Professional Documents
Culture Documents
2012
SERVICE MARKETING
INTRODUCTION
Services are going to move in this decade to being the front edge of the industry. LOUIS V. GERSTNER IBMs FORMER CEO
Services represent a huge profitable and growing industry of world economy. Service providers have become a large part of our daily lives providing comfort and help to their customers. One of the service providers is a masseust.
MASSEUST
A masseust, commonly known as a massager, gives massage to his/her customers
using different types of oil. A masseust is someone who rubs or kneads parts of the body to stimulate circulation and promote relaxation. It is also used for medicinal purposes to relieve tension or pain. A male massager is known as MASSEUR whereas a female massager is called a MASSEUSE. An establishment providing massage is called a MASSAGE
PARLOUR.
HISTORY
Ancient and medieval times
Writings on massage have been found in many ancient civilizations including Rome, Greece, India, Japan, China, Egypt and Mesopotamia. A possible biblical reference from c.493 BC documents daily "treatments" with oil of myrrh as a part of the beauty regimen of the wives of Xerxes (Esther, 2:12). Hippocrates wrote in 460 BC that "The physician must be experienced in many things, but assuredly in rubbing".
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The Ancient Chinese book called Huangdi Neijing by the Yellow Emperor recommended "massage of skin and flesh". The technique of massage abortion, involving the application of pressure to the pregnant abdomen, has been practiced in Southeast Asia for centuries. One of the bas reliefs decorating the temple of Angkor Wat in Cambodia, dated circa 1150, depicts a demon performing such an abortion upon a woman who has been sent to the underworld. This is the oldest known visual representation of abortion. In Romania some illnesses were helped by a massage in which the client was trodden on by a tame bear.
MASSAGE METHODS
There are many different methods in which massage is carried out around the world. A list of some of the methods practiced internationally is shown below. Acupressure massage Anma massage Ayurvedic massage Barefoot deep tissue massage Bowen therapy Esalen massage Hilot massage Lomi Lomi and indigenous massage of Oceania Lymphatic drainage massage Myofascial release massage Myomassology Postural integration (PI) Qigong massage Reflexology massage Remedial massage Self massage Shiatsu Stone massage Structural integration Swedish massage Thai massage Traditional Chinese massage Trager approach Trigger point therapy Visceral manipulation Watsu
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TYPES OF MASSAGE
There are nearly 100 different massage and body work techniques. Each technique is uniquely designed to achieve a specific goal. The most common types practiced in the internationally include:
Aromatherapy massage: Essential oils from plants are massaged into the skin to enhance the healing and relaxing effects of massage. Essential oils are believed to have a powerful effect on mood by stimulating two structures deep in the brain known to store emotions and memory. Craniosacral massage: Gentle pressure is applied to the head and spine to correct imbalances and restore the flow of cerebrospinal fluid in these areas. Lymphatic massage: Light, rhythmic strokes are used to improve the flow of lymph (colorless fluid that helps fight infection and disease) throughout the body. One of the most popular forms of lymphatic massage, manual lymphatic drainage (MLD), focuses on draining excess lymph. Myofascial release: Gentle pressure and body positioning are used to relax and stretch the muscles, fascia (connective tissue), and related structures. Trained physical therapists and massage therapists use this technique. On site/chair massage: On site massage therapists use a portable chair to deliver brief, upper body massages to fully clothed people in offices and other public places. Polarity therapy: A form of energy healing, polarity therapy stimulates and balances the flow of energy within the body to enhance health and well being. Reflexology: Specialized thumb and finger techniques are applied to the hands and feet. Reflexologists believe that these areas contain "reflex points," or direct connections to specific organs and structures, throughout the body. Rolfing: Pressure is applied to the fascia (connective tissue) to stretch it, lengthen it, and make it more flexible. The goal of this technique is to realign the body so that it conserves energy, releases tension, and functions better. Sports massage: Often used on professional athletes and other active individuals, sports massage can enhance performance and prevent and treat sports related injuries. Swedish massage: A variety of strokes and pressure techniques are used to enhance the flow of blood to the heart, remove waste products from the tissues, stretch ligaments and tendons, and ease physical and emotional tension. Trigger point massage: Pressure is applied to "trigger points" (tender areas where the muscles have been damaged) to alleviate muscle spasms and pain. Integrative touch: A gentle form of massage therapy that uses gentle, noncirculatory techniques. It is designed to meet the needs of patients who are hospitalized or in hospice care. Compassionate touch: Combines one on one focused attention, intentional touch, and sensitive massage with communication to enhance the quality of life for elderly, ill, or dying patients.
