Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

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An Empirical Study on the Customer Satisfaction of Taiitang’s Chinese Numerology Consulting Service and Products

Authors
Yueh-Hsuan Lee1, Li-Shiue Gau2, *, Shu-Hua Liao3, Pao-Hsiang Lin3, Yung-Mao Seieh3, Chung-Hsing Huang1
1Department of Business Administration, Asia University, Taichung, Taiwan
2Department of Leisure and Recreation Management, Asia University, Taichung, Taiwan
3Ling Tung University, Taichung, Taiwan
*Corresponding author. Email: lsgau@asia.edu.tw
Corresponding Author
Li-Shiue Gau
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_12How to use a DOI?
Keywords
Numerology; Astrology; Satisfaction; Seal; Fortune
Abstract

Taiitang (太乙堂) I Ching and geomancy research and coSnsulting center in the middle of Taiwan provides Chinese numerology and astrology consulting service and products such as “lucky seal (開運印鑑 in Chinese).” Along with the consulting service, the lucky seal is recommended after a special personal blessing process for a good fortune in the future, which is believed to have magical power and will affect the owner’s luck. Therefore, different requirements need to design and purchase different seals to add new power for the customer. In order to continuously improve the service and make the alternative consulting education sustainable, an empirical study was conducted to examine the customer satisfaction and future purchase intention in the center. A questionnaire was designed to include items about consulting quality, product value, personnel service, service environment, overall performance and purchase intention. The Likert five-point scale was used. A sample of 231 participants responded to the survey. The results showed that the highest satisfaction of customers was with the convincing consulting and numerologists or astrologists’ professional knowledge, whereas the lowest was their dress. Overall performance highly contributed to purchase intention with very high correlation coefficients.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
978-94-6463-076-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_12How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yueh-Hsuan Lee
AU  - Li-Shiue Gau
AU  - Shu-Hua Liao
AU  - Pao-Hsiang Lin
AU  - Yung-Mao Seieh
AU  - Chung-Hsing Huang
PY  - 2022
DA  - 2022/12/12
TI  - An Empirical Study on the Customer Satisfaction of Taiitang’s Chinese Numerology Consulting Service and Products
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 166
EP  - 173
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_12
DO  - 10.2991/978-94-6463-076-3_12
ID  - Lee2022
ER  -