A Research of Professional Competence, Service Quality, Word of Mouth and Customer Behavior Intention － The Case of Traditional Manipulative Massage Therapy

• Main Author: 林書文
• Other Authors: YU-HSIU CHIOU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/e2ttvs

碩士 === 德明財經科技大學 === 行銷管理系 === 107 === Traditional manipulative massage therapy is a daily health care method that has been popular among the Chinese nation. It is included in the traditional Chinese medicine therapy and traumatology. The therapist uses his professional skill and expertise to gain the injured people’s trust and recover their physical and mental health. Therefore, based on domestic and foreign literature, this study aims to explore the relationship between three factors (professional competence, service quality, word of mouth) and customer behavior intention in the traditional manipulative massage therapy industry. The study adopted questionnaire, including paper and web google survey, based on 386 consumers who have experience of Traditional Manipulative Massage in Taipei metropolitan area. The questionnaires cover the following scales: professional competence, service quality ,word of mouth and customer behavior intention. The data were analyzed by descriptive statistics, reliability analysis, and regression analysis. This study uses statistical software SPSS 22 to analyze the data. All the hypotheses are supported. It means that professional competence, service quality and word of mouth play important roles in the industry of traditional manipulative massage therapy. We got the following results: 1. Professional competence has a significant positive influence on customer behavior intention. 2. Service quality has a significant positive influence on customer behavior intention. 3. Word of mouth has a significant positive influence on customer behavior intention.