Public Perception of Massage Therapy
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Tarih
2020
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Dergi ISSN
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Yayıncı
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 andmassage businesses could frame messages that highlight, for instance, their service proficiency or price promotions on thepublic’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 everreceived a massage (yes, no). In study 2 (n = 1,209), we observed the four types of people that study 1 determined to comparethe 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 amongthose who had received a massage before. Those who experienced massage service for the first time, however, were prone to abargain. Despite their lack of practical experience, these results imply that inexperienced and emerging therapists (e.g., studentson practicum, interns) could help a massage business create customers when their imperfect services are bundled with aneconomic 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
Kaynak
Türk Spor ve Egzersiz Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
22
Sayı
2
