Massage Therapy Customer Satisfaction

This assignment involves analyzing a questionnaire designed to assess customer satisfaction with a massage therapy company. The questionnaire covers various aspects like frequency of visits, pain relief experienced, perceived health benefits, and overall satisfaction with different types of massages offered. The analysis aims to identify trends in client feedback, understand their preferences for specific massage techniques, and highlight areas where the company can improve its services to enhance customer satisfaction.

To investigate the perceptions of
services users regarding health
benefits from massage treatments

ACKNOWLEDGEMENT
I would like to express my thanks to my family and friends for support and giving me
strength which help do implement research study. I also thankful to my senior manager who
provide guidance to do this project in an appropriate manner. Because with the help of their
suggestion I am able to complete this research and enhanced my knowledge and experience.

Abstract
Now a day, the use of complementary and alternative medicine treatment is growing
due to increase in various health issue especially stressful life. It having an adverse impact on
health and quality of life which required to be improved in an appropriate manner. Massage is
considered a type of therapy without any kind of risk on behavioural and physical manner.
despite of massage popularity, the debate is going on whether massage beneficial on health or
not. This issue is rapidly grown and research has been conducted to evaluate its effectiveness.
In the previous research there are limited understanding of the topic which required to
analyse and evaluate. The present report will be providing a clear understanding about the
perception of customer regarding health benefit of massage.

Table of Contents
Table of Contents...................................................................................................................................4
Chapter 1: Introduction......................................................................................................................6
1.1 Introduction.................................................................................................................................6
1.2 Aims and Objectives....................................................................................................................6
1.3 Theoretical framework.................................................................................................................7
1.4 Rationale......................................................................................................................................7
Chapter 2: Literature review..............................................................................................................7
2.1 Introduction.................................................................................................................................7
2.3 Demographics:.............................................................................................................................8
2.4 Lifestyle change:..........................................................................................................................9
2.5 Short and long term benefits:.....................................................................................................10
2.6 Proven health benefits of massage:............................................................................................11
2.7 Scientific evidence of massage treatment:.................................................................................12
Chapter 2: Literature Matrix...........................................................................................................12
Chapter 4: Methodology...................................................................................................................18
4.1 Introduction...............................................................................................................................18
4.2 Research philosophy..................................................................................................................19
4.3 Research Design........................................................................................................................19
4.4 Research approach.....................................................................................................................19
4.5 Research type.............................................................................................................................19
4.6 Data collection...........................................................................................................................20
4.7 Sampling....................................................................................................................................21
4.8 Procedure...................................................................................................................................22
4.9 Construction of design...............................................................................................................22
4.10 Validity and Reliability............................................................................................................22
4.12 Contraction of design...............................................................................................................23
Chapter 5: Data Analyses..................................................................................................................24
5.1 Introduction...............................................................................................................................24
5.2 Secondary research Data analyses:............................................................................................25
5.3 Primary research Data analyses:................................................................................................26
Chapter 6: Conclusion and Recommendation.................................................................................35
6.1 Conclusion.................................................................................................................................35
6.2 Recommendation.......................................................................................................................36
6.3 Recommendation for further study............................................................................................36

References..........................................................................................................................................37
Appendices.........................................................................................................................................39

Chapter 1: Introduction
1.1 Introduction
Massage has been used for as a therapy in order to gain relaxation for many years. There is
various professional such as coaches, sport personal believes that it provides different
benefits. These advantage related with the effective blood flow, reducing muscle pressure and
increase body relaxation in an appropriate manner. Massage can help to create mechanical
pressure, which increase joint motion which is too essential for reduction tension and
pressure on different aspects effectively (West and Carroll, 2014). The present report based
on Dormy House which is one of the most popular spa centre in the United Kingdom. The
firm wants to expand their business operation across the country which required to
investigate the benefit of massage of their customer which can help to promote its operation
in to other part. Apart from that, company also know the current satisfaction level of their
customer which leads to maximise its loyalty and profit through creating awareness in the
public (Posadzki and et. al., 2013). Before starting a project, researcher required to
understand historical aspects which are given below:
Historical aspects: From ancient history massage was the integral part for human being and
their life. According to the historical data, the study on massage from related with 3000 BC to
today which described in both ways written and practical. It explained in ‘Con Fou of the
Tao-Tse’ which is one of the oldest book contain about the different types of exercise,
massage technique and so on (Dima and et. al., 2013). On the other hand, In India book
AyurVeda which was written in early 1700 BC described these all exercised in a more
appropriate manner.
1.2 Aims and Objectives
Background of study: This study is related with the identify various massage techniques and
its benefit in the context of Dormy House. The cited firm are required to investigate their
service performance through service user. Therefore, this research helps to provide various
information and the satisfaction level which helps to meet its short and long term targets in an
effective manner (Posadzki and et. al., 2013). Further, report will analyse the collected
response and make their strategy according which provide competitive advantage in the
market over its competitors.
Aims: To investigate the perceptions of services users regarding health benefits from massage
treatments- study on Dormy House spa.

Objectives: There are following objectives given for the present study:
 To identify perception of service user of massage at Dormy House.
 To determine different types of massage treatment at Dormy House
 To determine relationship between massage service and its impact on customer health.
1.3 Theoretical framework
This is another significant part in the research where different types of theories will be
provided in order to attain research aims and objectives in an effective manner (Anvekar,
2012). Once project topic has been selected this is the responsibility of researcher is to
provide appropriate basic framework which increase the effectiveness and efficiency of
proposed research in an appropriate manner.
1.4 Rationale
In this report explain various benefits of massage which a human body need to be feel
relaxed. Massage is mainly uses for release the tension and stress of body. Apart from that
various other benefits such as helps to relief from body pain (Lee and et. al., 2014). This
therapy is also beneficial for cure many diseases like cancer and other major problems which
arises in human body. It helps to increase the flexibility of human body and blood circulation
is also can maintained by the use of massage.
Chapter 2: Literature review
2.1 Introduction
A literature review explains different thought and past study experience regrading benefit of
massage in a scientific way. This part of the report is give attention to different types of
massage therapy and its benefits for the life and their well-being an individual. This part of
this report provide the information sources and the critical analyses of expert and authors
opinion which helps to understand in a much better way. This part of the report having to
significant for the researchers where they compare the opinion of an individual authors which
helps to meet the aims and objectives of research. There are various forms of massage which
can be modern and traditional and their short and long term result in an effective manner (Lee
and et. al., 2014). There are various countries such as China, India and other Asia pacific
nation having different types of massage treatment which helps to minimise various health
problem in an appropriate manner. On the other hand, western countries also adopt these
techniques in a more appropriate way. UK is one of the leading nation where number of spa
are too high and the people also use as an illness therapy in order to make their life better and

