
underlying principles of collaboration (or connectivity), leadership and learning are seen as
influencing each of these five phases.
Phase 1: Comprehensively reviewing the current situation and environment as it relates to
the targeted function - the purpose of this first phase is identifying the external and internal
factors at work (drivers and impediments), and the way they shape and influence the
present operating environment for the university and targeted functional area. This material
may include: policy and procedure documents; staff, stakeholder and student surveys and
views; staff recruitment programs; budget implications; and wider factors and influences.
An analysis of this data may highlight gaps to be filled.
Phase 2: Undertaking a process of strategic planning targeted at improvement - this phase
is envisaged as an inclusive process involving all relevant stakeholders (including those
who are external to the organization) and is initially about sharing understandings and being
comfortable about the future vision particular goals, language, concepts, culture,
constraints, impediments and opportunities as it relates to their perspective on matters to
do with the targeted area for improvement.
Phase 3: Self-evaluation and external evaluation, concentrating on three different
directions - the methodological improvement and that of the general guidelines associated
with ensuring the system-wide quality, in accordance with the quality standards at the
European level; the external and internal evaluation of 20 profile universities; building a
central database containing criteria, standards and performance indicators to provide
information on the program development status at the institutional level. The database will
be public.

Figure no. 1: Learning for improvement benchmarking effects
Source: adaptation after Garlick and Pryor, 2007
Phase 4: Assessing the quality of socio-economic higher education, through annual surveys
at the students, professors and other employers level on the university services quality and

695
through secondary data analysis, expressing the experts opinion on state-wide quality
system. In this sense, there would be a methodological development comprising three steps:
the elaboration of the three types of questionnaires: one for students, one for trainers and
one for other employers, followed by the collection and processing of collected data, and
finally, the reporting on the processed data.
Phase 5: The establishment of indicators of reference, based on the actual need of support
coming from the higher education institutions in developing and implementing effective
internal systems of quality assurance. The specific objective is to elaborate annual
benchmarking indicators able to offer comparison between universities at the specialization
and institutional level.

Conclusions
In the pursuit of achieving this goals, centered around the desire of offering complex and
solid based answers, both conceptual and empirical, our research requires the consideration
of some performance indicators that provide comparative data on the performance recorded
by certain higher education institutions in Romania financed by the public budged:
increasing the access to higher education, diminishing the abandonment rate, improving the
outcomes of learning and teaching activities, research results, and level of employment of
the graduates. All of these elements are associated with the increased institutional
autonomy, in terms of a greater transparency and a better management of funds. These
statistical indicators are constructed to provide an objective view on the performance of a
higher education institutions funded by the state budget.
The present paper represents only a starting point in strengthening the institutional
capacities that correspond to the requirements of a qualitative academic service, in line with
European standards, in accordance with Bologna model and in close relationship with the
agreements within the Lisbon Agenda.

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Australian higher education: An assessment of Australian and international practice.
EIP Report No. 00/1. Canberra: Department of Education, Science and Training.
Anderson, D., Johnson, R. and Saha, L., 2002, Implications for universities of the changing
age distribution and work roles of academic staff. Canberra: Department of Education,
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<http://hrd.apec.org/index.php/International_Benchmarking_in_Education> [Accessed
25 September 2011].
Bank, J., 1992. The Essence of Total Quality Management. London: Prentice Hall.
Butcher, J., Howard, P., McMeniman, M. and Thom, G., 2002. Engaging community
service or learning?: Benchmarking community service in teacher education. Canberra:
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Charles, D. and Benneworth, P., 2001. The regional contribution of higher education: A
benchmarking approach to the evaluation of the regional impact of HEI. Newcastle
upon Tyne: Centre for Urban and Regional Development Studies.
Clark, B., 1983. The higher education system: Academic organisation in cross-national
perspective. New York: Pergamon.
Clark, B., 1995. Places of inquiry: Research and advanced education in modern
universities. Berkeley: University of California Press.
Clark, B., 1998. Creating entrepreneurial universities: Organisational pathways of
transformation. Oxford: Pergamon.
El-Khawas, E., De Pietro Jurand, R. and Holm Nielsen, L., 1998. Assurance de la qualite
dans lenseigment superieur: Progres recent et defis a venir. New York: World Bank.
European Commission, 2010. Lisbon Strategy Evaluation Document. [online] Available at:
<http://ec.europa.eu/archives/growthandjobs_2009/> [Accessed 3 October 2011].
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innovative economy. Brussels: European Commission.
Fernndez, S., Fernndez, E. J. and lvarez, A., 2007. University Institutional Evaluation
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European Quality Assurance Forum
Implementing and Using Quality Assurance: Strategy and Practice. Rome, Italy, 15-
17 November 2007. Italy: Sapienza Universit di Roma.
Garlick, S. and Pryor, G., 2007. Benchmarking the university: Learning about
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within a participative quality culture. In: The 2
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17 November 2007. Italy: Sapienza Universit di Roma.
Martin, A., 2003. Universities Quality Agency: 2002 institutional audit reports, analysis
and comment. [online] Available at:
<http://www.auqa.edu.au/qualityenhancement/occasionalpublications/index.shtml>
[Accessed 10 October 2011].
McKinnon, K., Walker, S. and Davis, D., 1999. Benchmarking: A Manual for Australian
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Miroiu, A. et al., 2009. Indicatori primari i secundari pentru evaluarea calitii.
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Srbu, R., 2006. Benchmarking As An Alternative To The Internal Audit. In: Faculty of
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Environment, on Small and Medium Enterprises

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GOOD PRACTICES PRECEDING THE IMPLEMENTATION OF THE SYSTEM
OF MANAGEMENT OF ENVIRONMENT, ON SMALL AND MEDIUM
ENTERPRISES

Anca Atanase
1
, Ion Schileru
2
and Smaranda Vian
3

1) 2) 3)

Abstract
The current and future economic context compel to ample reconsiderations related to the
volume and content of the demarches carried out by organisations, in order to face the
competition sharper and sharper and the more and more numerous rigors, among which the
issue of environment is more than imperative.
The good practices in environment management become more and more necessary and,
fortunately, are supplied more and more often by organisations in SMEs category, which
encounter highly valuable solutions in this context charged with convictions.
This work features an exemplary performance of a small organisation that managed to settle
an informal system of management of environment, built up with much rigour,
involvement, respect for society and environment.
The objectives of authors consist in offering good practices to business environment, from
SMEs category, means of approaching in the analysis of environment practices and
emphasizing the imperatives in this area of action, for organisations.
The method of research included the consulting of some lists of specialised works,
documentary study in the sites of the organisations from SMEs category and of the
organisations in the field, adopting some established models of analysis (FMEA - Failure
Modes and Effects Analysis), singularised application of method to the data concerning an
organisation from German space.
The results of authors demarche were materialised in both theoretical and practical
considerations, presumptively useful for the specialists in the field of environment
management, university environment and business environment.

Keywords: good practices, environmental performance, SMEs, system of management,
quality

JEL Classification: F18, L21, M14

Corresponding author, Anca Atanase - atanase@com.ase.ro


699
Introduction
In close connection with the existence and purpose of business, an organisation wishes to
have success on market, to have a sustainable development, and the result to involve
economic efficiency, reflected in time saving and reduced costs.
In the current stage, the business environment tends to focus the market attention on those
companies which prove to be able to harmonize the conditions of performance,
environment and safety of activity with those imposed by its own activity. This desideratum
is extremely important for the countries that have to confirm their status of member of
European Union.
In the field of management systems, the statistics performed within the European bodies of
certification presented the fact that the conditions imposed by market focused until
currently on quality, on satisfying as complete as possible and more sustainable the direct
and anticipated requirements of clients, this being the main criteria of competition. The
current economic reality imposes, necessarily, the integration of a management system of
an organisation and of the policies and objectives related to environment protection. In this
respect, it must be proved permanently that environment conditions are met and that the
organisations are continuously improved. Consequently, the interested parties must become
more and more aware of the issues imposed by environment protection.
When setting forth the environment objectives, one must consider the major factors which
influence environment. During the assessment, one may determine for which environment
factors is necessary the elaboration of a crisis plan and the taking of some measures of
prevention, respectively which needs regulations by actual disposals.
The risk factors in the activity of a company, important both in terms of environment and of
security, depend on the safety of processes. In management, this is in relation of
dependence with the supervision, control of environment influences, real determination of
responsibilities. Thus, regulations and supervisions of processes are necessary, and a
primordial importance have the competences of human factors, the qualification of work
force, both professionally and in terms of the knowledge in the field of environment
protection and safety of exploitation. One shall invest in the work force proportionally with
the risk involved by the activity of each of them in this field. The qualification of work
force must lead to the awareness of the risks of breaching the instructions, as well as of the
gravity of consequences.
The correct interpretation of the requirements of the system of management of
environment, the determination of the influences of environment factors, the assessment of
the effects and environment performance intend to contribute to securing the reliability of
management system.
The purpose of the demarche presented in article is to exemplify and prove that the
identification and evaluation of environment issues and of the impacts on environment,
integrated within a systematic view and applied to the entire system of management serve
both to the improvement of organisations image on market and to the prevention of
negative influences on environment.
The preparation of organisations for implementation and certification of the system of
management of environment is a complex duty, since they have to meet not only the
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conditions of ISO 14001 standard but also the legal regulations, within a realistic plan of
action.
For an organisation that wishes to have durable success on market, the purpose must not be
the acquirement of certificate, but the skill to propose itself objectives, which it shall follow
and the results of which it shall analyse for improvement of its own performances.

1. Essential aspects concerning the efficient systems of management of environment
The management systems militate in favour of active and involved people, which may
formulate proposals of improvement and reach the objectives of improvement determined.
Consequently, adopting a system of quality or environment management must be a strategic
decision of the management on the highest level of organisation. It must assure of the fact
that in the organisation it manages, operates an organisational culture.
The management staff of the organisation, applying the principles of management,
supervises and analyses permanently the processes, identifies the non-conformities,
analyses the risks and tendencies, proposes corrective or preventive measures, terms of
fulfilment and assures the implementation of these measures, on the one hand, and, on the
other, it checks the efficacy of the actions undertaken and measures the real level of the
objectives formulated.
Applying the principles of quality management not only supplies direct benefits, but it also
brings an important contribution to risks management, the efficiency involving in this
respect the management of costs and budgets.
The risks are inevitable, although they are unintentional and unwanted, representing effects
and products of the processes of the system of management.
These undesirable results form the object of the procedure concerning the management of
risks. The risks related to efficacy are materialised under the form of: non-conformities,
respectively impacts on environment, whereas the risks concerning the efficiency under the
form of: costs and budgets. This results in the interest of the managers from the highest
level in the efficient systems of management.
The identification of risks/traps begins with the breakdown of processes in activities which
may be easily planned, kept under control, analysed, whereas the improvement of
performances (effects) is achieved by improving the work manner; frequently, these
activities represent the sources of risks.
Improving the efficacy and efficiency of processes is performed by applying P-D-C-A
methodology (Deming cycle: plan-do-check-act).
In order to be able to perform plans of improvement, the following should be analysed:
audit reports of first, second or third part, the results of bench markings, the claims of
clients, the non-conformities of products, according to the legal conditions or the
amendments thereof, the financial performances, productivity, operation of equipments and
human resources within the organisation.
The plans of corrective and preventive actions with improvement role should determine
assignment of resources, the application of principles and of quality management tools, the

701
data analysis, the determination of priorities, of some new objectives and targets,
continuous assessment and identification of tendencies, achieved permanently, intensively
or extensively.
If measures of improvement are drawn up, these must be attached clear responsibilities,
terms of implementation, in order to be possible to check and analyse their efficacy.
However, the staff involved in improvement does not have only responsibilities, but also
authority and associated resources.
The involvement of a higher and higher number of employees in identification-assessment
and prioritization of environment issues represents one of the means by which it may be
assured that the improvement of attitude towards environment becomes a life style for all.
The identification of the opportunities for improvement and the determination of new
objectives and solutions lead to permanent improvement.
Traian Teodoru (2011b) reveals the following stages of the principle of approach based on
a process applied to permanent improvement, specific to all systems of management (the
characteristics of which are presented in table no. 1: analysis of problems, risks and
tendencies, selecting the area of improvement and motivating it, determination of the
conditions which define the actual situation, assessing the efficacy and efficiency of the
existent processes; analysis of processes, identification of the causes of non-conformities,
using for instance Ishikawa and Pareto charts; identification of the solutions of settlement
by selecting the appropriate solution and assessing the effects of application of the selected
solution; implementation and standardization of appropriate solution, which provides the
expected results; assessing the efficacy and efficiency of application of the project of
involvement, with a view to potentially extend it as well to other processes of the
organisation.
Table no. 1: Characteristics of management systems
Management system Quality
management
system
Environment
management
system
Informal
Product
Believe in
continuity of
product
manufacturing
- Continuously achieved
performance (established work
mode = planned processes) on
quality, environment
(effectiveness)
- Improved, in order to increase
stakeholder satisfaction,
performance
- Achieved economic,
financial benefits
(efficiency)
Risk regarding quality environment business
Method of
Product
manufacturing
Establishment and implementation/achievement of
policies/objectives regarding the products, integrated with those
of the company
Risk management
Improving the
product
Improving processes by using
PDCA methodology
Valorisation of
management methods
Standards

References Requirements Guidelines
SR EN ISO
9001:2008
SR EN ISO
14001:2005
SR EN ISO 9004:2010
SR ISO 10014:2007
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Guidance SR EN ISO
9000:2006;
10013:2007
SR EN ISO
14004:2010,
14031:2001
Specifications of
managerial methods
(Management)
Risks
SR EN ISO 19011:2003
The procedure
of identification,
control and
prevention of
nonconformities
The procedure
of identification
and evaluation
of
environmental
aspects
(environmental
impact)
Self-assessment
questionnaires
level of maturity
implementing basic
principles
management /
key elements
sustainable success
SR ISO 31000:2010 Risk management. Principles and
definitions
Source: adapted from Traian Teodoru, 2011b, p. 81
The sustainable success relies on the study of business environment, and permanent
adjustment to it forms the object of the policy of the systems of integrated management.
We synthesize further on the recommended demarches to obtain sustainable success:
assuring a perspective of planning on long term;
constant supervision and periodical analysis of business environment;
identification of all relevant interested parties, assessment of their potential impacts
on business performances and the determination of the manner of fulfilment in a balanced
manner of the needs and expectations identified and classified as such;
constant involvement of interested parties and keeping them informed on its own
activities and plans;
establishing mutual advantageous relations with the suppliers, partners and other
interested parties;
harmonizing in a balanced manner the needs and expectations of the interested
parties;
identification of the risks attached on short/long term and carrying out a global
strategy in order to reduce them;
anticipating the future needs of resources (including of competence for the staff);
determining the proper processes for the performance of business strategy, insuring
that these are able to answer promptly to changing situations;
periodical assessment of conformity to the current plans and procedures;
undertaking appropriate preventive/ corrective actions;
assuring the fact that businessmen have learning opportunities for their own benefit
as well as for the maintenance of business vitality;
determination and maintenance of the processes for innovation and permanent
improvement.

703
2. Case study: Clemens Hrle company, of Leutkirch Germany
I have selected this case study for the rigour and logic of the demarches supported, and the
stages followed are really useful for those who want to settle and certify the systems of
management of environment, by EMAS (the EU Eco-Management and Audit Scheme) or
ISO 14001.
The company Clemens Hrle, of Leutkirch was granted in 2010 the award for environment
of the land Baden-Wrttemberg from Germany.

2.1 Profile of Hrle company
In the company Clemens Hrle beer is being manufactured for over 40 years. Several local
manufacturers are in a sharp competition, therefore the quality of beer must be
irreproachable.
The manufacturers fulfil strict standards and norms of quality for food, applied as well to
Bavarian beer plants. The raw materials, the malt and barley, are purchased only from
farms controlled by two independent institutions.
The approximately 30 employees of the company Clemens Hrle, included in a flexile
organisational chart, are working both in production and sales.

2.2 Preoccupations of company for environment protection
The management is held by Hrle family, which, for over 20 years, has been proving a
constant interest for quality and environment.
It is notorious the management commitment for environment protection. A declared
mission communicates the basic traits of the view and purposes of the team. The essence of
the value asserted determines the purposes and responsibilities of the team. When the
values and purposes are rooted in the culture of the team, its mission only presents them, so
the parties involved and those interested are ready to act, having a clear understanding of
the context of development of events. The principles generate correct attitudes and
necessary to an increased efficiency, they dictate the manner of action.
A declared and constantly pursued purpose of the company is to perform a continuous
improvement of environment.
The owners wanted to firstly assess by themselves their level and thus they drew up
detailed reports of environment and studies of environment balance annually. Being a
private, family business, they wanted a less formal system, less bureaucratic, less time
consuming, as well as less expensive. For the beginning, they assigned around 4 % of the
turnover for the assessment of environment performance (the equivalent of Euro 30.000 in
1995).
The company had as objective the reduction of the consumption of resources and took in
this respect the following measures: a new boiling system of mash in the factory reduced
the consumption of fuel for heating with 25 %, a system of heat recovery saves annually
around 45.000 litres of heating fuel, the optimization of processes removed the
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consumption peaks on electricity, whereas the water consumption was reduced with almost
50% in the last 20 years. The organic waste, resulted from the production processes, is
reused in agriculture.
The support infrastructure consists in utilities for the supply of electric power and water,
treatment of wastewater and return in the emissary, as well as the means for maintaining the
technical equipments and of vehicles.
The finished products are store in the factory until the company carries them to clients
using their own vehicle. All vehicles use organic diesel oil, refined from rape oil.
The problems related to sound solutions were managed by measures of noise reduction. All
these measures were attached independent supervisions, in order to guarantee that noise
levels on neighbouring properties are considerably lower than the legal limits of emission
for noise.
The preoccupations for environment protection are intended to promote the company, being
published periodically in media articles in this respect.
It is remarkable the attitude of the entire team related to transparent communication of its
own performances concerning the environment towards the specialised bodies of control
and the bodies of local public administration.

2.3 Determining the environment objectives
The study of environment balance in Hrle Beer Factory involves the annual internal
registration of all ingoings and outgoings of the flows of materials and power of the
company.
The flow of ingoings includes: raw materials, auxiliary materials, packages (emphasizing
those materials and packages with significant impact for environment), office and
advertising materials, equipments, water and power, whereas the flow of outgoings
includes: the wastewater, emissions in air, products and waste after production, semi-
finished products, power consumed. These are registered systematically, in terms of a
rigorous calendar, for the entire company, being the basic data for the support of indicators
with a view to assess the environment performance.
The following significant environment issues were identified: water and power
consumption, emissions in the air, effluents of waste water and solid waster, possible
discharges of chemical agents from the cooling system, use of cleaning agents and
disinfectants, purity/quality of water and raw materials.
The water and power consumption counts to a great extent for the costs of production and
thus they are accurately analysed in terms of economic considerations.
The supervision of cooling system, as well as the use of cleaning agents and disinfectants is
related to safety. The health of consumers must be guaranteed by regular supervisions in
order to assure that water and raw materials fulfil the regulations for food safety.
In order to draw up environment objectives, it is thus necessary to identify the significant
environment issues and to assess the impacts on environment, generated by these, in fact to
assess the risks faced by company, in the field of environment.

705
Pursuant to data analysis, at Hrle were identified three areas of action, which generate
environment objectives:
conservation of electric power and heat;
orientation towards power sources more friendly with environment;
use of some cleaning agents and professional disinfectants.
The hierarchy of such objectives present a high level of the performances of environment
management and a focus on areas of essential future importance.

2.4 Undertaken criteria
The following tables present the manner of managing at Hrle the most important issues of
environment.
Since the management on the highest level is competent to take the strategic decision to
implement a system of management of environment, undertaking the criteria for
environment performance (presented in table no. 2) has a major importance.
Table no. 2: Criteria for environmental performance, undertaken by the management
Criteria for environmental
performance
The management point of view
Legal requirements and other
requirements
Appropriate laws of the respective land regarding emissions
protection, technical guides for noise, technical guides for
regulations regarding air and dangerous substances
Compliance with legal requirements is assessed on regular
basis.
Past and present performance Reliable data are available at Hrle, since water and energy
consumption have been systematically recorded, since 1995
Standards and good practices of
management
Although the certification of the environmental management
system by EMAS or ISO 14001 is not an objective, their
requirements are internally documented in the environmental
report.
Data regarding performance, from
the industrial organisations
Comparison with other breweries is a "craft tool" in the field
of traditional brewing
Scientific research Research results, in so far as relevant for small breweries, are
used to determine the company objectives (eg: Beer
manufacturing guide, issued by the Ministry of Environment)
Source: Deutsches Institut fr Normung (DIN), 2005, p. 13
The assessment of environment factors, mainly in the cases which involve complex
activities concerning the effects on environment, involves team work.
Since sustainable success involves the identification of all relevant interested parties, the
constant involvement of interested parties and keeping them informed on its own activities
and plans, their observations related to the preoccupations of Hrle company (presented in
table no. 3) are especially useful.

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Table no. 3: Comments from stakeholders regarding the companys environmental
concerns
Stakeholders Comment
Management representatives,
employees
The company's strategy varies between environmental
issues awareness and environmental protection through the
personal commitment of the executive director.
As it often happens in small companies, informal
communication is preferred to official rules when it comes
to employee suggestions
Special meetings on relevant environmental topics are
held by the master brewer and head of supply.
Customers The environmental interests and concerns of customers were
identified through targeted, random surveillance actions of
the individuals.
Suppliers Discussions with suppliers establishing guidelines for the
supply (the quality and source of raw materials, type of
packaging used).
Banks, insurance companies Building confidence through the environmental report.
Control and legislative bodies A regular contact with the authorities is maintained.
Local community A regular contact with those responsible is maintained.
Media (and advertising) Increasing public interest towards publishing information
on environmental activities, giving interviews, reports and
dissemination of company information in regional
newspapers, national news agencies and magazines
specialized in industrial and environmental activities.
Research institutes Active participation in research projects.
Environmental groups and other
organisations
Contact and exchange of information with environmental
organizations and carrying out activities of common interest.
Source: Deutsches Institut fr Normung (DIN), 2005, p. 14

2.5 Selection of indicators for the assessment of environment performance of the
company
The environment report of the company presents expressly the objectives of environment
performance at Hrle. Most of environment objectives are orientated towards technical and
organisational measures. Where possible, the objectives are expressed quantitatively.
The objectives concerning the power are: qualitative objectives (organizational/ technical):
planning and scheduling the investment in a power and thermal plant and quantitative
objectives (operational processes): improvement of electric efficiency within the entire
company with at least 1 kWh per hectolitre of beer produced in the following three years.
The indicators of operational performance (IPO) derived from production control (for
instance the consumption of water and power) and from the study of environment balance
were selected and used directly in order to check the evolution to the agreed objectives.
The following IPO concerning the significant environment issues, expressed in absolute
values, were compared for environment performance in the last 10 years:
electricity used, in kilowatt hour per year;

707
diesel fuel used, in litres per year;
heating fuel used, in litres per year;
water consumed, in cubic metres per year.
The absolute values were then related to the number of hectolitres of beer produced. Thus,
it resulted an additional range of indicators related to IPO which were compared as well for
a 10-year term. By this comparison and by the use of a graphical representation, the
amendments in absolute values are easier to understand.
Here are a few examples of such indicators related to IPO:
litres of heating fuel consumed per hectolitre of beer produced;
kilowatts-hour of electricity used per hectolitre of beer produced;
mega joules of natural gas consumed per hectolitre of beer produced;
litres of diesel fuel consumed per hectolitre of total beer produced and other drinks;
total water consumed in litres per hectolitre of beer produced;
drinkable water used in manufacture, in litres per hectolitre of beer produced;
non-drinkable water used for cleaning, in litres per hectolitre of beer produced;
hectolitres of beer produced per cubic metre of water (in order to measure the
efficiency of water use).

