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

Yueh-Hsuan Lee, Li-Shiue Gau (), Shu-Hua Liao, Pao-Hsiang Lin, Yung-Mao Seieh and Chung-Hsing Huang
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Yueh-Hsuan Lee: Asia University, Department of Business Administration
Li-Shiue Gau: Asia University, Department of Leisure and Recreation Management
Shu-Hua Liao: Ling Tung University
Pao-Hsiang Lin: Ling Tung University
Yung-Mao Seieh: Ling Tung University
Chung-Hsing Huang: Asia University, Department of Business Administration

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 166-173 from Springer

Abstract: 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.

Keywords: Numerology; Astrology; Satisfaction; Seal; Fortune (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-076-3_12

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