印尼消费者对按摩行业的看法:一个联合分析方法
Yogi Tri Prasetyo1,2, Maela Madel L Cahigas3, Abel Phillip Tan4
1International Bachelor Program in Engineering, Yuan Ze University, Chung-Li, Taiwan.
PloS one
|August 29, 2024
概括
消费者在选择按摩服务时优先考虑谷歌评分和治疗师的性别. 理想的按摩室提供女性治疗师,特定服务,以及高在线评论,以获得最佳的客户满意度.
科学领域:
- 消费者行为 消费者行为
- 营销研究 营销研究 研究
- 服务管理服务管理.
背景情况:
- 全球按摩行业为健康和健康提供各种各样的服务.
- 不一致的市场细分和各种消费者偏好给按摩室带来了挑战.
- 了解消费者偏好对于按摩行业的战略业务发展至关重要.
研究的目的:
- 通过联合分析,调查印尼消费者对按摩服务的偏好.
- 确定影响按摩室市场消费者选择的关键属性.
- 为优化营销和运营战略提供数据驱动的见解.
主要方法:
- 使用直角设计的联合分析来评估消费者偏好.
- 总共有212名受访者填写了在线问卷.
- 肯德尔的Tau坚持方法确保了结果的一致性和可靠性.
主要成果:
- 谷歌的评分是最重要的属性 (68.5%),其次是治疗师的性别 (12.4%).
- 其他重要因素包括按摩类型 (9.6%),房间类型 (4.5%),持续时间 (3.6%) 和价格 (1.4%).
- 最佳的服务组合包括女性治疗师,90分钟的会议,情侣房,特定的按摩类型和高谷歌评分.
结论:
- 这项研究提供了一个关于按摩服务偏好的整体观点,整合了消费者和企业的观点.
- 调查结果指导按摩室制定有效的营销和运营策略,以提高客户满意度.
- 专注于治疗师培训,房间质量和在线声誉管理可以建立业务信誉.
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