improve standard of leaving. This paper include mechanism in the massage treatment and its
impact on physical life by using literature review (Kreitzer, 2013). This type of remedy is
known as complementary alternative treatment using as a Medicare by the various hospital
and other business enterprise in hospitality sectors. Today, customer needs are dynamic
which increase new demand for product and services. Spa industry newly sector which too
complex and competitive. Therefore, this is role of higher authorities to understand overall
change and react according to these change to meet their objectives in an effective manner. In
the also decade the growth rate of this sector is growing which also increase the competition
level in the market.
2.2 Defining massage therapy:
It is one of the big challenge for expert to define massage in a specific sentence. Because this
is a multidimensional approach for different nations such as Indian, Chinese, Swedish,
Californian and many more. Further, there are various massage service provider who having
enough experience can transform such treatment by using their knowledge and provide a
unique flavour (Islam, 2015). Apart from that, it also required training and development
which are depending on the particular region and regulation made by the government body.
There are various educational institute specially in South Asian countries who provide
specialised course for student which help to make them professional in an effective manner.
According to AMTA which is group of massage therapy treatment in America it is a
systematic approach of applying hand pressure on body by using different techniques. In
short, everyone knows massage but no one individual can define in a specific way (Versnik
Nowak and et. al, 2015). In a massage treatment it can be single or multiple dose according to
the client requirement. In modern era, quality of life is too complex which create mental and
physical pressure, social and aspects for an individual. A massage treatment can be classified
in to primary affective which is based on feeling and emotions, physiological and
Behavioural.
2.3 Demographics:
There are different demographics which categorize UK in to Britain, Wales, Scotland, Ireland
where most of the population are 30 to 60 years old. The life expectancy also quite good as
compare to other European countries (Willison and et. al., 2013). It shows that, they are more
aware towards health awareness and other aspects. The healthcare services which mostly
under control in the government hand responsible to provide effective services which help to
increase well-being. Further, there are various private healthcare providers and hospitality

organization which more focused on massage treatment which is one of the growing sector in
the country.
2.4 Lifestyle change:
It is essential for every individual to eat healthy diet and take enough time for relax key
aspects for balanced life. Therefore, massage treat will become the integral part for every
individual which helps to reducing stress and provide a relaxed feeling. In various society
especially western and Pacific nation where massage become as a part of their life and some
experts argued that it will helps to change individual life style in an effective manner.
According to (Panchal, 2014), massage plays a critical role in the life and demonstrate and
reducing anxiety and stress level which is too essential. It also provides an effective treatment
and reduced the regular Medicare. On the other hand, as per (), despite the various advantage
of massage it not provides the full proof healthy life for a person. They also need their regular
medical treatment to become fit and fine. Therefore, this is the responsibility for an individual
to make sure that they can use carefully and focus on other aspects which is also important.
Other expert’s opinion that, massage also prevent serious sports injuries and help to recover
such injuries in effective manner. There are various people who facing regular headaches
which create a serious issue for them in the near future. Massage therapy helps to overcome
such problem in the longer run. Whereas, as per (Rosenbaum and Smallwood, 2011), he said
that there are various people who having illness includes bleeding disorders, serious fractures,
burns and so on. They required that to use anther treatment rather massage which help to
minimise their health issue. If such individual is going to use these therapies can be facing
more serious problem. It required that to take advise from health experts which is more
appropriate. There are other experts who believes that therapeutic massage one of the most
appropriate complementary medicine treatment for anxiety and minimise several mental and
behavioural disorder. According to the national Centre for CAM, which is a part of NHS
define that different types of medical interventions, practices, process, product and services
are not considered as tradition approach of treatment. They said that a quality of life required
different elements such as physical and behavioural health, social and physiological
relationship and environment related issue needed (Chen, Chang and Wu, 2013). In the
previous study paper, poor QOL having adverse impact on their performance which leads to
increase pressure on their life. But with the help of CAM which is part of massage treatment
maximise satisfaction level and improve their life in an effective manner. generally, massage
can be classified in to various types such as Swedish massage, Deep massage, Cool

Therapeutic massage, Myofascial Release massage and so on. each types of treatment having
their benefits which provide the physical and mental health. These are all basic therapy and
having different methods for a particular region. Therefore, this is the reasonability of cited
firm is to understand all these concepts and studies its pros and cons and promote in a manner
which helps to meet its short and long tern gaols and target.
2.5 Short and long term benefits:
This part of the literature will provide the information and knowledge about the various short
and long tern benefits of different types of massage and impact on human life and their
performance which is too essential in modern world. Stress is affects everyone which need to
be minimise to enjoy a life in a much better manner. therefore, individual tries to use different
approaches and reduced its stress level, so that they can concentrate on their work in regular
basis. According to (Nelson, 2015), massage treatment having various long term benefits and
mostly related with the relaxation of body and mind. This required to destroying mental
pressure large impact on reduction of stress through a good massage. It directly helps to relax
on immune system and it will lead to gain a positive change in the whole body and mind. It
will also help to increase quality of sleep through an effective massage. Flexibility is plays a
prominent role in the joint of body part which increase muscles efficiency. On the other hand,
according to (Berley, Berley and Brewer, 2012), blood circulation is too significant for an
individual which supply blood to each and every single part of body. These all required a
massage which increase such circulation in an effective manner.
There are other experts which belong to American cancer society argued that massage also
benefit for a cancer patient. Because such people who always in depression and pain help to
overcome their illness for a limited time period. Apart from that it also having several
advantage for a shorter time period. As pert the (Turkeltaub, Yearwood and Friedmann,
2014), after completion of massage an individual noticed that he feels more relaxed as
compare to before. Because it will have reduced anxiety immediately after completion of first
season. On the other hand, other specialist believed that massage treatment having more long
term impact rather than a limited time. For an individual required that to take advise from
health and make their life more enjoy in an appropriate manner. This is significant for an
individual to focused on effectiveness of massage and provide positive impact in low back
pain for a longer run (Reddy, York and Brannon, 2010). A person also facing problem in
neck due to their setting job through various massage techniques. Additional, massage service
provider required to conduct more research regarding different types of tools and techniques