2.6 Analysis of data
The balance studies of materials and power needed few months of labour, using both
external consultants and its own staff.
Before the study of environment balance, the data on emissions, waste of materials and on
the losses of heat was not enough relevant. There is few qualitative data on the chemical
composition and impact on environment of the materials used. The absent information was
collected from external sources, mainly from suppliers.
An unusual characteristic of data collection at Hrle is that the data on the volumes of
ingoings and outgoings is taken not only for the entire process of beer manufacturing, but
for each process separately. This means that it is possible to identify not only the quantity
used from a certain material, but also when and where these substances were used or
manufactured.
The detailed investigations for relevant process indicators involve much work, being very
interested in a detailed assessment of operational performance and thus it will be continued
the collection of data at least for water and electricity consumption for each process.
Theoretically it would be possible to be used the data registered and measured
automatically from the neutralization system to identify exactly the volume of wastewater.
This entails less work and it is much more practical to be used a differential calculation
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708
(namely the water used minus the water used in manufacture, there were the error sources
such as pluvial waters are considered).
The necessary time to register the data may be reduced by the use of the lists of verification
which contain the systematization of data sources, including the location and stowing
environment.
The analysis of data related to volumes and quantities indicated differences, since these
were collected differently. For instance: some quantities were measured (water and
electricity), other quantities were known exactly (for instance from invoices and recipes),
whereas other volumes and quantities were calculated (for instance the emissions calculated
from the consumption of fuel); on the other hand, some volumes and quantities were
estimated in terms of the experience, for the processes included in the system of data
collection (for instance the consumption of adhesive for labels).
The assessment of information revealed the constant increase of the consumption of electric
power and the fact that it is significantly higher than in similar companies, this fact being
caused by the manner of use of equipments.
It was determined that, passing from the heating with liquid fuel to that with natural gases,
the emissions of carbon dioxide, nitric oxide and sulphur dioxide could be significantly
reduced.
By analysing the information in the environment balance, related to relevant processes, it
was possible to obtain an overall presentation of the areas where are used significant
quantities of cleaning agents.
The results of assessment were used by the company Hrle in the public relations. For
instance, it was organised a press conference which was taken over in regional and national
newspapers, as well as on radio.
The environment report was distributed to target clients, to visitors, authorities, power
brokers and interested consumers. The results were also published in the journals of
consumers and in those of environment.

Conclusions and proposals
The current economic situation changes the position of the approaches of companies from
extensive to intensive. Small companies SME are looking for highly rigorous formulas,
laboriously thought, able to assure the maximum coherence of actions in the field of
environment management, formulas which may be both non-expensive and as simple as
possible, so the report effects/costs to be maxim.
Opposite to public sectors organisations and even the multinational ones, which possess
significant means, distributed by orientated budgets, SMEs usually have limited means, the
success of their actions having to rely on principles of management with few resources,
prudence and care on wide horizons.
One demands analyses of tendencies, analyses of cost and intensive improvements, which
involves a better planning and a management of the resources involved, maximum
concentration, wise judgement and strategy.

709
On the top of all its preoccupations and efforts, the image of Hrle company was improved
by winning the prize of excellence in environment, offered by the Ministry of Environment
from Germany, for the year 2010.
The demarche of company represented a new approach for the optimization of processes,
mainly related to the use of water, power and transport, and contributed to the identification
of a few measures of improvement, concerning waste management.
The potential discounts of costs identified, in case of water and power, as well as for some
raw materials, auxiliary and operational materials, showed that it is possible that the indicators
of assessment of environment performance to be related to costs, which suggests the need of
extension of systematic management of costs and over environment costs.
The example of German company may bring advantages to other companies as well and
thus the mediatisation wanted do not bring them only individual benefits, but it offers a
hope formula to other contractors as well.
From the study performed on the company Hrle We realise that it didnt use an established
method to determine and prioritize the environment objectives, respectively FMEA. The
importance and efficacy of this method is emphasized by authors such as Teodoru (2011a),
which drafted a form operable in such situations, Stamatis (2003), which proposed the
formulas for its application in practice, Omdahl (1988) being the one who defined that
FMEA is a technique used to identify, prioritize and eliminate potential failures from the
system, design or process before they reach the customer.
Being a tool of risk management meant for designing products or processes, the authors of
the article consider that FMEA (Failure Modes and Effects Analysis) method may be
applied successfully in order to select the priorities and to identify the objectives, drawing
up a form similar to table. 4 (Annex 1).
When applying such method, one must consider the work regime: normal, abnormal and of
emergency and the criteria of assessment of impacts using an ordinal scale. We have
selected the following hypotheses: normal work regime, three levels of criteria of
assessment of the impact (extension, gravity, frequency), the scale with three steps for each
criterion. Scores were determined empirically for each of these, as follows: for extension
criterion (punctual = 1, local = 3, general = 5); for gravity criterion (low = 1, moderate = 3,
major = 5); for the criterion of frequency or probability of occurrence (low = 1, average =
3, high = 5). The score (product of the three values) represents the indicator of
consideration of the action followed as being in the situation of representing an
environment objective (value over 27) or only a supervision aspect by operational control
(between 9 and 27) or, respectively, of routine (under 9). For another work regime selected,
the values of indicators vary

References
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management - Exemples of environmental performance evaluation. Berlin: Deutsches
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Dinu, V., 2011. Corporate social responsibility opportunity for reconciliation between
economical interests and social and environmental interests. Amfiteatru Economic, XIII
(29), pp. 6-7.
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Hrle, 2010. Environmental Commitment. [online] (Updated 30 April 2010) Available at:
<http://www.haerle.de/aktuelles.45.html> [Accessed 4 August 2011].
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Evaluating Risk in FMEA. [online] Available at:
<http://www.fmeainfocentre.com/presentations/SFMEA-IIE.pdf> [Accessed 15 July
2011].
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Romanian Companies - between Perceptions and Reality. Amfiteatru Economic, XIII
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Olaru, M., Stoleriu, G. and andru, I.M.D., 2011. Social Responsibility Concerns of SMEs
in Romania, from the Perspective of the Requirements of the EFQM European
Excellence Model. Amfiteatru Economic, XIII (29), pp. 56-71.
Omdahl, T. P., 1988, Reliability, availability and maintainability dictionary. Milwaukee:
ASQC, Quality Press.
Schileru, I. and Atanase, A., 2007. Requirements of environmental management for the
goods of future decades, Amfiteatru Economic, [online] Available at:
<http://www.amfiteatrueconomic.ro/RevistaDetalii_EN.aspx?Cod=37> [Accessed 24
July 2011].
Stamatis, D. H., 2003. Failure mode and effect analysis: FMEA from theory to execution.
Second Edition, revised and expanded. Milwaukee: American Society for Quality,
Quality Press.
erban, V. and Kaufmann, M., 2011. Corporate Social Responsibility: The Challenge for
Medium Sized Enterprises in the Bamberg-Forcheim Region, Germany. Amfiteatru
Economic, XIII (29), pp. 180-194.
Teodoru, T., 2011a. Quality and Management. Bucharest: Conteca.
Teodoru, T., 2011b. Management systems: from certificates to profit. Bucharest: Conteca.


711
Annex 1

Table no. 4: Risk Assessment Form at Hrle Factory
N
o
.

S
o
u
r
c
e
s

o
f

e
n
v
i
r
o
n
m
e
n
t
a
l

i
s
s
u
e
s

(
P
r
o
c
e
s
s
e
s
,

a
c
t
i
v
i
t
i
e
s
,

p
r
o
d
u
c
t
s
)

E
n
v
i
r
o
n
m
e
n
t
a
l

f
a
c
t
o
r
s

Environmental issue
EI
(Cause)
Environmental
impact
(Effect)
Impact
Evaluation
Criteria
S
c
o
r
e

S

=

E

x

S

x

F

S
i
g
n
i
f
i
c
a
n
c
e

o
f

e
n
v
i
r
o
n
m
e
n
t
a
l

i
m
p
a
c
t

N
S
F
,

S
F
,

S
F
M

Actions Measures
E
x
t
e
n
s
i
o
n

E

S
e
v
e
r
i
t
y

S

F
r
e
q
u
e
n
c
y

F

r
o
u
t
i
n
e

o
p
e
r
a
t
i
o
n
a
l

c
o
n
t
r
o
l

o
b
j
e
c
t
i
v
e
s

1
Activities
for
maintenance
and
cleaning the
equipment
and office
Disposal of
detergents containing
sewage, in the local
sewerage
Use of the
sewerage
3 3 3 27 SFM X Supply
biodegradable
detergents with
low foaming

2

Washing of
transport
vehicles
The leak of washing
solutions, dust and
impurities in the
drainage
The presence of
washing
solutions, dust
and other
contaminants in
the drainage
3 1 3 9 SF X Washing the
vehicles at
specialized
units
3 External
internal
lighting

Power consumption Using natural
resources
3 3 5 45 SFM X Using energy
saving
lightbulbs,
moving towards
more
environmentally
friendly energy
sources
4 Packaging
plastic,
glass
The need for
controlled storage,
according to
assortment type
The need to
eliminate waste
at the source
1 1 1 1 NSF X Availability of
space and
storage
conditions
Source: adapted from an idea of Teodoru, 2011a, p. 44

AE Quality Uncertainty as a Barrier to Business Services Development

Amfiteatru Economic
712

QUALITY UNCERTAINTY AS A BARRIER TO BUSINESS SERVICES
DEVELOPMENT

Laureniu Tchiciu
1
, Vasile Dinu
2
and Iacob Kerbalek
3

1) 2) 3)

Abstract
Highly performing innovative business services became important factors of
competitiveness in modern economies, but their potential contribution is severely restricted
by market dysfunctions, as companies reported during previous studies. There is also a lack
of adequate policies partly explained by the fact that the services related knowledge is
underdeveloped and poorly disseminated among decision makers. Having found that
quality uncertainty limit the size of the market and the access of new companies and SMEs
to valuable business services, the authors make a review of existing conceptual models of
service quality assessment; discuss the implications of information asymmetry and explore
with selected service providers the situation in specific industries, as well as the solutions
for overcoming the current shortcomings.

Keywords: services quality, business services, information asymmetry, knowledge
intensive business services

JEL Classification: L84

Introduction
As services became dominant in modern economies, more concern is manifested among
economists and business analysts about the particularities of services transactions and
services markets. There is still much to do in order to reform the traditional economic
theories and business practices, created for an economy based on manufacturing, in order to
respond to the changing economic structures (Tachiciu and Popescu, 2007). Service quality
evaluation appears to be one of the most challenging topics for the scientific literature, and
benefited from a large number of contributors. However, the literature abounds of
controversies, studies that invalidate previous assumptions, warnings about omissions, and
attempts to provide improved or alternate constructs. Due to services heterogeneity, a
significant research effort is dedicated to conceptualizing and measuring quality in specific

Corresponding author, Laureniu Tchiciu - laurentiu.tachiciu@gmail.com

*)
This paper was first presented as a communication within the 20
th
anniversary international
conference of RESER, The Resilience of the Global Service Economy, 30 September-2 October,
Gothenburg, Sweden.

713
service industries and categories of service industries, providing in many cases useful
insights for market operators. When reviewing the literature a number of characteristics are
conspicuous: (1) most of the research focus on consumer services, while the case of
business to business (B2B) services is overlooked, not to say avoided; (2) most of the
research aims at empowering the service provider in managing quality issues, therefore the
accent is put on psychological and behavioral factors that help service companies to attract
and maintain the clientele, while the value of the service for the customer is considered
only superficially or ignored (Gyimothy, 2000); (3) most of services quality constructs fail
to take into consideration the implications of information asymmetry, despite the fact that
many researchers have investigated the quality of the relations between the service provider
and the customer, due to the co-design and co-production that are specific to services
because of their inseparability and simultaneity.
We believe that more efforts should be deployed toward analyzing the case of business
services quality and eventually designing an instrumental framework for quality assessment
that may contribute at improving market functionality. Various industries depend on
services as intermediate inputs, and raise policy concerns especially regarding structural
deficits with respect to industries that typically rely heavily on external inputs from
knowledge based services (Pender, Kaniovski and Dachs, 2000). The authors insist in their
background report for The European competitiveness report 2000 upon the need to
overcome the problem of asymmetric information by specific institutional arrangements
aiming to mitigate the economic effects of uncertain provision of quality, and by a
framework were clients creative response will be encouraged. In the same spirit, Peter
Wood is analyzing the so called London paradox suggesting that the contribution of non-
science-non-technology based innovation, relying upon the contribution of external
knowledge intensive business services, had much higher impact on the success of London
based firms as in the case of other major urban locations from United Kingdom (Wood,
2007), which raises once again the problem of uneven benefits of business services from a
customer's perspective. The Commission Communication on business-related services
(Commission of the European Communities, 2003) acknowledges that ... serious
deficiencies in our understanding of the structure of the services sector and the factors
influencing the growth of services enterprises remain. In the opinion of the commission
one important reason of such a situation is the fact that services are difficult to define and
thus to measure, and we can add that one obvious issue is related to services quality
evaluation during the transactions with services. This is especially the case of knowledge
intensive business services. Leung (2004) noted: More and more analytical approaches are
being developed so that knowledge can be included more directly in production functions.
However, incorporating knowledge into standard economic production functions is not an
easy task, as this factor defies some fundamental economic principles, such as that of
scarcity. Knowledge and information tend to be abundant; what is scarce is the capacity to
use them in meaningful ways. Nor is knowledge easily transformed into the object of
standard economic transactions. Following an exploratory research that we carried out
during 2009 among business services customers we found out a general dissatisfaction
generated first, by the impossibility of the buyer to know in advance what service it will get
and to compare the offers available on the market, second, by a perceived poor quality of
services and third by excessive tariffs compared with the perceived value of the services
(Tachiciu, Dinu and Kerbalek, 2009). All this point to the well-known information

Amfiteatru Economic
714
asymmetry specific to service provision relationships coupled with the helplessness to
measure service quality.

1. Limits of business service quality evaluation
In the field of service quality assessment one should easily identify the coexistence of
several paradigms. A paradigm is a theoretical construct of any kind which enjoys the
adherence of a significant number of scholars. The expression theoretical construct could
mean concept, model, theory, or any other kind of intellectualization of an object or a
notion (Verstraete and Fayolle, 2005). A paradigm may suffer transformation and may be
replaced by another; the successive transition from one paradigm to another via revolution
is the usual developmental pattern of mature science as Kuhn (1970) said. As long as the
scientific debate follows several conceptual models, the service quality does not follow the
pattern of a mature science, but that of a science being in an on-going clarification process.
Working along existing paradigms, represent an attempt to force nature to the preformed
and relatively inflexible box that the paradigm supplies. No part of the aim of normal
science is to call forth new sorts of phenomena; indeed those that will not fit the box are
often not seen at all (Kuhn, 1970).
There are few attempts to classify in a comprehensive manner the conceptual models used
in service quality. Susan Proctor and Gillian Wright (Proctor and Wright, 1998) identify
several such constructs:
Importance-performance models (Fishbein, 1967; Martilla and James, 1977; Cronin
and Taylor, 1994 - SERVPERF model) that are based on the measurement of customers'
perception of the performance of items significant to quality weighted by the importance
given by the customer to each item.
The perceived quality model (Gronroos 1982, 1984, 1993), also known as the dis-
confirmation model, defines the service quality as a measure of how well the service level
delivered matches customer expectations. This model has the merit of considering that the
customer's perspective is dominant, rather than that of the provider. Nonetheless, to a
deeper analysis the model serves at informing the provider better than the customer
Service processes models, initially proposed by Smith and Houston (1983), later
derived in a number of applications based on the measurement of the quality of the
relationships between the service provider and the customer (i.e. Hsieh and Chaing, 2003)
The gap analysis model (Parasuraman, Zeithaml and Berry, 1985) also known by the
name of the subsequent quality measurement scale SERVQUAL, according to which
service quality result from a comparison of consumer expectations with actual service
performance, while the evaluation is made on both the process and the outcome of the
service delivery.
Haywood-Farmer model
The gap analysis in professional services model


715
When reviewing the literature a number of characteristics are conspicuous:
Most of the research focus on consumer services, while the case of B2B services is
overlooked, not to say avoided. Possibly, one reason is the higher complexity of the
relationships between the two parties, as figure no. 1 suggests. The number and complexity
of interaction between persons is a very significant difficulty in addressing quality issues in
services as almost all the authors have revealed. Each interaction is subject of a series of
biases related to communication, compliance, knowledge, collaboration, flexibility,
perception, etc. More than this, in business to business relationships there is an institutional
interaction superposed to interpersonal relationships, the nature, significance and influence
of which is difficult to capture, despite the fact that in some cases its presence is obvious, as
in the case of the preference that multinationals subsidiaries have for the local subsidiaries
of their mother company service providers. Another issue is that customer's satisfaction
used by most conceptual models to measure service quality is itself affected by
organizational aspects, as governance, for instance.

Figure no. 1: Complexity of relationships in business to business service provision as
compared with the case of business to consumer
Most of the research aims at empowering the service provider in managing quality
issues, therefore the accent is put on psychological and behavioral factors that help service
companies to attract and maintain the clientele, while the value of the service for the
customer is considered only superficially or ignored (Gyimothy, 2000);
Most of services quality constructs fail to take into consideration the implications of
information asymmetry, despite the fact that many researchers have investigated the quality
of the relations between the service provider and the customer, due to the co-design and co-
production that are specific to services because of their inseparability and simultaneity.

2. The issue of information asymmetry
There is a large academic literature on the information asymmetry, but its practical
implications are still very superficially addressed, exception being made of some so-

Amfiteatru Economic
716
phisticated industries as the financial services one. The indifference or ignorance exposed
by economic actors and policy makers in relation with the information asymmetry is
bizarre, even more as its market implications are insistently revealed by various scholars. In
his notorious article, The Market for Lemons: Quality Uncertainty and the Market
Mechanism, George Akerlof (1970) clearly revealed these implications: in markets
characterized by information asymmetry, where sellers tend to have more information than
the buyers, there is incentive for sellers to market poor quality merchandise, since the
returns for good quality accrue mainly to the entire group whose statistic is affected rather
than to the individual seller. In this way, bad products drive out of the market the good
ones, and the prices tend to be exaggerated compared to the value the buyer gets.
According to Akerlof this process naturally shrinks the market down to the level of its non-
existence. We, instead, accept the more general statement that information asymmetry
severely inhibit the development of an industry.
It is largely accepted the fact the service industries face more asymmetric information than
tangible goods industries (Clark, 1993; Nayyar, 1993; Skaggs and Snow, 2004) and also it
is more difficult to overcome. Since services are consumed as they are delivered, they are
neither reversible nor returnable. Therefore, warranties covering services are often difficult
to administer. Certification is no performance guarantee. Further-more, when certification
is widespread, it provides no distinct performance signal. Monitoring is often inadequate
because there is information asymmetry between the monitor and the person or facility
being monitored (Nayyar, 1993). Justifiable, scholars distinguish between service
industries in relation to the grade of information asymmetry. Three categories of services
were theorized: search services, when the quality of service can be known before
experiencing it, experience, when the buyer can assess the quality only after experiencing
the service, and credence services which quality cannot be assessed properly even after
they have been delivered (Hsieh and Chaing, 2004). As useful as it may be this
classification has been rarely used in the field of business services, in our opinion, because
of the complexity of the relationships between the service provider and the customer when
both are organizations. Nonetheless, the problems raised by information asymmetries for
the business services market should be addressed, especially in the context of the con-
temporary wave of services externalization.
Last year we did a survey among 180 executives of business services client firms from
Romania. We found a general dissatisfaction about the current situation. The main concern
of respondents was the impossibility of the buyer to know in advance what service it will
get and/or to assess the correspondence of what it is likely to get with the real needs of his
company. Many declared that the services they get are of low value but high priced.
Obviously, the main source of concern was the information asymmetry specific to service
provision relationships, coupled with the lack of transparency of the market for services and
its insufficient institutional development and legal coverage. But the most striking aspect -
indirectly revealed during our research - was the almost general incapacity of the client
companies to measure, even ex-post, the value-for-money they got from a business service
transaction.
Recently Rubalcaba, Gallego and Hertog (2010) published an article on market and system
failures in services innovation and they found that information asymmetry is a core issue
from both perspectives. They discuss deeply the implications of information asymmetry in
the context of the European Union economy, mentioning as principal effects - in our

717
reading - a limitation in demand for services and the lack of incentive for service providers
to raise their capabilities and improve the quality of services. Their position show that the
dysfunctions which can be observed on the business services market in transition
economies, many of which are attributed to the weaknesses of such systems by the authors
of a study on small business service firms in Ukraine (Smallbone et al., 2010) are in fact of
a more general nature. Without underestimating the role of soft institutional failures, we
believe that addressing information asymmetry is a priority in exploiting the potential
contribution of business services in raising the overall economic performance.

3. Service quality and market from the perspective of service providers
During our previous investigation, mentioned above, business service customers were
asked to anticipate how will evolve their companies purchases of services. The majority of
respondents estimate that during the next five years their purchases of services will record a
moderate increase or a relative stagnation. This result confirm to a certain grade the
constraint exercised by information asymmetry on the development of business services'
market in Romania. Clark (1993) believe that each market has a number of in-built
mechanisms which remedy the harmful effects associated with information-related
problems, the institutional arrangements which predominate in particular markets being
dependent upon the trust-producing mechanisms within those markets. Nayyar (1993),
however - as we have shown above -, maintains that information asymmetry between the
buyers and sellers of services remains even after firms take action to reduce it.
In order to understand to what extent service providers are concerned with the need of a
more competitive environment, quality improvement, market conditions and market
perspectives we carried on a number of in depth interviews with managers of local business
services providers from Bucharest and Buzau (a medium size town 200 km north from
Bucharest). We took account of the diversity of services industries being particularly
interested in more knowledge intensive services; so, we choose service providers in the
following fields: accounting, computer related services, logistics (third party logistics) and
management consulting.
The interviews were conducted around several common topics:
How well do they know their industry and its dynamics?
What are they doing in order to acquire new clients and how potential customers
select the service provider?
What kind of interaction takes place between service providers and their customers
in the pre-contractual phase when defining the object of the contact according to the needs
of the customer?
How important is the price in business services transactions, compared with other
criteria?
What kind of frictions they face more frequently during the execution of the con-
tract?
What is their behavior aiming at improving quality and raising customers business
performance?

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How often and how easily an unsatisfied customer terminates the contract before end
to find another contractor, or switch from a contractor to another for subsequent contracts?
What happens in the post-contractual phase? Are there cases of litigious claims, or
does the service provider maintain a certain kind of relationships with its former customers,
for instance in order to assess ex-post the results (improvements) achieved by the customer
as result of their collaboration?
While detailed analysis of the information gathered from interviewees is done in order to
prepare the hypothesis that will be tested in a new phase by a more comprehensive survey,
a number of aspects could be already of interest at this stage:
In none of the industries considered by our investigation there is no market infor-
mation system in place. Nevertheless, some efforts are done, especially by professional
bodies. For instance, the authorized accountants body provide a classification of accounting
firms in relation with certain professional criteria in classes from A to F (the interviewed
companies were classified A and B), the management consultants body publish an annual
report regarding the industry, the logistics professional body publish industry analyses, and
provide information about events in the industry. On another hand business organizations
like the chambers of commerce or third parties publish rankings of companies by sector,
based on their turnover. Discussions revealed that all this information is mostly addressed
and used by the firms in the industry and not by potential customers who either are not
aware about the information or are not interested in it.
Price does not play a significant role in the choice of the service provider. The only
industry where some interest of the customers for price in relation with perceived quality
was reported is accounting. Instead, personal relationships and social networks of either
firms executives or staff are usually the main instrument in acquiring new clients. The
recommendation by former clients is also frequently a mean to initiate new transactions.
Distinctively, management consultants - in principal - and sometimes computer relegated
services providers have to win competitions to get public contracts or contracts with large
and very large companies that organize procurement procedures. Somehow annoying,
interviewee commented that even in the case of procurement procedures, personal relation-
ships, or the history of former collaboration can weight very much in obtaining the contract.
Apart from occasional participation in competitive tendering procedures, there is no
observable rivalry between the components of selected industries for market share, or
confrontation for acquiring new customers
The structure of the industries is quite different:
- Accounting has the largest market as most SMEs preferred to outsource this activity
because of professional responsibility and the difficulty to comply with a very ambiguous
and ever changing legal and fiscal environment. The industry itself consists of a large
number of small firms many of which are owned by a single person or a family. The service
is provided mainly in the same locality. We found no indication of any consolidation trend.
Medium and large enterprises organize the accounting in-house or outsource it to their spin-
offs or specialized companies in the group, so they are not active demand bearers.
- The computer related services industry is split between large and powerful
companies (including their local (national) subsidiaries, dealers, agents or representative
offices that share a market of large and very large contracts, having among their clients the

719
government, banks and other financial institutions, multinationals and other large
companies, and a large number of small enterprises that serve the SMEs market with
customized, less expensive and less demanding solutions. The two strategic groups of
enterprises do not interfere, apart from occasional collaborations, mainly in the form of
subcontracting.
- The management consulting industry is heavily dependent on government contracts
or transactions in the context of the preparation of projects founded with EU funds. Another
component of the demand side of the market is represented by local branches of
multinationals and very large (state owned) enterprises, but is apparently reserved to well
reputed brand names, as the big four, for instance. When the brand is not the decisive
criterion in selecting the service provider, personal relationships will be the most important
instrument in obtaining a contract. When the object of the contract involves the preparation
of an application for funds, having the right relationship within the founding institution can
be an advantage. Occasionally, the history of collaborations between the customer and the
consultant can also be an important criterion. They know they have no problem with me in
doing this job, so they will select me every time for it said one interlocutor. The genuine
demand for management consulting services from domestic medium and large enterprises,
mainly related to mergers and acquisitions, is not significant. Actually, among selected
industries, management consulting firms face the highest pressures. First because their
market lack a natural dynamics; second, because firms that started in other industries
(accounting, auditing, computer related or legal services) tend to diversify by providing
management consulting services and third, because of business support services provided to
SMEs by noncommercial actors (NGOs, universities etc.).
- The third party logistics industry is in an infant stage in Romania, driven by foreign
direct investment. There are very few companies serving mainly large distributors.
From interviews we understood that quality is not a day by day preoccupation for
business service firms, but merely is treated more as a formal issue. For instance all the
interlocutors declared that they comply with industry standards, either formal or informal.
In some cases they have to comply with professional standards as required for practicing
the business; this is especially the case of accounting. Some others are seeking a
certification as a sign of capability, despite the fact they are skeptical about the market
sensitivity to it. It is the case of management consultants and logistics experts who can
individual get a professional certification issued by their professional bodies, or the
computer related service providers (for example Microsoft Certified Company).
Significantly, consultants are working to create a standard for selecting management
consultants in order to stimulate the demand to discriminate between consultants on more
objective criteria. All the interviewee are familiar with quality management systems
standards ISO 9000 series, but none of them is aware about services quality assessment
models as SERVQUAL or SERVPERF.
Very interestingly, the cases experienced by service providers when a client will
switches to another provider are accidental and quite exceptional. In the case of accounting
and computer related services, most of their clients were acquired at the beginning of their
activity, 10 to 16 years ago, and only very few new clients are added each year in their
portfolio. They see this situation as an indication that the clients are satisfied with the
quality of the service. In reality, as many of their customers did not have any experience
with another provider, and have no market information readily available, or capacity to

Amfiteatru Economic
720
assess the service quality in relation with its price, we understand that the switching cost is
very high, as a sign of a dysfunctional market.
The information asymmetry is influencing the relationships of service providers with
their customers in various ways. Interviewees believe that it is a source of unjustified and
unrealistic expectations from their clients. For instance, many clients expect that their
accounting firm provide them financial management and fiscal advice which is not part of
the contracted service, but it is unclear if the client understands it before, or after agreeing
the price and signing the contract. In the case of computer related services frequently the
client expect advice in operations management issue while the provider often considers that
this exceed his obligations. From management consultants customers also expect advice in
legal matters. By another hand, such situations incited service providers to diversify their
activities in order to better exploit the customer portfolio, instead of developing
collaboration with specialized firms. We may assume that in many cases this diversification
is realized - at least at beginning- at the expense of the quality and implicitly at the expense
of the customer. A very important and somehow counterintuitive finding from interviews is
that the learning process during contract establishment and execution is usually very limited
in practice on both parties This raises a very serious concern about the prospects of the
markets under scrutiny. We were expecting that better informed customers will become
more exigent making better decisions and service providers will become more innovative
trying to cope with the evolving needs of their customers. We found no signs that this really
happens.
Service providers consider that they have no responsibility for the results in terms of
value for the client company. Even third party logistics companies that are proud to declare
that their services contribute at reducing the cost of their customers do not seem to be
preoccupied of whether or not the result is slightly better or the best. We found only one
example of performance based pricing, in the case of consultants. Smaller consultancy
firms were obliged by market pressures to accept performance pricing for their assistance in
preparing funding applications, and this practice tend to be generalized for this kind of job.
In our assessment this kind of arrangement still does not solve the issue of equitable
distribution of the risk between the service provider and the client company. Because the
client is unable to assess the quality of the service, the service provider has the possibility
to limit its effort close to the value of the retainer, thus taking no risk for the case in which
the application is not successful.
Overall, from interviews we got confirmation of market dysfunctions generated by
information asymmetries in several business services industries. The degree of information
asymmetry vary from an industry to another, management consultancy having the
characteristics of a credence good while the other service correspond better to the definition
of experience goods. Quality in general and quality evaluation does not seem to be a major
concern for service providers. Only among management consultants - that face the highest
market pressures - we found a certain understanding of the need of a more functional
market, in which customers will be able to choose providers based on proven capabilities
and results against price.


