جوا اور اس کے انسان کی معاشی اور معاشرتی زندگی پر پڑنے والے اثرات اور اسلامی تعلیمات کا مطالعہ

Among the prohibited actions, gambling is on the top. There is definite prohibition  in many verses of the Holy Quran and the hadiths of the prophet. Despite such strict prohibitions by Islam, the gambling has been entered in economy in different shapes. Among the different types of gambling, some  forms are  very  clear, every one considers it wrong,   whereas  some kinds of  gambling are not considered wrong by the peoples. Whatever the name of gambling is, it is illegal and immoral, because changing name doesnot change its reality. Every type of gambling creates destruction in society and economy and brings various evils with it. Gambling  makes man greedy, miser, lover of  money, jealousy, wastage  of time and money. Such evils takes men away from generosity and  worship of Allah, carelesness in his duties and man becomes  immoral and irrespossible. Therefore, in any society where gambling is spread, the concept of peace, love, humanity bacomes  meaning less. As a result, the poor get poorer and the  rich grow richer.

Impact of Service Quality on Brand Equity and Brand Loyalty: A Study Based on Café Industry of Islamabad

The competitive world today requires a very high brand equity and brand loyalty which can be attained through improved service quality (tangibility, responsiveness, reliability, assurance and empathy). In lieu of the investments in the service quality of cafes, the cafe industry has bloomed to a large scale and proved to be reliable in terms of huge profit and success. The purpose of this study is to examine the connection between the effect of tangibility, responsiveness, reliability, assurance and empathy on brand loyalty and brand equity. This study endeavors to find out how the enrichment in service quality enhances the consumer's commitment to repurchase the product, to continue using the same brand, or to increase the commercial value of the cafe brand that is derived from the customer perception of the brand. The data for the present research study were gathered through structures questionnaires from the cafe consumers of Islamabad. Response from 300 cafe consumers was collected and analyzed. Particularly cafe industry of Islamabad was selected due to its emerging growth in the metropolis. Multiple regression and t-tests were applied for the analysis of data. Findings of this research study show that there is a significant positive relationship of all the dimensions of service quality on brand equity and brand loyalty. Less developed nature of the industry and lack of previous researches limits this study. However, the geographical area can be spread all over Pakistan for the research in future. Besides, other variables can also be added that might contribute towards brand loyalty and brand equity.