of massage treatment and its pros and cons for the near future. They also need to promote the
benefits and its impact on quality of life which is too significant in the challenging and
competitive life. There are various expert’s argued that yoga is better option rather than
massage to minimise various health related issue but both having its own benefits which must
be understand in an appropriate manner.
2.6 Proven health benefits of massage:
It is very important for human body to maintain their health and massage play important role.
Better quality and better sleep is including in favours health and helps to reducing anxiety.
Massage advertisement says that they reduce tension or increase blood circulation which is
very important for maintain health benefits of human. There are lots of benefits of massage
which is very important for good health. These are the physiological effects from massage
which relief tensions of a human body. People can increase their blood circulation by going
for a brief walk. If a person is incapable and cannot go for a walk than massage is not best
solution for those peoples. Massage is providing comfort to human body and other benefits
which is very important for biddy of many persons. It helps to give relaxation to the body.
Massage is also beneficial for the patient of HIV/AIDS with the use of conjunction with other
techniques such as meditation and relaxation. According to this (West and Carroll, 2014)
anxiety, pain, sleep quality and general quality of life one 30 minutes’ massage forb three
constructive weeks is helpful for relaxation. Some persons those have bounded to walk and
have limited mobility they need massage in every week. Massage is very effective technique
by which all tension can be released of a human body and they feel very comfortable.
Another problem is that some persons have sleeping problem they cannot sleep properly so
massage will help them to reducing sleep disturbances. Benefit is also including connective
tissues massage combined with joint manipulation helped to improve hand motion, hand
function and quality of life. Massage is effective for the human body to move any part of
body. It also reducing the side effects of chemotherapy and radiation which affect health of
human body. Massage is also reducing depression, anger, distress, fatigue and pain and also
improve mood to patients following bone marrow. It also includes pain relief and better
satisfaction for pain management in labour. It also includes that massage is give relaxation to
preventing preterm labour there is some evidence that used for mind body therapies. It also
reduces matapolism problems which are very common in human bodies (Posadzki and et. Al,
2013). They also reduce shorten hospital stay in premature infants. Massage treatment is
helps to and effective for posterior should tightness. Massage is also reducing neonatal

abstinence syndrome. Massage is very effective for the releases the tension of human body;
they can feel more relaxing. People have various kind of problems in their body massage is
reducing all the tensions. Massage is more effective than is TENS or sham TENS for
polymyalgia. Massage is also useful for those people who have suffering from eating disorder
such as anorexia nervous, a complex eating disorder. Basically massage is very important to
releases all the tensions of body of human. blood circulation can also increase by the massage
which is very important for human body.
2.7 Scientific evidence of massage treatment:
A scientific evidence helps to present a topic in a more effective manner and largely
acceptable by the public. Therefore, researcher also collect the information which can proved
the massage treatment provide health benefit at large. According to (), there are various
professional workers who having stresses more as compare to another individual which is too
significant. massage therapy is widely acceptable tool that it controls high blood pressure and
normalize stress to a great extent. Different people who facing anxiety disorder also negative
influenced on their health such as QOL. This will use as a complementary medical option to
address mental and physical symptoms. It is clinically and scientific approved approach to
relive daily stress and helps to cope with behavioural aspects.
Chapter 2: Literature Matrix
Author Year Title Source Reason for Use
Holey, L. A.,
Dixon, J. and
Selfe, J
2011 An exploratory
thermographic
investigation of the
effects of connective
tissue massage on
autonomic function
Journal This journal
helps to explain
about massage
benefit.
Crane, J. D.,
Ogborn, D. I.,
Cupido, C.,
Melov, S.,
Hubbard, A.,
Bourgeois, J. M.
and
Tarnopolsky,
2012 Massage therapy
attenuates
inflammatory
signaling after
exercise-induced
muscle damage.
Journal It is related with
the different
types of
massage
techniques used
as a therapy.

M.A
Gore, M.,
Sadosky, A.,
Stacey, B.R.,
Tai, K.S. and
Leslie, D
2012 The burden of
chronic low back
pain: clinical
comorbidities,
treatment patterns,
and health care costs
in usual care settings
Journal There is various
health issue has
been explained
effectively.
Herrera, E.,
Sandoval, M.C.,
Camargo, D.M.
and Salvini, T.F
2011 Effect of walking and
resting after three
cryotherapy
modalities on the
recovery of sensory
and motor nerve
conduction velocity
in healthy subjects
Journal This journal
offered the
various healthy
subjects and its
appropriate
definition.
Ju, M.S., Lee,
S., Bae, I., Hur,
M.H., Seong, K.
and Lee, M.S
2013 Effects of aroma
massage on home
blood pressure,
ambulatory blood
pressure, and sleep
quality in middle-
aged women with
hypertension.
Journal This part is
related with the
massage benefit
in the blood
pressure.
Karagozoglu, S.
and Kahve, E
2013 Effects of back
massage on
chemotherapy-related
fatigue and anxiety:
Supportive care and
therapeutic touch in
cancer nursing.
Journal Journal
discussed about
the back
massage and its
advantage.
Sinclair, M., 2011 The use of abdominal
massage to treat
Journal

chronic constipation.
Hawk, C.,
Ndetan, H. and
Evans, M.W
2012 Potential role of
complementary and
alternative health
care providers in
chronic disease
prevention and health
promotion: an
analysis of National
Health Interview
Survey data.
Journal This part of the
journal provides
various relevant
information
regarding CAM
and its influence
in life style and
health care.
McGarvey,
A.C.,
Osmotherly,
P.G., Hoffman,
G.R. and
Chiarelli, P.E
2014 Lymphoedema
following treatment
for head and neck
cancer: impact on
patients, and beliefs
of health
professionals
Journal This journal
explained about
the massage
treatment for
neck cancer.
Tunçalp, Ö.,
Souza, J.P. and
Gülmezoglu, M
2013 New WHO
recommendations on
prevention and
treatment of
postpartum
hemorrhage
Journal There are
various
recommendation
provided by the
WHO in the
context of
massage.
Wändell, P.E.,
Carlsson, A.C.,
Gåfvels, C.,
Andersson, K.
and Törnkvist, L
2012 Measuring possible
effect on health-
related quality of life
by tactile massage or
relaxation in patients
with type 2 diabetes
Journal This journal is
related with
identify the
possible benefits
of massage in
the quality of
life.
Arroyo-Morales, 2011 Psychophysiological Journal There are