721
4. The challenge of creating a sound business services market
In particular in the field of knowledge intensive business services, better informed public
policies and public intervention are justified in order to correct market and system failures
that lead to under-exploitation of their potential contribution at raising the economic
performance (Rubalcaba, Gallego and Hertog, 2010). As the case of management
consulting industry demonstrates, increasing rivalry among suppliers by adequate
regulatory and institutional measures may determine the industries to undertake voluntarily
a significant part of the effort toward a more open and competitive market. The academic
world should be encouraged to intensify its efforts in producing robust knowledge
conceptual means and analytic tools to address sector specific needs, as well as in
disseminating knowledge in society.
The development of a sound business services market is in the interest of the economy, and
therefore deliberate actions should be taken to put in place a framework that will increase
market transparency, will stimulate an authentic competition between service providers and
will reduce the risk of adverse selection and moral hazard.
In our view, the envisaged framework should combine regulatory and self regulatory
instruments, public and private initiatives and institutional capacities, horizontal and sector
specific actors and mechanisms. It will also encompass the pre-contractual, contractual and
post contractual phases of the transaction, or, in other words, the provider selection, the
contractual terms, the service provision, and the clearance of duties and rights between the
provider and the client.
When developing such a framework, several desiderates must be considered with priority:
Market information availability. Market information helps market actors in making
informed choices, and in measuring ex-post their results against what would be expectable
in specific conditions, or against the best performances. Market information is a public
good (difficult to exclude some users, little profitable for private sector to invest in its
supply), therefore it is legitimate for the Government to undertake its provision. As Akerlof
(1970) noted It should also be perceived that in these markets social and private returns
differ, and therefore, in some cases, governmental intervention may increase the welfare of
all parties
Standardization. Standardization permits actors to compare offers starting from a
common minimum level of service quality and increase market transparency. Especially in
the field of business services standardization is far less developed as in the case of tangible
goods.
Certification and rating. Independent certification bodies and rating agencies could
bridge the information gap
Transparency of service providers' cost structure should represent an effective barrier
against moral hazard. One way to increase transparency of the cost structure is to improve
the invoicing mechanism.
Performance based pricing. Enlarging the utilization of performance based pricing
(for instance, a combination of fixed price and success fee) should be an incentive for
service providers to make the best efforts in the interest of their clients. It will also be an

Amfiteatru Economic
722
incentive for service providers to provide relevant knowledge to their clients, as in the case
of services the final performance depends on co-design and coproduction.
Effective market supervision and redress instruments. Public bodies and sector
professional associations should cooperate in ensuring trustful and in time enforcement of
the established market rules, as well as equitable remedies when a party experiences a loss
because of the other partys fault.

Concluding remarks
As the modern economies are dominated by services, the well-functioning and development
of services markets is crucial for the socio-economic progress. Not only services have a
major contribution to GDP and employment, but also they decisively contribute to the
competitiveness of the other sectors. In this context, business services, and in particular the
knowledge intensive ones deserve much more attention from the business community and
policy makers. The economics and business literature has drawn the attention to the
problems encountered in the development of the business services industries due to quality
uncertainty and information asymmetry, but a practical reaction from public authorities and
market players keep expected still.
The present paper shows that the existing conceptual frameworks of service quality
assessment are led by the interest of the supplier and partly inadequate for business
services, thus being unable to play a role in market signaling. They also fail to properly
address the issue of information asymmetry. The information asymmetry favors adverse
selection and moral hazard, diminishes the market confidence and severely restricts the
market development, which otherwise could bring higher benefits for everybody. We argue
that policy makers and the business community should undertake coordinated and
deliberate actions in order to improve the business services market framework and we
enumerate six priority desiderates in building such a framework.
Rather than providing a solution, our primary goal is to animate the debate on a subject that
we consider to be of a major importance for the nowadays economies.

Acknowledgement
This work was supported by CNCSIS UEFISCDI, Project number PNII IDEI
1858/2008 Management Control in the Sustainable Development of the Human
Ressources

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725

THE DEVELOPMENT OF TOURISTIC SERVICES THROUGH INDIVIDUAL
AND ORGANIZATIONAL LEARNING. STUDY CASE: ROMANIA AND SPAIN

Dan Popescu
1
, Iulia Chivu
2
, Alina Ciocrlan-Chitucea
3-
and
Daniela-Oana Popescu
4

1) 2) 3)4)

Abstract
The present research aims to establish and to design the development strategies for services
in small and medium-sized enterprises (SMEs) that activate in the tourism field of activity
(hotels and other accommodation establishments, restaurants, passenger transport, travel
agencies, cultural tourism agencies).
Organizational learning is focused on the learning process in the organization which has
direct influence on the goods and services produced. Learning activities, carried out
individually, are not easily transferred at the organizational level.
Moreover, in order to better highlight the weaknesses and the strengths of touristic services
management approaches and to define recommendations, our research theme is developed
as comparative study: similarities and differences within SMEs touristic services and
learning organization practices in Romania and other European Unions country members
(the example of Spain was considered).

Keywords: services, tourism, small and medium-sized enterprises (SMEs), organizational
learning, human resources

JEL Classification: M3, M31, L81

Introduction
Our goal is to identify and formulate proposals aimed to improve the SMEs activities and
performances from the perspective of the touristic services, as we believe this situational
context represents a scientific and practical challenge.
We have chosen the services area for our investigation as it has gained a permanent role
within SMEs (Beardwell and Holden, 2001, pp.272-273), agencies and nations,
increasingly not only as an academic discipline, but as a central theme in the development
area (Popescu et al., 2010, p.49). Behind SMEs performances there are human resources
(Vasiliu, 2009, pp.83-93). Being a combination of individual and organizational learning, in

-
Corresponding author, Alina Ciocrlan-Chitucea - alina.ciocarlan@man.ase.ro

AE
Learning. Study Case: Romania and Spain

Amfiteatru Economic
726
a broad context of adequate human resources policies (Sutherland and Canwell, 2004,
pp.163-168), the development of services ensures the continual improvement and growth of
both individual and organization. Furthermore, a new period of human civilization appears,
a superior way of life, which involves intensive utilization of information in all areas of
production and consumption, involving the human factor as producer and consumer, having
an important economic and social impact (Petrescu et. al., 2010, pp.267-285).
SMEs represent the most numerous and important category of enterprises, with multiple
economic, technical and social functions (Popescu et al., 2010, p. 51). SMEs are the most
dynamic and vital factor of progress in the contemporary society, main generator of
economic performance and substance in any country, major contributor to the national
budget, and engine to improve the living standard of the population. The rights and
goodwill of consumers are more and more important, especially within the present
economic climate (Dinu, Marchevski, Dobrescu and Petrescu, 2010, pp.709-710), and
SMEs are drawing up the main human resources agglomeration. Furthermore, SMEs
generate the most of Gross Domestic Product (GDP) in every country - usually 55%-95%,
provide employment for most of population.
In the context of The European Union forming a group of countries with the most intense
concerns and performance in supporting and encouraging SMEs, globalization involves an
uniformity of managerial practices and organizational behaviors (Yamnil, McLean, 2001,
pp.195-208), which are in an incipient way for SMEs in service sector (Olaru et al., 2010,
pp.10-26). This is an additional a reason to adopt a comparative approach of HRD from EU
countries.
Investigating the correlation between managers approach to motivating the human
resources and organizational activity performances represents the start-up of a research that
could lead us to results to be developed afterwards. For instance, the influence of superior-
trained and well-motivated human resources on the SMEs outcomes can be extended to the
influence upon the tourism domain and the economy service sector.
The main objective of the paper: The present paper aims to analyze, the managers opinion
regarding the compatibility between positively motivated employees, using individual and
organizational learning, and the development of SMEs services.
Secondary objectives of the paper:
- to set-up an economic interpretation for motivated employees (positively or
negatively), considering the similarities and differences between European Unions country
members;
- to establish in what measure positively motivated employees can provide a
competitive advantage for the Romanian and Spanish SMEs.

1. Hypothesis of the research
Three main hypotheses were formulated relevant to the role of human resources motivation
and development in SMEs on one side, and sustainable economic performance on the other
side. Based on the previously mentioned objectives, the research hypotheses are:

727
- Within the organization, employees represent an important, strategic resource, main
creators of economic added value and economic performance. The rise of the service
economy, the increasingly flow of global information, and the growing recognition of the
importance of intellectual capital are turning employees knowledge and abilities into a key
resource and a source of competitive advantage for the organizations in the global
economy.
- Based on the human resources management practices, SMEs managers could
support the compatibility between positively motivated employees and superior
performances of the enterprises they belong to.
- Within the contemporary economic context, SMEs development and performance
can be achieved by human resources development programs and concerns, through
learning activities and knowledge-based activities, especially if we consider that learning
organization:
- depends on the employees education level and on the facilities employees have at
their work place;
- can take place in the organization (indoor development) or outside the organization
(outdoor development).
In order to test these three hypotheses, as a continuation of a research started in 2000,
connected to SMEs birth rates and death rates, a number of 117 managers and
entrepreneurs were interviewed. The results of these interviews were analyzed in the
following empirical part of our paper.

The methodology used is a logical consequence of the research questions applied within the
survey, representing a first step in choosing the qualitative/quantitative approach. For our
research, the key question is: In what measure managers from the SMEs that activate in the
field of tourism consider that positively motivated employees determine highly
organizational performances?
We have chosen the qualitative path as it refers to managers opinion upon employees
motivation-employees performance connection.

2.1 Size and structure of the sample
Acknowledging the importance of HRD and SMEs performances, we realized a study on a
sample of 117 respondents that belong to SMEs from tourism domain: Accommodation,
Restaurants, Passenger Transports, Travel Agencies and Cultural Tourism Organizations,
from different regions of the two countries taken into consideration, measuring 19
variables. The results are based on a study performed in September and October 2010 in
different regions of two EU members (Romania and Spain) and confirm the research
hypothesis regarding HRD and its contribution to SMEs performances.

AE

Amfiteatru Economic
728
Research design
In underlying the research, we have taken into consideration the numerous answers
received from the 117 respondents. Each question was formulated in order to answer,
directly or indirectly to the research hypothesis. The questionnaire includes general, easy-
to-answer, closed questions, in order to make the tasks easier for the respondent. A second
part is reserved to issues regarding the SMEs profitability and economic performances
(Howell and David, 1997, 120-129) and the third part refers to human resources
performances. The main purpose of the research is strongly connected to the answers
received from the second and third part of the questionnaire.
The first questions (1-6) are indirect ones, related to the purpose of the research. They refer
to the organizations size, tradition and other factors that may influence the basic features
of the organizations dimension and activity. Their purpose is to fix the analyzed entities
into a specific, determined area of investigation (Eurostat, 2011). In this context, we
appreciate that, basic factors as market experience, number of employees or field of
activity, may influence, in different ways, the quality and the work results of the
employees.
The second part (questions 7-14) aims to get indirect answers in order to establish human
resources work outcomes within the organization (expressed by the productivity evolution).
Third part of the questionnaire (questions 15-20) is directly related to human resources
practices (which is the managers opinion about the motivation alternatives) and to material
and non-material stimulants and facilities given to employees.
First, the authors obtained the validity of the questionnaire on core values employed in this
study. The initial version of the questionnaire was sent as a pilot survey to Spain SMEs in
order to ensure the accuracy of questions relative to the core values. After completing the
questionnaire, feedback was asked to managers for improving questions precision.
Afterwards, a revised version of the survey was sent to Spain and Romanian SMEs.

2.2 Statistical Instruments
The data was analyzed using Statistical Packages for Social Scientists (SPSS) 16.0 and
yielded multiple results that are presented synthetically in the present paper. Therefore, the
most significant results are highlighted, with a focus on the profile characteristics, and the
detailed secondary correlations (Cohen, 1988, pp.81-95).
Work method: Primary data, through structured questionnaire, were collected from a
sample of 117 respondents (response rate of survey: 56,80%), randomly selected from
among the SMEs engaged in tourism types of activity. The survey elaborated by the
researchers group consisted of 20 items. The research adopted a survey method to collect
data on the SMEs general characteristics (field of activity, form of propriety, market
experience, geographical position, legal form of organization), organization performance
(turnover and profit evolution, tangible assets contribution, average number of services,
organizations turnover structure, first three clients and suppliers importance), human
resources performance (employees level of motivation, education, average number of
training days, average wage, facilities for employees) (Mintzberg, 2004, pp. 87-89).

729
Descriptive Mathematics
We have obtained the main values of the research by applying the weighted mean and by
respecting the frequency distribution imposed by the questionnaire answers alternatives.
=
=
+ + +
=
n
i
i i
n n
v n
n n
v n v n v n
x
1
2 2 1 1
1 ...
(1)
Because of the SMEs classification criteria, the data obtained differs significantly, so we
have calculated partial means for every type of collectivity. Partial means are also called
glisant means or mobile means, used for large fluctuations in the values string, when is
difficult to calculate the tendency. The calculation is made considering a number of m
closed values (Levin, 1999, pp.35-42).
m
x x x x x
x
i i i i i
m glis
2 1 1 2
,
+ +
+ + + +
= (2)
The standard deviation () is calculated as squared mean of all series elements deviations
from the main value.
=
( )
n
x x
i

2
(3)
This indicator is relevant for applying the square lift. A greater importance to absolute
value deviations is given, which influences, in a higher way, the deviation degree of the
analyzed variables.
The variation coefficient (v) is calculated as a report between the standard deviation and the
arithmetic mean. The values of this indicator are subunit ones (Levin, 1999, pp.50-56).
v = 100
x
o
(4)
The closer to zero the value of v is, the less the value of the variance is. Furthermore, the
collectivity is more homogeneous and the degree of representativeness is higher. The
bigger the value of v is, the larger the value of the variance is. As a consequence, the
collectivity is less homogeneous and the degree of representativeness is smaller.

3. Results of the study
From all 117 respondents, 86 are from Romania and 31 are from Spain. Both for countries,
the micro and small enterprises (less than 49 employees) number is higher than medium
ones (more than 50 employees), due to the fact that their number (as a general tendency) is
smaller and, also, due to contextual barriers (the access for organizing an interview may be
more reduced).
All organizations that have participated to the survey were classified into two main
categories, according to the size criterion: small enterprises (0-49 employees) and medium
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enterprises (more than 50 employees). As we expected, the survey demonstrated that the
majority of the answers came from the small enterprises. The success for the tourism
business is based on human component and, especially on the level of human involvement
in providing touristic services (Costic et al., 2008, pp.136-141).
Encouraging harmony and work comfort by giving equal material advantages to employees
(bonuses, prizes, professional and leisure facilities, agreeable work climate) is a
management practice in SMEs (table no.1). Comparing the two set of results (Romanian
and Spanish SMEs), the first information is that both Romanian and Spanish managers do
not agree to identical type of motivation for different employee performances. Meanwhile,
within Spanish SMEs the attitude towards this hypothesis is rather uniform distributed
between neutral, agree and strongly agree alternatives, Spanish managers tend to agree
(more than 60% of the respondents from all types of touristic organizations). This indicates
a general concern of the managers to different approaches of personnel motivation
according to distinct performance levels. The questionnaire results infirm hypothesis 1 and
sustains the human resources complex approaches within SMEs from a service field of
activity.
Table no. 1: Hypothesis 1 of the research (%)
ROMANIA

Accommodation Restaurants Travel Agencies Others
Company
size
Small
enterpris
es
Strongly
disagree
0.00 0.00 0.00 0.00
Disagree 1.50 0.00 0.00 0.00
Neutral 6.70 10.72 26.00 13.00
Agree 77.20 83.50 65.00 74.00
Strongly agree 14.60 5.78 9.00 13.00
Total 100.00 100.00 100.00 100.00
Medium
enterpris
es
Strongly
disagree 0.00 0.00 0.00 0.00
Disagree 0.00 0.00 0.00 0.00
Neutral 5.80 5.30 3.10 2.00
Agree 86.40 91.30 88.70 98.00
Strongly agree 7.80 3.40 8.20 0.00
Total 100.00 100.00 100.00 100.00
SPAIN Accommodation Restaurants Travel Agencies Others
Company
size
Small
enterpris
es
Strongly
disagree
0.00 2.10 0.00 0.00
Disagree 2.90 4.00 6.10 0.00
Neutral 43.00 35.00 23.20 0.00
Agree 28.40 51.30 38.30 0.00
Strongly agree 25.70 7.60 32.40 100.00
Total 100.00 100.00 100.00 100.00
Medium
enterpris
es
Strongly
disagree
1.00 n.a. n.a. n.a.
Disagree 7.40 n.a. n.a. n.a.
Neutral 39.50 n.a. n.a. n.a.
Agree 43.80 n.a. n.a. n.a.
Strongly agree 9.30 n.a. n.a. n.a.
Total 100.00 100.00 100.00 100.00
Source: exploratory survey performed in September-October 2010

731
Not offering any supplementary advantage to employees, except the wage could generate
the same organizational performances, as no employee would have the tendency to leave
his working places, given the difficult present economical and social conditions (table
no.2). The global economic crisis also affected the tourism domain. This fact is confirmed
by the managers answers related to supplementary motivation elements for their
employees: as for Romania and Spain, most of the answers correspond to neutral, agree and
strongly agree alternatives. Being aware of the lack of alternatives of their employees,
managers do not concern seriously about special types of motivation and act mostly guided
by predetermined arguments: employees do not have any alternatives for leaving the job, so
there is no need for management to make special effort in human resources motivation.
This types of managerial behavior confirms hypothesis 2.
In order to achieve a competitive advantage, SMEs need to be able to learn faster than their
competitors and also develop a responsive culture (Richman-Hirsh, 2001, pp. 105-120). In
light of these pressures, modern organizations need to maintain knowledge about new
products and processes (Wells and Schminke, 2001, pp. 135-158), understand what is
happening in the outside environment and produce creative using the knowledge and skills
of all employed within the organization. This requires co-operation between individuals and
groups, free and reliable communication, and a culture of trust (Yamnil and McLean, 2001,
pp.73-84).
ROMANIA

Accommodation Restaurants
Travel
Agencies
Others
Company
size
Small
enterprises
Strongly
disagree
0.00 0.00 0.00 0.00
Disagree 18.20 32.80 29.70 0.00
Neutral 19.80 8.70 11.30 0.00
Agree 34.20 25.80 30.00 0.00
Strongly
agree
27.80 32.70 29.00 100.00
Total 100.00 100.00 100.00 100.00
Medium
enterprises
Strongly
disagree 0.00 0.00 0.00 0.00
Disagree 8.30 5.40 6.50 34.60
Neutral 12.40 14.00 23.00 13.00
Agree 56.30 45.60 57.00 20.00
Strongly
agree
23.00
35.00 13.50 32.40
Total 100.00 100.00 100.00 100.00
SPAIN Accommodation Restaurants
Travel
Agencies
Others
Company
size
Small
enterprises
Strongly
disagree
0.00 0.00 0.00 0.00
Disagree 3.90 13.40 20.00 0.00
Neutral 45.00 23.00 29.00 0.00
Agree 23.00 36.00 34.00 80.00
Strongly
agree
28.10 27.60 17.00 20.00
Total 100.00 100.00 100.00 100.00

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Medium
enterprises
Strongly
disagree
0 n.a. n.a. n.a.
Disagree 9.2 n.a. n.a. n.a.
Neutral 16.1 n.a. n.a. n.a.
Agree 29.4 n.a. n.a. n.a.
Strongly
agree
45.3 n.a. n.a. n.a.
Total 100.00 100.00 100.00 100.00
Stimulating competition between employees and giving them material and immaterial
advantages, according to their work results is the best way to high organizational
performances (table no.3). Answers to questions related to hypothesis three of the research,
indicates a active preoccupation of managers for rewarding employees after the work effort
was made and economic performances were registered. According to the managers
answers, more than 85% of all types of the questioned enterprises choose to motivate their
employees according to their previous performances. Hypothesis 3 is confirmed.
ROMANIA

Accommodation Restaurants
Travel
Agencies
Others
Company
size
Small
enterpr
ises
All Equal 0.00 0.00 0.00 0.00
Almost Equal 1.20 4.00 3.00 0.00
Neutral 0.60 3.80 0.50 0.00
Depends on
performances
95.30 89.20 92.50 100.00
Different 2.90 3.00 4.00 0.00
Total 100.00 100.00 100.00 100.00
Mediu
m
enterpr
ises
All Equal 0.00 0.00 0.00 0.00
Almost Equal 2.00 3.70 0.20 0.00
Neutral 5.00 4.00 4.00 0.00
Depends on
performances
91.00
88.00 94.00 100.00
Different 2.00 4.30 1.80 0.00
Total 100.00 100.00 100.00 100.00
SPAIN Accommodation Restaurants
Travel
Agencies
Others
Company
size
Small
enterpr
ises
All Equal 0.00 0.00 0.00 0.00
Almost Equal 0.00 2.00 2.00 0.00
Neutral 1.00 1.00 5.00 0.00
Depends on
performances
96.00 94.00 87.00 98.00
Different 3.00 3.00 6.00 2.00
Total 100.00 100.00 100.00 100.00
Mediu
m
enterpr
ises
All Equal 0 n.a. n.a. n.a.
Almost Equal 0 n.a. n.a. n.a.
Neutral 0 n.a. n.a. n.a.
Depends on
performances
96 n.a. n.a. n.a.
Different 4 n.a. n.a. n.a.
Total 100.00 100.00 100.00 100.00


733
All these considered key-changes involving the transition to a competitive SMEs sector
should take into consideration the following: creating and implementing human resources
development strategies of SMEs, as a prerequisite to increase their performance in the new
socio-economic context (Campo-Martinez et al., 2010, pp. 862-870). SMEs tend to give
greater importance to human resources than larger organizations, because of the simplified
hierarchical structure, which promotes greater interaction between management and
execution personnel, and, furthermore, higher interest and commitment of organization
employees. In our opinion, another solution represents innovation support within SMEs,
fact also sustained by development and implementation of the scientific progress.
The variables used within the research, respectively the organizations economic
performance (OEP), human resources material motivation (HRMM), human resources
immaterial motivation (HRUM) are presented in table no. 4, while the results are presented
in table no. 5.
Table no. 4: Main variables of the research
Variable
name
Measurement scale Variable type Definition
OEP Numerical (1-10) Endogenous Organization economic performance
HRMM Numerical (1-5) Explanatory Human resources material motivation
HRUM Numerical (1-5) Explanatory Human resources immaterial motivation

Table no. 5: Values of main variables of the research
Explanatory variables
Total sample
117
Medium
Romania
Medium
Spain
Small
Romania
Small
Spain
Mean value for OEP 8,33 9 8,30 7,25 8,05
Standard deviation 1,1413 1,1265 1,396 2,527 1,322
Variance 1,996 1,600 1,949 6,385 1,748
Mean value for HRMM 3,95 4,30 4,38 3,93 3,92
Variance 0,578 0,678 0,500 0,495 0,474
Mean value for HRUM 3,14 3,13 3,14 5,50 1,67
Variance 10,142 4,125 4,695 68,818 1,059
Some of the significant findings of the study tested under the standard deviations and
variance assumptions are given below.
The importance given by managers of tourism enterprises to organizational performance
tends to increase as the size of the firm becomes larger (from small to medium enterprises).
The importance given to Human resources material motivation is not distributed similarly
across small and medium enterprises; managers are more likely give importance to
employees' material motivation than to immaterial forms of motivation. The use of
immaterial motivation is not correlated with the main variable organization economical
performance fact sustained to the extremely high variance value (10,142). The dependent
variable Human resources material motivation proved to be associated with the independent
variable Organization economic performance. The standard deviation measures the error of
the supposed association between the independent variable Organization economic
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734
performance and the dependent variable Human resources material motivation, with result
less than 1 (0,760) the error is accepted.

