YATAK SEÇİMİNDE FİZYOTERAPİST DANIŞMANLIĞINA İLİŞKİN TÜRK TOPLUMUNUN GÖRÜŞLERİ: NİTEL ODAK GRUP ÇALIŞMASI

Abstract

Purpose: Numerous mattress manufacturers market their products as "orthopedic" with therapeutic capabilities, claiming that the right mattress can improve an individual's sleep and quality of life. In this qualitative focus group study, we aimed to investigate how customers see the mattress brand that provides physiotherapist support services and their experiences with mattress companies with different characteristics. Methods: Fifty participants were selected from women between the ages of 20 and 60 who were married or in preparation for marriage, and who had purchased a mattress or were in the research phase. The group discussion rules were determined and shared separately in all five groups. The data were thematically analyzed using the framework analysis approach. Results: Customers' perceptions about mattress brands and their thoughts on physiotherapist consultancy are understood by questions such as "what do you think about mattress brands?" and "what does physiotherapist consultancy for mattress selection mean to you?" These two themes will be presented and discussed. Conclusion: The physiotherapist consultancy was a service to satisfy consumer needs in terms of trust. An innovative service has been offered that can persuade the consumer to switch to the new and unknown New Brand. However, it is also possible that advertisements with health content, as previously experienced with other brands, have a negative effect on brand perception. For this reason, it may be more beneficial for the brand if physiotherapists who will work in the field act as life coaches rather than health professionals.