M., Fernández-
Lao, C., Ariza-
García, A.,
Toro-Velasco,
C., Winters, M.,
Díaz-Rodríguez,
L., Cantarero-
Villanueva, I.,
Huijbregts, P.
and Fernández-
De-las-Peñas, C
effects of
preperformance
massage before
isokinetic exercise
various
psychological
benefits of
massage for an
individual.
Buttagat, V.,
Eungpinichpong
, W., Kaber, D.,
Chatchawan, U.
and
Arayawichanon
2012 Acute effects of
traditional Thai
massage on
electroencephalogra
m in patients with
scapulocostal
syndrome
Journal The benefits of
Thai massage
for an
individual.
Lai, T.K.T.,
Cheung, M.C.,
Lo, C.K., Ng,
K.L., Fung,
Y.H., Tong, M.
and Yau, C.C
2011 Effectiveness of
aroma massage on
advanced cancer
patients with
constipation: a pilot
study
Journal In this journal
author talked
about the aroma
massage, a
study on
advanced cancer
patents.
Wong, L.P 2011 Attitudes towards
dysmenorrhoea,
impact and treatment
seeking among
adolescent girls
Journal The journal is
talked about the
attitude of the
people
regarding
massage.
Salo, P.,
Ylönen-Käyrä,
2012 Effects of long-term
home-based exercise
Journal This part is
related with

N., Häkkinen,
A., Kautiainen,
H., Mälkiä, E.
and Ylinen, J
on health-related
quality of life in
patients with chronic
neck pain: a
randomized study
with a 1-year follow-
up
exercised at
home and its
benefit in the
improving life
style. In an
appropriate
manner.
Moyer-Mileur,
L.J., Haley, S.,
Slater, H.,
Beachy, J. and
Smith, S.L
2013 Massage improves
growth quality by
decreasing body fat
deposition in male
preterm infants
Journal This is related
with massage
and its influence
in male health
and their life
routine.
Attarian, H.,
Hachul, H.,
Guttuso, T. and
Phillips, B.
2015 Treatment of chronic
insomnia disorder in
menopause:
evaluation of
literature
Journal This journal was
providing
information of
different types
of tools and
techniques in
order to
overcoming
health issues.
Chen, W.L., Liu,
G.J., Yeh, S.H.,
Chiang, M.C.,
Fu, M.Y. and
Hsieh, Y.K
2013 Effect of back
massage intervention
on anxiety, comfort,
and physiologic
responses in patients
with congestive heart
failure
Journal This journal was
used to evaluate
all approaches
which having
positive and
negative impact
of massage.
Babajani, S.,
Babatabar, H.,
Ebadi, A.,
Mahmoudi, H.
2014 The effect of foot
reflexology massage
on the level of pain
during chest tube
Journal This article
related with foot
relaxation
massage

and Nasiri, E removal after open
heart surgery
treatment in the
hurt surgery.
Cramer, H.,
Lauche, R.,
Hohmann, C.,
Choi, K.E.,
Rampp, T.,
Musial, F.,
Langhorst, J.
and Dobos, G
2011 Randomized
controlled trial of
pulsating cupping
(pneumatic pulsation
therapy) for chronic
neck pain
Journal This is related
with massage
and its influence
in male health
and their life
routine.
Soita 2012 Customers’
perception about
service quality in
commercial health
and fitness clubs in
Uganda
Journal This journal
related with
Uganda. In this
element provide
the information
about the
customer
perception of
provided quality
service to
customers.
Goldstein, N.E.,
May, C.W. and
Meier, D.E
2011 Comprehensive Care
for Mechanical
Circulatory Support
Journal
EL-DAHSHAN,
N.A., ISMAIL,
M.A. and
METWALLY,
A.S
Use of
Complementary and
Alternative Medicine
among Families
Having Patients with
Chronic Diseases: El-
Mahsama Village-
Ismailia Governorate.
Journal Complementary
alternative
medicine using
by families
which have
large number of
patients of
Chronic
Diseases.

Cosio, D. and
Lin, E.H
2015 Effects of a pain
education program in
complementary and
alternative medicine
treatment utilization
at a VA medical
center. Complementa
ry therapies in
medicine
Journal This article
related with the
education
program for
CAM treatment.
Elkins, G.,
Fisher, W. and
Johnson, A.
2010 Mind–body therapies
in integrative
oncology
Journal It is explaining
about the cancer
therapy.
Chapter 4: Methodology
4.1 Introduction
There are various tools and approaches used by researcher to make a research more effective.
This part of the study will explain all these tools and approaches which are doing use in this
report. In a research method, there are two main aspects more critical such as data collection
and data analyses. Collecting information from different sources one of the complex and time
consuming activity in relation with massage and its benefit in health (Dima and et. al., 2013).
There are different elements those are related with the research aims, limitations, legal and
ethical consideration, design and approach etc. This division of research helps to gathering
relevant information from primary and secondary and making finding which meet is research
aims and objectives.
This chapter of the research is providing outline of various research tools and techniques
which are applicable in this study for identity massage benefits on health in the context of
cited firm. This phase will explain those methods in a manner which helps to increase the
value of the study and minimise various issues faced by the company (Posadzki and et. al.,
2013). The key aim is to analyses perception of service user health benefit of massage in an
appropriate manner. With the helps to these benefits a company can increase its performance
and create awareness regarding massage which helps to increase its market position in an
effective manner.

