Exploring Numerology Industry Base on a Perspective of Customer Value

• Main Authors: LIN, JING-YI, 林靜宜
• Other Authors: JI, HUI-RU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/e7na5m

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 105 === Customer‐ perceived value means “the consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given.” (Zeithaml, 1988)In Taiwan, many markets of numerology consulting, commonly known as fortune-telling, few people concern about customers’ perceived value after the fortune-telling. Also, relevantstudies on customers’ perceived value are rare. Therefore, the research focuses on how numerology industry createshigh quality ofcustomers’ value in order to build up brand-images. Qualitative research method wasemployed and ten different-aged participants,who are customers in fortune-telling markets, were invited to take part in the study. Methods of data collection were predominatelycase interviews. The ten anonymous customerswere interviewed in different times to understand their perceived feelings of past fortune-telling experiences as opposed to the customers’ value they perceive in the numerology consulting center operated by the researcher.Following Zeithaml’s theory (1988) about perspectives on customer‐ perceived value, this study, fromcustomers’ perspectives, explore the benefits that numerology-consulting customers perceive, such as changes in personal life or attitudes, and the overall value they perceiveafter assessing money and time costs they spend on consulting services.Results of this studyshed light on both numerology consulting centers in Taiwan for having clear understanding of customers’ demands and values, and future related research.