Conclusions
The results of the study demonstrate that managers opinion regarding the way employees
should be motivated corresponds with the research hypothesis: a different type and form of
motivation should be applied for every employee, according to his/hers work results and
performances. Furthermore, the learning capacity and knowledge sharing within SMEs
consists of maintaining levels of innovation and remaining competitive, being better
prepared to respond to external pressures, improving corporate image by becoming more
people orientated. At the organizational level, a successful human resources development
program will prepare the individual to undertake a higher level of work. Hypothesis 1 and 2
are confirmed.
Our research results confirm hypothesis 3: learning organization for services area has
gained a permanent role within SMEs and ensures the continual improvement and growth
of both individual and organization.
As part of the overall development strategy, learning organization for services area mainly
refers to skilful provision and organization of learning experiences, in order that business
goals and organizational growth can be achieved.

Acknowledgements
This article is to be a result of the exploratory research project Organizational Learning
Model within the Knowledge-Based Economy from Romania, PN II, Ideas, financing
contract no. 1844/2008. The project is co funded by Scientific Research National Council of
Higher Education and coordinated by The Academy of Economic Studies from Bucharest.

References
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rd
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influence of group composition. Tourism Management Review, 31( 6), pp.862-870.
Cohen, J., 1998. Statistical power analysis for the behavioral sciences. 2
nd
ed. Hillsdale,
New Jersey: Lawrence Earlbaum Associates.
Costic, R., Stanciu, P. and Condratov, I., 2008. Human Factor in Sustainable Tourism
between Ethics and Social Responsibility. Amfiteatru Economic, X(23), pp. 136-141.
Dinu, V., Marchevski, I., Dobrescu, E. and Petrescu, R.M., 2010. Education and Training
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Economic, XII(Special issue 4), pp. 709-734.
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Richman-Hirsh, W.-L., 2001. Posttraining interventions to enhance transfer. The
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Information Using New Techniques

Amfiteatru Economic
736

ESTIMATING THE IMPORTANCE OF SOCIAL MEDIA IN CONSUMERS
EDUCATION AND INFORMATION USING NEW TECHNIQUES

Cristian Bogdan Onete
1
, Rzvan Dina
2
and Eugen Remus Negoi
3
1) 2) 3)

Abstract
The social media is composed of easily accessible web tools through which people
converse, participate, create, recommend, valorify information and respond online to
everything that happens around them. These web tools offer a dynamic virtual environment
where users are engaged in a continuous traffic generated by information and interactivity.
Internet development and access to information led to a change in consumer behavior in
Romania. In this context, it must be taken into account that the buying decision and the
decision to include certain foods in daily diet is significantly influenced by the views and
experiences of other consumers, expressed in the virtual environment. Thus a new
communication channel provided by the internet through social media (forums, chat, blogs,
sites reviews) appeared.
In this respect, we conducted a research - using the main search engines with the aim to
analyze the evolution of the number of forums and blogs, and also of the posts on these,
related to the words bio-eggs, eggs from battery raised chickens and eggs numbering,
during December 2009 June 2010.

Keywords: Social Media, consumers education, ecological food, forum, blog

JEL Classification: D83, M31, Q13

Introduction
Traditional media has been reflected first by the print media (in the 17
th
century, the first
newspapers appeared in Venice). At the end of the 19
th
century, the telecommunications
revolution followed, which led to the emergence of the technological media, through two
compounds: the analog media (represented by telephone, radio and television) and the
digital media (represented by internet). Technology has advanced at a rapid pace, so the
internet became the most conducive environment for global communication.
Digital media is different from traditional media through several communication features
such as: environment and methods of communications - through search engines, websites,
blogs, social networks, forums, or the type of the searched interaction - looking for

Corresponding author, Cristian Bogdan Onete - onete@ase.ro


information, purchase of products, dialogue, and proficiency in a particular field. This is
measurable and flexible, allowing communication to improve.

1. Social media - the communication channel of the 21
st
century
We live in the 21
st
century, an era of online communication and transactions in which social
media and social networks have experienced a real growth and have been known
throughout the world in the last decade. On everyones lips, from 10 years old children
until persons belonging to the third generation, a few common words such as Facebook,
Twitter, MySpace, Hi5, LinkedIn, forums, or blogs, are.
Social networks have emerged as a result of public desire for something new and exciting.
These social networks provide a dynamic virtual environment where users are engaged in a
continuous traffic, generated by information and interactivity. The idea of being able to
communicate easily with a simple platform to use, it has become increasingly popular,
resulting in an explosion of social media.
In the online environment, social media is a complex term that can take various forms,
being mostly used to describe the social aspect or the art of communication in media; a
phrase - composed of two words - that leads to one meaning. Media refers to advertising
and transmission of ideas and information through various channels, while social involves
the interaction between individuals within a group or community. The term social media
refers to communication platforms generated and sustained by interpersonal interaction of
people, using specific methods or procedures.
The introduction of this term is attributed to Chris Shipley, co-founder of Guidewire Group,
a company from San Francisco dealing with studying and making reports on trends and
technological innovation. This company has used the term to describe online
communication and information, and participation and collaboration in this environment.
A social network can be defined as an application that helps, expands or gains consistency
with human interaction, interaction between groups who share the same interests, coming
from the same cultural, geographic field or, according to certain criteria, can join and form
a community of interests. A social network is the place where the passion for something,
the mutual interest gathers people. People stick to a label, stick to a certain class, or stick to
a group or they simply gather because they belong to the same region.
Another definition of social media describes it as media for social interaction, using easily
accessible display techniques. Social media uses web technologies to transform
communication in interactive dialogues. Companies define social media as being generated
by consumers (CGM consumer generated media).
Social media is composed from easily accessible web tools through which people converse,
participate, create, recommend, valorify information and respond online to everything that
happens around them.
The term social media is a generic term that defines a series of online communication
channels, social networking and systems of information dissemination that include forums,
groups, blogs, social networks and mobile content / video / audio sharing and instant
communication.
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The term refers to new online media types, characterized by:
Participation social media encourages the contribution and feedback from anyone
interested. Social media covers the line between media and audience;
Open the services of social media are open to feedback and participation. They
encourage the voting, comments and information distribution. There are rare the cases in
which the access and usage of the content is hindered (because the password protected
content is not authorized by the users);
Conversation while traditional media (newspapers, magazines, television, books,
radio) is defined by the broadcast term (transmitted and distributed content to an audience),
social media is seen mostly by analogy with a two-way conversation (dialogue);
Community social media allows communities to rapidly form themselves and to
communicate effective. Communities share joint interests, such as the passion for
photography, political problems or favorite TV shows, etc.;
Connectivity most types of social media are expanding by their interconnection,
making possible the inclusion of links to other websites, resources or people.
The communication model, promoted by traditional media, is the monologue. In social
media, this is replaced by dialogue. Thus, in the new social media types, communication
takes on the characteristics of dialogue: it is transparent, authentic, vibrant and driven by
the consumer.
Generally, the following main types of social media applications are used: social networks,
blogs, wiki, podcasts, new channels (RSS and Atom), communication for the organization
and share of a specific type of content (photo, video, and documents), micro-blogging,
forums, chat, and virtual worlds.

2. The relationship between the new consumer and the organic food
As a consequence of the unprecedented development of electronic commerce, with its
known business models, the Internet became the development generator of the new
economy. In this context, the consumer, acting on a globalized market, strongly connected
through the Internet, became a consumer with a complex life style, skilled and competent,
which can be named the new consumer.
The new consumer manifests the tendency of displaying an increased confidence in the
information gathered from the online environment. He reads the opinions of other
consumers before making a purchase. For the new consumers, as they are very informed,
the consumption of organic food is very important. They appreciate organic products for
their rich content of mineral salts and vitamins, and for the high level of hygiene employed
in their production.
In Romania - although at a smaller scale compared to other countries - there is an increase
in the consumers interest in organic food; consumers become more aware of the long-term
health benefits of these products.
Internet expansion in Romania changed the Romanian consumer's behavior. In the current
context, the new consumers purchase decision - that includes also food purchase - may be

significantly influenced by the opinions and experiences of other consumers expressed in
the virtual environment, on the strength of the development of the new ways of
communication offered by the Internet (forums, chats, review websites, blogs etc.).
We anticipate that there is a link between social media and the decisions taken by the new
consumer. To explain different aspects of this issue we conducted a survey in which we
pursued:
The role of Internet as an information/educational resource for the new consumer in
Romania
The way news in traditional media are presented and shared in social media
The possibilities regarding the education of the new consumer in Romania through
the internet and social media in what concerns the consumption of organic food.
Our research was carried out online by using the main web search engines in Romania and
worldwide.
The focus was on the evolution of the number of forums and blogs on subjects concerning
the following key words organic eggs, battery raised chickens and egg labeling,
during the period December 2009 - June 2010.
These subjects were chosen due to the emergence of various news related to them in the
traditional media, such as the news issued by Gheorghe Mencinicopschi.
Gheorghe Mencinicopschi, PhD, professor of biology and biochemistry and expert in
human nutrition, food safety, and nutritional planning, is the director of the Romanian
Institute of Food Research. In January 2010, professor Mencinicopschi published a book on
nutritional advice, entitled Noua ordine alimentara - i noi ce mai mncm? (The new
food order. So what do we eat now?). While promoting the book, he appeared on a
popular TV talk show on the evening of February 3
rd
2010. One of the topics reached
during the show, was about the mandatory eggs labeling. He argued that it is best to
consume the eggs whose first digit on the label is 0 as these eggs are organic or those
whose first digit on the label is 1 or 2 (coming from free range chickens and barn-raised
chickens). The other eggs, with the first digit 3, are from battery raised chickens, and he
argued that their consumption is recommended to be limited or avoided.
The research aimed at showing the connection between this news and the interest of the
new consumer in organic food.
Although the news first appeared in February 2010, the online research covers a wider
interval in order to identify how the interest in organic food (mainly in organic eggs) is
reflected in online posts, both before and after the news emergence on TV. We were
interested in identifying whether there is a growth in the interest of the new consumer for
organic foods after the emergence of the news and whether an experts opinion on the
matter is important.
Concerning the interest in organic food - in this case, organic eggs we carried out an
online research with the aim to identify the number of discussion on blogs and forums in
Romania. To obtain a higher accuracy, we used combinations of words, further on defined
as models:
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Model 1 (keywords 1): the relationship between specialists message and egg
labeling
Model 2 (keywords 2): the relationship eggs-labeled egg-battery raised chickens.

3. The evolution of discussions on blogs
Table no. 1, table no. 2, and their associated figures present the evolution of the number of
discussions posted on Romanian blogs, related to model 1 and model 2.
Table no. 1: The evolution of the number of discussions posted on Romanian blogs for
model 1 (the relationship between specialists message and egg labeling)
Month
Dec.
2009
Jan.
2010
Feb.
2010
Mar.
2010
Apr.
2010
May
2010
June
2010
Number of
discussions
2 12 216 145 57 12 9
According to the graphical representation of the data from table no. 1, can be observed a
sudden growth in the number of discussions (216) corresponding to the moment when the
news appeared in the traditional media (February 2010), followed by a constant decrease
during the next 3 months down to the level associated to the period before the appearance
of the news (figure no. 1).

Figure no. 1: The evolution of the number of discussions posted on Romanian blogs
for model 1

Table no. 2: The evolution of the number of discussions posted on Romanian blogs for
model 2 (the relationship eggs-labeled egg-battery raised chickens)
Month
Dec.
2009
Jan.
2010
Feb.
2010
Mar.
2010
Apr.
2010
May
2010
June
2010
Number of
discussions
41 40 665 424 287 124 125

According to the graphical representation of data presented in table no. 2, can be observed
that, in February 2010 - the month when the news appeared in the traditional media a
sharp increase in the number of discussions posted on blogs was registered, respectively
665, compared to January 2010 when a number of 40 discussions was registered. Also, in
this case, can be observed that a sudden decrease was registered in March 2010 (424
discussions), followed by a slight decrease during the next 2 months (figure no. 2).

Figure no. 2: The evolution of the number of discussions posted on Romanian blogs
for model 2

4. The evolution of discussions on forums
Table no. 3, table no. 4, and their associated figures show the evolution of the number of
discussions posted on Romanian forums, related to model 1 and model 2.

Table no. 3: The evolution of the number of discussions posted on Romanian forums
for model 1 (the relationship between specialists message and egg labeling)
Month
Dec.
2009
Jan.
2010
Feb.
2010
Mar.
2010
Apr.
2010
May
2010
June
2010
Number of
discussions
25 52 237 183 114 92 69

Figure no. 3 presents a growth in the number of discussions related to the relation between
the specialists message and egg labeling. The increased interest in this subject was only
maintained during February 2010 (237 discussions, compared to January 2010, when only
10 discussions were registered) when the news appeared on TV. Also, between March and
June, a slight decrease in the interest regarding this subject is registered, compared to the
level associated to the period before the appearance of the news in the traditional media.

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Figure no. 3: The evolution of the number of discussions posted on Romanian forums
for model 1

Table no. 4: The evolution of the number of discussions posted on Romanian forums
for model 2 (the relationship eggs-labeled egg-battery raised chickens)
Month
Dec.
2009
Jan.
2010
Feb.
2010
Mar.
2010
Apr.
2010
May
2010
June
2010
Number of
discussions
652 1164 845 1388 1095 883 684

Figure no. 4 illustrates an evolution in the number of discussions completely different from
the one in figure no. 3. There is not a clear trend in the evolution of the discussions. An
interest in this topic is registered even before the news appearance in the traditional media
(in January 2010, 1164 discussions were registered). After the appearance of the news, a
decrease in the number of discussions was registered in February (845 discussions)
followed by a strong increase in March (1388 discussions), and only in June the number of
discussions on this subject was less than the one in February (respectively, 684 discussions
in June, compared to 845 in February). This situation can be explained by the fact that the
dynamics of the discussions on forum is different than the one on blogs.



Figure no. 4: The evolution of the number of discussions posted on Romanian forums
for model 2

Conclusions
Social media is a communication tool; it aims to transform monologue into dialogue, to
provide free access to any kind of information, and to transform the internet users from
ordinary readers into content creators. Social media facilitates the interaction in the online
world, in order to create new relationships for personal or business goals. Thus, through
social media, the loyalty and participation of people can be achieved, opinions can be easily
asked for, market research can be carried out, and easier communication at global level can
be achieved.
The common aspect to all the attempts of defining social media is represented by the mix of
technology and social interaction in order to create value. This interaction and the
presentation of information depend on the variety of perspective and the establishment of a
sense of belonging to a particular community, with sharing impressions and personal
experience of participants.
The research revealed that the news emerged in traditional media have a certain impact in
the social media - even if this is not very important - which leads to the idea that social
media cannot be yet used as an effective tool for education. This could be a consequence of
the fact that the internet is primary used as an entertaining environment and an option for
spending leisure time, than as a source for obtaining substantial information necessary for
transforming the individual into an aware and educated consumer, respectively a new
consumer.
In Romania as well as in the rest of the world, it is obvious that the Internet has become an
essential tool for informing and educating consumers. The emergence of the new
consumer is a consequence of development of Internet and of the increase of access to
online content, the new consumers being a category of people that gather their necessary
information from the Internet. All these facts lead to the conclusion that Internet represents
an educational resource.
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The Internet - along with traditional media - becomes an important resource for learning
and education. Although the possibilities for educating the consumers through the Internet,
as well as the increase in number of the new consumers, are almost unlimited, their interest
is poorly reflected in social media. This is a consequence of the fact that the internet is
primary used as an entertaining environment and in order to achieve a transformation of
individuals into educated consumers, a lot of time is required. However, in the future, this
goal may be achieved both in Romania, and worldwide.

References
Alex, N., Deryck, H. and Justin P., 2009. Blogging and other social media: exploiting the
technology and protecting the enterprise. Cornwall: MPG Books Ltd.
Comm, J., 2009. Twitter power 2.0. How to Dominate your Market one Tweet at a Time.
New York: John Wiley & Sons Inc.
Euro RSCG Worldwide, 2010. Prosumer Report. The New Consumer in the Era of Mindful
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content/uploads/2010/11/Prosumer_Report-_The_New_Consumer_lores.pdf>
[Accessed 28 September 2011].
Kelsey, T., 2010. Social Networking Spaces From Facebook to Twitter and Everything in
Between. New York: Apress.
McGregor, S. L., 2000. Consumer education and the OECD electronic commerce
consumer protection guidelines. Journal of Consumer Studies & Home Economics,
24(3), pp. 170-178.
Ministry of Economic Development, 2008. The Digital Strategy 2.0. [online] Available at:
<http://www.med.govt.nz/upload/73583/Digital-Strategy.pdf> [Accessed 28 October
2010].
Negrea, M., 2007. Noi modaliti de comunicare: Media Generat de Consumatori (New
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X(Special issue 2), pp. 18-24.
Onete, B., Voinea, L. and Dina, R., 2010. Dimensions and evaluations of the new
consumer concept in Romania. Current Issues of Business and Law, 5(2), pp. 341-355.
Pamfilie, R., Maiorescu, I. and Vian, S., 2010. A new approach to business websites
within the framework of conceptual society-food companies reference. Current Issues
of Business and Law, 5(2), pp. 356-368.
Pierson, G., 2008. Social Media. Social Media Vision, [blog] 11 November, Available at:
<http://www.socialmediavision.com/social-media/> [Accessed 29 September 2011].
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Bucharest Academy of Economic Studies, The 17th Symposium IGWT Facing the

Challanges of the Future: Excellence in Business and Commodity Science, Bucharest,
Romania, 21-25 September 2010. Bucharest: ASE Publishing House.
Voinea, L., 2011. Cercetarea percepiei noii generaii de consumatori din Romnia privind
calitatea produselor alimentare ecologice. Calitatea - Acess la succes Journal, 21(1),
pp. 52-59.
Weinberg, T., 2009. The New Community Rules: Marketing on the Social Web. Sebastopol,
California: OReilly Media.
Zarrella, D., 2010. The Social Media Marketing Book. New York: OReilly Media Inc.

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Romanian Websites Design

Amfiteatru Economic
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THE RELATIONSHIP COMMUNICATION STRUCTURE - UNCERTAINTY
AVOIDANCE REFLECTED IN ROMANIAN WEBSITES DESIGN

Doru Pleea
1
, Rodica Pamfilie
2
and Irina Maiorescu
3

1) 2) 3)

Abstract
As todays society heads towards digitalization, the virtual environment gains a growing
importance. Shaping the e-environment in accordance to the real environment in order to
favour the activities and processes going to take place there requires a thorough design.
However, cultural attributes of reflected inherently by design play a core part in how the
information displayed on websites is perceived. The present paper aims to bring a
perspective about transposing the proper communication structure into the website design,
from the cultural point of view and from genders point of view, as it resulted from a
research of Romanian students from Bucharest Academy of Economic Studies.

Keywords: cultural differences, website design, communication structure, gender
cognitive differences, consumer

JEL Classification: M16

Introduction
One of the most popular theories in what regards the differences among cultures belongs to
Edward Hall, his analysis leading him towards the conclusion that cultures differ one from
another mostly by the way they structure their communication and how they perceive time.
Referring to communication, he classified the cultures in High Context cultures and Low
Context cultures (Hall and Hall, 1990).
Another approach of this subject brings into discussion the cultural dimensions resulted
from an extensive research of thinking patterns performed by Geert Hofstede. The five
dimensions which Hofstede considered important to be taken into account when analyzing
to a certain culture are the following: Power-distance, Individualism, Masculinity,
Uncertainty Avoidance, Long Term Orientation (Hofstede, 1997).
A research performed on students enrolled in the bachelor programs of Bucharest Academy
of Economic Studies in 2010 and 2011 showed a common line among these two theories,
the structure of communication being connected with Uncertainty Avoidance and Power
Distance dimensions.

Corresponding author, Doru Pleea - pleseadoru@gmail.com


747
1. Communication structure
Referring to the particularities of the communication structure specific to nations across
world, Hall considers that in High Context cultures the body language, proximity and
symbols are very important, the message being fully understood through the whole context
the transmitter uses (Hall and Hall, 1990). In Low Context cultures, the sender of the
message relies mostly on words, used as clearly as possible, without hidden meanings.
The indirect nature of High-Context communication is expressed in website design through
images, symbols and animations much of it being focused on people and their behaviour,
while Low-Context websites contain more text information and less images and motion
(Wrtz, 2005).
In the same time, High Context cultures prefer taking small pieces of information at a time,
while Low Context cultures would rather take the whole amount of the required
information at once, efficiently.
It is acknowledged that the two genders show differences in their neurological structure of
the brains, the cortex being specialized differently for some of the cognitive processes.
Biologically speaking, human brain is divided into two hemispheres, each of them having
well defined functions. Research and experiments have proven that the left hemisphere
deals mostly with the cognitive processes related to logical and sequential analysis and
communication, while the right hemisphere is specialized in spatial perception and holistic
approach.
Also, it has been found out that the two hemispheres have a rather integrated manner of
functioning in womens brain and a more specialized one in mens brain. Thus, men
process the information sequential, piece by piece, while women often show a holistic,
integrated approach of the information perceived.
Hence, men would likely appreciate that the needed information to be placed in one spot,
concentrated. Women can deal better with multiple sources of information, as its
integration into a unitary message or idea its easier for them.
Men will therefore rather look for the fundamental elements, for the pattern or scheme,
while women tend to detail the message (McCormick and Whittington, 2000).

2. Uncertainty avoidance
Hofstede considers that cultures accept uncertainty and unpredictable events in different
ways. Thus, cultures have created various rituals for approaching the situations they are
not familiar with.
High uncertainty avoidance means that ambiguous situations are disliked and, generally,
clear structures in the organizations, institutions and relationships will keep unpredictable
events under control, as what is different and unknown may be regarded as a threat.
A website designed for such cultures should be simple, with clear and structured
information. Often, predictability of the content following a link is expected to be met in
the structure of the website.
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Low uncertainty avoidance cultures tend to be less openly anxious, unexpected events
being regarded as curious or interesting. The structure of information in websites can show
more complexity, without limiting strictly the content. Links to pages that open outside the
website may be used as they prove to offer useful and interesting information.