4.2 Research philosophy
This is another way to collect the data and information and after that evaluation process is
started. It helps to analyse that research data is useful or not for the organisation. Research
philosophy helps to determine importance of the research. There are two type available of
philosophy is that interpretive and another is positivism (Anvekar, 2012). This research is
based on the actual and real life facts which are very important information for the research
process. It always collects the data not follow any pattern and theory. Interpretivism is uses
modern method and techniques not based on the traditional approaches.
4.3 Research Design
Research means collect the information from market about the products and services,
determine satisfaction level of the customers but not for their goods and services. Research
philosophy is helps to find out the way which helps to conduct a survey in public (Kreutzer,
2013). Research design means a design which give and define a proper manner and direction
of research. Research design are including various methods of data collection such as survey,
sampling, collection of information and identification of data. These methods are helps to
obtain correct data of market by various customers. In this report descriptive research design
is taken.
4.4 Research approach
Research includes collecting the data and information from the various sources. There two
approaches of research are that inductive and deductive. These approaches helps to determine
the satisfaction level of the customers of the services (Islam, 2015). These approaches are
used to motivate the customers to use their services and also determine their satisfaction
level. Research approaches is helps to acquire the information is regarding the customer’s
satisfaction. After collect these information regarding services and goods all these activities
working in the systematic way so easy to collect information from the clients and easy to
solve issues and customers of problems.
4.5 Research type
It includes various methods, tools and techniques of research which can be used for give
actual information about the services. There are two type of research is used which is
quantitative and qualitative (Versnik Nowak and et. al, 2015). For this report qualitative
research is very important which describe various data about the customer satisfaction. This
method is use to give better quality services to the customer. If there arises any issue in the
customers than they will conduct a survey for gain the information and solve the issues and

problems of the customers. Actual and real information is also conducted by the use of
qualitative approach. In this method, gathered data concentrate on examine and tries to make
a deep understanding of these data. There is various advantage of such technique over
quantitative. Because, some information not presented through numerical and allow
researcher to make their research more accurately.
4.6 Data collection
This part of the report related with the information of customer and their satisfaction level in
the context of massage and its health benefit. These data play a prominent role in the
managing business and improve performance to the next level. The two types of data primary
and secondary are going to use in this report. Researcher are required that to obtain various
data for their related topic (Willison and et. al., 2013). In the case of these information can be
related with the customer health benefits of massage treatment. The primary data having
significant contribution in a research which provide the response of customer and interpret in
the next chapter. This types of data can be collected through conducting interview,
observation, and survey. Interview approach can be used for the face to face meeting with
response and such information also helps to understand the mood and attitude of a customer.
on the other hand, in direct observation techniques where researcher need to observe
behaviour of an individual. the final tool one of the most usable tool where project manager is
conduct questionnaire survey and asking a set question which will be analysed in an
appropriate manner. In this report questionnaire survey will be conducted on 50 loyal
customers by interacting with researchers (Panchal, 2014). This information can be
influenced on various factors specially the relationship between customer and service
provider. Therefore, it is responsibility of project manager is to maintain harmonious
relationship with its customer so that they can collect such data in an appropriate manner. On
the other hand, secondary data which already gathered by the third party can be used by the
researchers. There are two major source internal and external which having large
significance. Internal source of information collected from within the company such as
feedback and other information sheet (Rosenbaum and Smallwood, 2011.). External sources
are involving which collected from different sour5ces such as website, newspaper articles,
online journal, books and magazines.

4.7 Sampling
In this report random sampling technique will be used in order to gather relevant information
and meet its short and long term goals and target in an effectively. The sampling number can
be used 50 which is quite enough and covered the overall population.
Consideration Reason for Inclusion Reason for exclusion
Year Published Journals In this report article has been
used within 7 years from
2011 to 2017. There are
various journals which are
related with the different
types of benefit of massage
in the health, customer
perception of massage
treatment and various aspects
also be considered in an
effective manner.
The articles which has been
used discussed the current
issue of massage which helps
to provide reliable
information.
Year Published books In this report Books has been
used which are also in the
last years. There are various
theories which are related
with the different types of
benefit of massage in the
health, customer perception
of massage treatment and
various aspects also be
considered in an effective
manner.
The Books which has been
used discussed the current
issue of massage which helps
to provide reliable
information.
Bias These information having
useful for provide an
appropriate literature review
and present the view of
opposing and favouring in an
If there are any bias opinion
of researcher would be
removing from research and
tries to make an effective

effective manner. report.
4.8 Procedure
This is significant for researcher is to use a systematic procedure in order to collecting
secondary information and investigate relevant information. There are different types of
search engine has been used such as Google, Google E-book, and other website information
where a large number of data available and make an appropriate literature review.
4.9 Construction of design
There are variety of question has been used to construct an appropriate questionnaire and
interpretation in an effective manner. The first two questions were related with the customer
visit and their frequency for massage. It helps to know about the number of customer in an
appropriate manner. Then next three question having too significant in massage and
understand issue which are faced by customer and required to be improved with the help of
massage therapy. The third part of this questionnaire were related with different types of
massage and respondents their satisfaction level in an effective manner. Final phase of
research plays a prominent role in order to understand their perception and recommendation.
4.10 Validity and Reliability
The major issue in research project is related with the validity and reliability of collected
information from various sources. Reliability refers those data which shows the factual
information regarding particular topic. This information presents the irregularities of
information from customer.
4.11 Plan for data analyses
The role of collected information especially secondary data having large useful for support
finding of the study. These data will provide a large amount of information will reach a
considerable amount of conclusion. But, researcher make sure that all data which are going to
be used in the research having authenticity and reliability leads to increase the weight of such
report and help for the future consideration. Collecting data is not a big thing but how to
apply these information one of the challenging task for each and every individual. In this
report all articles and journal has been used in a system manner. Researchers required that to
make a plan before using these data and its application in which explained in this research.
This table helps to cover these aspects:
Consideration Description