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Autism: Autistic children, who usually don't like being touched, show less autistic behavior and are more social and attentive after receiving massage therapy from their parents. Atopic dermatitis/eczema: Children with this scaly, itchy skin problem seem to experience less redness, scaling, and other symptoms if receiving massage between flares. Massage should not be used when this skin condition is actively inflamed. Attention deficit hyperactivity disorder (ADHD): Massage may improve mood in children with ADHD and help them feel less fidgety and hyperactive. Bulimia: Studies show that adolescents with this eating disorder feel less depressed and anxious after receiving massage therapy. Cystic fibrosis: Massage may reduce anxiety and improve respiration in children with this lung condition. Diabetes: Massage may help regulate blood sugar levels and reduce anxiety and depression in children with diabetes. Rheumatoid arthritis: Children with juvenile rheumatoid arthritis (JRA) have been shown to experience less pain, morning stiffness, and anxiety as a result of massage therapy.
Heart failure Kidney failure Blood clots in the legs Bleeding disorders Contagious skin conditions Cancer
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MASSAGE EQUIPMENT
A number of different equipment is used to facilitate massage. These include Tables and chairs Specialized massage tables and chairs are used to position clients during massages. A typical commercial massage table has an easily cleaned, heavily padded surface, and a horseshoe-shaped head support that allows the client to breathe easily while lying face down and can be stationary or portable. An orthopedic pillow or bolster can be used to correct body positioning. Ergonomic chairs serve a similar function as a massage table. Chairs may be either stationary or portable models.
Vichy shower A Vichy shower is a form of hydrotherapy which uses a series of shower nozzles which spray large quantities of water over the client while they lie in a shallow wet bed, similar to a massage table, but with drainage for the water. The nozzles may usually be adjusted for height, direction, and temperature.
Dry-water massage bed A dry-water massage bed uses jets of water to perform the massage of the client's muscles. These beds differ from a Vichy shower in that the client usually stays dry.
Lubricant Many different types of oils can be used including fractionated coconut oil, grape seed oil, olive oil, almond oil, macadamia oil, sesame oil, pecan oil, and mustard oil. Each oil has different properties and serves different purposes. Lotions, crmes and gels are also. Each lubricant has slightly different properties, and the choice tends to be a therapists preference. Salts are also used in association with oils to remove dry skin. Heat rocks are also used for relaxing muscles.
Electric Massagers Electric massagers, with regular usage are proven to help relieve stress, soothe aching muscles and joints and also to help improve circulation throughout the body.
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Jojoba Oil
Jojoba oil is popular massage oil in the U.S. The jojoba plant is native to the South West region, making jojoba oil affordable massage oil. Jojoba oil is actually a liquid wax which has a long shelf life. As massage oil, jojoba oil is suitable for all skin types and useful in treating sunburn, eczema, psoriasis and arthritis.
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Sunflower Oil
Sunflower oil is a massage oil not to be confused with culinary sunflower oil. Sunflower oil is extracted from the seeds of the sunflower; the sunflower grows in many places in the world including the U.S. Sunflower oil is a light massage oil which is moisturizing and suitable for all skin types; it is useful in treating acne and other related skin conditions.
Carrot Oil
Carrot oil is used in many skin care preparations as it is excellent oil for skin care. Carrot massage oil is extracted from the roots of the carrot plant and should not be confused with carrot seed essential oil used in aromatherapy. As massage oil, carrot oil is beneficial in healing psoriasis, eczema and itchy skin. It is a useful skin tonic.
Avocado Oil
Avocado is very rich massage oil, and so is best-suited to a more mature skin or a very dry skin. It should not be used on someone who suffers from acne, as it is too rich for their skin.
Olive Oil
Olive oil is nutritious for the skin; however it is very thick oil and can be quite sticky to use. Like it is unlikely to cause any allergic reaction and so is good for babies (even newborns), and of course it has the advantage of being one of the cheapest massage oils just use the bottle you already have on your kitchen shelf!
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Rosehip Oil
It is excellent for repairing sun-damage and is also good for skin that shows scarring, especially acne scarring. It is however one of the more expensive oils.
Other Types
Other types of massage oils include argon oil, chambeli oil, podeena oil, jaambhe oil, borage oil, hazelnut oil and evening primrose oil. Choose massage oil which is beneficial for skin type and any other problems. Check the purity of the massage oil with the supplier to ensure that the type of massage oil chosen possesses actual therapeutic properties. Massage oils can be extremely beneficial, with or without the addition of essential oils.
FUTURE OF MASSAGE
More research is needed to determine how effective massage therapy is, which health problems improve the most from this technique, and whether it is more cost effective than other types of treatment. Although massage is usually offered in the community by private practitioners, it is slowly being integrated into a variety of health care settings, such as hospice care facilities and hospitals.
CONCLUSION
In general, massage is believed to support healing, boost energy, reduce recovery time after an injury, ease pain, and enhance relaxation, mood, and well being. It is useful for many musculoskeletal problems, such as low back pain, osteoarthritis, fibromyalgia, and sprains and strains. Massage may also relieve depression in people with chronic fatigue syndrome, ease chronic constipation (when the technique is performed in the abdominal area), decrease swelling, alleviate sleep disorders, and improve self image. In the workplace, massage has been shown to melt away stress and enhance mental alertness. One study found that deep tissue massage reduced blood pressure levels. Other studies show that massage may have immediate beneficial effects on pain and mood among patients with advanced cancer.
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