3. Romanian cultural dimensions
Romanian culture was not included in the analysis of both Hall and Hofstede, but it was
subject to extrapolation based on cultural affinities to other nations. Referring to
communication structure, Pleea et al. (2010) deduced, based on a compared analysis of
five Latin countries websites design, that Romanian people are a slightly High Context
culture.
Due to the fact that the research of Hofstede was deployed during the years the communist
regime was ruling Romania, the real information for his research was not available. Later
on, another research performed in Romania by Interact (2005), following a similar
methodology, proved however that some indexes were wrong estimated by Hofstede. In
table no. 1 are shown the estimated values of Hofstede indexes and also the calculated ones
by Interact in two different surveys.
Table no. 1: Hofstede indexes for Romania
Country
Power
Distance
Individualism Masculinity
Uncertainty
Avoidance
Long term
orientation
ROMANIA
1
st
survey
INTERACT
2005
29 49 39 61 42
ROMANIA
2
nd
survey
INTERACT
2005
33 49 39 61 42
ROMANIA
- Geert
Hofstede
estimation
90 30 42 90 -
Source: Luca, 2005

4. Objectives and methods of investigation
The present paper aims to identify the relationship between communication structure and
Uncertainty Avoidance expressed in the design of an e-learning website created for
Romanian students.
Similarly, the paper seeks to evaluate whether Romanian are prone to a very high
Uncertainty Avoidance behaviour (as estimated by Hofstede) or to a more moderate one (as
resulted from Interact surveys in 2005); also it seeks to find out if communication structure
is different for the two genders, regardless of the common culture students share
Romanian.

749
The study is based on the analysis of the responses obtained from an online survey
conducted on students enrolled in the various years of university bachelor programs from
Bucharest Academy of Economic Studies in 2010 and 2011.
The sample size has been calculated in order to fulfil the criteria of significance. The
sample resulted in a minimum of 375 respondents at a confidence level of 95% according to
formula (1):
)
25 . 0
( )]
1
( [
) 1 (
2 2
2

Z
N
d
p p Z N
n
(1)
where,
n sample size
N total population( in Bucharest Academy of Economic Studies the number of students
enrolled in bachelor regular programs in 2010 2011 academic year, N = 14910 students)
d margin of accuracy (5% , or 0.05)
Z 1,96 for a confidence level of 95%
p = 0.5
In order to determine whether there is a certain preference of students for the structure of
the information communicated through website, two different versions of the same e-
learning website, presenting courses (figure no. 1 and 2) were shown to the students. They
were asked to choose the preferred version.
Both the name of the training provider, the logos and information used are fictional; the
website does not exist in reality as it was especially designed for the research purpose.
There were 439 valid responses, fulfilling thus the criteria of significance of the sample.

5. Results of the research
Romania is a country with a very high index of Uncertainty Avoidance according to
Hofstede and a quite moderate one according to the surveys of Interact. The reflection of
high Uncertainty Avoidance in websites design is expressed through clear and simple
structures and not so much information.
Analyzing the answers received from the students, it can be noticed a clear preference of
both genders for the vertical and simpler structure of information, as 73.46% of respondents
indicated this version of website.

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Figure no. 1: E-learning website: vertical, clear and simple structure of information

This high percentage of responses indicating a visible inclination for the vertical structure
of information confirms the rather High Context communication structure Romanian have,
as this kind of design offers small amounts of information at a time and not so much text.
Also, this proves the not so high Uncertainty Avoidance behaviour. Both versions of
websites have clear and structured information, but the horizontal structure one offers more
detailed text about the courses content.
Though the programs of study suggested in these two websites belong to Business and
Economics zone, some of them are not comprised in the curricula of the Bucharest
Academy of Economic Studies and, therefore, not familiar to the respondents. If Romanian
students have been characterized by a very high Uncertainty Avoidance behaviour, it would
have been expected that the version with horizontal structure of information to be more
preferred.
However, comparing the distribution of answers respective to genders, it was remarked a
slightly increased preference for the vertical structure of the feminine respondents; the
horizontal structure of information version of website was preferred in a greater amount by
masculine respondents.


751

Figure no. 2: E-learning website: horizontal, clear structure and more complex
information
This finding can be explained by the neurological structure of brain different to the two
genders. As the horizontal structure version contains more concentrated information about
each course, men preferred in a larger percentage than women this type of communicating
the information. The vertical structure contains less information about each course (as a
matter of fact there are displayed as links only the names of the courses, without any
additional information in the page about their content) and it is preferred in a larger amount
by women, as their exploring behaviour is more accentuated.
Still, the vertical structure is more preferred, meaning that culture prevails over gender
differences in perceiving and communicating the information.

6. Limitations of the research
Bucharest Academy of Economic Studies is the largest economic university in Romania, its
graduated students applying their skills in all areas of business activity. However, the
results of the present study though significant for the group of age between 19 26 years
and for Romania, have to pondered carefully when extending them to other cultures and
other age categories.

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Conclusions
Nowadays, companies rely more and more on virtual environment in their efforts to
communicate with consumers. The website of the company is the place where the products
and services are presented, promoted and also the place that often gives identity to the
organization. It is vital that the website is not just a collection of text, images, interactive
features, animation and sounds, but a place carefully designed to fulfil clients requirements
and expectations.
Culture is essential for understanding the patterns of thinking and communication specific
to both organization and its clients. The structure of communication is part of the cultural
heritage of the individual and so is the behaviour resulting from Uncertainty Avoidance.
Romanian culture is characterized by a quite oriented High Context communication
structure and also by a medium - high Uncertainty Avoidance attitude. These two
dimensions have a similar reflection in websites design as the structure of information
shows it.
Though consumers show differences in the way information is best transmitted and
perceived because of the specific genders cognitive structures, culture proves to have
even a stronger influence on their behaviour.

References
Filip, A. and Anghel, L.D., 2009. Customer Loyalty and its Determinants in a Banking
Services Environment. Amfiteatru Economic, XI(26), pp. 288-297.
Hall, E.T. and Hall, M.R., 1990. Understanding Cultural Differences. Boston: Intercultural
Press Inc.
Hofstede, G., 1997. Cultures and Organizations: Software of the Mind. New York:
McGraw-Hill.
Hofstede, G., 2001. Culture's Consequences: Comparing Values, Behaviors, Institutions
and Organizations across Nations. London: Sage Publications Inc.
Huntington, S., 1998. The Clash of Civilizations and the Remaking of World Order.
Bucharest: Antet.
Keillor, B., Tomas, G. and Hult, M., 1999. A Five-Country Study of National Identity:
Implications for international marketing research and practice. International Marketing
Review, 16(1), pp. 65-84.
Luca, A., 2005. Studiu privind valorile dimensiunilor modelului Hofstede pentru Romnia.
[online] Available at: <http://www.interact.ro> [Accessed 22 February 2011].
Maiorescu, I., 2008. The Role of Marketing in the Real ISO 9001:2000 Quality
Management System. Amfiteatru Economic, X(Special issue 2), pp. 126-129.
Marcus, A. and Gould, E.W., 2000. Cultural Dimensions and Global Web User-Interface
Design: What? So What? Now What?. [online] Available at:
<http://www.amanda.com/resources/hfweb2000/AMA_CultDim.pdf> [Accessed 25

June 2008].
McCormick, D.F. and Whittington, M.S., 2000. Assessing academic challenges for their
contribution to cognitive development. Journal of Agricultural Education, 41(3), pp.
114-122.

753
Olaru, M. and Herlemann, H., 2008, Improvement of competitiveness of international
companies in a multicultural environment. Amfiteatru Economic, X(Special issue 2),
pp. 48-53.
Onete, B., 2008. Ethical Practices in Commercial Website Design. Amfiteatru Economic,
X(23), pp. 46-49.
Onete, B., Constantinescu, M. and Filip, A., 2007. Main Issues Regarding the Relationship
between Cognitive Maps and Internet Consumer Behavior - A Knowledge Based
Approach. Amfiteatru Economic , IX(22), pp. 115-120.
Onete, B., Constantinescu, M. and Filip, A., 2008. Internet buying behavior. Case study:
research of AES students' behavior regarding online shopping. Amfiteatru Economic,
X(Special issue 2), pp. 18-24.
Pleea, D. et al., 2010. Culture reflected in websites - five European Latin countries
analysis. In: The Bucharest Academy of Economic Studies, The 17th Symposium IGWT
Facing the Challanges of the Future: Excellence in Business and Commodity
Science, Bucharest, Romania, 21-25 September 2010. Bucharest: ASE Publishing
House.
Wrtz, E., 2005. A Cross-Cultural Analysis of Websites from High-Context Cultures and
Low-Context Cultures, Journal of Computer-Mediated Communication, [online].
Available at: <http://jcmc.indiana.edu/vol11/issue1/wuertz.html> [Accessed 28 June
2008].

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Amfiteatru Economic
754

THE IMPACT OF INFORMATION TECHNOLOGIES ON THE ORGANIZATION
AND FUNCTIONING OF THE COMPANY

Valentin Florentin Dumitru


Abstract
The companies became more complex in terms of corporate structure and geographical area
because of the globalization process and they are facing a higher and higher data volume,
with a higher and higher competition level, especially during crisis moments, which makes
the use of the information technologies (IT) a competitive advantage. The objective of this
research was to prove the impact of the IT on the company. To this extent, we conducted an
empirical research. We launched five hypotheses and in the end we proved that there is a
dependency relationship between the size of a company and its degree of use of the IT,
between the decision of use of the IT within a company and the organization and the
functioning of the company, between the existence of the Internet in a company and its use
for various purposes.

Keywords: information technologies, company, empirical research, impact

JEL Classification: M15

Introduction
Currently, companies are undergoing a profound transformation that leads to an increase in
complexity of work for those involved, but also for supplies, works and services. The
process of globalization of economic markets has imposed new pressures on IT. This
circumstance requires the need for working with more sophisticated tools, including IT (IT)
to meet the challenges of a changing social reality and increasingly complex and
demanding. The relationship between these factors was investigated in the past using
contingency theory (eg, by authors Blackaby et al., 1995).
Together with the analysis of contingency factors the reference to current issues and their
influence on firm strategy is important, and requires the deployment and management of
information tools, such as to make performance easier to achieve by those responsible by
offering a set of related information.
An optimal deployment of IT by companies means better adaptation to a changing
environment, allowing the existence of long distance relationship and causing a high degree

Authors contact: e-mail: valentin.dumitru@soft-expertinfo


755
of competitiveness. In this way, the dynamic nature of a firm can be improved. Even when
a company is small, it must assimilate the use of IT. Moreover, since there is a greater
number of intercommunication, the more likely it is to achieve diversification in a
traditional company, and various improvements in its departments. Using IT, it is possible
to know the risk of operations and to provide future earnings. The improvement of business
relationships outside the firm, especially with external clients connecting to the company's
website is also a significant factor. All these advantages were developed and tested in larger
firms but can be extrapolated to small and medium-sized firms. In reality, in an economy
such as the Romanian one, the use of IT is a prerequisite for development and growth.
The answer to the problems that seem to exceed us through the complexity, dynamics and
the volume of data, processing and decisions, is the implementation of IT&C systems. The
IT&C systems offer the quality of strategic resource to the electronic information, for an
advantage position in the competition of the market economy (Surcel and Bologa, 2008).
In this research I started from the idea that IT has a positive, increasing impact on the
company.
All the achievements in IT have the main purpose of reaching the global information
society, which, according to O'Brien (1999), involves confrontation of four technological
values, namely:
computer company stage, covering the period 1970-2010;
interconnected knowledgeable workers stage, which began in 1980;
interconnected global business stage, started around the years 1992-1993;
the stage of global information company, which began after 2010.
The rest of this paper is structured as it follows:
a literature review;
the presentation of the research methodology used;
the analysis of the responses received to the questionnaire;
the conclusions of the paper.

1. Literature Review
Among the systems used in the companies we considered that the most useful systems
currently are the ERPs (Enterprise Resource Planning), representing the complete and
complex solution that integrates the entire business. Among the potential effects of using IT
we retained dematerialization of documents and procedures, inter-organizational
information systems, defining roles and improving managerial processes in organizations
(Huber, 1990; Reix, 2002; Dumitru and Florescu, 2008). In our view, IT is essential for the
survival and development of the entity.
In recent years, researchers examined the design and use of management systems in relation
to the environment, IT, structure, strategy, firm size and culture. Traditionally, companies
had the disadvantage that they have more restrictions when it comes to resources, while
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they have greater flexibility to adapt to environmental changes. Some authors engaged in
empirical analysis to determine if the companies were able to align the use of IT for
financial accounting department and if it is one factor that leads to an improvement in their
financial and organizational results (Debreceney and Gray, 2001; Velcu, 2008, Locke and
Lowem 2007, Russell et al., 1999; Bollecker, 2000, Albu, 2006; Hyvonen, 2003 etc.).
Many studies (Granlund and Malmi, 2002; Verdaasdonk and Wouters, 1999, Dechow and
Mouritsen, 2005 etc.) were directed on the relationship between business development and
proper deployment of IT technologies, supporting the theory that the proper use of IT
technologies help increase labor productivity, thereby affecting the critical wealth and
prosperity of a country. According to OECD (2000), the countries with the largest IT
investment achieve the greatest productivity growth indices. Also, companies that have an
ERP are presented as a solution to the problems of dispersion and fragmentation of
information (Chtioui, 2006). Currently, IT management processes tend to optimize the
design of software packages in accordance with the best industry practices.
A large number of research is devoted to the impact of IT on the various components of the
financial and accounting information: financial accounting (Debreceney and Gray, 2001;
Velcu, 2008), financial audit (Tugui and Tugui, 2002; George, 2004; Roscoe and George,
2004; Stanciu and Mangiuc, 2006), managerial accounting and management control
(Russell et al., 1999; Bollecker, 2000; Verstegen et al., 2005; Albu, 2006), management and
exploitation of knowledge accounting (Scott, 1995; Kurunmki, 2004; Burns and
Baldvinsdottir, 2005; Hyvonen et al., 2006); performance of the company's financial
accounting department (Dewan and Kraemer, 1998, Mahmood and Mann, 2000; Jouirou
and Kalika, 2004; Florescu, 2008). In terms of financial accounting, we believe that IT
should follow the trend shown in the internationalization of accounting standards. In our
view, this can be achieved by implementing ERPs, because they use multiple currencies
and they are multilingual systems. They also follow the trend of globalization and can
integrate with applications used by customers, suppliers, state etc. With regard to financial
audits, this is a new area of application of modern IT. Some researchers believe that there is
an impact of IT on management accounting (Caglio 2003), while other studies cannot
provide such certainty and argue that the impact is indirect, through the control system
(Scapens and Jazayeri 2003, Granlund and Malmi 2002). For management accounting and
management control we concluded that the role of people working in this field changed,
including their abilities now to use IT (Albu, 2006). In regard to the management and use of
accounting knowledge, I noticed that we talk now about a hybridization of the professions,
but also about the danger of loss of jobs along with the deployment of IT. Regarding the
performance of the company's financial accounting department using IT models may be
proposed for the analysis of the financial accounting department.

The first part of our research based on fundamental research, lays in a review of the
literature on the impact of IT on organization and operation of the company. This review of
the literature helped us to structure the main widely accepted ideas on the subject, but
especially to determine how IT involvement in the company evolved in time.
Such research helped us to understand the theoretical concepts that form the basis of the
research area, but mostly helped us to convince ourselves that the substance of these

757
concepts is not a rigid, but one that is modelled in relation with time or space. Literature
review provided us with the ability to understand the features of the current process of
deployment of IT and provided the foundation for applied research. On this basis we have
formulated the general hypothesis: IT has a direct impact on the organization and
functioning of the company.
To complete the research we conducted a study to illustrate the current situation for a
sample of companies in Romania. For this we formulated and tested the following research
hypotheses:
Q1: There is a relationship of dependency between the size of a firm and its degree of
computerization
Q2: There is a relationship of dependency between the domain of activity of the firm and its
degree of computerization
Q3: There is a relationship of dependency between the level of staff training and the use of
IT within the company
Q4: There is a relationship of dependency between the decision to use IT within a firm and
its impact on the organization and functioning of a company
Q5: There is a relationship between the existence of Internet within a company and its use
We tested these hypotheses through an empirical research based on a population survey of
82 companies in Romania. This part of positive research of the paper aims for the
formulation of explanations about the concepts under investigation and their fundaments in
the practice of the firms. We wanted to hear the opinions of the most informed people in the
field, which we believe are the managers.
To see if there is a correlation between independent and dependent variables in the analysis
of responses to the questionnaire we chose Chi-square test (2). This method tests the null
hypothesis that two criteria of classification are independent. If two classification criteria
are not independent, there is an association between them.
Chi-square is calculated finding the difference between each observed and theoretical
frequency for each possible outcome, calculating their square, dividing them each on a
theoretical frequency and adding the results:
(1)
where: Oi = observed frequency;
Ei = expected frequency (theoretical) involved by the null hypothesis.
In our research, we used chi-square test for independence and we calculated 2 using
Statistica software. On the other hand, we determined the critical value of 2 in the statistics
table, taking the value of the degree of freedom (df) and probability (p). Statistical
significance (p level) of the result is an estimated size of the degree to which it is true
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(within the meaning of representative population). Materiality level is p = 0.05
1
. P
represents a decreasing index value level of security. When the p level is higher, the more
unlikely that the observed relationship between variables in the sample to be a reliable it is.
If 2 is equal to or greater than the critical 2 (0.05), the null hypothesis (H
0
) is rejected.
Otherwise, the null hypothesis is accepted.
Also, where possible, we conducted the tests: Fisher exact, Phi, other correlations. Fisher
exact test is interpreted similarly to 2 test, but it is exact for a smaller number of responses.

3. The results of the empirical research
Through applied research based on a questionnaire
2
we studied how the practice of firms is
reflected in respondent persons working in relation with IT. Respondents were employed in
various companies in Romania. The firms were classified according to size, establishing
criteria as the volume of turnover, the volume of assets, employment and industry
(manufacturing, services etc.). The questions help us have a better understanding of the
strategies of the firms to adopt the Internet combined with other types of computer
networks: LAN, Intranet etc.
Other questions concerned the knowledge of how to use the Internet. Simple questions with
binary response (yes or no) invited the respondent to rule on the main uses of the Internet:
the transmission of service messages, adding and / or transmission of tax documents,
consultation and deployment of banking accounts, search for information about business,
looking for information about regulations, forming on-line, and information disclosure on
the Internet. These questions focused on providing a role as mediator of these technologies
within the firm and the relationship with external partners.
The next section was devoted to collecting data on business computerization. Within it, we
addressed questions like: how to make the computerized activities, the types of systems
used for specific activities, criteria for choosing software applications, the utilization of
Excel tables, positive effects from the use of present and future computer applications, the
degree to which user needs are satisfied by IT applications.
Some of the responses did not lead to rejection of the null hypothesis from the application
of chi square and Fisher exact tests.
In order to interpret the results, we presented in a first phase the distribution of independent
variables (number of employees, distribution of turnover, total asset distribution). The
ranges considered the criteria set out in the classification of national firms. Distribution of
responses according to the three criteria is as it follows:
Distribution of employees (var. 1)
Analysing the responses to question 1 (var.1) we found that the distribution of responses is
as it follows: 44% of respondents work in a number of firms with less than 50 employees
and 56% of respondents work in firms with fewer than 50 employees.
Distribution Turnover (var. 2)

1
Sometimes a materiality level of 1.00 is accepted for two degrees of freedom
2
For the questionnaire please send an e-mail to: valentin.dumitru@soft-expert.info

759
as it follows: 53% of respondents work in firms with a turnover of less than EURO 1
million and 47% of respondents work in companies whose turnover is more than 1 million
EURO.
Distribution of total balance sheet assets (var. 3)
as follows: 59% of respondents work in firms with a lower balance sheet total of EURO 1
million and 41% of respondents work in companies whose total assets is more than one
million EURO.
Approximately equidistant distribution of the number of responses in the two intervals for
any of the three existing criteria ensures an optimal number of responses in the two
categories for data analysis.
Percentage distribution of the work done with Excel spreadsheet processor (var. 24)
Analysing the responses to the question IV.4. (var. 24) we noticed that most respondents
use Excel spreadsheet processor for the achievement of more than 10% of the specific
tasks.
Distribution of works from the financial department (var. 25)
For the question IV.5 we received 64 responses. Our respondents use Excel spreadsheet
processor for preparing financial statements, including annexes, budgets, other reports
(sales journal, purchases journal, notes and depreciation) for management reporting,
balance the composition of analytical accounts etc.
Internet connection (var. 26)
After examining responses to the question IV.6. (var. 26), we noticed that all respondents
said that the companys network is connected to the Internet. For this reason, we excluded
the question from the statistics works.
Information processing time (var. 27)
After examining responses to the question IV.6. (var. 27), we noticed that all the
respondents said that the information was obtained in less time when using computer
applications. For this reason, we excluded the question from the statistics works.
Information processing speed (var. 28)
After examining responses to the question IV.6. (var. 28), we noticed that all the
respondents stated that the use of computer applications increased the speed of processing.
For this reason, we excluded the question from the statistics works.
Distribution of other benefits arising from the use of computer applications (var. 30)
For the question IV.6 we received eight responses. They concern the deployment and
benefits of IT: correlation to the market, ease of actual work, better access to information,
reducing the budget by reducing the actual salaries, human error reduction, better control of
staff activities since any mistake can be detected in real-time, and processing of information
in less time.
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Distribution of the problems arising in implementing IT (var. 31)
For the question IV.7 we received 29 responses. Among the most important we think that
are: delays in completing month-end reporting, the definition of integrity constraints,
difficulties in working with IT professionals, have long lead times, getting data from the old
system, lack of the domains characteristics knowledge from the software company,
overcrowding staff, the difficulty of the new system etc.
Distribution of other effects that will have in the future the use of IT (var. 37)
For the question IV.8 we received four responses. Our respondents provided as future
effects of the use of IT on business the use of a common method of reporting across the
organization, market competitiveness and business efficiency, achieve electronic archiving,
saving time and money, systematic work processes, establishing working procedures and
the possibility of implementing a quality system.
We detail according to the research hypotheses and responses received the analysis of the
study conducted:
computerization
To test this hypothesis, I launched the following null hypothesis:
Q
10
: The size of a firm and its degree of computerization are independent
To test the hypothesis we formulated the following questions: Question II.1. (Var. 1), the
question II.2. (Var. 2), the question II.3. (Var. 3), the question II.5. (Var. 5), the question
II.6. (Var. 6), the question II.7. (Var. 7), the question IV.1. (Var. 21), question IV.2. (Var.
22), question IV.4. (Var. 24), question IV.5. (Var. 25). Correlations tested that led to the
rejection of the hypothesis are:
The correlation between the turnover and the type of computer applications used in
the company
The breakeven point obtained (p = 0.1688) is less than 0.05, which means that a statistically
significant correlation is obtained.
We see the preference for the use of ERPs and of independent applications for types of
activities developed by different companies, in particular for the companies with a turnover
of more than EUR 1 million. There is a preference for the use of independent applications
by type of activities designed by the same firm, for the companies with a turnover of less
than EUR 1 million. This polarization of preferences can be attributed to higher allocation
of financial resources for the computerization of the companies with a greater turnover.
The frequency distribution shows that 33.33% of companies with a turnover of less than
1,000,000 use a ERP (integrated system), 55.55% use independent applications on the types
of activities developed by the same company and 11.12% use independent applications on
the types of activities developed by different companies. As regards the companies with
turnover of less than EUR 1,000,000, 62.5% use an ERP (integrated system), 21.87% use
independent applications by type of activities developed by the same company and 15.63%
use independent applications for the types of activities developed by different companies.