What is the impact of collected articles
on research content?
The impact of considered articles on research
having minor impact. Because, primary data
samples are related with the UK on the other
hand, articles are belonging to different countries.
Researchers tries to build the relationship of these
articles with the content which can helps to
minimise such minor impact in an appropriate
manner.
Collected information having any
influence over the reliability of the
study.
The article has been used in this study are not too
old which increase its effectiveness and reliability.
If any articles written many years back it will not
provide the specific data according to the trend
and topic.
What kind of source researcher use in
the current study?
There are different types of sources specially
theories and approaches from books, journals and
articles which are directly linked with the topic in
an appropriate manner.
Any theories has been applied in this
research?
Theory plays a critical role in order to justify
approach. These approaches are helps to analyses
evidence of the research and increase its value
effectively.
How these articles are consistent as
compare to another one?
It is significant in research for increase
effectiveness of literature review. For this
comparison are most appropriate tool where
researchers can construct authors disagreement on
specific area. These all aspect has been covered in
this report in way which provide all argument and
favour in a consistent manner.
4.12 Contraction of design
There is verity of question were asked in a research which required to design and develop in a
systematic manner. The major aim of these questions to answering any various gap of
information and knowledge. This will help to collect variety of data which reliable in

construction of conclusion and recommendation. This allow to researcher to understand the
depth of the study so that they can make a solution for a given problem. The question is
simple, consistent and containing required information. Majority of question are related with
list based and easily understandable for respondents. This questions are helpful in order to
knowing the perception of respondents. There are also rating questions design to identify
their satisfaction and dissatisfaction.
4.13 Construction of secondary research data
Before collecting information and data this is role of researchers is to identify various sources
which can be applicable in this research. There is various issue such as availability of data,
structure of data, quality, absolution of data and so on. Quality of data linked with accuracy
of articles, journals and other material. Because, few information might be not up to the mark
and not fulfil the requirement of research. The source which are going to be used should be
updated and latest. In this report these range of data are note more than last 10 years. There
are only historical data considered which represent in an appropriate manner. Format and
structure plays a prominent role provide quality of project. this is make sure that structure
should be consistent and same which reflect quality and effectiveness. Availability of data is
another concern for researchers the source should be valid and rigorous. In the secondary data
personal bias big issue as compare to primary information. These data are collected by an
individual personally and their viewpoint based on historical and experienced based which
increase the probability of bias at the great extent. Because, this information far from reality,
facts and figure. Lack of these aspects can impact on the conclusion and recommendation at
the limited level. Further, planning is one of the most appropriate tool which help to minimise
these issue. Researcher required to use various planning tools and techniques in order to
implement the overall research.
Chapter 5: Data Analyses
5.1 Introduction
It is significant for a researcher to interpret its collected information in a manner which
provide a clear understand. So that cited company can use these data to make conclusion and
recommendation and solve their given problem in an appropriate manner. In this study, there
are two types of data such as primary and secondary required to use and determine various
findings. The cited firm is having large number of loyal customers which are diversify
geographically across UK and need to be analyses considering all influencing factors. There

are 50 customer sample has been used and interpret their response to present in order to solve
their health issue through different types of massage.
5.2 Secondary research Data analyses:
Secondary research is one of the focal point for any research study. This will provide the
basis where report is going to be investigate. In the present study on customer perception
benefits of massage therapy was discussed in the form of literature review and highlighted
various areas of the topic. The first area was researched based on different types of massage
tools and techniques and its evolution through experience and knowledge by the service
provider. Due to broader and large amount of information this part of the study divided in to
small segment according to the requirement. These are:
Defining massage therapy: This subpart has been providing the background and concept of
massage as per viewpoint of various authors.
Life style change: This part related with the change in the life style for an individual by
getting massage treatment.
Short and long term benefits: There are various authors who having their own opinion
regarding short and long term benefits in effectively.
The next phase of literature review was analyzing the various concept of massage and its
historical background. Each and every country having its own approach and used from the
long time. This part also provides the relevant information that how massage treatment is
generate and spread across the world in an effective manner. As per this division of literature
massage can be divided in to Swedish massage, Deep massage, Thai massage etc. These are
also categories in to different techniques as per the client specification and their issues. These
information shows that how an effective treatment helps to improve quality of life of an
individual. In the past study and survey shows that massage is too essential for overcoming
different types of disease such as stress, blood pressure, cancer, dubieties and so on. Apart
from that, various authors argued that this is not beneficial for an illness person it also
provides different types of benefit for a healthy individual and enhanced their QOL in an
appropriate manner. The last part of the literature review has been talked about advantage for
an individual and helps to understand the perception of customer as well as the authors which
make report more reliable and effective.

5.3 Primary research Data analyses:
In this part of the report, questionnaire was discussed and interpreted from the response
collected from different people. This is the responsibility of researcher is to analyses these
data and make a conclusion which satisfy their aim and objectives.
Theme 1 Customer are visiting cited firm
This is essential for a cited firm that to identify its customer and this visit at their store. When
the people were asked regarding their visit which helps to meet to design their services
through conducting feedback in an appropriate manner. with the help of such information a
company can categorizes its customers and maintain long term relationship. There are
majority of the respondents are visit cited firm which is positive for the company and its
future growth.
Findings: There are given information through primary research, 32 respondents from 50 are
visit cited firm for their massage. On the other hand, there are only 18 responses which not
visit massage service provider. This question helps to determine those customers who don’t
visit and tries to motivate them in an effective manner.
Theme 2 Frequency of customer visit at cited firm.
Customer frequency plays a prominent role in the success and future growth for each and
every business organization. If such rate will be higher it shows that the firm is growing with
the good rate where as if these foot print of customer lower which is not healthier for the
company. In the context of given question there are most of the customers visit in different
type manner according to its requirement. So that they meet its short and long term aims and
objectives.

