Retenção de clientes na área do fitness: um estudo de caso no ginásio My Gym de Arroios
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Data
2019
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Resumo
Com o crescimento do mercado fitness , existe uma constante necessidade por parte
dos gestores de ginásios em compreender seu funcionamento para poder colocar-se de forma
competitiva. Captar novos clientes e mantê-los tornou-se preocupação permanente.
Pensando nessa realidade a presente dissertação pretende colaborar para o
esclarecimento da problemática da retenção de clientes. Para isto foram desenvolvidas
hipóteses para verificar se a qualidade do serviço, o ambiente social, a satisfação global, a
perceção de preço e a frequência semanal média de um sócio influenciam em sua retenção no
Ginásio.
Esta investigação quantitativa foi realizada no Ginásio My Gym de Arroios onde,
após a aplicação de questionários, foi obtida uma amostra de 84 respondentes.
A análise dos resultados nos permitiu verificar que a satisfação global e a qualidade
dos serviços prestados tem um forte impacto na retenção. Também foi possível observar que
existe um novo perfil de pessoas que vêem o ginásio como forma de convívio e por isto o
ambiente social tem uma influência positiva na retenção. A perceção de preço, como é uma
dimensão importante na escolha de um ginásio, não influencia a retenção assim como a
quantidade de vezes que um sócio frequenta o ginásio.
With the growth of the fitness market, there is a constant need on the part of gym managers to understand its functioning in order to be able to put itself competitively. Capturing new customers and keeping them has become a permanent concern. With this reality in mind, this dissertation intends to help clarify the problem of customer retention. For this purpose, hypotheses were developed to verify whether the quality of service, social environment, overall satisfaction, price perception and average weekly attendance of a member influence their retention in the Gym. This quantitative investigation was carried out at the Gymnasium My Gym de Arroios where, after the application of questionnaires, a sample of 84 respondents was obtained. The analysis of the results allowed us to verify that the overall satisfaction and the quality of the services provided has a strong impact on retention. It was also observed that there is a new profile of people who see the gym as a way of socializing and therefore the social environment has a positive influence on retention. Price perception, as is an important dimension in choosing a gym, does not influence retention as well as the number of times a member attends the gym.
With the growth of the fitness market, there is a constant need on the part of gym managers to understand its functioning in order to be able to put itself competitively. Capturing new customers and keeping them has become a permanent concern. With this reality in mind, this dissertation intends to help clarify the problem of customer retention. For this purpose, hypotheses were developed to verify whether the quality of service, social environment, overall satisfaction, price perception and average weekly attendance of a member influence their retention in the Gym. This quantitative investigation was carried out at the Gymnasium My Gym de Arroios where, after the application of questionnaires, a sample of 84 respondents was obtained. The analysis of the results allowed us to verify that the overall satisfaction and the quality of the services provided has a strong impact on retention. It was also observed that there is a new profile of people who see the gym as a way of socializing and therefore the social environment has a positive influence on retention. Price perception, as is an important dimension in choosing a gym, does not influence retention as well as the number of times a member attends the gym.
Descrição
Orientação: Felipa Cristina Henriques Rodrigues Lopes dos Reis
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, GESTÃO, GESTÃO DE EMPRESAS, GESTÃO DE CLIENTES, FIDELIZAÇÃO DE CLIENTES, QUALIDADE DE SERVIÇO, SATISFAÇÃO DO CLIENTE, MANAGEMENT, BUSINESS MANAGEMENT, CUSTOMER MANAGEMENT, CUSTOMER LOYALTY, SERVICE QUALITY, CLIENT SATISFACTION