761
Correlation between the total balance sheet assets and the existence of a network of
computers within the company
The breakeven point obtained (p = 0.08511) is between 0.05 and 0.1 which means that a
statistically significant correlation is obtained, but the link between the two variables is
weak.
This correlation analysis revealed the existence of the same trend (the existence of a
computer network) in companies with a balance sheet total exceeding EUR 1 million and
the companies whose balance sheet asset is below this limit. However, in companies with a
balance sheet asset value of more than EUR 1 million, the IT degree is greater, fact justified
by the share of answers, reflecting the degree of inclination of the right.
The frequency distribution shows that 68.29% of the companies whose balance sheet total
is less than EUR 1 million has a computer network and only 31.71% did not use such a
network. As regards the companies with a total balance sheet assets of more than 1,000,000
in 86.21% of these there is a network of computers and in the rest not.
Correlation between the number of employees and the existence of the company
Intranet
Breakeven point obtained (p = 0.0780) is between 0.05 and 0.1 which means that a
weak.
It finds that in the firms with a number of employees over 50 Intranet is used in greater
extent than in companies with less than 50 employees. This is justified by the need for a
rapid mean of communicating information between departments.
The distribution of responses shows that 47.22% of firms with fewer than 50 employees
have Intranet and the rest not. Also, 66.66% of companies with over 50 employees have
Intranet.
Correlation between turnover and the existence of the company Intranet
Materiality obtained (p = 0.0125) is less than 0.05, which means that statistically significant
correlation is obtained.
It appears that in the companies with a turnover of more than EUR 1 million an Intranet is
used more than in firms with turnover below this limit. The result is justified by the need
for a rapid mean of communicating information between departments within large
companies. The conclusion is convergent with the correlation between the use of Intranet
and number of employees.
From the distribution of responses we notice that in 48.57% of companies with a turnover
under EUR 1 million is Intranet and in the rest not. In relation to companies with a turnover
of over EUR 1 million, 78.13% have Intranet and only 21.87% do not have.
Correlation between the total balance sheet assets and the existence of the company
Intranet
Materiality obtained (p = 0.01788) is less than 0.05, which means that statistically
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It appears that companies with a balance sheet total of more than EUR 1 million use
Intranet more than firms with a balance sheet total under this limit. The result is justified by
the need for a rapid mean of communicating information between departments within large
companies. The conclusion is convergent with correlation between the use of Intranet and
number of employees, and the use of Intranet and the turnover of a company.
Distribution of responses reveals that 47.5% of firms with a lower balance sheet total of
EUR 1,000,000 have Intranet and the rest do not. At the same time, 75.86% of companies
with an active balance sheet exceeding EUR 1,000,000 have Intranet and only 24.14% do
not.
After analyzing the results, we can say that the null hypothesis is rejected. Thus, we affirm
that there is a relationship of dependency between the size of a firm and its degree of
computerization.
Q2: There is a relationship of dependency between the activities of the firm and its degree
of computerization
To test this hypothesis, we launched the following null hypothesis:
Q
20
: Areas of activity of firms and their degree of computerization are independent
To test the hypothesis we formulated the following questions: question II.4. (Var. 4), the
question II.5. (Var. 5), the question II.6. (Var. 6), the question II.7. (Var. 7), the question
IV.1. (Var. 21), question IV.2. (Var. 22), question IV.4. (Var. 24), question IV.5. (Var. 25).
Following statistical tests, we note that none of the correlations has been validated, and the
null hypothesis cannot be rejected. Therefore, activities of the firms and their degree of
computerization are independent. In other words, firms with different business areas may
have the same degree of computerization.
Q
30
: Staff training and the use of IT within the company are independent
To test the hypothesis we formulated the following questions: question II.4. (Var. 9),
question II.5. (Var. 14), question II.6. (Var. 15), question II.7. (Var. 16), question IV.1.
(Var. 17), question IV.2. (Var. 18), question IV.1. (Var. 19), question IV.1. (Var. 20),
question IV.1. (Var. 22).
Following statistical tests performed, we notice that none of the correlations could be
validated, and the null hypothesis cannot be rejected. Therefore, the level of staff training
and the use of IT within the company are independent.
its impact on the organization and functioning of the company
Q
40
: The decision to use IT within a firm and its impact on the organization and functioning
of the company shall be independent

763
To test the hypothesis I formulated the following questions: question III.3. (Var. 14),
question III.3. (Var. 15), question III.3. (Var. 16), question III.3. (Var. 17), question III.3.
(Var. 18), question III.3. (Var. 19), question III.3. (Var. 20), question IV.3. (Var. 23),
question IV.6. (Var. 29), question IV.8. (Var. 32), question IV.8. (Var. 33), question IV.8.
(Var. 34), question IV.8. (Var. 35), question IV.8. (Var. 36), question IV.8. (Var. 38). The
correlations tested that led to the rejection of the fourth null hypothesis are:
Correlation between the use of the Internet messaging service for communication
within the company department and computerization of inter-organizational relations
Materiality obtained (p = 0.03801) is less than 0.05, which means that statistically
After analyzing the answers I found an obvious correlation between the use of Internet
messaging service for communication and computerization of inter-organizational relations.
The distribution of responses shows that 87.5% of respondents from companies where the
Internet is used to communicate work messages believe that in the future IT will have as an
effect the computerized inter-organizational relations. In the case of companies where the
Internet is not used for the communication of service messages, only 50% of respondents
believe that the future effects of IT will be computerized inter-organizational relations.
Correlation between Internet use for filing tax / social statements and reduced
decision time
I note that the value obtained (p = 0.06331) is between 0.05 and 1, which means that
statistically the correlation exists but is weak.
The analysis of responses reveals a correlation between Internet use for filing tax / social
statements and reduced decision time. This can be explained by reducing operating time
and increased time devoted to reporting and analysis.
From the distribution of responses I observe that 96.97% of respondents from firms that use
Internet for filing tax / social statements believe that the future effect of the use of IT on
business will be to reduce decision time. 84.62% of respondents from firms that do not use
Internet for filing tax / social statements believe that the future effect of the use of IT on
business will be to reduce decision time.
Correlation between the use of the Internet for consulting bank accounts and the
transactions and the use of IT for the dematerialization of documents and procedures
Materiality obtained (p = 0.09201) is between 0.05 and 1, which means that statistically
there is a correlation, but this is pretty weak.
The correlation can be explained by the fact that Internet use for consulting bank accounts
and the transactions is just a form of dematerialization of documents.
Analyzing the responses I see that 63.83% of respondents from companies where the
Internet is used for consulting bank accounts and the transactions deemed dematerialization
of documents and procedures will not be a result of the use of IT in the future. Only 17.86%
of respondents from companies where the Internet is used for consulting bank accounts and
the transactions deemed dematerialization of documents and procedures will not be a result
of the use of IT in the future.
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Correlation between the use of the Internet for consulting bank accounts and the
transactions and inter-organizational computerization
I note that the threshold of significance obtained (p = 0.05998) is between 0.05 and 1,
which means that statistically there is a correlation, but this is pretty weak.
The correlation can be explained by the fact that banking is a relationship with the units
inter-organizational.
From the distribution of responses I observed that 91.49% of respondents from companies
where the Internet is used for consulting bank accounts and the transactions considered that
in the future the use of computerized IT will lead to inter-organizational relations. 75.86%
of the respondents from companies where the Internet is not used for consulting bank
accounts and the transactions considered that in the future the use of computerized IT will
lead to inter-organizational relations.
Correlation between the use of the Internet for seeking information from other
businesses and inter-organizational computerization
Materiality obtained (p = 0.00276) is less than 0.05, which means that a statistically
We see preference for the use of computerized inter-organizational relationships (with
customers, suppliers, state representatives etc.) for the firms that use the Internet to search
for business information. This polarization of preferences can be attributed to the fact that
people who currently use the Internet realizes that it brings advantages (ie, reducing the
time spent exchanging information with parties) in its relationship with partners.
Following analysis of responses we can say that 88.73% of respondents from companies
where the Internet is used to search for information from other businesses believes that the
future use of IT will result in the computerization of the inter-organizational relationships.
Only 40% of respondents from companies where the Internet is used to search for
information from other businesses and inter-organizational computerization consider the
same thing.
Correlation between the use of the Internet for seeking information from other
businesses and the benefits achieved by implementing software application
Materiality obtained (p = 0.09222) is between 0.05 and 0.1 which means that the
weak.
It is noted that people using the Internet to search information about other businesses use
applications that have responded better to their expectations. This can be explained by the
fact that people who sought information on the Internet before the deployment of new
applications were better informed and were able to purchase a suitable system.
From the distribution of responses we notice that 55.55% of respondents who come from
companies where the Internet is used to search for information from other businesses
believe that the software applications that were implemented respond to their expectations
100%; 31.94% considered they respond to their expectations 75-99% and 0-75% the
difference in proportion. 28.57% of respondents who come from companies where the
Internet is not used to search for information from other businesses believe that the

765
software applications that were implemented respond to their expectations 100%, 28.57%
considered they respond to their expectations 75-99% and 0-75% the difference in
proportion.
Correlation between the use of the Internet for seeking information concerning
regulations and the reduced time for decision
Materiality obtained (p = 0.06917) is between 0.05 and 0.1 which means that the
weak
It is noted that people who use the Internet to search information about regulations
consumes less time for decision. This can be explained by the fact that people who use the
Internet are informed faster than, for example, the ones that use books, textbooks, paper,
legislation etc.
The distribution of responses showed that 96% of people who use the Internet for seeking
information on regulations that affect the company believe that the use of IT in the future
will reduce decision time. 75% of those not using the Internet for seeking information on
regulations that affect the company believe the use of IT in the future will reduce decision
time.
Correlation between the use of the Internet for seeking information on regulations
and redefining roles in organizations
Materiality obtained (p = 0.08561) is between 0.05 and 0.1 which means that a statistically
significant correlation is obtained, but the link between the two variables is weak.
The distribution of responses shows that 67.12% of respondents from companies where the
Internet is used for searching for information on regulations consider one of the future
benefits of the use of IT is redefining the roles in organizations. Meanwhile, only 25% of
those not using the Internet to search information on regulations assume the same thing.
Correlation between the use of the Internet for information disclosure and
dematerialization of the documents and procedures
It follows from this analysis that people who use the Internet for information disclosure
believe that one effect of the use of IT is the dematerialization of documents and
procedures. This is logical from our point of view, as the Internet operates with intangible
procedures and documents.
Analyzing the results of the empirical study, we notice that 80% of those who use the
Internet for information disclosure believe that the use of IT in the future will lead to
dematerialization of documents and procedures. 62.5% of the respondents from the
companies that do not use the Internet for information disclosure believe the same thing.
Correlation between the use of the Internet for information disclosure and the change
in the information system, internal control and governance
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Distribution of responses shows that 96.97% of those who use the Internet for information
disclosure believe that the use of IT in the future will have no impact on the articulation of
information systems, internal control and governance. Only 84.62% of respondents who do
not use the Internet for information disclosure responded in the same way.
Correlation between the decisive criterion in choosing computer applications
purchased in the company and the computerization of the inter-organizational relations
We believe that the reason the decisive factor in choosing software applications purchased
and inter-organizational computerization are related is that one of the criteria may be its use
by the other companies in the group, the purchase of a site may be conditioned by the
possibility that the stock of the main supplier can be seen etc.
On the basis of responses we notice that 90.24% of those who considered as the decisive
criterion in choosing software the references received considered that in future the
computerized inter-organizational relations will be used. Meanwhile, 88.89% of those who
had the decisive criterion in choosing the quality-cost ratio gave the same answer.
Correlation between the decisive factor in choosing software applications purchased
in the company and the benefits achieved by implementing software applications
We note that the threshold of significance obtained (p = 0.00092) is less than 0.05, which
means that a statistically significant correlation is obtained.
We consider that this correlation was obtained because one of the decisive criteria in
selecting software applications purchased is expected future benefits from their
deployment.
Distribution of responses allows drawing the following conclusions: 66.67% of those who
had the decisive criterion in choosing purchased computer applications the references
received considered that the benefits achieved by implementing the applications meet their
expectations 100%, 11.90% believe that they met expectations as a percentage of 75-99%
and 0-75% the difference in proportion. Of those who had the decisive criterion in choosing
applications the quality-cost ratio 33.33% believe that the benefits achieved by
implementing the applications meet their expectations 100%, 61.11% consider that they
met expectations as a percentage of 75-99% and 0-75% the difference in proportion.
After analyzing the results, we can say that the null hypothesis is rejected. Thus, we state
that there is a relationship of dependency between the decision to use IT within a firm and
its impact on the organization and functioning of the company.
for various purposes
To test this hypothesis, I launched the following null hypothesis:
Q
50
: The existence of the Internet within a company and using it for various purposes are
independent

767
To test the hypothesis I formulated the following questions: question III.2. (Var. 13),
question III.3. (Var. 14), question III.3. (Var. 15), question III.3. (Var. 16), question III.3.
(Var. 17), question III.3. (Var. 18), question III.3. (Var. 19), question III.3. (Var. 20).
Correlation between the existence of the Internet within a company and using it for
consulting bank accounts and the transactions on-line
We note that the threshold of significance obtained (p = 0.0046) is less than 0.05, which
means that a statistically significant correlation is obtained.
We believe that the existence of this correlation indicates that in many companies there are
applications which help you view the transactions and bank accounts online. This can be
explained by the time savings generated by using these services, charging lower fees to the
bank, free provision of such services by the bank etc.
Distribution of responses shows that 69.23% of respondents in cases where there is Internet
answered that it is used for consulting bank accounts and the transactions online. Only
28.57% of respondents in companies where there is no Internet gave the same response.
In conclusion, we can say that there is a relationship of dependency between the existence
of the Internet within a company and using it for various purposes.

Conclusions
The objective of this study was to prove the impact of IT on the company. In this sense, the
hypotheses were launched:
computerization
Q2: There is a relationship of dependency between the activities of the firm and its degree
of computerization
its impact on the organization and functioning of the company
After empirical testing, hypotheses Q1, Q4 and Q5 were confirmed, while Q2 and Q3 were
rejected. We believe that one reason for rejecting the hypothesis Q2 could be spread areas
of activity of firms, but also that all firms, regardless of the field, are using IT. Regarding
hypothesis Q3, a reason to reject it may be that staff was qualified for different types of IT
skills (for example, we included in the questionnaire the Internet and Excel, which can be
used almost by everyone).
It is not easy to determine the impact of IT on the economists profession. One thing is
certain: the traditional role of the economist is minimized because, with the ERPs, his tasks
can be easily transferred to other persons such as computer operators or secretaries. We
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believe that all employees are improving following the introduction of ERP or the impact of
IT in this sector of business.
The idea of the empirical study can be repeated in future. A study could be done on the
impact of IT to specific company divisions (eg, sales, production) or other types of entities
(eg public-sector entities).

Acknowledgements
This work was supported by CNCSIS UEFISCSU, project number ID 1779 Romania
facing a new challenge: accessing the structural funds for the sustainable development in
agriculture. The convergence of financial reporting of the native entities with the European
realities, PNII IDEI code/2008

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Annual Congress
of the European Accounting Association. Rotterdam, The Netherlands, 23-25 April
2008. Rotterdam: European Accounting Association.
Verdaasdonk, P. and Wouters, M., 1999. Defining an information structure to analyse
resource spending changes of Operations Management Decisions. Production Planning
& Control, 10(2), pp. 162-174.
Verstegen, B.H.J. et al., 2005. An empirical classification of management accountants by
activities. Working Paper.

771

MUTATIONS IN THE FOODSTUFF QUALITY PERCEPTION
OF THE NEW CONSUMERS IN ROMANIA

Dorin Popescu
1
, Mihai Negrea
2
and Lelia Voinea
3

1)2)3)

Abstract
In the current context of the market, very complex and dynamic, we can observe the
crystallization of a new generation of consumers, with a specific behavior and a particular
manner of approaching the quality unlike the one of traditional consumer. The concept of
quality, perceived by the traditional consumer in the classical, deterministic and objective
sense, loses its facets nowadays and transcends into another dimension, in the vision of the
new consumer, in which the perception of quality in a predominantly subjective manner,
comes first.
This paper presents the objectives of a research project that we intend to develop, in order
to highlight the mutations that occurred in the foodstuff quality perception of the new
consumers from Romania. We focused on foodstuff because it is a customary part of our
daily lives, that shouldnt be approached merely as a common factor for meeting
physiological needs of macro and micro-nutrients, but from a holistic perspective in terms
of its social and identity functions and the effects on individual health.
Another important goal of the project is to improve the standard of education and culture in
foodstuff consumption and to give to the new consumers from Romania the skills for an
objective assessment of food quality. We believe that all these could lead to the conversion
of the new consumers of foodstuff in ethical and responsible consumers.

Keywords: new consumer, quality perception, mutations, foodstuff, ethical consumerism

JEL Classification: P46

Introduction
Consumer behavior has changed greatly over the last 25 years, but it has been evolutionary
and the seeds of change have been apparent for generations (Kar, 2010).
Mutations occurring in the new type consumers perception of quality should not be
understood as a quickly process or easy to locate in time. In any case, we believe that the
origin of these changes in consumer mind is found through the '70s, is somewhat related to
the previous occurrence of the concept of consumer protection and consumer rights
statement.

Corresponding author, Lelia Voinea - lelia.voinea@gmail.com

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So after some researchers, the quality depends on the extent to which the characteristics of
a certain product correspond with the mental representation (symbolically speaking) of the
consumer or customers preferences and expectations. Subsequently, Ishikawa (1986)
developed the definition of offering quality and consumer preferences/expectations.
Obviously, under these conditions, we talk about two distinct levels, two manifestations of
the same phenomenon: on one hand is a mostly objective, namely the inherent quality of
the product as a result of the level reached by certain characteristics (physical, chemical,
nutritional, economic, aesthetic, ergonomics etc.), often prescribed data sheets, standards
etc., and on the other side is a largely subjective, as a result of the perception of quality by
the consumer. We also believe that there can be no complete identity between the two sides.
Subjective side of the new consumer will always surpass the objective side, which is
beyond his expectations (Negrea and Voinea, 2010).
This way of thinking can be explained by the fact that the new consumer expects to receive
more than what is conventionally a generic product. Also, the trademark symbol plays a
very important role (Levy and Rook, 1999).
The novelty of the project is the research of the conceptual transpositions regarding the
definition of food quality in the mind of the new consumer of foodstuff from Romania, the
proposed project being justified by the observation of mutations occurring in addressing
quality and in the alimentary behavior.

1. Objectives and research methodology
Understanding the changes in the definition of the attribute of food quality among the new
generation of consumers requires, first, an analysis of the general concept of quality, in all
stages of its evolution: the statistical control of quality, the quality inspection, total quality
management and excellence in business.
Since the concept of food quality is a complex and integrating concept, one of the projects
objectives is researching the mutations occurred in its evolution, with emphasis on the clear
delimitation of the hypostasis in which it occurred over time: technical quality, nutritional
quality, sensory quality and hygienic and sanitary quality.
Noting the two-way relationship between the supply and demand for foodstuff, we consider
it as necessary to conduct a study regarding the development trends of food supply in
Romania. The study aims to capture the reorientation of consumer demand, to highlight the
changes in food supply in the industrial era and also to identify the new trends of
diversification of food production.
Knowing that human-food interaction is subject to objective and subjective influences, of a
personal, national and international nature, an important objective of the project is to
analyze the determinants of food behavior, starting from a series of conceptual
clarifications and then highlighting the main behavioral types of the food consumer, as well
as the contemporary food styles.
Considering that, in the current context of the foodstuffs market in Romania, we can
distinguish two types of consumers, a traditional consumer and a new type and noting that
their behavioral differences arise from the individual perception of food quality, we believe

773
that one of the most important research directions is in highlighting the changes the
attribute of quality in the consumer mind, including at the same time the main elements of
synergy and antagonism.
An important contribution of the research project is the formulation of proposals regarding
the development of the current strategies of information and education of the new foodstuff
consumer in Romania, in terms of adopting a balanced diet and a healthy lifestyle. In this
regard, we suggest the adoption of ethical consumerism as a possible behavior model of the
new consumer, as well as developing a guide for the orientation of his food related
behavior.
To achieve the objectives, the methodologies used are reflected in appropriate and effective
methods and techniques of investigation and research, as to ensure the reproducibility and a
representative nature of the obtained results.
The interdisciplinary approach, involving the harmonious use of knowledge from different
fields such as quality science, quality management, commodity science, food commodity
science, consumer science and consumer protection, gives the project an elevated degree of
novelty and complexity, supported by combining market research techniques and of
methods of information, documentation, processing and data analysis.

2. Importance and relevance of the project
Food is one of the main carriers of environmental information, being essential in the
functioning of the human body. In this respect, the quality of food is what matters
essentially in preventing disease and maintaining health.
Thus, the concept of food quality is complex, absorbing, encompassing over time a series of
situations: technical quality, nutritional quality, sensorial quality, hygienic and sanitary
quality.
Highlighting the major shifts in the definition and perception of quality of food by
consumers is key goal of research.
Thus, in operationalizing the concept of food quality, the starting point was the technical
quality, expressed through a series of quality characteristics, among which, the primary role
was held by physicochemical and microbiological characteristics, measurable by objective
methods, usually standardized.
In this context, the attribute of food quality was perceived by the consumer according to a
referential (laws, standards and technical regulations).
The nutritional quality is a higher stage in the perception and definition of food quality,
because the satisfaction of energetic and biological needs of the consumer are the main
concerns. At this stage, the consumer no longer views the quality of the product strictly in
terms of its inherent technical characteristics, being more interested in its nutritional profile.
This mutation occurred as a result of changes in modern lifestyle, materialized, in
particular, through the consumer exposure to an intense mental demand, but also due to an
increase in degenerative diseases, as a result of various nutritional mistakes (Popescu,
2006).
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Sensorial quality is another aspect of food quality, being the one that determines
consumers sympathy for certain products, this being crucial in motivating purchase and
consumption decisions. The sensorial value is expressed through attributive and notional
quality characteristics, which cannot be always determined by objective means; hence the
high degree on subjectivity in the perception on quality by consumers. Although it is widely
known that the agreeable sensorial properties of food contributes to increasing assimilation
of nutrients in the body, we believe that absolutization of their role in evaluating quality by
the consumer may result in the appearance of a nutritional imbalance, because a food
product with special psihosensorial bonds does not always have a balanced nutritional
profile at the same time.
Currently, the hygienic quality, another dimension of food quality tends to acquire
overwhelming importance, due to repeated food crisis in industrialized states (mad cow
disease, avian influenza), which marked the last decades and generated an exacerbation of
consumer preoccupation for the hygienic and sanitary food safety. Today, the consumer
perceives in an acute way the nutrition quality through food innocuity. Thus, assuring the
hygienic and sanitary quality implies minimizing biological, chemical or allergic risks that
can seriously affect consumers health.
In this context, to ensure innocuity of food throughout the food chain (from farm to fork)
various food safety management systems were designed and implemented, some of which
are: HACCP system (Hazard Analysis in Critical Control Points) and the system promoted
by the ISO 22000/2005 standard (Food safety management systems, requirements for every
organization in the food chain). Similar to the zero defects principle from the quality
management theory, these systems desire to achieve zero risks in assuring food innocuity.
Lately noticing a watershed in the consumers attitude towards the offer of food products,
characterized by the increasing attraction for cultural and traditional food, distrust for
products obtained by genetic engineering techniques (OMG), as well as for food obtained
through intensive agricultural techniques, industrially ultra-processed and widely ranged
especially through food additives and respectively high sympathy towards organic products,
one of the projects objectives is doing a study on the development tendencies of the
Romanian food products offer.
The trend in development of cultural food supply is a response to consumers shift in
demand for organic food products. We can distinguish various categories of cultural food:
traditional food, traditional food with a controlled designation of origin and organic
traditional food.
Although the consumer tendency to shift their demand organic food products has become a
reality, today, the preponderant offer of food had its origin in the industrial period, when
intensive agricultural and animal husbandry technologies enabled the development of a
strong food industry. Also, in this period, the fast-food, cans and semi-cooked meals
industry, conquered the market, but at the same time, they brought along the modern
civilizations diseases (Olinescu, 2006).
Thus, agri-food materials, obtained through extensive use of fertilizers, pesticides, growth
hormones and antibiotics, are highly processed, which results in the production of
contaminated food that is depleted of its essential nutrients (Toma et al., 2010).

775
In addition, the sensorial characteristics of food are not always natural, because of products
with artificial taste, aroma, color and texture, due to the use of food additives, the
consequence being the extension of a range of goods with an unbalanced nutritional profile
(Voinea, 2009).
Regarding the renewal of the food product offer, it relies on the application of research
and innovation results in the food industry, process in which we can distinguish the
dominant tendencies of diversification, the attainment of genetically modified food and,
respectively, of functional products (Pamfilie and Voinea, 2009).
Analysis of alimentary determinatives behavior is another project objective that is justified
by identifying the existence of a two-way relationship between supply and demand of food,
relationship that can generate a certain type of nutrition among consumers, who can opt for
a meat based alimentation, omnivorous or vegetarian. Thus, a consumers type of nutrition
is defined by a diet consistently practiced throughout life or, at least, for prolonged periods
of time, this being determined by specific physiological features or factors related to food
habits , traditions, religious beliefs, ways of access to food (Popescu, 2009).
Starting by knowing the contemporary food styles, we can distinguish between a traditional
consumer of alimentary goods and one of a new type. Thus, accepting the fact that each of
them has a specific food behavior, we state that the behavioral differences that occur due to
the particular perception of food quality, thus we propose to highlight the mutations in the
mentality of food consumers in Romania.
In the traditional consumers mentality, the quality perception is decisively influenced by
the technical aspects, the products sensorial side remaining in the second plane. This
approach is the result of knowledge and information gained successively through education
and settled through professional and personal experience. Also characteristic to this
consumer is the way of understanding non-quality, which translates into his mentality
through non-compliance with specifications and/or rules in force.
The new consumer- depicted as an individual consumer - is seduced by the sensorial side
in evaluating the food products quality. The role of sensorial perception should not be
downplayed or approached in a simplistic manner, since all that is conscious reach us
through sensorial perception (Jung, 1994).
The new consumer formed his eating habits during the time of maximum boost in the food
industry and is generally accustomed to eating products created by the modern food
industry, characterized by the special sensorial properties, but not always with a nutritional
balanced profile. These images are stored in the memory of the new consumer.
Therefore, the possibility of gaining its knowledge, which requires the comparison between
the perceived images of the food product and those from memories, is evidently limited.
This would explain the new consumers propensity to generalize the sensorial properties
role in configuring the quality of a food product and neglecting or even disdaining
nutritional and technical properties.
In the new consumers mind, the image of a food products quality can be formed as a
result of influences from the new means of communication. With the aid of Internet
facilities, the new consumer can join a group, whose members can exchange ideas about,
among other things, the quality of food they consume. This type of online conversations is
controlled by consumers. The Internet boom accelerated and intensified this behavior to
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high levels, and small group discussions developed into a mass phenomenon, which brings
together hundreds or thousands of unknown users (Negrea, 2007).
Currently, the new consumer is characterized by Internet addiction, the media that enjoyed
a growing confidence on the part of consumers and from which it gets information that it
directs the buying decision (Onete, Voinea, and Dina, 2010). Consumer choices are made
increasingly more and more on the basis of social media information. In addition to
deciphering the advertising message and reading the websites of companies, consumers use
different online formats (forums, chats, blogs, etc.) to share ideas, to form communities and
to contact their peers.
As pointed by Kozinets (2010) social media is increasingly seen as a more objective source
of information and all these communities have a real existence to their members and
therefore have effect on many aspects of behavior, including alimentary behavior.
The mutations noted in the food consumers mentality involves a certain amount of
antagonism between the traditional and the new type of consumer, manifested through the
different importance given to the technical and sensorial aspects of the food products
quality. Nevertheless, we draw attention to the fact that, at a primary level - that of meeting
nutritional needs both types of consumers manifest synergism, through the equal
importance granted to the nutritional value of food, namely the hygienic-sanitary value, the
other aspects of food quality.
In the context of contouring the new consumers mentality, we note that current consumers
are more and more sophisticated and have a more and more powerful influence, and
producers if they want to maintain their positions they must follow the market. A trend
which gains more and more amplitude among consumers, especially in the Western states,
is that of ethical consumerism (Negrea, 2008).
Currently, one can observe that ethical consumerism takes amplitude and is no longer a
niche market, as it once was considered. However, this shift in consumer behavior is visible
only in some Western countries, where the standard of living allows the development of
such behavior (Stanciu, 2008). History will confirm (or not) how quickly this current will
be transmitted to other states, which do not have the same level of development and,
especially, how the ethical consumerism model will be accepted in Romania.
Noticing that in the contemporary consumers alimentation there is a series of unhealthy
habits, manifested by excessive consumption of animal proteins, saturated fat, salt and
sugar, we consider useful to develop an orientation guide on food consumption behavior,
which can be based on proper nutrition laws (law of quantity, law of quality, law of
equilibrium, law of suitability).