Findings: As per the above give graphical information there the most of the respondents are
visit on a regular basis for their massage and relieving its health issue. There are 12
customers out of 50 who visit one time in a month, 18 customers who willing to visit two
times, 15 responds are visiting 3 times in their store. Apart from that, there are limited
number of respondents approx. 5 out of 50 who going more than 3 times. These 10 percent
customers play and vital role in organizational success.
Theme 3 Customer health issue regarding its back pain.
There are large number of customer who facing pain in their back due to different kind of
reason. These customers are going to visit massage for relaxing tits muscle and minimizing
such pain. The cited firm required that to identity those customers and provide massage
services which satisfy their needs in an effective manner. in the context of given question,
there are more than half of customer facing such issue and rest of then having other problem.

Findings: As per the above given graphical representation it has been interpreted that, there
are 28 customers who facing back problem issue where as there are 22 respondents who
having other medical problem. With the help of these data company required to make a slit of
those customer and conduct feedback regarding their health improvement which increase
their customer satisfaction level as well as customer loyalty. it helps to provide competitive
advantage in an effective manner. Therefore, cited organization is required that to understand
these aspects and develop new tools and techniques which provide clinically eliminating pain
and illness in an appropriate manner. Further, they also need to communicate with their
customers on regular basis and tries to understand their state of mind regarding possible
treatment of illness which is too significant. It will lead to increase customer loyalty and
enhanced their profitability.
Theme 4 Customer response in any improvement in back pain through massage.
This is significant for massage service provider is to analyses it performance and evaluate its
customer response. This question is related with the previous one and examine the back pain
relief through different types of massage approaches. As the response provided by the
customer through primary survey, there are large number of customer satisfied which is good
symbol for a company. These data having too significant for service provider in order to
understand their back pain and provide service accordingly. it helps to enhanced the customer
satisfaction level through removing their back pain.
Findings: As per the above given data, there are 27 percent customer who said the massage
provide than a much better relief in order to removing their back pain. 27 percent respondents
are arguing that they are satisfy with their massage and help in overcoming their back pain in
an appropriate manner. These information shows that service provider having enough

experience to meet the expectation of their customer which provide long tern benefit for both
customer and business enterprise.
Theme 5 Customer facing major health related issue.
When customers were asking regarding their key health issue which can be reduced by
massage treatment. The viewpoint of respondents in that there are large number of people
who having such problem must be minimized. These problem can be blood pressure,
diabetes, stiff neck and cancer. On the other hand, few respondents who are physically fit or
having other issue. These all aspects are significant for the service provider to understand
these problem and how these health problems can be minimized in an appropriate manner.
Findings: Figure 5 shows that there is various major health issue which are facing by the
customers need to analyses and evaluated in a manner which can be removed and improve
health. Respondents are using different therapy and medical treatment but massage is method
for complementary treatment. In the context of given case, 15 respondents out of 50 are
facing blood pressure, 18 having diabetes, 10 customer issue related with the Stiff Neck, 4
out of 20 having serious issue cancer. Whereas, only 3 respondents out of 50 not having any
serious issues. With the help of given information, there are large number of customer who
having health issue.
Theme 6 Customer having any other medical issue.
This is significant for a massage service provider is to analyzed its customer health problem
which can be overcome by provide appropriate massage. It is also essential any kind of
illness and dieses having specific massage therapy and helps to overcome their pain in an
effective manner. It will lead to increase their satisfaction level and provide high quality of
service which gain competitive advantage over others.

Findings: As per given figure 6, 25 customers out of 50 agreeing with this statement that
massage helps to removing stress and relief in their health treatment in a positive manner.
there are 12 customers who strongly acknowledge that massage therapy having a large
influenced on their health improvement therefore, they want to continue with their massage
therapy. On the other hand, the total of 13 respondents which are quite law arguing that this is
not beneficial for their health.
Theme 7 Customer response on health improvement by different types of massage.
There are various people who suffers from back pain, poor sleeping habits, sickness, neck
problem and so on. These all issue can be diminishing by Swedish massage in an effective
manner. the majority of customer are said that this will provide a long term benefits and
improve their overall health which is too significant.

Findings: As par the above mentioned figure 7, there are 42 customers out of 50 said that
massage helps to remove their health issue which involves decrease anxiety. Improve sleep
quality, enhanced energy level and so on. On the other hand, there are only 8 respondents
who are not agree with this statement. This is shows that, cited company required that tries to
improve their services quality and conduct feedback on regular basis. It will help to enhanced
customer loyalty and make firm more competitive in the market as compare to other
organization.
Theme 8 Customer opinion on quality of life through massage.
Today life is too fast and competitive of an individual which need some relax for their body
in order to removing stress level leads a high quality of life. Thus, massage plays a prominent
role in such quality. In the context of given case, the large number of respondents are feels
that different types of massage treatment helps to relaxed their life and increase their
concentration level in a much better way.
Findings: As per the above given figure 8: the number of respondents who believed that
massage having a positive impact on their life. There are 20 percent customer strongly argued
that they highly satisfied and 30 percent are satisfied. On the other hand, 40 percent neutral
on this argument. Only 10 percent said that massage treatment not provide any quality life
which is quite lower as compare to others opinions.
Theme 9 Customer opinion on Swedish massage provided by the cited firm
Swedish massage treatment is one of the most and widely used therapy for various good
reason. When customers were asked regarding the satisfaction level of Swedish massage and
its benefit in their life. The opinion has been different which shows that it having a large

influenced of its customer and provide huge satisfaction. This also essential in order to
examine customer opinion on their services which can help to improve in the near future.
Findings: As per the above given graphical representation, there are 3 respondents out of 50
highly satisfied with that Swedish massage helps to enhanced flexibility of body, increase
flow of blood pressure circulation and pain management. There are 22 customers which
satisfied with such massage. These respondents will be loyal for the firm if services should be
providing in an appropriate manner. On other hand, only 18 customer’s neutral and rest of
them are not satisfied which are quite law.
Theme 10 Customer opinion on Thai massage provided by the cited firm
Thai massage is another service which provided by the cited to its customers. It having
various benefits such as maximize energy level, pain relief specially in chronic problem,
stress reduction etc. The maximum number of people are agreeing that they are highly
satisfied with Thai massage and its advantage for an individual health which having large
influenced in their life. Therefore, service provider requires to use various techniques and
tries to create unfitness which helps to build competencies in these services in the market.

