Public Perception of Massage Therapy
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 misc...
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| Format: | Article |
| Language: | English |
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Selcuk University Press
2020-09-01
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| Series: | Türk Spor ve Egzersiz Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/1056644 |
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| _version_ | 1841561763538010112 |
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| author | Özlem Özdinç |
| author_facet | Özlem Özdinç |
| author_sort | Özlem Özdinç |
| collection | DOAJ |
| description | 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 quality-prone repeating customers and justify a price premium. |
| format | Article |
| id | doaj-art-3a3ff0ad8deb45c998cb95a06c20de1c |
| institution | Kabale University |
| issn | 2147-5652 |
| language | English |
| publishDate | 2020-09-01 |
| publisher | Selcuk University Press |
| record_format | Article |
| series | Türk Spor ve Egzersiz Dergisi |
| spelling | doaj-art-3a3ff0ad8deb45c998cb95a06c20de1c2025-01-03T01:24:15ZengSelcuk University PressTürk Spor ve Egzersiz Dergisi2147-56522020-09-01222271278154Public Perception of Massage TherapyÖzlem Özdinç0TRAKYA UNIVERSITY, KIRKPINAR FACULTY OF SPORT SCIENCESMassage 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 quality-prone repeating customers and justify a price premium.https://dergipark.org.tr/tr/download/article-file/1056644complementary and alternative treatmentsmassage therapypublic perceptionsolomon four-groupnew zealand |
| spellingShingle | Özlem Özdinç Public Perception of Massage Therapy Türk Spor ve Egzersiz Dergisi complementary and alternative treatments massage therapy public perception solomon four-group new zealand |
| title | Public Perception of Massage Therapy |
| title_full | Public Perception of Massage Therapy |
| title_fullStr | Public Perception of Massage Therapy |
| title_full_unstemmed | Public Perception of Massage Therapy |
| title_short | Public Perception of Massage Therapy |
| title_sort | public perception of massage therapy |
| topic | complementary and alternative treatments massage therapy public perception solomon four-group new zealand |
| url | https://dergipark.org.tr/tr/download/article-file/1056644 |
| work_keys_str_mv | AT ozlemozdinc publicperceptionofmassagetherapy |