3. Results
The main research results, which also constitute elements of project originality, can be
considered the following:
Elaboration of studies and syntheses, following the investigation of the literature in
the field, which will allow for the assessment of the permanent status of research on the
projects topic;

777
Demarcation from a conceptual point of view of the main aspects of food quality;
Identifying future research priorities to improve food quality and safety;
Highlighting the changes in food supply in the industrial era;
Investigation of new trends to diversify the supply of foodstuff;
Making a comparative analysis of the types of behavior and the contemporary styles
of nutrition;
Identifying key elements of synergy and antagonism in the perception of the food
quality by the traditional consumer and the new-type consumer;
Highlighting the changes of the attribute of food quality in the mentality of the new
consumer in Romania;
The reorientation of the new food consumers behavior by adopting the model of
ethical consumerism;
Developing a guide regarding the development among food consumers of a balanced
food behavior, based on the laws of proper nutrition.
The project will have a powerful technical, economic and social impact and also a
considerable impact on the environment.

Conclusions
The research of conceptual transpositions occurring in the modern consumers mind will be
the starting point for generating new approaches to food quality in terms of sustainable
economic development ethics (concern for the environment, preserving resources and
traditions, etc.). Deciphering these transpositions will help us develop a model of food
consumption and, perhaps, change the mentality of consumers in the beginning of the third
millennium.
In order that new generations of consumers in Romania acquire the behavioral traits of the
new consumer from developed countries, primarily is needed to increase their education
level. An essential component of consumer education is represented by nutritional
education, through which is possible to restore the nutritional guidelines for adopting a
healthy diet, based on principles of a balanced alimentation and to transform them into
responsible consumers.
The research project will have implications for both academic and practitioners in the field
of human nutrition and alimentary behavior and could be a landmark in formulating future
strategies to improve the nutritional education level of the new consumers from Romania.

Acknowledgements
This work was cofinanced from the European Social Fund through Sectorial Operational
Programme Human Resources Development 2007-2013 project number POSDRU
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/89/1.5/S/59184 Performance and excellence in postdoctoral research in Romanian
economics science domain.

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Jung, C.G., 1994. Puterea sufletului. Antologie, (Prima parte Psihologia
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The Psycho-sensorial Value of the Food Products a Provocative Component in
Purchase Decision

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THE PSYCHO-SENSORIAL VALUE OF THE FOOD PRODUCTS A
PROVOCATIVE COMPONENT IN PURCHASE DECISION

Magdalena Bobe
1
and Roxana Procopie
2

1),2)

Abstract
The psycho-sensorial value is a specific, complex and determinant concept of the food
products that is reflected by means of psycho-sensorial properties such as: shape, size,
aspect, colour, taste, smell, fragrance, bouquet, density, clarity. The assessment of these
properties by the consumers is decisive for the acceptance or the rejection of foods and
classifies the products into savoury, or non-savoury, attractive, indifferent, or unattractive.
The psycho-sensorial features of food products allow us to make quick assessments of their
qualities, but with a high degree of subjectivity among the common consumers and big
individual variations, assessments that are highly influenced by the hedonic value of food
products.
The sensory analysis of foods is part of the modern analytical methods: when correctly and
scientifically applied, it allows a real assessment of the quality of these products, evaluation
which could not be obtained only by assessing physicochemical and microbiological
methods.
However, the scientific methods for sensorial assessment have a higher degree of
objectivity and are used successfully in industry and trade, in evaluating the qualitative
level of foods by authorised and qualified people.
Otherwise, the design of the psycho-sensorial value of food products involves tests and
sensorial analyses and has as main objective the establishment of concordances among the
consumers demands and the level of the sensorial characteristics of the products.
The present paper aims at underlining the necessity to design the psycho-sensorial value of
processed foods, as well as the importance of educating and informing the consumers for a
better capacity to get oriented on the market, and implicitly, for a right purchase decision.

Keywords: food products, psycho-sensorial value, purchase decision, consumer, design

JEL Classification: D 18, L 66, L 81

Corresponding author, Magdalena Bobe - magdalena.bobe@com.ase.ro


781
Introduction
The modern concept of the nutritional value of products underlines the inseparable nature
of its four components: the psycho-sensorial value, the energetic value, the biological value
and the hygienic one, playing an important role in evaluating the quality of the food
products when they reach the market.
The vital role of foods in human life is reflected by these specific aspects of the nutritive
value. Besides filling the organisms demands for energy and active biological substances,
food products also have to give psycho-sensorial satisfaction while they are consumed, to
meet hygienic and innocuity requests that ensure the populations health. These demands
are filled in a very close interdependence with the products structure, chemical
composition and features.

Modelling the psycho-sensorial value of food products represents, at present, the essential
condition in order to obtain food that can be sold, a priority of the producers in the food
industry and a basic request of consumers.
The evolution in the sciences involved in human nutrition has imposed the knowledge of
the main form by which the relation between human being and food manifests itself,
namely: giving nutritive material; the possibility to handle pathogen agents; the psycho-
sensorial bond (affective).
The ways in which the human-food relation manifests itself have presented in the order
they appeared along time, according to the historical criterion. However, if the interest in
mans health had been taken into consideration, these would have had to be ranked as
follows: salubrious, nutritive, and pleasant. Although innocuity and the nutritive value of a
foods product are essential conditions for health and life, many people rank first the
psycho-sensorial value of products, the pleasure offered by the consumption of a food
product.
In order to understand this disagreement we have to the reasons that make the consumer
give more importance to the psycho-sensorial properties of the food product than to the risk
(imperceptible) of getting ill or its trofins. Knowing the mechanism of the affective relation,
we can find solutions to correct some attitudes contrary to health and we can start peoples
education as regards food consumption behaviour, all these influencing the choice and
consumption of food products.

1. Psycho-sensorial value condition of food products attractiveness
The psycho-sensorial value of food products, the sensorial and aesthetic values,
respectively, is the one that invites one to buy a product, and gives its attractiveness. In
fact, sensorial properties are, for the common buyer, the first criterion to evaluate quality,
influencing the selection and acceptability of the food products, that, most of the times, are
highly subjective.
In order to express the psycho-sensorial value there are methods which help to quantify and
express it in a graphical manner, such as the score method, the profile method, that give us
the possibility to compare products.
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The general features that define the psycho-sensorial value of the food products are: colour,
smell, taste, fragrance, shape, aspect, size, texture, density, firmness, elasticity, freshness,
tenderness (by chewing), and palatability features (taste effects while chewing and after
chewing). There are also features specific to groups of products such as clarity for liquid
products, the juiciness of the pulp, its turgor and freshness for fruits and vegetables.
The psycho-sensorial value of food products is influenced by internal factors, specific to the
products, such as the solubility of their chemical components, their melting point, and the
products temperature. For example the structure-textural density or firmness of fruits and
vegetables is a dynamic property that represents the intensity of the connection between
their structure and texture; it is related to their maturity, the intensity of the enzyme activity,
the turgor degree.
In food products one can notice the change of the psycho-sensorial features in different
stages of the products manufacturing or life cycle, which makes it different according to
manufacturing or life cycle stage the product is in.
For example, some products undergo important changes in their maturation stage:
meat its maturation is a process that influences and improves its psycho-sensorial
value; meat gets a soft density, becoming more juicy and tender, with very pleasant taste
and its colour changes from red to light red;
cheese products their maturation gives different assortments, under certain
circumstances, the characteristic taste, smell and colour, the paste becoming softer, more
oily, with pleasant taste and smell; during this stage cheese products undergo biochemical
and physical changes. There are deep changes, when the taste, the smell are formed (due to
the accumulation of the fragrance substances), as well as the density (that is rubbery,
compact, elastic in the beginning and becomes more tender, oily); the drawing is also
formed (fermentation stitches, according to the assortment) that gives us information when
analysing the section of a slice of cheese;
fruits and vegetables get their final psycho-sensorial characteristics, getting a
harmonious psycho-sensorial value. Fruits and vegetables maturation represents a dynamic
physiological and biochemical process, that turns into shape, size, weight, pigmentation,
chemical composition, taste and smell;
wines amplify their psycho-sensorial value during the ageing process, when the
harmonization of the sensorial characteristics takes place, these becoming velvet-like, and
the wine getting a better bouquet.
The consumers reactions to the psycho-sensorial value of food products depend on:
perception the evaluation of the foods qualities and their choice is eased when the
psycho-sensorial characteristics are appropriate;
motivation can influence the consumers wish representing a motivation in the
decision-making process;
feeling- attractiveness leads to the acceptance of food products, the appropriate
psycho-sensorial value of foods, making them pleasant and wanted; for example, when

783
choosing vegetal products, consumers take into account the correspondence between
colour, the maturity degree and freshness;
experience consumers express their preferences according to their experience, they
can establish which psycho-sensorial characteristics are normal, natural and indicate the
foods properties based on other similar products;
thinking new food products can be accepted by consumers if the latter are
explained the formers properties and if they can notice them personally.

2. Synergism a principle based on which the psycho-sensorial value is modelled
If consumers preferences can be modelled via large promotional campaigns and supported
by authorised socio-economic structures, producers attitude must take into account the new
issues raised by the modern requirements in human nutrition, therefore to be based on a
nutritive projection of the food products, focused on modern nutrition norms and
requirements.
The nutritive value defines the correlation between the psycho-sensorial, energetic,
biological and hygienic values, including them in a total that is the prerequisite of a food
products success on the market. The psycho-sensorial value, the first one to be perceived
by the consumers, represents an important aspect of the total quality of food products that
can weigh as much as 50% -60% from the general quality factor. The psycho-sensorial
value of food products influences their selection from the available offer and the purchasing
decision-making process. In many cases food products are selected by the consumers
exclusively based on the satisfaction they offer, leaving aside the energetic, biological and
hygienic value.
Nutritional modelling of food products is possible only if we use the most appropriate
models to determine and express the nutritional values of food products that allow their
correct evaluation. This methodology must answer the issues raised by the design both of
the psycho-sensorial and hygienic value of processed food and the biological and energetic
values.
.The more intense market segmentation, therefore of food consumption as well, makes it
necessary for the producer to know the distinct and relatively complex needs of the most
various segments of consumers, and, in order to fill these needs it is necessary to make
products that are appropriate form a qualitative point of view, which involves, in the case of
food products, underlining their psycho-sensorial value as well. Thus, it became necessary
to find out some ways to determine and express the psycho-sensorial value that can easily
be applied and can lead to a correct and useful interpretation of results.
The psycho-sensorial value of food products can be assessed by means of sensorial
examination and via methods that are specific to sensorial analysis. Although it has a
special significance, having a high degree of subjectivity, there are many methods to
quantify the psycho-sensorial value, all these methods pursuing to increase the degree of
objectivity.
The most important categories of tests used to evaluate the acceptability for consumption of
food products are: assessment, comparison and selection.
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The assessment of food products is the sensory examination of food which allows for the
discovery of various shades of their sensory characteristics by using a scale of values
(quotation). Fitting the food products into quality classes is done more accurately, as this
method of evaluation not only establishes differences but also measures them.
The comparison is the sensory examination carried out on foodstuff starting from an item
defined as basic or standard. In relation to it, analysts set the particular sensory attributes of
the other products analyzed. Thus, by relation to the base sample, table ranks of food can be
made.
The selection is the sensory examination which results in the elimination or choice,
rejection or preference.
The multiple forms of sensory examination of food led to their classification into two main
groups:
analytical testing - based on objective conditioned sensory perceptions, the
subjective assessment of the taster being negligible;
sensory quality control - relies more on purely psychological involuntary perceptions
and tends to assess the degree of subjective desire and the consumer quality of the
examined product; in other words, the control of the consumer value and the degree to
which the product will be accepted by consumers.
Table no. 1 contains a systematization of the main methods of sensory analysis.
Table no. 1: The systematization of main methods of sensory analysis
No.
Tests/control
methods
Assessment
method
Choice of
experts
No. of
experts
Main domains
where it can be
applied
1. Twin test
Physiological
Intensive
special
training
3-10
Basic research;
diversifying
assortment (variation
for the raw
materials);
assessment of the
ways of processing
and the influence of
the packaging; expert
education
2. Duo-trio test
3. Triangle test
4.
Dilution
method
Basic research:
quality assessment;
expert education
5.
Profile
method
Physiological
and
psychological
Professional
education;
obtaining the
sensory
minimum;
periodical
checks

3-10

3-10

Basic research:
warehouse
experiences; quality
assessment
6.
Comparison
method
Comparing to
samples; quality
assessment;
international contests 7. Rank sorting Needed for

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method the groups of
control
experts

1-10

1-10
Quality contests; a
condition for quality
control; international
contests
8.
Point
assessment
method
Coordination
Quality assessment;
quality control within
the company;
national and
international contests
Source: after Diaconescu and Punescu, 2003
While assessing the psycho-sensorial value of the food products, one can face aspects
related to: man sensorial abilities, the psycho-sensorial properties of foods products, the
dimensions and the influence of the social environment (education, tradition, circumstance,
fashion etc.).
The design of the psycho-sensorial value of processed food products must be done with
extreme care and should start from the study of the correlation with the other aspects of the
nutritional value, especially with the hygienic value. The design of the psycho-sensorial
value should observe several stages:
the first stage identifying the needs and demands of the real and prospective
consumers, that are in permanent change, influenced by many environmental factors
(fashion, tradition, culture, information, education etc.);
the second stage is represented by the product design itself and the establishment of
the psycho-sensorial potential of the food product;
during the third stage we decide upon the production recipe according to the pre-
established psycho-sensorial potential;
during the fourth stage we select the ingredients of the recipe: raw materials,
technological auxiliaries and additives, based on the qualitative assessment as regards
chemical composition, as well as the technological and psycho-sensorial qualities;
after we obtain the final product, it is highly important to choose the sensorial
analysis method, according to what goal there is. Sensorial analysis has the advantage that
it reflects the consumers reaction to the respective food product.
Foods psycho-sensorial value design and modelling is one main direction of research in
food industry that leads to an unprecedented expansion of the food products range. There
are many ways to intervene in modelling it, as any psycho-sensorial characteristic may
undergo changes colour, taste, smell, density but we can also act upon many
characteristics, thus getting many possible combinations. We can give only a few edifying
examples in this respect:
taste can be changed by different additives, natural or artificial; fruits, vegetables,
sugar, chocolate, leading to the appearance of improved products (cheese cream with
pepper, herbs, garlic, onion, fruit yogurt, musli yogurt, margarine tasting like cheese, ham,
peaches, strawberries) or real new ones (rice with milk and fruit salad, rice with milk and
chocolate);
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smell can be changed by adding natural or artificial fragrances (vanilla, peppermint,
cinnamon, etc);
density can be changed according to how the product is going to be used (yogurt to
drink);
colour can be changed by adding natural or synthetic dyes.
The psycho-sensorial value, very variable, can be designed and modelled experimentally, it
can be improved taking into account the consumers preferences, but also taking into
account the effects generated by the use of amendatory substances on the quality of the
product. The introduction of different additives (natural or artificial) in classical food
products changes their psycho-sensorial properties (aspect, colour, taste, smell, etc). The
change can envisage one component of the psycho-sensorial value, but it can also take
place in two, three or all the components, and thus the wide variety of variants that can be
obtained. The easy ways to model the psycho-sensorial value widely explain the assortment
boom of the food products offer.
Many basic sensorial characteristics as variables in modelling- can be combined to give
the consumer a holistic perception, resorting to synaesthesia that is the stimulation of a
sense by another one. In order to get a harmonious result we have to take into account
synergism as a principle in modelling the psycho-sensorial value of food products, as the
action of substances can be intensified by their association.
A harmonious psycho-sensorial value, designed and modelled according to rational
principles allows us to obtain products that meet consumers needs and satisfy their
demands, which will lead to their market success in competition with other products.

3. Nutritional education and information of the consumers
Preoccupations to improve the nutritional state of the population have a core position within
the programmes of health protection at national level, as well as at regional and
international level.
Nutritional education must be thought as an interference aiming to change social
communication in nutrition in order to improve the nutritional state in some segments of
population. The interferences, in order to be put into practice, claim the observance of the
action principles based on the following core ideas:
Equity : allowing a better social justice;
Participation: association of population groups in the decision-making processes;
Integrity: communication must be a support activity in the processes of development,
orientation to improve eating habits;
Rationality: interferences must rely on a deep analysis of nutritional problems.
Knowing the psycho-sensorial value is decisive criterion in assessing food products quality
as well as a starting point that permits a better correlation of the offer with demand for
goods, thus ensuring their market success.

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The product demand structure can be changed by better informing the consumers and by a
nutritional education of the population.
The diversification of the media by means of which information is spread contributes very
much to this process. The main informative sources about nutrition are television, radio,
magazines, newspapers and best sellers, together with the advertisements associated with
them. All these are important means of nutritional education. Knowledge about a good
nutrition can be found in educational and informative texts, thus being internalised more
easily. However, the messages have to take into account the populations preoccupations, as
a goo presentation of the possible choices and an exemplification of the lifestyle are vital to
ensure a satisfactory nutritional education.
Publicity campaigns and promotional activities significantly influence the demand for food
products. Mass media radio, television, and written media have not been used in
educational nutrition for a long time, despite the important influence that they can have on
consumer behaviour. Publicity is a good way to make a simple message known. Moreover,
the messages distributed by mass media permit a better knowledge of the nutritional
principles, contributing to the exchange of experience among different communities and
influencing the actions of the ones in charge. Mass media can also play another important
role, if they can benefit from total freedom of information: it can contribute to triggering
pressure on public power, making it act if necessary.
Over the last years the evolution of advertisements for food products has been spectacular,
influencing the wide mass of consumers in making the purchasing decision for some food
products. But very close attention is required, as, due to their huge impact on population,
there were quite a few cases when their qualitative features were exaggerated or there were
even exaggerated or unfounded features of the products that appeared in advertisements. In
order to get rid of these kinds of advertisement there is an appropriate legislation and
institutions that fight to defend the consumers rights and try to protect them.
Therefore, we should not neglect the fact that, at present, advertisements for food products
do not have an educational value, they being based mainly on exacerbating the psycho-
sensorial value and on selling the product. That is why only by giving population complete
and precise information can we help them choose food products correctly, and the
educational system and the health one must contribute in this respect.
The use of social marketing for a better nutritional education brought important
contributions to promoting and improving communication in nutrition by introducing some
marketing rules such as: a thorough study of the consumer; market segmenting; creativity;
multimedia strategy.
By applying the general rules in marketing it was possible to establish the main stages in
drawing up the programmes for nutritional education: market segmentation with defining of
the categories of consumers and selecting the channels of communication. It is well known
that the best results are obtained when the multimedia channels are associated (radio,
television, written media, posters).
When it comes to interpersonal communication there is the advantage of privacy, of
responsible people getting involved in it, but there is also the disadvantage that the agents
have not the capacity to be open and non-conservative when they promote new ideas.
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Mass-media communication brings new ideas and information to a large audience, it
communicates favourable attitudes.
Interpersonal education can have decisive effects, encouraging the total change of the
consumption behaviour and the eating habits.

Conclusions
In a market that is plentiful in products with a very diversified assortment structure, the
purchasing decision becomes difficult, being influenced by the qualitative differences
among products, by their package and promotion, by the financial possibilities and the
prices.
Nutritional education brings contributions to improvement of the social communication in
nutrition; therefore it is necessary to develop an efficient multimedia strategy, because a
most important part of the population is open to the audio-visual messages, against to those
of the specialists working in health.
The requirements as regards food products are different according to categories of
consumers, complex and with a high subjective connotation, without taking into account
the objective criteria. Between the food product and the consumer there grows a system of
informational connections by means of the sense perception organs man has and that,
according to the individuals personality leads to their behaviour.
Setting the quality value can be done by means of the correspondence between the
products properties, on one hand, and the psychological reflection of the available
informational consumers have, on the other. We can, thus, state that mans sensitivity is
basic to find out the psycho-sensorial value of food products, modelled by the informative-
educational system and materialised in behaviour schemes.
Mans capacity to get satisfaction as a result of food consumption represents a condition for
a normal life and correct nutrition. In fact, we can state that, as human society evolved the
psycho-physiological sensations offered by the consumption of a product have represented
the decisive criterion to accept the food product as part of the diet. Food products that
create pleasant sensations were kept for consumption, as, by just a simple memory, their
qualities produced appetite as a result of the conditioned reflexes. On the other hand,
those that create unpleasant sensations or produced digestive trouble were rejected,
becoming repulsive. Food products selection was made, therefore, taking into account
sensorial criteria that determine the consumers attitude towards food products. Even
nowadays they have an important weigh in choosing products, even if it is known that food
products assessment must be carried out by studying the nutritional value as a whole,
therefore all four values.

References
Bobe, M., 2005. Produsul alimentar abordare strategic. Bucureti: Editura ASE.
Diaconescu, I. and Punescu, C., 2003. Analiza senzorial n societile comerciale.
Bucureti: Editura Uranus.

789
Dima, D., Popescu, D. and Bobe, M., 2007. Essential mutations to evaluate foodstuffs.
Amfiteatru Economic, IX(Special issue 1), pp.114-118.
Dima, D. et al., 2006. Mrfuri alimentare i securitatea consumatorilor. Bucureti: Editura
Economic.
Kotler, P. et al.,1998. Principiile marketingului. Bucureti: Editura Teora.
Mohd Rizaimy, S. et al., 2011. Innovative Food and Its Effects toward Consumers'
Purchase Intention of Fast Food Product. Canadian Social Science, 7(1), pp.110-118.
Procopie, R. and Bobe, M., 2008. The logistics of information flow in managing the quality
of food products. Amfiteatru Economic, X(24), pp. 70-83.
Procopie, R. and Bobe, M., 2008. Social communication effectiveness in nutrition by
nutritional labelling. Calitatea acces la succes, 9 (special issue 93), pp. 284-289.

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Habits. The Case of Romanian Immigrants in Andalusia, Spain

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POTENTIAL CONNECTIONS BETWEEN MIGRATION AND IMMIGRANTS
FOOD CONSUMPTION HABITS. THE CASE OF ROMANIAN IMMIGRANTS
IN ANDALUSIA, SPAIN

Andreea Simona Sseanu
1
and Raluca Mariana Petrescu
2
1)2)

Abstract
The paper aims to identify potential connections between migration and food consumption
habits of Romanian immigrants in Andalusia, Spain and to study a series of factors that
may contribute to the establishment of these connections. The analysis was based on a
series of information obtained through a field research carried out between January and
June 2011 among the Romanian immigrants in Andalusia (306 respondents). The analysis
results revealed the fact that after migration, the Romanian immigrants who took part in the
study felt a series of changes in their food consumption habits, mainly resulting in
consuming a higher proportion of the food products specific to the host country, compared
to the food products specific to their country of origin. The analysed factors that may
influence the relationship between migration and food consumption habits were
encountered in the specific scientific literature, namely the length of residence and
immigrants age. The analysis revealed the fact that among different groups of respondents
by length of residence and age, there are statistically significant differences in what
concerns their perception regarding the changes in their food consumption habits after
migration. The length of residence is positively correlated with the changes in food
consumption after migration, while age is negatively correlated.