Findings: As per the above graphical presentation it has been interpreted that 16 percent
customers are strongly agree with the Thai massage and its health benefit, 28 percent are
quiet agree. On the other hand, 16 respondents who fully believed on such massage
techniques and its long term benefit. There are 40 percent who not argued and neutral on this
question and rest of them are not satisfied.
Theme 11 Customer opinion on Deep massage provided by the cited firm
One of the best to removing stress due to demand of work, or other types of work pressure is
known as deep massage. The majority of health experts also suggest that deep massage helps
to reduced individual tension and increase flexibility in muscles which is too significant. In
the context of given question, there are majority of respondents said that deep therapy helps
to overcoming health problem which already explained.
Findings: As per the above mentioned figure 11, it has been interpreted that deep massage
having provide solution for heart rate and blood pressure. There are 50 customers who facing
various issue regarding their health, such types of treatment provide satisfaction. The total

number of satisfied customer more than 34 which is almost 80 percent. On the other hand,
only 16 respondents not agreeing with this statement which shows that they are not satisfied
with such services.
Theme 12 Customer opinion on massage treatment and health benefits.
Findings: This question is related with the customer recommendation regarding massage
therapy and its impact health benefit. There are few customers suggested that they need more
techniques for a specific problem which can help to minimized. On other hand, few
respondents arguing massage treatment needs more specific methods which can be
minimized in an appropriate manner.

Chapter 6: Conclusion and Recommendation
The last chapter of the study is related with conclusion and recommendation and drawing
these aspects in an effective manner. This part is also summery of the overall research on
massage treatment and its benefit on health for customer. It is significant for a researcher to
provide the actual picture of the report and a solution for their given problem in an
appropriate way. In this division of report categorise in to two part one is conclusion and
another one is recommendation.
6.1 Conclusion
From the above report it has been concluded about different types of data of massage and its
advantage for minimising health issues in an appropriate manner. It is important for both
customer and service provider that to identify the benefits and evaluate them. The first phase
of the study explained about the various aspects of massage and role in solving issue of
different types of illness such as blood pressure, stress, tension, work pressure, work life
balance, poor quality of life and so on. Therefore, it is the responsibility of service provider is
to focused on individual customer and tries to provide high quality of services in an effective
way. This report also discussed about the historical background of this research which helps
to understand the concept of massage as therapy. The actual definition of massage has been
provided by the researcher which can helps to understand the overall concept of massage and
its use in health practices and complementary medicine by an individual. Because, today life
is very stressful for everyone which is not good for a person and its quality of life. A minor
stress can impact on the personal and professional setting which triggers heart attack, high
and low blood pressure etc. which create a serious problem for them. The next part of this
report related with the literature review and explained the pint of view previous studies and
authors point critical analyses which is too significant as a secondary data analyses. It helps
to understanding of massage treatment and its concept relating to the health issue. It has been
concluded about different types of massage therapy such as Swedish massage, Thai massage,
deep massage and so on. further, data methodology which provide the information link with
different approach such as qualitative and quantitative, research philosophy, research
approach, study design. This is providing the reliability and validity of study and increase its
effectiveness which is too essential. The 4th part of the study tells about in a thematic way and
interpret each question with the help of graphical representation and meet its aims and
objectives. At the end, the overall conclusion and recommendation were presented in a way
to solve their issue.

6.2 Recommendation
The evaluation and analyses of conducted research indicates that awareness is required to
provide maximum benefit and overcoming health related issue through massage treatment.
As per the above given study, it indicates that Dormy House having needs to expand its
business and needs create health awareness of massage treatment which provide long term
success in an appropriate manner. There are different types of tools and techniques such as
Swedish massage, deep massage, Thai massage, Myofascial massage etc. Each techniques
having its own advantage required to appropriate promotion among customer and analyses
their perception level. It has been recommended that firm required to introduced new
massage techniques for its customer and its benefit. Apart from that, there are various
customer who having different kind of problem such as blood pressure, diabetes, heart attacks
and so on. This is responsibility of customer service department to determine their concern
and maintain proper communication with them so that they can improve their massage
therapy. Further, the cited firm is required to provide feedback form after and asking about
any improvement in their quality of life which is too significant and meet its research aims
and objectives.
6.3 Recommendation for further study
This part is related with the scope of further research of the topic which helps to provide
more depth study for the given topic. After investigate the primary data analyses and
literature review was conducted not enough to cover overall topic and meet all aims and
objectives. The main area should be concentrate on local sourcing. This concept is new for
the researcher to explained every aspects and there will be space for further improvement.
This can be understanding through an example concepts need more clarification and also
identity benefits to the customer also could be extended in an appropriate manner.
This topic is widely described and multiple views examined from a large amount of
information. In this study information was suitable and relevant to answering each and every
questions. Although limited number of articles and journals and their authors tries to apply
their approaches and theories which can create a research gap. Further evaluation two areas
of the topic have been carried out effectively. But further research on both topic helps to
create must better understanding. In conclusion, this topic related with massage therapy and
its benefit in the QOL and short and long way advantages for different types of dieses.

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Appendices
Questionnaire
Name:
Age:
Email:
Q.1 Are you visit cited company for massage?
A) Yes
B) No
Q.2 How many times you visit massage in a month?
A) 1 time
B) 2 times
C) 3 times
D) more than 3 times
Q.3 Do you feel any difficulty at your back side?
A) Yes
B) No
Q.4 Do you feel any improvement at your backside?
A) Agree
B) Highly agree
C) Disagree
D) Highly disagree
Q.5 Do you have any of the following condition?
A) Blood pressure problem

B) Diabetes
C) Stiff Neck
D) Cancer
E) Any other medical issue
Q.6 Do you think massage can improve your health care?
A) Agree
B) Highly agree
C) Disagree
D) Highly disagree
Q.7 Are you feel any change in your quality of life after taking massage?
A) Yes
B) No
Q.8 Please provide rank of Swedish massage provided by the cited firm?
A) Poor
B) Neutral
C) Satisfactory
D) High
Q.9 Please provide rank of Thai massage provided by the cited firm?
A) Poor
B) Neutral
C) Satisfactory
D) High
Q.10 Please provide rank of Deep massage provided by the cited firm?
A) Poor