Public Perception of Massage Therapy
Yükleniyor...
Dosyalar
Tarih
2020 Eylül
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Massage therapy, as a service, is susceptible to churn for its misconceived efficiency and practice. However, therapists and
massage businesses could frame messages that highlight, for instance, their service proficiency or price promotions on the
public’s perception of massage to overcome such misconception. We tested this prediction in two studies. In study 1 (n = 1,925),
we distinguished four groups of individuals by their massage perception (positive, negative) and whether they had ever
received a massage (yes, no). In study 2 (n = 1,209), we observed the four types of people that study 1 determined to compare
the influences of a service expert and discount on their perceptions of massage therapy in a 2 (therapist: expert, nonexpert) x 2
(discount: yes, no) Solomon four-group experiment. There is evidence that positive perception is prone to service expert among
those who had received a massage before. Those who experienced massage service for the first time, however, were prone to a
bargain. Despite their lack of practical experience, these results imply that inexperienced and emerging therapists (e.g., students
on practicum, interns) could help a massage business create customers when their imperfect services are bundled with an
economic incentive. An expert therapist could, then, convert the initially discount-prone receivers of massage into qualityprone repeating customers and justify a price premium.
Açıklama
Anahtar Kelimeler
Complementary and alternative treatments, Massage therapy, Public perception, Solomon four-group, New Zealand
Kaynak
Turkish Journal of Sport and Exercise
WoS Q Değeri
Scopus Q Değeri
Cilt
22
Sayı
2
Künye
Dinç, Ö., (2020). Public Perception of Massage Therapy. Turkish Journal of Sport and Exercise, 22(2), 271-278.
DOI: 10.15314/tsed.721837