Keywords: migration, immigrant, consumer, consumption, food products, consumption
habits, consumer behaviour, Romania, Spain

JEL Classification: E21, F22, O15

Introduction
A persons behaviour is the expression of the values specific to its culture, values
developed in time through the contribution of the values and culture specific to the society
it belongs to, and also of those specific to its family or different groups it belongs to. The
consumption behaviour specific to an individual can be identified as part of the culture of a
nation when it is adopted by various individuals (Luna and Gupta, 2001).

Corresponding author, Raluca Mariana Petrescu - raluca.petrescu@com.ase.ro


791
Levitt (1983) cited in Rout and Senapati (2008, p. 173) argued that there are no truly
isolated cultures. Since ancient times, humans - who are mainly consumers and play a key
role in the market (Petrescu, Dinu, tefnescu and Dobrescu, 2010) - searched different
economic, social, etc. opportunities in other areas than the original ones; in recent years, the
migration process has reached great amplitude, being also emphasized by the tourism
sector. Thus, when individuals belonging to one culture intersect with others belonging to
another culture, various changes at personal, social and consumption levels occur. As a
result of the increased mobility of individuals, they become exposed to the products,
lifestyles and behaviour patterns of consumers belonging to another area (Douglas and
Craig, 1997, p. 380). However, from another perspective, individuals that move to other
areas carry different values and types of behaviour with them, exposed to individuals
originating in the area. The increasing migration phenomenon leads to a special complexity
on the markets, at global level. The more immigrants are exposed to the host culture, the
more they embrace its specific norms, values, behaviours, etc. (Luna and Gupta, 2001),
Douglas and Craig (1997) - cited by previously mentioned authors - considering that
migration represents one of the forces that are causing radical changes in consumer
behaviour. At the same time, immigrants not only adapt to the new culture, but they also
contribute to its change.
According to Hamlett, Bailey, Alexander and Shaw (2008, p. 92), immigrants
consumption behaviour represents a poorly researched phenomenon, despite the fact that
the ethnic factor is considered as a category of identity with a strong influence on
consumption decisions. However, in what concerns acculturation and consumption,
Sutton-Brady, Davis and Jung (2010) consider that there are various studies on this topic on
groups of immigrants from different areas. Even if, according to Douglas and Craig (1997),
most studies are focused on groups of immigrants in North America, especially Mexican,
Chinese or Korean, considerable efforts are being made in Europe as well, in order to
enrich studies on this subject. For example, studies concerning migration in Britain outlined
the importance of food consumption in immigrants relationship with host culture (Desai,
1963 cited in Hamlett, Bailey, Alexander and Shaw, 2008, p. 97), food consumption being
considered a key factor in the process of consumer acculturation (Rosenthal and Feldman,
1992; Penaloza, 1994; Omar et al., 2004 cited in Hamlett, Bailey, Alexander and Shaw,
2008, p. 97).
This paper aims to identify the potential relationships between migration and food
consumption habits of Romanian immigrants in Andalusia, Spain and to study a series of
factors that may contribute to the establishment of these relationships. In this sense, the
paper is structured into three main parts. The first part briefly puts forward a series of
aspects related to the migration phenomenon in Spain - in general - and in Andalusia - in
particular -, focusing on the Romanian immigrants, while the second part briefly presents
the main results of a study (Navas Luque and Rojas Tejada, 2010) regarding the
acculturation of the Romanian immigrants in Andalusia. The third part of the paper is based
on a series of information obtained through a research carried out among the Romanian
immigrants in Andalusia during January-June 2011 and it submits an analysis regarding the
potential connections between migration and food consumption habits of immigrants,
focusing on the variables that may represent key factors in establishing the connections.
The paper ends up with a series of final considerations.

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1. Aspects regarding the migration phenomenon in Spain and Andalusia - focus on
Romanian immigrants
Throughout history, and especially during the last century, migration in Spain had a
prominent role in the general evolution of population and its geographical distribution,
influencing the demographic, economic, cultural, and political behaviours in different ways.
Although migration flows have notably increased over the last century, it can be assessed
that during this period, the migration phenomenon experienced significant changes both in
its dynamics and evolution, and in terms of its features. If during the first seven-eight
decades of the 20
th
century, the migration phenomenon was marked by emigration outwards
and to industrialized areas of Spain, during the last decades of the century, the migration
phenomenon has seen significant changes, with an increase in the variety of directions of
migration flows, with a drastic reduction of migration outside Spain and a substantial
increase of migration from outside, expressed both through the return of Spanish migrants,
as well as through the migration of foreigners into Spain (Instituto Nacional de Estadistica,
2003). The latter is currently one of the main features of Spanish demography and society.
The speed with which Spain has gone from a supplier to a receiver of immigrants doesnt
have a precedent in the European demographical history. While in the northern European
countries, like France or England, this process occurred over several decades (between
1950 and 1970), for Spain the panorama has changed dramatically in less than five years.
Spain is the EU country that has experienced the highest continuous growth of immigrants
since 1997, receiving in 2006 about 45% of all immigrants in the European Union
(Gallardo San Salvador and Gomez de Enterria, 2009). Therefore, it can be assessed that
Spain has gone from a country of emigrants to a country that receives and integrates
immigrants, recognizing the benefits of their integration both economically and socio-
culturally. In this sense, a practice can be represented by the Strategic Plan for Citizenship
and Integration 2007-2010 (Plan estrategico de ciudadania e integracion 2007-2010)
which, based on principles of equality, citizenship, interculturalism, dialogue and mutual
accommodation, highlights the importance of integrating immigrants and focuses on a
comprehensive approach to citizenship and equality (Ministerio de Trabajo y Asuntos
Sociales, 2007).
Andalusia, the most populated autonomous community in Spain, fits the previously
described frame associated with the migration phenomenon perfectly. Thus, according to
Navas Luque and Rojas Tejada (2010), over recent years, Andalusia, an autonomous
community with a strong emigration character in most of the last century, quickly turned
into a powerful receiver of important external migration flows. For example, if in 2000 the
foreign population represented 1.76% of the total population of Andalusia, in 2010 their
share rose to 8.41% (Instituto Nacional de Estadistica, 2011a). Therefore, in accordance
with the manifestation of the migration phenomenon in Spain, it can be assessed that
Andalusia went from a provider to a receiving autonomous community of immigrants, that
focuses on the integration of immigrants considered a generating factor of economic
prosperity. A practice in this sense can be represented by The 2
nd
Integral Plan for
Immigration in Andalusia 2006-2009 (II Plan Integral para la Inmigracion en Andalucia
2006-2009) which highlights the importance of promoting social, personal and work
integration of immigrants, considered persons with rights and obligations specific to the
Andalusian society, thus ensuring the access of immigrants to mutual basic public services
(such as health care, education, social services, legal assistance, etc.) on equal terms (Junta
de Andalucia, Consejeria de Gobernacion, 2007).

793
An integral component of international migration, emigration represents an extremely
important socioeconomic phenomenon for Romania; according to Ghetau (2008), during
the communist regime (before 1990), international migration in Romania consisted of a
single component, namely emigration. The economic, social and political environments in
Romania determined and still determine more and more persons to migrate in search of
economic and social opportunities outside the national borders. In recent years, Spain and
Italy represent the most important receiving countries of temporary emigration from
Romania (OECD 2006, 2008a, 2008b; Constantin, Nicolescu and Goschin, 2008). Also,
reviewing the statistics provided by the Instituto Nacional de Estadistica (2011b), it can be
assessed that Romania, along with Morocco, is a leading provider of immigrants for Spain,
implicitly for Andalusia. Reviewing the official data from the administrative registers
(Instituto Nacional de Estadistica, 2011a) which show a stock of the Spanish
municipalities inhabitants, it can be observed that in 2010, 831,235 Romanians were
registered as living in Spain, representing 14.46% of the total foreign population in Spain
and 1.76% of the total population of Spain. In Andalusia, according to the official data from
the administrative registers, in 2010, Romanians occupied - at very short distance - the third
position among foreigners residing in Andalusia, after the United Kingdom and Morocco;
their number was of 93,169, respectively 13.23% of the total foreign population in
Andalusia and 1.11% of the total population of Andalusia. Also, Romanians are one of the
very recent groups who have chosen Spain as a country of destination, but have
experienced a spectacular growth in recent years. A brief analysis of the evolution of
Romanians registered in Spain during 2006-2010 supports the previous statement. Thus, if
in 2006, 407,159 Romanians were registered in Spain, in 2010 their number increased more
than twice. The same situation is found also in Andalusia, where the number of registered
Romanians in 2006 - of 41,053 - increased more than twice in 2010. Some of the factors
that led to these increases can be represented by the bilateral agreements between Romania
and Spain for the regulation and organization of labour movement between the two
countries, and Romania's accession to the European Union.

2. The acculturation of the Romanian immigrants in Andalusia - results of previous
studies
Jamal and Chapman (2000, p. 365) consider that in order to explain the consumption
experiences of the consumers that come from ethnic minorities, researchers often resort to
terms such as acculturation and ethnicity . Ethnicity refers to the total of ethnic
features specific to a nation, to a culture (Academia Romana, Institutul de Lingvistica
Iorgu Iordan, 1998), while acculturation involves the learning and adoption of the
specific norms and values of a culture by a person coming from a different culture
(Cleveland, Laroche, Pons and Kastoun, 2009). Acculturation involves changes in
behavioural patterns of immigrants, patterns that may be part of the language area, clothing
area, food area, etc. For example, acculturation involves changes in consumption patterns,
causing changes in the quantities or types of purchased goods (Wallendorf and Reilly,
1983).
According to Cleveland, Laroche, Pons and Kastoun (2009), over time, researchers have
modelled a complex process of acculturation based on both the assimilation of the new
culture (the majority, host) and the preservation and promotion of the culture of origin
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(minority), the specific scientific literature outlining four patterns of acculturation (Berry,
1980 cited by the authors mentioned above):
Integration is manifested by the minority individuals (immigrants) who adopt the
new culture, and at the same time, cultivate their culture of origin.
Separation is adopted by the minority individuals (immigrants) who strongly keep
their culture of origin, and reject the norms and behaviours specific to the host culture.
Assimilation is represented by the gradual renunciation of the culture of origin in
favour of entirely adopting the host culture.
Marginalization (exclusion) occurs when the minority individuals (immigrants) lose
the cultural or psychological contact both with the society of origin and the host society.
In what concerns the process of acculturation of the Romanian immigrants in Andalusia,
Navas Luque and Rojas Tejada (2010) carried out a study that aimed to apply the Expanded
Model of Relative Acculturation on the Romanian and Ecuadorian immigrants in
Andalusia. The study was based on the participation of 600 Spaniards, 277 Ecuadorian
immigrants, and 298 Romanian immigrants. In the applied model, eight environments in
which the level of acculturation was assessed, can be distinguished, respectively: the
political environment, social welfare, work, economic (which, among other issues, includes
a series of aspects related to consumption behaviour), social, family, religious, and values
environments. The acculturation strategies implemented by the immigrant groups and
perceived by the Spaniards and the attitudes and strategies preferred by the studied groups,
were analysed focusing on the four patterns of acculturation, respectively assimilation,
integration, separation and exclusion.
The study revealed that the Spaniards perceive an overall strategy of separation in the
case of the Romanian immigrants, respectively the Spaniards believe that the Romanian
immigrants keep the habits specific to their country of origin, without embracing the ones
specific to the Spanish society. Regarding the general attitude of acculturation desired by
the Spaniards to be adopted by the Romanian immigrants, this is situated between
assimilation and integration. This means that the Spaniards would like the Romanian
immigrants to adopt the behaviours and habits specific to the Spanish society to a greater
extent, but at the same time to keep the customs and behaviours specific to their country of
origin, in a small extent. An in depth analysis of the acculturation process regarding the
eight environments mentioned above, reveals the fact that the Spaniards perceive an
acculturation strategy of assimilation in the work environment, of integration in the
social environment, and of separation in the family and religious environments, for the
Romanian immigrants. In the rest of the environments, the perceived strategies lay between
assimilation and integration in the economic environment, and between integration
and separation in the values environment. But, in terms of acculturation attitudes desired
to be adopted by the Romanian immigrants, the Spaniards appreciate an attitude of
assimilation in the political, social welfare, work and economic environments, and an
attitude of integration in the family and values environments. In the case of the social
environment, an attitude between assimilation and integration is desired, while in the
case of the religious environment, an attitude between integration and separation is
desired (Navas Luque and Rojas Tejada, 2010).

795
The Romanian immigrants who took part in the study considered that they implement an
overall strategy of acculturation between separation and integration, which means that
they keep the customs and behaviours specific to their country of origin, but at the same
time, they adopt the habits and behaviours specific to the Spanish society, in a small extent.
Regarding the desired general attitude of acculturation, this is one of integration, which
indicates that the Romanian immigrants in Andalusia would like to keep the habits and
behaviours specific to their country of origin, but also to adopt the ones specific to the host
country. An in depth analysis of the acculturation process regarding the eight environments
mentioned above, reveals the fact that the Romanian immigrants implement a strategy of
integration in the social and economic environments, of separation in the family,
religious and values environments, and one between assimilation and integration in the
work environment. In terms of desired acculturation attitudes, if they could choose, the
Romanian immigrants would implement a strategy of integration in the economic, social
and work environments, of separation in more central environments such as religious and
family, of integration-separation in the values environment, of assimilation-integration
in the social welfare environment, and of assimilation in the political environment (Navas
Luque and Rojas Tejada, 2010).

3. Migration and food consumption habits of Romanians in Spain potential
connections
Generally, food consumption habits are stable and predictable but, at the same time,
paradoxically, are in a continuous change (Fieldhouse, 1995 cited in Cleveland, Laroche,
Pons and Kastoun, 2009, p. 198), Rout and Senapati (2008) revealing that, with migration,
food consumption behaviour changes drastically. Starting with the previous statement, this
part of the paper aims to analyze the potential relationships between migration and food
consumption habits of the Romanian immigrants in Andalusia, with an emphasis on the
variables that could represent key factors in establishing these relationships.
The analysis is based on a series of information obtained through a field research carried
out during January-June 2011 on Romanian immigrants in Andalusia, the autonomous
community which is among the first five communities preferred by the Romanians who
emigrate to Spain, along with Community of Madrid (Comunidad de Madrid), Valencian
Community (Comunitat Valenciana), Catalonia (Cataluna) and Castile-La Mancha
(Castilla-La Mancha). The survey was based on a questionnaire structured into four parts
- carried out among the Romanian immigrants in Andalusia (306 respondents), the present
paper being based on a series of information obtained from the first three parts. The first
part includes general information about the respondent (age, gender, marital status, etc.),
the second includes information associated with the migration process, the third includes
information associated with food consumption habits, and the fourth includes information
on the entrepreneurial intentions of respondents.
Regarding the samples structure according to gender, it can be assessed that it is balanced
(table no. 1). In what concerns age, a substantial presence of respondents aged between 26
and 45 is remarkable. This is not a surprising aspect because generally - related to
migration - the 26-40 age category is of particular interest to the labour market and it also
represents a category of already formed persons with high innovation and work potentials
and extremely flexible (Constantin et al., 2004 cited in Petrescu, Bac and Zgura, 2011).
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Amfiteatru Economic
796
Table no. 1: Samples structure by respondents gender and age

Gender Age (years)
Female Male
under
16 16-25 26-35 36-45 46-55 56-65
over
65
abs. 163 143 8 56 104 82 37 16 3
% 53.3 46.7 2.6 18.3 34.0 26.8 12.1 5.2 1.0
Note: abs. absolute value
In order to identify potential relationships between migration and food consumption habits,
in the questionnaire respondents were asked to express on a 7 levels Likert scale their
degree of agreement in connection with a statement regarding the changes in their food
consumption habits since they moved to Spain, changes shown mainly through prevalent
consumption of food products specific to the host country, compared to food products
specific to their country of origin. A descriptive analysis of the obtained results (table no. 2)
reveals that the majority of respondents (155, respectively 50.7%) totally agreed with the
fact that migration has led to some changes in their food consumption habits. This aspect
may be - to some extent - in line with the strategy of integration (which implies that
immigrants adopt the customs of the host society, but at the same time, they keep a part of
the customs specific to their country of origin) adopted in the economic environment
(which, among other issues, includes a series of aspects related to consumption behaviour)
by the Romanian immigrants in Andalusia (Navas Luque and Rojas Tejada, 2010).
Table no. 2: Respondents degree of agreement related to the changes in their food
consumption habits after migration
Type of agreement The perceived degree Frequency %
Total disagreement 0 9 2.9
Moderate agreement
1 11 3.6
2 8 2.6
3 24 7.8
4 45 14.7
5 54 17.6
Total agreement 6 155 50.7
Total 306 100.0
In order to identify a series of factors that might contribute to the establishment of
relationships between migration and food consumption habits - in this case changes in food
consumption habits after migration, primarily resulted in prevalent consumption of food
products specific to the host country, compared to food products specific to their country of
origin - after reviewing the specific scientific literature, various variables were introduced
in the questionnaire.
The length of residence in the host country
Regarding the correlation between the length of residence in the host country and the
changes in food consumption habits, following a survey, Mehta and Belk (1991, p. 407)
found that the Indian immigrants who have been living in the United States for a longer
period of time tended to adopt the American cuisine to a greater degree. Also, Bermudez
et al. (2000) cited in Verbeke and Lopez (2005, p. 827) demonstrated that the length of
residence in the host country influences dietary patterns, and that this is positively
correlated with the adaptation to dietary patterns specific to the host country. The last part

797
of the previous statement is strengthened by the results of the study carried out by the
previously cited authors (Verbeke and Lopez, 2005), which refer to the fact that the length
of residence in the host country is positively correlated with the frequency of consumption
of mainstream food specific to the host country.
Thus, after reviewing the specific scientific literature and the statistical literature
(Anghelache, 2004), the first set of hypothesis of the analysis presented in this paper was
established:
H0a: The variation of the dependent variable is independent of the factor, respectively the
means are equal the factor is insignificant.
H1a: The variation of the dependent variable is dependent of the factor, respectively the
means are not equal the factor is significant.
Where:
dependent variable - respondents perception regarding the changes in their food
consumption habits after migration;
factor - length of residence in the host country.
In order to test the first set of hypotheses, the means corresponding to each category of
respondents were compared, and an ANOVA analysis was implemented. Considering the
results shown in table no. 3, it can be assessed that H0a is rejected, which means that there
are statistically significant differences between different groups of respondents taking into
consideration the length of residence, in terms of their perception on the changes in their
food consumption habits after migration. Thus, it can be assessed that the Romanian
immigrants who took part in the survey and have been living in Andalusia for a longer
period of time, perceive the changes in their food consumption habits more - primarily
resulting in prevalent consumption of food products specific to the host country, compared
to food products specific to their country of origin - compared with those who have been
living for a shorter period of time.
Table no. 3: Respondents perception regarding the changes in their food
consumption habits after migration, depending on the length of residence
Length of residence (years) 0-1 2-3 4-5 6-7 8-9 10-11 over 11
Average score 3.17 4.15 5.05 5.31 5.43 5.37 5.56
F 13.226
Sig. 0.000(*)
Note: (*) Significance level of 0.01.
Also, in order to identify the correlation between the changes in food consumption habits
after migration and the length of residence, between the two variables, the Spearman
correlation coefficient was implemented. For a significance level of 0.01, the correlation is
significant (sig.=0.000), and the correlation coefficient is 0.430, leading to the idea that
there is a positive relationship between the two variables. Therefore, it can be assessed that
the length of residence is positively correlated with the changes in food consumption habits
after migration.

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Amfiteatru Economic
798
Immigrants age
Regarding the correlation between the immigrants age and the changes in food
consumption, following a survey, Mehta and Belk (1991, p. 407) found that, generally, the
children of the Indian immigrants who live in the United States are enthusiastic about
American foods. On the same note, Jamal (1998, p. 224), following a qualitative study on
food consumption habits of British-Pakistanis, considers that food products specific to the
host country are perceived by the young generation as convenient, and as a way to
conform to the mainstream culture. As a conclusion of the above statements, it can be
assessed that young immigrants are much more flexible and adaptable to the new culture,
while older immigrants have authenticity in food consumption (Sutton-Brady, Davis and
Jung, 2010).
Thus, after reviewing the specific scientific literature and the statistical literature
(Anghelache, 2004), the second set of hypothesis of the analysis was established:
H0b: The variation of the dependent variable is independent of the factor, respectively the
means are equal the factor is insignificant.
H1b: The variation of the dependent variable is dependent of the factor, respectively the
means are not equal the factor is significant.
Where:
dependent variable - respondents perception regarding the changes in their food
consumption habits after migration;
factor - respondents age (immigrants age).
In order to test the hypotheses, the means corresponding to each category of respondents
were compared, and an ANOVA analysis was implemented. Considering the results shown
in table no. 4, it can be assessed that H0b is rejected, which means that there are statistically
significant differences between different groups of respondents taking into consideration
the age, in terms of their perception on the changes in their food consumption habits after
migration. Thus, it can be assessed that the younger Romanian immigrants who took part in
the survey perceive the changes in their food consumption habits more - primarily resulting
in prevalent consumption of food products specific to the host country than food products
specific to their country of origin - compared with older Romanian immigrants.
Table no. 4: Respondents perception regarding the changes in their food
consumption habits after migration, depending on their age
Age (years) under 16 16-25 26-35 36-45 46-55 56-65 over 65
Average score 4.88 4.96 5.16 4.94 4.16 3.44 3.67
F 4.669
Sig. 0.000(*)
Note: (*) Significance level of 0.01.
Also, in order to identify the correlation between the changes in food consumption habits
after migration and age, the Spearman correlation coefficient was implemented. For a
significance level of 0.01, the correlation is significant (sig.=0.002), and the correlation
coefficient is -0.178, which leads to the idea that there is a negative correlation between the
two variables.

799
Given the fact that according to Verbeke and Lopez (2005, p. 826), socio-demographic
characteristics, expressed in many ways, are very important determinants of the
consumption of foods, the potential correlations or the differences between the means -
among the responses to the statement about changes in food consumption habits after
migration and a series of factors like gender, marital status, educational level, or working
status - were tested. However, in the case of the Romanian immigrants in Andalusia, the
results obtained after processing did not reveal the existence of any relationships - at least
not linear - between the variables, and neither of any statistically significant differences
between the means.

Conclusions
The results obtained from the analysis presented in this paper have revealed that migration
has influenced the food consumption habits of the Romanian immigrants in Andalusia.
Respectively, after migration, the Romanian immigrants in Andalusia who took part in the
survey felt a series of changes in their food consumption habits, primarily resulting in
prevalent consumption of food products specific to the host country, compared to food
products specific to their country of origin.
Among the factors that could influence the relationship between migration and food
consumption habits, the length of residence in the host country and the immigrants age
were analysed in the paper. The analysis revealed that there are statistically significant
differences between different groups of respondents taking into consideration the length of
residence in the host country and the age, in terms of their perception on the changes in
their food consumption habits after migration. The length of residence is positively
correlated with the changes in food consumption habits after migration - changes primarily
resulting in prevalent consumption of food products specific to the host country, compared
to food products specific to their country of origin - while age is negatively correlated.
Therefore, it can be assessed that the younger Romanian immigrants perceived stronger
changes in their food consumption habits after migration, compared with the older
immigrants. Also, the longer Romanian immigrants reside in Andalusia, the more they see
changes in their food consumption habits - compared to immigrants with a shorter
residence.

Acknowledgements
This article is a result of the project POSDRU/88/1.5./S/55287 Doctoral Programme in
Economics at European Knowledge Standards (DOESEC). This project is co-funded by
the European Social Fund through The Sectorial Operational Programme for Human
Resources Development 2007-2013, coordinated by The Bucharest Academy of Economic
Studies in partnership with West University of Timisoara.

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The Bucharest Academy of Economic Studies

Corresponding author, Marieta Olaru olaru.marieta@gmail.com

Corresponding author, Roxana Srbu - sarburoxana@yahoo.com

Corresponding author, Mihaela Maftei - mmaftei@ase.ro

Corresponding author, Anca Atanase - atanase@com.ase.ro

Corresponding author, Laureniu Tchiciu - laurentiu.tachiciu@gmail.com

Corresponding author, Cristian Bogdan Onete - onete@ase.ro

Corresponding author, Doru Pleea - pleseadoru@gmail.com

Authors contact: e-mail: valentin.dumitru@soft-expertinfo

Corresponding author, Lelia Voinea - lelia.voinea@gmail.com

Corresponding author, Magdalena Bobe - magdalena.bobe@com.ase.ro

Corresponding author, Raluca Mariana Petrescu - raluca.petrescu@com.ase.ro

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